In today’s busy world it’s hard to decide on what to keep in focus. As a real estate professional you want to connect with as many people on a regular basis. By leveraging your social media with a strategic plan you can have more meaningful engagement with your core business, let me show you how.
Dave Williams, father of 3 has been working in Ottawa real estate since 2006, as a real estate agent, trainer, team leader and lately the Business Development Manager for Home Team Ottawa since 2011.
Working with Home Team Ottawa Dave created a systematize marketing strategy that has generated over 11,000 leads & 200 sales worth over $72M in real estate and $1.7M in commissions.
Currently he manages the Marketing & Service department that the team relies on and is overseeing the HTO360 plan, a 5 year plan he helped develop to allow Home Team Ottawa to help 360 families with their real estate needs each and every year.
While technology has changes how real estate agents operate, social media is a tool that gives us leverage just like pagers, fax machines, and cell phones did in the past.
The Fundamentals of Real Estate still Remain the Same.
Meet new people, talk about real estate everyday and service any real estate needs.
Typical active strategies included; circle calling & door knocking around real estate activity to find others with similar or complementary needs, networking in business & social settings to meet new people, and hosting real estate related gatherings such as open houses & informational seminars.
Passive strategies to attract new business often included; direct mail around real estate activity to find others with similar or complementary needs, promotional items & sponsorship to showcase engagement in a community, signs on and around homes for sale, and advertising homes for sale and real estate services.
Real Estate is a 0 to 60 need. When people are comfortable in their home the need is negligible, but when their lifestyle changes their real estate needs becomes immediate. That’s when you should be there to help.
Studies have shown that the real estate professionals that have the most conversations about real estate everyday are the real estate agents that do the highest volume of business…
Simple, but not easy.
KEY POINT #1: Have a plan to purposefully engage people 1-on-1.
By maintaining a database of your clients, friends, family and prospects AND having a planned next date or reason to contact them about real estate you are creating your business pipeline.
Here are a few idea’s for Planned Engagement;
- Yearly real estate checkups,
- Seasonal tips & tricks to home ownership,
- Real estate activity in their community,
- Development or City projects that could affect their homes value,
- Renovation trends,
- Special offers & discounts.
Leveraging “Social Media” to build your business doesn’t change the foundation of your business, just how you use your time and tools.
You still want to meet new people, you just may be meeting them virtually as well as in person to start your relationship.
You still need to connect with people and communicate about real estate everyday, it just may not be verbal conversations.
You still give A+ customer service, it just may be in a different way or servicing different real estate needs, it starts with coming from contribution or showing value.
The traditional techniques for actively engaging people to talk about real estate begin to change shape with technology and social media activity.
Circle calling has become more challenging with the declining number of home phones & the Do Not Call Registry, but now you can search what people are saying online, follow hashtags relevant to your interests and business and create automatic alerts for keywords posted online.
Door knocking takes time & planning and yet rarely connects you with more than 30% of people in an area, but now with GeoFencing technologies you can see who’s saying what in any area.
Online networking is leverage by whole hosts of social media sites, but even more so, allows anyone (even you) to become online local guides, elites or influence on any number of topics, places or niches.
Gone are the days where you have to find a “place” to get people together, now you can hangout with friends, family, and strangers online. You can create seminars, tours, guides or just vent, either planned & organized or on a whim (LIVE).
With hashtags (#), searches or alerts you can watch for opportunities to jump in on conversations you can add value to.
By engaging a specific neighbourhood or area you can become “known” even when not talking about real estate. Most people you communicate with online check you out.
With video you need to Just Do It!
Start by going LIVE: and just talk, about your open house, new listing, a feature of the neighbourhood you works, and type or style of home you specialize in…or want to.
The more you create around a subject, the more you become the subject matter expert.
It will be uncomfortable, but it will help you refine what people want to hear about, the information you need and builds trust.
Once you have started to refine your skills & knowledge you can begin to create high quality products, Webinars, Talk Show Podcasts, Video series and more.
Some of the most influential people today in product placement, polities and business commentary are self made social media stars. Instagram models, YouTube stars, Facebook creators and more.
Podcasting is one of the easier mediums of internet influence to enter. The cost is relatively low for entry & maintenance, it doesn’t care what you look like and it’s considered a growing medium.
Strategies for Podcasting:
- Run with a structured shows that allows consumers to quickly find the relevant content they wish to consume
- Two or more distinct people make for better content, may podcasts are interview style products with subject experts
Webinars are best run with a build up to attract an audience, great content and a next step built in to capture higher quality prospects.
Talk shows are similar to Podcasts with an added video component, consider running it with cutaways to videos & visuals or edit it together before release.
Some ideas for topics;
- Neighbourhood showcases
- Live house visits
- Rules & market updates and how to navigate them
- Casual chats with experts
- Personal brand & promotions
KEY TIP #2: Show Value 1st to Earn Trust by offering a unique perspective or exclusive information.
Your engagement changes with new media, but allows you to reach more people, quicker and filter down to the most meaningful conversations.
With social media you can also game the system, which is to say they want you to engage on their platforms, so if you do you will see more of each others content.
So if social media is becoming your database, you need to work it with a plan.
By giving yourself a regular focus, and working through your feeds & friends you can attempt to connect with as many as possible.
Online, a real estate need looks different; It’s a question.
People are searching for knowledge, direction and understanding, and by helping them you build trust.
If a request for information comes in through a private channel or contains private personal information them be sure to answer the request in private, but ask for a review or recommendation if the information is helpful.
If the information can be shared publicly, make it AWESOME, Visual and easily shareable. That way your knowledge and expertise can spread.
KEY TIP #3: Cultivate “lurkers” with Social Proof of your value, expertise and service.
If you’ve found this information helpful, please consider giving me a recommendation at http://rem.ax/HTODave