Before posting properties on social media, follow this one tip

If there’s one thing Realtors love to do on social media, it’s show off their property for sale. And why not? It’s a free and easy way to spread the word about your exciting new listing. But this can get old really fast and make people tune out — or worse, unlike your page — if that’s all you do. Even when you do post a property for sale, there’s a boring way to do it, and an interesting way that will keep your followers engaged. Here’s the #1 tip for writing a property post that will get attention.

The self-serving words and all capped letters take away from this gorgeous photo.

The self-serving words and all capped letters take away from this gorgeous photo.

Choose a standout feature to highlight or focus on the lifestyle the property offers, rather than just saying, “Hey, look at my new property.” In the example to the left, the picture is absolutely stunning — what a pool! — but the words in the post look like a cheap advertisement. Don’t use all capital letters (the equivalent of screaming at your readers), don’t use so many stars, and definitely do use actual sentences. What works for the MLS does not work for social media and will come across more like an ad for a used car lot.

The example to the right does a better job by showing what it would be like to own this property. The experience is much more interesting to a potential buyer than a laundry list of facts. What horse owner wouldn’t love the idea of being able to ride all year long?

This post hints at what it might be like to live here, which is more effective.

This post hints at what it might be like to live here, which is more effective.

Focus on the lifestyle the property provides, or a specific aspect of the property like how fun it would be to cook with the kids in the gourmet chef’s kitchen, rather than just screaming: “I WANT TO SELL THIS TO YOU!” The first example is very self-serving and all about you and what you want, which is a turn off. The second example is all about your readers and what’s in it for them, which is always going to be more interesting.

 

I recommend following Coldwell Banker on Pinterest to see some good examples of pinterest2this type of post. In this example to the left, you can just picture having a backyard BBQ with kids running around in the back yard. You want potential buyers to be able to  picture themselves living in this home, and this type of social media posts immediately puts that image in their mind. And it’s much more interesting than the example with the gorgeous pool!

 

Tips for finding the right audience on social media

Not all social media are equal — they’re actually very different, particularly in who you connect with and how. Because real estate agents don’t have time to build a presence on several social media platforms, it’s important to understand the differences so you can pick the ones that work best for you and what you want to accomplish. I’ll post more on the differences, but one of biggest things that makes each site unique is who you can connect with and how.

facebookUse Facebook to connect with people you know, whether you know them well, knew them several years ago or they’re acquaintances. Friends, family, neighbors, college buddies, friends from high school, clients, and real estate agents or employees at your brokerage are an obvious place to start — people you know, see regularly and already have a relationship. But you can also connect with acquaintances, such as agents, appraisers or mortgage brokers you’ve done business with, and people you’ve met at networking events. But it’s considered intrusive to send a friend request to someone you haven’t met, so it’s not recommended.

twitterTwitter is my favorite social media platform because it’s easy to connect with people you don’t know, but with whom you share a common interest. Follow the same people you would on Facebook who are on Twitter, and then expand your sphere by following people you may not know but would like to build a relationship with, like your local real estate reporter, business owners and even celebrities. I actually know a Florida Realtor who sold a property to Rosie O’Donnell for $5 million, and then turned around and sold that same property for Rosie two years later for $5.3 million, all because she connected with Rosie on Twitter!

pinterestOn Pinterest, it’s less about making connections and more about sharing pretty pictures. But it’s through your gorgeous property photos that you can connect with potential buyers. If you use the right search terms in your posts, such as dream home, family home or beach house, along with the location, you’ll start to attract followers who might be potential buyers. Just make sure every property photo is linked to that property on your website, so they can find it online if they’re interested.

instagram-icon-circle-vector-logo3Instagram is also about pretty photos, but it’s very different from Pinterest. Instagram is used more to show off personal photos that you take, rather than photos you find online or from another source. Use the “Find Facebook Friends” and “Find Contacts” functions in your Instagram settings to connect with people you know. Then follow people you’d like to connect with. Most importantly, use lots of hashtags on Instagram in your posts to attract the people you want to follow you, like #SarasotaHomesforSale, #AtlantaProperties or #beachhomes.

youtubeYouTube, while technically a social media site, is viewed by most people as just a place to post videos and use the links in other social media. However, if you really love making videos, it presents a great opportunity to build your sphere and influence. Check out what Jessica Riffle Edwards has done on YouTube. With more than 400 videos, she has amassed a following of 3,800+ subscribers and has received almost 1.2 million views. If video is not your passion, then use YouTube as a place to post what videos you do make, and then share a link on your other social media and your website.

linkedinLinkedIn is all about business and is set up for you to connect with people you know or have done business with, like other agents, mortgage brokers and bankers, appraisers, plumbers, landscapers, Chamber of Commerce members, clients, etc. If you want to connect with someone you haven’t met, you can ask for one of your connections who knows that person to introduce you through LinkedIn. For example, if you want to connect with a city council member and one of your clients on LinkedIn knows her, you can ask your client to introduce you through LinkedIn.

googleplusIt doesn’t seem like Google+ ever really took off like Google had hoped, but it does enjoy a dedicated, if somewhat techy audience and you can use it to boost your website’s search engine optimization. You can connect with people much like you do through Facebook. The advantage of Google+ is you can arrange those connections into “circles” (friends, agents, family, etc.) and share posts that are only visible to a specific circle. So you can easily share vacation photos of the kids with your family, and keep more business-appropriate posts for your clients.

So pick the social media platform or platforms that work best for you, then start connecting!

4 Tips for a Winning Social Media Profile

One of the most important pieces of the social media pie – and often one of the most overlooked – is having a complete, engaging and searchable profile. Here are four quick tips for creating a profile that will help you attract new followers and build your business.

  1. Call Me, Maybe… – You want prospects to be able to contact you easily, right? Don’t make a prospect have to look too hard for your contact information, or they may give up and go to your competitor. Instead, post full contact information in your profile so interested prospects can easily reach you by phone, email or your website.
  2. Searching for Mr./Ms. Right – When writing your profile, include key search terms that prospects might use to find an agent just like you. By using terms like “Miami luxury real estate,” “Baltimore real estate agent,” or “Atlanta homes” in your profile, you will come up in search results when prospects search using these terms. Also, what you name your profile photo is searchable, so calling your picture “Suzy Seller Realtor” will be better than “IMG_0554.”
  3. Say Cheese! – People want to interact with real people, not a logo, so show them your biggest smile in an updated photo. Avoid using props like sunglasses, pets or cell phones, which can look cheesy and distract from your professional appearance. Remember, saying cheese is good, being cheesy is not.
  4. Who Are You? – Fill out your profile completely to show prospects who you are and how you can help them. Facebook’s “About” and LinkedIn’s “Profile” pages allow you to fill in a number of fields – the more you have filled in, the easier you make it for friends and acquaintances to find you. Twitter and Pinterest “Profiles” both limit you to 160 characters and Instagram allows 150 characters, so choose your words wisely, use key search terms and don’t forget to include your website. YouTube’s “About” allows 1,000 characters: Click here for tips on how to create a winning profile.

Follow these easy tips and you’ll be on your way to attracting an audience.