There’s no getting around it. If you’re a real estate agent, you need to be actively using social media as part of your marketing strategy. It is not enough to post a few open houses on your Facebook page or simply upload a listing photo or two to Instagram and call it a day.
Your sellers expect you to have a social media strategy and if you want to reach Millennials, you have to reach them where they live… on social media. In this day and age, the average homebuyer has already done their online research and knows where they want to live. They may have even already found the house that they want to purchase. What they are shopping for now is their agent! So you better make sure they can find you!
In order to use social media successfully and stand out from the crowd, you need to showcase yourself and your business. In other words, you need to strategically and thoughtfully get personal. People don’t connect with companies, they connect with people. By showcasing who you are as a person, you tell the story of your personal brand.
In addition to sharing your listings, it’s imperative that you share a bit about your personal life. Do you live in the area where you work? Showcase that knowledge! You know the hot spots and the cool places but you also know the school district, the property taxes and the best routes to avoid traffic. While you’re telling your personal story, you’re also building credibility that you know your local real estate market, inside and out.
You know that your potential clients have standard expectations that you need to meet. They expect that you’re going to know the market. They expect that you’ll be a good negotiator. Likely they will also expect that you’re going to have the scoop on a few pocket listings as well. What they can’t necessarily expect is whether or not they’ll have chemistry with you.
Chemistry is a relationship builder. It’s what helps to turn a one time transaction into a long term relationship. Chemistry is what can get you referrals, and it’s why you have certain clients that you enjoy working with more than others. It starts with creating visibility so that your ideal clients can find you.
There should not be a big disconnect between who you are in real life and who you are online. By being yourself you attract clients who are the right fit for you and your brand. Don’t try to be all things to all people, as you’ll wind up being not much of anything to anybody. Instead, authentically focus on the things that matter to you and you’ll find yourself and building credibility and reinforcing your personal brand.
Social Media Tips for Realtors
- Fill out the profile section completely for each social media platform. Make sure people can reach you.
- When possible, try to have your handles be the same across all platforms.
- Choose a good profile picture and try not to change it too often.
- Share more than just your listings. You must share content from other sources too.
- Reciprocate! If someone shares your post or leaves you a nice comment, return the favor.
- Be authentic and true to yourself – share things you like or that interest you.
- Let your personality come through – potential clients can get a sense of their chemistry with you before they ever meet you.