Social Media for Commercial Neophytes
“Everyone is living for everyone else now. They’re doing stuff so they can tell other people about it. I don’t get all that social media stuff. I’ve always got other things I want to do – odd jobs around the house. No one wants to hear about that.”
~ Karl Pilkington
“Smart phones and social media expand our universe. We can connect with others or collect information easier and faster than ever.”
~ Daniel Goleman
SOCIAL MEDIA is one of the fastest, most cost effective, and (arguably) most abused ways to spread your name and expertise with an audience. An increasing number of commercial real estate agents are utilizing social media to connect with current, previous and would-be clients, and expand their network with other real estate professionals. And while 66% of real estate agents (all types) consider social media an important marketing tool, 62% consider themselves social media neophytes!
SO… here’s a list of “do’s and don’ts” on becoming more “socially” proficient:
DO limit social media platforms. There are hundreds of social media platforms. It’s better to be good at a few than to be bad at all of them. Choose one or two places to start, and focus on posting consistently, smartly. Facebook, Google, Twitter and LinkedIn are great options for real estate as all have a critical mass of users.
DO always be positive. Everyone’s had bad days, difficult customers, and assassinated deals, but always project a positive image of yourself, your business, and how much you value working with buyers, sellers, and tenants. Rather than say what’s wrong with you or your market, focus on what’s working in your favor. Share good news, inspiring photos, helpful tips. Always ask yourself, “What’s in it for them?” Will they take time to read it?
DO interact promptly. Interaction is key in creating an attractive social media personality. If someone tweets you, reply promptly. If you like a post, let the author know by sharing it, or leaving a thoughtful comment. The more you reach out to others, the more likely they’ll reach out to you.
DON’T only post listings. Many see social media as great vehicles for sharing listings. But if you only post properties, you’re not being social, only a salesman, or worse, a self-serving (boring) bulletin board. It won’t be long before your intended audience tunes you out, maybe even “unfriend” you.
DON’T overshare. On the other end of the social media spectrum are agents who broadcast every moment of their day, whether business related or not. The topic of public posts, your language, should be similar to what you would say or project in the workplace. This especially goes for those “too personal” photos.
DON’T give up! Likely you won’t gain thousands of followers in the first week. But don’t quit. Slow, steady growth builds a strong, loyal network. See which platforms create the most response and connection.
[Note: Be sure to check out Coldwell Banker Commercial Metro Brokers’ Facebook page for articles and information to repost!]