How Realtors Can Lead in Social Media

Realtor’s Personalities and Ability to Engage Make them Perfect for Social Media Mastery

I was just doing a search on Google for San Diego real estate.  I clicked one agent’s link, but didn’t find much of interest. I clicked their Twitter link to see what they’re doing right now. Nothing. Dullsville. They didn’t much do much to create a connection with their visitors.

relationshipIt’s well known that visitors will leave quickly. All the techy SEOs and web devs talk about page loading time when the real issue is how quickly you make an emotional connection with your visitor.

Home sellers and buyers want to experience something exciting, inspiring, informative, fun and interesting. I go to Twitter because Twitter is current, right now in the moment. It tells me where that  realtor is at right now.

For most realtors, it isn’t a lack of leads, it’s often a lack of a connectivity in social channels and on their website that create an emotional connection. Getting to make them like you is vital, otherwise they’re off to visit other realtor sites.  They’ll visit many unless a smart realtor finds a way to engage them immediately on their site.

And engagement comes from excellent content.

Social Networking will only Grow — Get on it now and do it Right

I have a couple of friends in LA and Vancouver whom I tweet with. They’re both fun and very sociable. They understand the social aspect of Twitter. Both have an engaging manner.

Twitter is fun and hard work, so the active Twitter Realtor is showing you how hard they will work for you and what kind of relationship building they do. It’s the same for Linkedin.

It has nothing to do with things or events — what we normally refer to as  content. They’re all about the social interaction — the engaging conversation they have and enjoy. And I know of a successful mortgage agent in Oakville who is the same way.

And while I’m a content strategist/SEO guy, they’ve reminded me that the real content is the conversation. The content and platform is just the medium of your conversation or relationship with your new visitor.

This is central to how you build out content on your website and social pages. It isn’t about “my stuff” but rather how do I make the other person feel good. How does your conversation build the relationship your prospect is looking for?

Twitter: Fast content that accelerates your prospect engagement

Your whole digital marketing presence’ goal is to create a customer and you do that today by creating excellent sharable and sociable content. Being social is very important now. Tweet, link up and like your way to success.



Engaging Content is Your Voice

You know that as a realtor, you’re a dreamweaver and content is all about creating a wonderful vision for home sellers and buyers.

There’s hundreds of thousands of realtors and mortgage agents who dabble in content. They write some blogs, they post on Facebook or Twitter, but what’s missing is depth, color and a strategy. All that content needs to attract and move prospects along to conversion as well.  Copywriting has to achieve a lot of objectives.

As they arrive on your Twitter page, Facebook page, or Website and IDX listing pages, your content should accelerate their motives and feelings about buying and selling. And that’s the challenge. What type of content should you create to captivate and inspire them?

What does your content need to do?

    1. entertain
    2. build trust
    3. create likability
    4. establish expertise
    5. establish personal fit
    6. inform and engage
    7. build emotional intensity
    8. get shared on social and the web
    9. create high rankings on Google
    10. convince the prospect

Map Your Content to the Customer Experience

When your content is mapped to the customer journey, and that includes your social content, you’re going to see your leads climb significantly. There will be great visuals such as videos and infographics, fun copywriting, and good conversation when they arrive. To engage them and move them along, there will be your mls IDX listings, blog posts on lifestyles and communities, and interesting stuff on your Facebook and Twitter pages. To convince them, there will be whitepapers, success stories, case studies, investment tips, and material that eases their post purchase anxiety.

It’s not enough to have the latest IDX real estate website with great navigation and pics from every angle. Where realtors can excel is to build the visitors emotions about buying and selling — about the excitement of change in their lives. Your digital marketing job is to accelerate that emotion and desire to experience a new life.

Your social media efforts really can go a long way to build a great personal brand that makes you the most relevant compelling agent to work with. Start thinking great content and how it gets spread through social networks.

So now you’re ready to Tweet, get Liked and create content that pulls new prospects in, inspires them, and helps them surmount any emotional barriers that keep them from buying and selling.

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Power Networking with Linkedin

Start Your Linkedin Strategy the Right Way

Meeting the right people is critical to success in any endeavour and in our era, connecting is done online via Linkedin.  Linkedin has a vast group of link minded professionals, who you may do business with at some point.

Gord Collins – Traffic Builder — on Linkedin

The quality of connections via Linkedin is very good. They’re generally well educated, have careers in relevant fields, and have the money to spend. I’m connected with at least 7200 business people including thousands of realtors, many of whom would excel if they hired me. By connecting with me, they’re getting  a better chance to power up their real estate careers using a dedicated real estate marketer.

While you’re surfing around looking for great people to connect to, you should begin improving your value offer.  The purpose of connecting via Linkedin is to establish your value to them, and also to expand each other’s network and exchange ideas and services.

Create a Good Value Proposition First

If you want to know more about unique value propositions, you can do that. Consider your product/service, it’s benefits and features, and how your offering is different from your competitors. Not that you have obsess with the competition, just to know how you can deliver better value to customers or clients.

Relevance is the key to everything and content strategy is how you make yourself relevant online — where you match your UVP to their need.  And when you’re perfectly relevant to a new client or investor, your career could take off.

3 Part Launch Sequence

There are 2 keys to really doing well on Linkedin. The first is researching, via Google or Linkedin, and finding your ideal targeted prospect.  The second is making contact and presenting your significant, personalized, unique value proposition. Then you follow up with introductions to what you do and how they will enjoy investigating you.

Nothing aggressive at this point. You need to establish yourself as credible, relevant and likable. That means starting a conversation. Find out as much as you can about them, what your shared experiences are, and what their needs might be. That’s a good starting point.  Know where you want to take the new relationship.


Welcome to my Content

When you make contact, you’ll want to present a body of valuable, persuasive, and emotionally moving content (content strategy) and let them explore.  Your Linkedin profile may whet their appetite, yet your real success generator is what they see when they Google you, visit your blog, see your published works, and read your ideas. Style, passion, intelligence, determination, experience, sense of humour, and other great personality traits will tell them whether you’re right for them.

Most CEOs, marketing managers, and investors are busy.  You have 3 seconds to get the ball rolling or they may ignore you forever. That’s what makes new business development and sales so tough. You must have everything created and ready to go almost as though it’s a movie choreographed to entertain and inform them.  A strategic approach actually is the best approach.

For this to work, you must have your personal and business goals aligned and in focus.  This is important.  Your preferred contact will be annoyed by vagueness, conflicts, or empty promises.  If you achieve crystal clarity first, you’re bound to be more effective. I’m assuming you have your business idea or offer crystalized and your content strategy ready to convey that with laser-like consistency.

Who does Linkedin really well?  I think Jeff Hayden with his helpful posts and 570k followers does well, Dave Kerpin does okay, and Richard Branson with his feel good philanthropy (gets him 5.7 million followers) understand Linkedin.

Smart realtors will have a nicely written profile that sets out specifically the value they produce.  Pulse blog posts, comment on others posts, listed projects, and an active Twitter account tells you they are right into networking effectively.

Your Profile

Since most experts prefer to talk about your Linkedin profile, let’s get that out of the way.

1.  Get a good headshot photo — have it taken at a big event where you’re having fun or with an interesting background.

2.  Job Title: Your Ideal Work Title or the key service/value you provide.

3.  Profile Summary:  A 4 line paragraph that succinctly states the value you deliver to employers/clients

4.  Current Position: 4 line sentence summarizing the key things you have accomplished in that position with bullet points that make it easy for viewers to scan.  A Call to action — give them a url to click through to. Letting them read your old jobs that you left, isn’t good for you or them.

5.  Endorsement:  Get endorsements and recommendations from your past employers and clients.

After they read your profile, they’ll go back to your skills and the industries you worked in.

What’s Your Mission? You’ve got 5 seconds to Tell Me

It’s wise to have a mission statement, and a unique value proposition statement in your profile summary, but if not, you should still have it stuck in your mind as you write your profile.  Having it written out makes it more real and clear. So do that.

You don’t have tell everybody what your UVP and mission statement are. That’s personal, but really you should strive to have authentic relationships where the people in your life want to know you and appreciate you. Eliminate your self-imposed limitations and get on with creating useful connections.

Example Mission Statement:

My Mission Statement: To increase my opportunity, income, and personal freedom by creating a compelling, convincing digital content strategy for my continually growing set of quality clients.

Example UVP:

My Unique Value Proposition: I generate amazing digital content/SEO/Social media results that accelerate my client’s lead generation, conversions and revenue.

What is the Specific Value you are Going to Share!

After clarifying and establishing your business goals, branding or UVP, and finishing up your  business development strategy, you’re ready to begin networking.

Networking is connecting with a purpose such as creating and sharing value with others. 

Using Linkedin search functions, you should look for compatible people who can help you move your career or business forward. That would include partners, experts, thought-leaders, advisors, service suppliers, and venture capitalists.

Online networking is important.  Combine Linkedin with Twitter, for an amazing biz connection force that establishes you as relevant, knowledgeable, and valuable to other professionals, investors, and entrepreneurs. More people will want to talk to you.

While the expensive premium account lets you contact prospects directly, you still have to find them.  Linkedin has advanced search features that can help you drill down to a group of key people. Relax, it takes time. And then you need to determine how to approach them, how to make contact and what to say. The battle’s not over yet.

27 Tips for Using Linkedin

6 Ways to Grow your Linkedin Connections

60 Social Media Tools for Entrepreneurs

Publishing with Linkedin

You can publish on your Linkedin account now, which may generate substantial professional credibility and wide visibility. Put out A+ material such as blog posts, whitepapers, news updates, videos and news.  Include links to your blog and twitter page.

I didn’t find Breitbarth’s book very helpful. It might be oriented more toward job seekers and explanations of the linkedin tools. But not much in-depth strategy for power users.

Epic material: If your published posts take you less than 6 hours to write and edit, don’t publish them. They’re not ready. Let your posts simmer for a couple days, and go back and edit. You should spend at least 30% of your time re-editing. And your material is never finished. Continually revisit your posts and improve them.

You can join groups, however there’s a lot of time wasting “groupies” in there that taint the experience. And moderators who may keep you out.

Launching discussions: Rather than divulging your startup idea, write topics that subtly hint at the market demand.  Ask others about market trends locally.  Good material includes research, influencer opinions, and vital insights into your target industry. Once they take your bait, you can begin your engagement process.

In my own positioning online, I target those between 25 and 40. They’ll like my travel, sports and music interests. They’re optimistic, enthusiastic, and ambitious. They want a better life.  These are intelligent, dynamic, progressive and confident people who get the whole self-improvement, entrepreneurial, marketing thing. They’re looking for partners, or business opportunities with legs, or maybe to be involved in something really cool.

That doesn’t mean my real contacts won’t be those between 45 and 75 because they are the ones with the cash. Rich people like to make money, build successes and feel good about contributing.  Find out how they spend their time and that will tell you what they want out of life and business.

linkedinbookThere’s only so much you can do on Linkedin. It’s best to take them over to your personal blog where your unique branding and messaging can entertain them and keep them engaged long enough to build desire. At this point, build desire. You don’t want them to contact you too soon. Build the excitement and get their imagination lit up. Your goal is to get them psychologically invested in you and motivated for a long term relationship. First impressions are powerful, so make it good — make an impact.

Yes, they’re buying into your business idea, but your idea is YOU —  Jeb Blount says: People Buy You.

Send them to Your Custom Designed Blog

Keeping a blog is very important. Start yours up and then hire a professonal blog designer when you’ve got the cash to do it.  Your professional brand image has to be good.  It’s vital in presenting yourself as unique, fascinatingmemorable, separate from the crowd, and capable.  I can tell you it is hard work and time consuming, but if you believe in your mission then it’s worth the sacrifice. You’re getting some more for something less, so in a sense, you’re not sacrificing.

The real work of persuasion and interest-building is done on your blog.  As you get better at it, you’ll be saying less and demonstrating more.  Intimidating at first, but you’ll improve.

Who Should you Target?

Create a clear picture of the professionals you want to connect with.  Read the profiles of those that seem to fit. Understand why you think they’re relevant. Then you can design your linkedin profile to match what they find intersting and what they’re likely seeking.  Influential people have needs and they are constantly on the lookout for professionals to connect with.

After you’ve built an emotional/professional connection, then you can take them deeper into your unique value proposition. Don’t present it too early because they may not understand.

When You’re Ready for Serious Networking on Linkedin:

  • Have a profile of the people you want to meet personally and professionally
  • Have a specific purpose for connecting
  • Create value to share with others before connecting
  • Only share your “A” material
  • Don’t waste others time
  • Segment your connections into meaningful groups
  • Target your material for these different groups
  • Have a blog or relevant business website to send them to
  • Don’t ask to connect until you’ve discussed something relevant with them first
  • Ask for referals to others who might help you

The most important tip: Be Fascinating and Memorable — someone they can’t wait to meet.

This article on the Salesforce site is an excellent read on how to prospect:

How to Increase Productivity

Via Salesforce

Infographic by Hubspot



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