We’ve already provided you with the customer service and technology strategies highlighted during the Top Agents Unplugged discussion panel with Jimmy Mackin. This time around Homes.com will be sharing the social media tactics used by Laurie Weston Davis and Linda Davis. As our final edition of Top Agents Unplugged, these two successful agents share what strategies have allowed them to use social media to connect with their clients and ultimately grow their business.
“Let’s talk about social and how we’re screwing it up, because I think for several years we’ve been going the wrong direction. What’s your social strategy and what are the mistakes you’re seeing agents make right now?”
According to Laurie,” We have very community oriented pages, we always use the 80-20 rule and I never post a listing anywhere on Facebook because there’s other ways to do it. If you find something interesting in a property and want to share it, take a picture of the unique feature and start a conversation about it.”
This rule of thumb has helped Laurie optimize Facebook for her business because she has more to offer than the agents only sharing real estate related content. If you want to highlight a property, find a creative away to do it.
For example, if one of your properties has a great looking kitchen, share a photo of it and position it as “How would you like to make dinner here every night?” This will keep you from sounding self promoting, while still drawing attention to the property. It will also gain more interaction because your followers want to provide their “two-cents” and describe why they like the picture, not knowing that it’s one of your listings. Starting up conversations like these will keep the people you are connected with interested in the content that you share down the road.
Laurie continues by saying “There’s a method to our madness. We’ve created groups and lists that involve the interests of the community, which is how we keep in contact with clients in the long run.” If you have offices in more than one location, create profiles specific to those areas. Think about it, if you are able to share information that benefits everyone in a particular community, it’s more likely they will feel motivated to interact with you.
If your Facebook page says you are an agent in Jacksonville, FL then you will probably attract only the attention of consumers in that city. But what if you have listings in Daytona Beach and St. Augustine? You’ll want to create a different page for each area because it presents you with a more direct approach to connect with the people of those communities because you can share content pertinent to each of them. Linda adds” I try to be a resource for people on Facebook, I always recommend the best local professionals, places to eat and other information that can help the people of a community.”
“People know that you are in real estate, but they don’t have to hate that you are” says Laurie.”Be authentic and who you are because people are more likely to connect with you that way”. This is one of the most important considerations to make when managing your social channels. Consumers don’t want to see a sales pitch for your business every time they scroll through their newsfeeds. Talk about what interests you and what’s going on in your life like everyone else, it shows that you are a real person and not just a real estate agent.
The last piece of advice that Laurie and Linda recommend when using Facebook is to manage your page in a way that represents you, even if you have someone else updating it. When your followers see what you share and how you present it, they start to form an idea of who you are. If they ever meet you in person, they will expect your actual personality to be like what they envisioned. If it’s not, they’ll likely feel that their connection with you is not as strong.
Jimmy concludes the discussion about Facebook by saying “Being a resource is a long term strategy it’s not something where you can call yourself a resource and two days later you have business rolling in. It is something you have to buy into, the important underlying thing to remember is if you have other sources of business like your website, freely experiment with Facebook and your other social networks to see which strategy works the best for your business”
What are your strategies with fringe social networks like Twitter and LinkedIn?
Linda and Laurie agree that “Every platform has its different voice”. They both state that Twitter is more informational and fast moving than other networks, so it’s a different way of connecting.
Like Facebook, you are able to have multiple Twitter accounts. This allows you to share specific information or events related to individual communities. Laurie provides an example for her account for Pinehurst, NC. “People that live in Pinehurst are big into golf, so I have started “re-tweeting” pro golfers and sharing information related to the sport. The concept of this strategy is simple, provide your followers with information they’re interested in and they’ll continue keeping up with your content and remember you next time they have real estate needs.
Although this discussion panel primarily focused on Facebook, these strategies can be applied to all of your social channels. The key thing to remember is to always share content that will be valuable to your connections, otherwise they will eventually lose interest in your business. For more successful business strategies, check out the tips Laura and Linda offer on customer service and keeping up with technology.