By Scott Newman
You’re on Facebook and Twitter four hours a day and you’re telling me you haven’t closed a lot of business lately? Of course not! Social media is just a tool in your arsenal — and when used effectively and efficiently it can help you cultivate business. So, how do you best use social media to benefit your business? Funny you should ask…
Make Your Time Count
I speak frequently on the subject of social media to all kinds of real estate professionals, and one of the first things I usually do is ask the following question of the audience: “Having reviewed my social media presence, how many of you think I spend more than an hour a day on social media?” Almost all the hands go up. Then I ask about two hours, then three, then four. Believe it or not, usually at least a third of the room thinks I am spending at least two hours a day on social media, but the reality is that isn’t even close — it’s more like 5-7 minutes, MAX.
There is a greatly diminishing rate of return on the amount of time you spend on social media. As a real estate professional, it is your job to have a solid, well thought out presence, which showcases you in a positive light and makes it easy for people to reach you. Beyond that, if you think playing on social media for hours a day is somehow going to replace tried-and-tested business cultivation techniques, you’re dead wrong.
Understand Your Audience
This is the easiest thing in the world to breakdown. Write this down, save it somewhere safe — even consider tattooing it on your arm so you NEVER forget.
- Facebook: This is a place for you to share who you are as a person. Remember, clients need to like you before they decide to work with you! Never directly sell on Facebook — it turns people off. Instead, think of this as a great place to showcase your successes and entice people to seek you out for more information on their own. An example would be posting a picture of you and your clients at closing and tagging them in a congratulatory message (with their permission of course).
- Twitter: This is where you should be showcasing your local expertise by sharing interesting things that are going on in your local market and community. Demonstrate your involvement in the place you live and the things you care about, and organically engage with people who share similar interests.
- LinkedIn: This is the one place where you do not want to share ANYTHING personal. This is for business and business only. LinkedIn is a great place to recruit agents, engage with fellow industry professionals, and do research on potential clients and associates. No one here is interested in seeing pictures of your child taking their first steps or hearing about the awesome time you had last weekend at the beach.
Don’t over think it. Social media is a fun, free, and effective way to cultivate relationships and stay in touch with potential clients you wouldn’t otherwise have the opportunity to connect with. However, thinking social media will replace conventional sales techniques is a mistake, as it is only one tool in your tool belt for continuing to grow and improve your business.