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.
Instagram has been around for a while, but really took off once it was purchased by Facebook back in 2012 for $1 Billion. Looking back it was a smart move as Instagram now has over 500 Million active users worldwide. One of the best features that’s added to the platform are its “stories.” Stories are a series of 15 second videos or pictures that are posted for 24 hours then disappears. If you are thinking this sounds like SnapChat, you would be correct. Instagram has done a great job of pulling over the SnapChat users who want the luxury of posting on a larger platform that also allows content to funnel to Facebook. Hence touching a much larger audience for their content. Users have discovered it’s more effective to keep producing short-term content on a regular basis, than post a picture or video that sits on your account indefinitely.
As we draw closer to a Presidential election, we also enter a time where Realtors get blocked or unfriended on social media. Why? They just can’t control themselves when it comes to their favorite political candidate, social cause, and their every random thought. Doing this can cause Realtors and lenders to lose business and money. There are many instances where people use Facebook as their free website to post blog content and their deep feelings on issues. I have some advice if you are one of these people:
Nobody wants to see/read it.
You may think that people really do want to read those controversial posts and see how smart and knowledgeable you are on a certain topic. Not that you aren’t smart, but in many instances simply “sharing” a poster, or video that clearly shows you are on one side of a topic can be off-putting to your “Friends” and potential referral partners who didn’t know this about you previously. Why would you want to alienate HALF of your social media following who doesn’t think like you do? Is that political rant worth losing clients and business?
Are you using Facebook ads as part of your online/social media marketing strategy? If not, you may want to think again. Facebook ads are far more powerful to reach a “target audience” than using your Facebook timeline/Friends list. By 2017, the amount of people in the United States on Facebook is projected to be 167.2 Million people. That is over 50% of the entire US population! That’s a lot of potential buyers and sellers and a heck of a lot more people than your Facebook Friends list. There are many more advantages to using Facebook ads, such as being able to target market people in a specific area, income level, job title, interests and more! What do you do with all of this targeting power? How do you convert these people to clients and paying customers? It all starts with what you need first to even run a Facebook advertising campaign …
Ugh! Another social network that I have to learn and use? Yes, except Snapchat is not like other social networks. Snapchat is a video and picture application that allows you to send messages that last from 1-10 seconds to your followers. These messages are called “Snaps.” These video and picture messages don’t stick around though, because once the message exceeds the 10 second (or less) limit, it disappears. This “disappear” feature helps to keep your followers attention, knowing what they are seeing is about to be gone…forever. You can also text message your followers through the application and do face-time videos! Snapchat has a higher engagement rate than ANY other social network on the planet. Technology is here to stay and Realtors should use Snapchat in their marketing strategy to stay in front of clients in the best medium possible…video. It will also keep you relevant with clients and gain business.
You know Google + right? The social network that was going to take over Facebook as the new “Big Thing” in social media? Well, that didn’t happen as the roll out for Google + didn’t go exactly as planned, and the amount of overall users is not what Google thought it would be at this point. As of May 2015 Google + has 300 million active users (globally). Of course this is no where close to the 1.2 billion Facebook users, but that doesn’t mean that this platform doesn’t have a big marketing upside for real estate agents, because it does. More than you think. I personally love using Google + to get my message and brand to the outside world and to create added engagement. Google + might be the sleeper social media platform, but when you read the advantages below, you might find it’s a keeper. Here are some great marketing advantages and why Realtors should market on Google Plus
News came out over the last couple days that “Facebook Ends Organic Search” for business pages. Facebook has changed a lot in the last couple years, ever since they became a publicly traded company on Wall St. (NASDAQ: FB). The main reason is now they are “for profit” and shareholders expect a nice return on their investment. If you have noticed, or track how many people “Like” your FB business page, you may notice that not everyone who likes your page SEES your posts/content. The going rate straight from the mouth of Facebook’s marketing department is 16%. Not a lot of viewership, though you work hard to get people to your page. You can view that information HERE.
Real Estate Agents lose business ALL the time, one way is through their social media channels. The #1 social media channel where real estate agents lose business is Facebook. I’ve learned (the hard way) that it is easy to think that your “friends” and “followers” on social media have the same thoughts and feelings you have. Thoughts and feelings that range from religion, politics, social issues, and more. It’s also very easy to quickly type up a status or tweet and hit “Send.” We think we are clever because we are letting our friends know what we stand for and why that stance is correct. Not so fast, doing this over and over can and WILL cost you business and referrals down the road. Here is the bad part…you won’t even know it! Here are ways real estate agents lose business through social media and how you can prevent from making these mistakes.
The Facebook Business page…remember when EVERYONE had one because it was the thing to do? Every Real Estate agent I knew thought that as soon as they put together their FREE business page it was going to be just like having an awesome website that was going to bring in leads, and people from all over would be searching through Facebook for them and their services. Well…that is not really how it all worked out. As I meet with Realtors and Lenders throughout Northern Virginia and Washington DC I get asked all time if putting together a Facebook Page for Real Estate is worth it…and should they do it? The answer is not exactly black and white but I can offer some positives and negatives and you decide for yourself.