In this day and age where social media use has gradually been accepted for practical use within the enterprise and industry professionals. Platforms like Facebook, Twitter and Linkedin have been increasing in usage when it comes to business to business (B2B) and business to consumers (B2C), many proprietors and professionals have made it as a consumer base touch point and as a way to build up leads.
In the real estate industry, social media use has been integrated within the buying cycle for property hunters and brokers alike. People advertise within their private network the properties they have for sale while developers or realtors takes advantage of Facebook’s massive geography of users and its laser pointed promotional posting to reach the right audiences.
“Brokers who don’t use social media, run the risk of being invisible to potential clients,” according to a social analyst. Glenn Lees, the connective principal of the Better Business Summit of NSW told the audience that social media is huge variable for which searchers are finding real estate brokers.
The public has been using Facebook, Twitter and Linkedin to search for a broker within their area. True enough, the information filter search on the mentioned social media platforms allows you to search for public profiles that are associated with an area and a profession.
“If you don’t have it, you run the risk of being invisible to a segment of the market and that can be expensive,” explained Glenn Lees to a panel consisting of tech and real estate figures that included Stargate Technologies chief executive Brett Spencer; PLAN Australia chief executive Phil Quin-Conroy; and Westpac general manager of mortgage broker distribution (NSW and ACT), Jamion Khan.
Mr Brett Spencer also urged brokers and realty development firms to incorporate a well defined and objective social media strategy into their marketing and buying cycles to maximize their reach as social media is a facet of today’s lifestyle that we cannot ignore. Spencer also added that social media has its own ecosystem of information leads and buying / selling prospects; Social media posts won’t generate immediate sales, he added, but are one way in which to build long-term credibility.
Mr Quin-Conroy also informed brokers that posting on social media will help them climb the rankings on internet searches; as search engine giants like Google and Bing acknowledges traffic from social media as a ranking factor for the heavy competition when it comes to the ranking wars in the search engines by real estate companies.
Jamion Khan added the importance of CRM or client management for social media use. It includes adapting to a friendlier, cordial yet professional manner of addressing interactions with potential clients. It also applies to addressing consumer complaints where realty addresses concerns with utmost professionalism and social media should be the same.
National Brokers Network’s professional business brokers shares these tips for getting started with social media:
- Be visible – It all starts with having a social media presence. It means having a social media account for your group or you, as a broker. If you are not on social media, chances are, your competitors have a head start.
- Giving more – Aside from promoting your real estate listings, what can your firm offer more than the promotions? Since social media is the touch base for potential clients and existing followers to interact with you, many real estate firms have dedicated personnel in addressing questions and feedback gained in social media. The best ones have a contingency plan and policies for specific concerns. Real estate brands more than promote content, but offer helpful instructions or tips on modern lifestyle. Let’s face it, too much promotion is showing a self-centric attitude, we must give back and offer more for our followers and potential clients.
- Get Creative – We cannot deny that social media for real estate firms exists to inform and potentially make a sale. Instead of the regular location feature, we can reach out and be more creative on how to engage our audiences with social media. Promote not just an open house, but a fun filled event. Encourage sharing and checking in on the spot for your visitors. Do live coverage and feature your events, alongside the participants, who traveled to participate. This creates an empowering yet friendly interaction both online and offline to potential buyers.You are not just building a fan base, you must build a community.
- Advice – One of the best ways to build trust and assert your credibility is providing expert advice on social media and other Q&A forums found over the internet. Helping with questions from mortgage to directions helps build trust and generate a potential lead. Being helpful is rewarding in its ways. This also builds your CRM in the long run as the trust factor is a significant base for building a community and being known as a trusted firm.
- Connect – Associating with other professionals in real estate is a viable and helps you extend your reach across your geography. Being active in open real estate forums and having a collaborative relationship also builds your social portfolio.