"Do you want to do a home staging challenge with me!?"
"Join me for home seller boot camp."
"It's spring cleaning week! Follow along!"
How many times have you seen agents post things like this? Or maybe you've even done a social media challenge.
Let me guess: for the first day or two, engagement was great, but after a few days, you only had a few likes and no one commenting on your posts.
Before we talk about why that is, let me back up.
Social media challenges are all designed to build brand and community. The way they usually work is that a person or brand will ask its audience to participate in some type of offline activity and then post a photo of it to social media, usually with a special hashtag that aggregates all of the posts.
Most notably people remember the "planking" challenge or the "ice bucket challenge" but brands execute these on a smaller scale too. Think: a "cook along" where people cook the same recipe together and post it online, or a "spring cleaning challenge" where you give your followers a different project to tackle each day.
By initiating a group of people to do something together, you can develop camaraderie which in turn builds trust in your brand. But, the truth is that social media challenges seem like a good idea in theory, but they rarely result in more engagement or followers. They also tend to be quite a bit of work, both for you and for your participants.
You know what would be a great drinking game? Take a sip every time you read an email or social media post from a brand that contains the words, "unprecedented times."
With the COVID-19 pandemic rapidly evolving, brands and business of all sizes are grappling with how to handle our "new normal." The truth is, there is no one right way to use social media during a global pandemic crisis. The one thing that does remain constant for real estate agents is that there has never been a better time for you to be connecting with your clients on social media.
Although there is nothing good about the dislocation and disruption that COVID-19 is wreaking on our economy, families and society, the truth is that your clients are staying home, looking to social media and virtual communications tools to stay connected, and seeking out both optimism and encouragement wherever they can get it. So it's important for you to show up.
Even though some of your clients might be canceling deals or putting their real estate plans on hold, this is the time that you need to be using social media to stay top of mind. Eventually, when the market rebounds (and it will) you will want to be the person they think about.
Here is how I recommend you leverage social media to provide support for your community and remain a resource for your clients during these times of dislocation.
We have all heard it, right? "I post all the time on Facebook, but no one sees my posts."
Or my favorite line, "my kids said that no one uses Facebook anymore."
(Unless your kids' friends are your current clientele, don't listen to them).
Facebook is a powerful social network with billions of daily users. Not only are people on Facebook, but they are making authentic, meaningful connections with brands and businesses there every day. If you aren't there, or if you aren't using Facebook properly, the truth is that your competitors probably are.
Do you feel like you are posting new content to your real estate Instagram page every single day -- and really great content, too! -- but you just aren't getting more followers, comments or likes?
It probably means that you need to take a step back and think about how you are engaging on social media.
Creating great content to post? That is only 50% of the battle, you guys! Maybe even 25%.
Yes, you need to have great content to keep your audience coming back for more, but what is more important than having that Insta-perfect feed is that you are present every day and that you bring the SOCIAL in social media.
Here are a few things to try next time you feel like you're stuck:
It is no secret that Instagram is currently the social media golden child. There is a ton of opportunity for real estate brokers to work their sphere of influence, engage with their clients and colleagues, and of course, reach new audiences too.
If you're new to Instagram, then the world of hashtags might be a little bit overwhelming. One of the most common questions that I get from my clients and Instagram community is about how to properly use hash tags for real estate social media marketing and how they can make the most impact.
Between managing your social media profiles, developing creative content to post, engaging with your audience online and tracking the efficacy of it all, social media management can seem like a second full-time job for any real estate broker.
If you are't sure where to get started, or if you know that you are making some of the most common social media mistakes that real estate brokers make, then having the right tools can be a total game changer.
Although there are plenty of different types of social media tools that real estate agents could benefit from, I’m including the social media tools that I use most frequently to create, plan, post and engage on behalf of my real estate social media clients.
Social media can be a powerful tool for real estate brokers looking for new ways to grow their businesses. However, it can also be overwhelming to keep up with the constant algorithm changes and best practices for each network.
It is very hard to be an entrepreneur and market your business while actually working in your business and doing what you're best at: selling real estate! Below are some of the most social media marketing that I see agents and brokers make, and some tips to avoid them altogether.
One of the most frequently asked questions in my real estate social media workshops is: "where can I find content to post on my social networks?" A lot of real estate brokers rely on their listings and open houses, but that can become stale very quickly, especially when you follow the 80/20 rule for sharing content.
Luckily, there are tons of options for real estate agents who are looking to breathe new life into their social media strategies. These are game changers if you're stuck on what to post, so I've rounded up a list of the ten best resources for free real estate social media content.
Have you heard the cardinal rule of social media?
The 80/20 Rule states that “80% of your social media posts should inform, educate, and entertain your audience, while only 20% should directly promote your business.”
Whether you want to start using social media or evolve your social media use, the 80/20 rule is a standard best practice online – it means that 80% of what you share is content aggregated from bloggers, journalists, podcasters and writers whose content you like and agree with.
Then, the other 20% can be self-promotional: photos and links to your website, products, press clips, blog posts, awards, honors, profiles of you and your team members and more.
Social sharing is a great way to be a good social media citizen: when you are generous with sharing other people’s content, they will want to share yours because you are so giving through your social networks.
Just remember to use proper attribution and tag the person whose content you’re sharing!
Here are a few ways to find fresh content to post to your social networks.
First it was Facebook.
Then, everyone you know joined Twitter.
Now Instagram is blowing up our mobile phones.
Also, whatever happened to Vine?
Why are there so many types of social media and why should we all use them? They each have very specific purposes.