While most agents, or at least the agency they work for, have a social media presence … are they truly giving their clients and their prospects what they really want?
As one of the largest transactions in any person’s lifetime, buying or selling a property is a huge financial and emotional endeavour. Whether it is their first home or an investment, an upsize or a downsize, there are so many questions and variables to think of … and that is where agents should be focusing their time.
It is not enough to just throw a URL up on your Facebook page for your latest listing, you need to answer all the questions and overcome all the objections, because the reality is, people active in the property market are researching heavily online before they even pick up the phone to speak with you (if they even pick up the phone).
This is where social media can be your secret weapon. If delivered effectively, social media is your two-way communication portal to thousands of hungry, knowledge seeking researchers, who in turn will become your buyers and sellers.
Here are some quick ideas to fire up your Facebook feed that will help you on your way to becoming the number one, go-to agent in your area!
Remember that it’s all about them, not you – while it might seem like a good idea to talk about how you are the number one agency or agent in your area and how everyone should come to you first… the reality is they are going to make up their own mind through their thorough online research. Consider using the “show don’t tell” approach. By delivering incredible and relevant content, including happy snaps with sellers, testimonials (video if you can) and feel good stories about client wins are all wonderful ways to engage.
Maintain your existing clients – we all know that it is easier to keep an existing client than it is to gain a new one. Be sure to talk to your existing buyers through your feed, invite them to join your group or follow your page. When you do a great job, they become your number one fans, and they are more than happy to tell everyone about it and support you!
Promote more than just the house – where people live is just as important as which home they live in. Talk about the area, showcase the beauty, list upcoming events, or the amazing history of the area. Give them the good, the bad and the ugly – no matter what you think, people will find all of this out on their own, so why not get it from you – a trusted source who doesn’t sugar coat? A suburb is more than just statistics, show them the heart and soul.
Whip out your smart phone or drone for the win – Did you know that social video generates 1200% more social shares than text and images combined? With 73% of homeowners saying that they are more likely to list with an agent who uses video… ignore it at your peril. Presently, only 9% of agents utilise video for their listings and within their social, making your static listings and feeds easy to skip over. Between smart phones and drones, you can capture moments in time that provide the experience and feel of the property in a way that still photography and words can’t.
Share your knowledge and experience – You no doubt have years of experience in the industry and in your area. Share this information, the pitfalls of buying and the traps for young players when selling. Help them to become more knowledgeable about the journey they are about embark on. This helps them to trust you, showcases your credibility and assists you to qualify them as a prospective client.
Messenger and comment feeds are your friends – People are less likely to call than they are to chat online. By engaging on your comment feeds and responding quickly to your messenger conversations, you are immediately showing prospective buyers and sellers that you are there for them. You care enough to answer their questions and offer advice, and before you know it you are their top of mind agent, over and above the others who are slow to respond and engage.
Measure your metrics – identify and track your social media metrics to help you gain a better understanding of what works and what doesn’t! Use the power of social media insights to truly help you understand what your followers want to see and then give to them to keep them coming back for more!
These are just some of the great ways that agents and agencies can use social media to ramp up their profiles and guarantee their success in the industry. So get out there, get social and get great returns both in your relationships and your business.
If you need a hand with your social media, Sivacom specialises in helping agents and agencies to deliver the very best content to their followers. We take the time-consuming content creation and curation out of your day to day, so you can focus on what you do best – building relationships and helping your clients achieve their property goals! Contact us today to schedule a free, no obligation discussion about your social media presence today!