We are entering the time of year where we find out that “Bob” who we always liked has some really interesting political and social views. We learn about “Cheryl” who continually posts political meme’s over and over that she thinks is great, but lets everyone know she might not be a good person to refer clients too. And we see “Tom” who we want as a client but got into a 100 comment Facebook war over–“if hydroxychloroquine is a cure for COVID.” We see this over and over as we get within 90 days of an election, or any certain polarizing event that happens in our country. Realtors, lenders, and yes…Title sales reps are losing real estate business by needing to tell the world how they feel and convince everyone else they must feel that way also. I’m going to let you in on a little secret. Most people don’t care what you think, but when they see what you put out on social media, it makes them feel a certain way. If the feeling is negative…say goodbye to the relationship and business.
Real estate agents lose business all the time, and one big culprit is social media channels — especially Facebook. I’ve personally learned this lesson the hard way, and it was not fun. Losing business on Facebook almost always stems from the belief that your “friends” and “followers” on social media have the same thoughts and feelings that you have. Those thoughts and feelings can apply to religion, politics, social issues, and more. It’s very easy to type up a status or tweet quickly and hit “send” or “update.”
We might view ourselves as clever because we let our friends know what we stand for and why that stance is correct (in our opinion). But not so fast. Doing this over and over can and will cost you business — not to mention referrals — eventually. Here is the worst part: You won’t even know that business is lost.
Be like Switzerland
As a real estate agent, you are a small-business owner. Yes, you work for your real estate company, but you are your business. When it comes to social media channels like Facebook, Twitter, and Instagram, roughly 50 percent of your friends and followers could have different beliefs and views regarding a variety of political and social issues. There is nothing wrong with having strong opinions and beliefs, but blasting controversial content over social media and making fun of the other side can be financially costly to your real estate business.
It is a bad idea to alienate half of your social media base when all of them are potential clients and referral sources. The old saying holds true here: “Business doesn’t go away, it just goes somewhere else.” If you ramble about politics, social issues, or controversial topics, your social media base may not want to use your services as a real estate agent. And they undoubtedly will not refer you to friends and family. When it comes to these issues and posting to social media, it is best to be neutral — like Switzerland.
How to Manage your Social Media Moving Forward
1. Remain neutral on social media. Your message is hitting your whole network.
2. Join Facebook groups that champion your politics and social agendas. It is a lot more fun talking to like-minded people than it is trying to convert others.
3. Think twice before hitting “send” or “update status.” Read your post again and consider whether it’s appropriate. It might seem amusing to you right now, but others might not think so.
4. If you must chime in with comments and replies, offer valid points, and present yourself well. Don’t say anything that could discredit you, and resist the temptation to insult or belittle those who disagree with you, no matter what they post. Many other people see your social media comments and react to them.
5. You work hard to build your social media base and increase positive engagement. Never forget that everyone is a potential home buyer or seller who can also pass along referrals.
It can be tough to refrain from posting to let everyone know why you support a cause or to write a quick, snippy rebuttal to something you read online. The fastest way real estate agents losing business is by alienating parts of their social media base and driving that business away. Focus on positive social media engagement, and your base will grow and present more business opportunities.
Partner with Stewart Title
We will work with you and teach you how to USE your social media outlets to gain clients, not lose them. Feel out the form below and tell me how I can assist in your business!
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