These days, it’s not exactly a big secret that Facebook and other social networking websites can be incredibly powerful tools for real estate agents. Social media marketing represents a great way to build recognition for your personal brand and to form relationships with the people who will eventually become your clients.
So why is it that your recent status update talking about the escrow you closed in under five days got 3 “Likes”(from the same three friends who “Like” everything you post), while a cute picture you posted of your dog received 27 “Likes”?
Any type of marketing has its own “dos and don’ts” – and social media marketing is no exception. There’s a definite learning curve when it comes to using these social tools effectively, meaning that it can take time for you to find your own ideal balance of personal updates, business posts and other messages.
However, if I could give you one tip to make the learning process even easier, it’d be this: social media isn’t all about you!
Facebook users don’t log on, wondering about the status of your latest deal. They’re there for themselves, which means that – as an agent – if you want increased attention and interactions, you need to shift your conversations to revolve around their interests, instead of your own.
Here are three specific ways to do this:
You’ve gone above and beyond to line up the perfect buyer for your seller, leaving all parties satisfied and you cashing in a big commission check. You want to celebrate with a Facebook message alerting your friends and fans of your success, but which of the following two sample status updates do you think will play better with this group?
ME-CENTERED POST: “Just closed a huge deal on a 3 bedroom Colonial at 123 Beech Street – what a great start to my weekend!”
OTHERS-CENTERED POST: “Congratulations to the Smith family on their purchase of a 3 bedroom Colonial at 123 Beech Street. I’m sure they’re going to be very comfortable in their new home.”
(Obviously, you can use “the buyers” if you’d rather leave names out of your update for confidentiality reasons.)
Sure, it’s okay to post about your successes every so often. Your followers will be happy for you and “Like” your messages, but it’s going to wear thin after a while. Social media is “social” by nature – so be careful to balance self-promoting messages with updates that put the focus on your customers where it belongs.
You can extend this same sentiment to other agents in your network. By constantly bombarding your followers with status updates about your own performance, you’ll not only come across as disingenuous – you risk having your followers tune you out when you have something truly valuable to share.
And while you can prevent this by posting status updates that congratulate your buyers and sellers, you can achieve the same results by sharing messages that praise the performance of other agents.
As an example, consider something like the following update:
“Congrats to Sue Murphy of Keller Williams Beach Cities for helping the Smith family purchase their first home ever! I’m sure they’ll be very happy in their new home.”
If you’re Facebook friends with the agent you’re referencing in the post, use the “@” sign to tag his or her profile in your post. Doing so will provide other agents with the type of positive publicity that reflects well on both of you.
Posting these types of congratulatory messages to your Facebook Wall helps to cut through the self-promotional clutter that too many agents put forth. But despite this, I still find that filling up my own feed with daily business updates can detract from the other messages I use this medium to convey.
So instead, I aim for a “50-50” ratio of posting deal updates to my own Wall, versus on other peoples’ profiles. Sharing the sample messages above on buyer, seller and agent Walls (when my Friend permissions allow me to do so) helps to recognize the success of the people I’m fortunate to work with, while also keeping my Page’s feed enjoyable for the fans that follow my brand on Facebook.
Now, I want to hear from you. Have you had success marketing your business using Facebook? Share your comments or recommendations in the comments section below: