Facebook, like most social media sites, has revolutionized how you connect with people and build visibility for your business. But if you’re not adding value to the interactions you have with past (and future) clients then you might be doing more harm than good.
While pushing your listings and talking about yourself might seem like simple ways of gaining followers, it’s a turnoff for some. So how do you put Facebook to work for your business in meaningful ways? Here are five ideas.
Be personable – Gone are the days of shameless self-promotion. Active social media users want to interact and feel as if people care about what’s going on in their lives. While it’s certainly OK to talk about the market and your listings from time to time, you won’t keep followers for long if that’s all you talk about. So share some morsels about your favorite hobby, a photo from a concert, or some updates about your family. You might be a top-selling real estate agent, but there’s more to you than your career. Open up a bit, and your followers will respond in kind.
Reciprocate with comments and “Likes” – If you want followers to stay engaged, take the time to visit their profiles and show interest in their milestones. Did a past client get married? Send a short note of congrats on Facebook then follow up with a handwritten note and a bottle of wine. Did they post photos of their kids doing something fun? Add a comment and a kind word. Showing a little love goes a long way.
Share items of value –While it’s OK to talk about open houses and your success, what people really want to read are tips on increasing their home’s value through certain home upgrades, how to save money on their energy bill, or what the market is doing this week. Link to relevant news articles, industry reports, community resources/pages, blogs and other items that will give your followers something to sink their teeth into and keep you at top of mind.
Create and share videos – Another easy way to add personality to your social media marketing is by adding videos. If video isn’t already part of your online marketing strategy, it should be. You don’t have to invest a lot of money into camera equipment or software to make videos effective; most smartphones and cameras come with good-quality cameras and basic editing apps. That said, your videos should be somewhat polished, and you should create content plan for them. Some ideas: client testimonials, hosted listing tours, community profiles, live charity event coverage, short market recaps, and how-to series with home improvement experts, mortgage partners and other professionals. Remember to relax, practice what you want to say, and smile often.
Host contests – Nothing catches your followers’ attention quicker than a contest. There are third-party apps for contests, or you can base the contest on likes/comments right on your page. Whether it’s a photo contest, a “caption this” game or another creative idea, contests get noticed and they give you an opportunity to break up the monotony. Prizes can be as simple as a few $10 Starbucks gift cards. Make sure to spell out the terms of your contest clearly from the get-go to avoid confusion or the potential for dissent. You should consult with your legal department before implementing any contests that entail giving prizes to people for making referrals or involve other settlement service providers.
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