This April, one of Inman’s most popular recurring features returns: back to basics. Throughout the month, real estate professionals from across the country share what works for them, how they’ve developed their systems and tools, and where to invest personally and professionally to drive growth in 2022. It’s always smart to get back to the basics with In-Man.
In an age where social media rules everything, from our cultural trends and policies to what we eat and where we travel, its increasing impact on where we live is becoming evident, forcing us to rethink our relationship with these platforms.
As with any relationship, it takes work, perseverance, and a lot of heart.
I started my real estate journey on social media over a decade ago, in a process that has proven to be both fun and rewarding. Here are five tips to keep in mind, whether you’re just starting your social media journey or you’re looking to boost your presence on existing platforms.
1. It’s about you
It is very easy to look at what other people are doing on social media and compare ourselves to their expected success. But as with everything in real estate, our success depends on our ability to connect honestly with our audience and build long-term relationships.
I have not yet found a more efficient and cost-effective way to communicate our value propositions and brand identity through social media channels.
Of course, it’s good to inspire others, but make sure you tell your story in your own way; It is not only about being authentic, but also about being authentic. Your audience wants to get to know you and is interested in getting a behind-the-scenes look at how you do things. It is essential not only to communicate your success but also how you got there.
Most of the time we are very good at showing only positive things or end results, but we fail to take a transparent look at how we achieved these milestones. Social media gives us a great tool to tell the whole story.
In my experience, the clearer you are about what you do and how you do it, the more chances you create for your audience to fall in love with you and your work.
2. Bigger is not always better
We can’t all be TV stars and have millions of followers. And imagine what? This is totally fine. It’s not all about the number of followers you have. In my experience, it comes down to who your audience is and how you allow them to connect with your business.
Real estate is exceptional in the sense that it provides opportunities for anyone who wants to dive into this area. However, to take advantage of this opportunity and see results, connecting with your customer base is a must.
To put this in perspective, treat your social media channels as a storefront; Make it a place where your potential customers can see who you are, what you do, and how you can meet their needs.
Personally, my interest has always been the organic growth of my audience. It may take longer to grow my follower base, but I am able to connect honestly with those who do.
In my opinion, a deeply engaged audience far outnumbers your audience. Knowing that my followers really care about what I do and are willing to support what’s going on in my work really makes all the difference.
3. Website, social media site
With so much social media activity going on around us, it can sometimes be difficult to know the best approach for us individually. It can be confusing. Should I dance videos on TikTok? What about my YouTube channel or my Instagram stories? Where do I start and where do I end?
My experience has taught me that none of this really matters, as long as you are where your customers are. Although it’s my story, when it comes to specific social media tools, I’m only interested in the platforms where my clients are most active.
For example, my team tried a variety of platforms, but about three to four years ago, I started seeing better responses across Instagram and LinkedIn. I figured this is where my audience is most responsive and where they spend most of their time, so I put most of my efforts into it.
I’m aware of how well some agents work with other services or social media platforms, but I’ve learned to determine which ones work best for me and my business. I stopped seeing social media as a popularity contest and started figuring out how, in the context of my own business, I could build a lead generation pipeline.
I feel very strongly that all you need is competence and excellence in one, but make sure that whatever it is, it’s where your audience lives.
4. You are overwhelmed with content
Do you take photos for your listings? Most likely yes. Well, this is endless content, and the same set of images can be forwarded to multiple posts. For example, an announcement of a new menu a few days later could be followed by topic posts with captions like “kitchen dreams” or “bathroom goals” – you get the point. Plus, the listing photos themselves can become a series of videos with the right app or even a fancy smartphone camera.
As real estate professionals, we already produce daily content that can be used on social media. You don’t have to have a crew follow you while you take pictures or shoot amazing videos. Every home you visit with buyers, every walk in the park, every rainy day across your favorite street is an opportunity to create content. It takes minutes. You have to do it. Practice creates mastery.
My daily posts are now part of my daily routine, just like going to the gym, I struggled with it but got used to it over time. Those who know me laugh well; I like to talk, but I’ve never liked to talk in front of the camera. guess what? I had to get over it and do it. Now, I’m waiting for an Oscar or a daytime Emmy.
Don’t let noise stop you from getting started or continuing to develop your social media marketing strategy. Start where you are comfortable and build from there.
5. Get it done
If you’ve been in the field long enough, you may remember the days of not having your own proxy site. I actually didn’t have one until five or six years in my career. I thought it was not necessary; I had postcards instead. I don’t agree with my younger self. I wish I had the insight to get this site done ASAP. It’s the first thing our potential customers are looking for. They google us, and they find it.
Social media is the contemporary equivalent. After they search for you on Google, they search for you on Instagram or any other platform. They find you, your work, and your practice. This will not change.
No matter how you feel, social media is a powerful tool. It tells your story, boosts your business, can build a pipeline, and is a powerful lead generation tool.
To incorporate it into your business strategy it takes an open mind to embrace it, and you can do so at your own comfort level and on your own terms. If one thing is certain, its value and marketing importance will continue to grow. Make sure your business grows with it.
Ricardo Rodriguez is the Principal of Ricardo Rodriguez & Associates at Caldwell Banker Realty, Boston. Follow him on Instagram and LinkedIn.
