My business provides realtors with great real estate web design, however, as a marketing guru, I also provide realtors with digital marketing strategies to help them grow their business. A lot of agents that come to me to ask for help are either someone who has crashed and burned as they tried to dabble into Social Media or an agent that’s just starting to explore Social Media.
If you’re an agent that’s just dabbling in social media and adding it as part of your marketing systems, I’ve listed out a few mistakes that I’ve made and I’ve seen other agents make with regards to their social media strategy so that you can level up your social media game quicker.
Mistake #1 – Not understanding the purpose of social media
Agents have this infatuation with likes and followers but these are just vanity metrics – in other words, these mean nothing to you.
Instead, you need to shift your beliefs and understand that the basic metric for success with regard to social media is how many conversations you get. Conversions happen in conversations, and not the follower or like count. The more people you talk to, the more likely you are to find your next client.
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Mistake #2 – Discouraged by lack of followers
Many agents don’t have a big social media following and they look at their numbers and think to themselves that this isn’t worth it, or how are they going to reach new people if there aren’t a lot of people following them.
In some cases, agents buy followers and likes – by the way, this is a big no-no! Don’t do it!
The average consumer can easily tell if you purchase followers by simply looking at the amount of engagement. If you have 1M followers but only get 5 likes, then it’s a clear indication that you’re attempting to mislead them into thinking you are who you really aren’t. This becomes the fastest way to lose trust with a potential client that you haven’t even spoken to before.
Instead, you have to realize that everyone starts from 0 and it’s the actions and habits that they’ve adopted that helped grow their audience.
Trust the process. Authority is based on sticking to the plan and being consistent – consistent about posting daily and consistent about engaging your community. Social media is organic, If you stick with it, your following will grow over time.
Mistake #3 – Not understanding how the platforms work
A typical scenario – an agent posts an Instagram story and wonders why no new people are following them or messaging them or posting on a Facebook business page but it’s not leading to any leads.
Digging deeper into this topic, it turns out that most agents don’t know how to use these platforms.
A quick run-through of how to look at these platforms through a different lens. All of these platforms follow the exact same framework as a sales funnel. There are different tools based on where a person is on the funnel.
For example for the top of the funnel Instagram Reels and Facebook Business page for ads to get your message to complete strangers. In the middle of the funnel are your Instagram stories or Facebook Group to warm up your leads, and at the bottom of the funnel are your direct messaging apps to have conversations.
Mistake #4 – Posting canned content
A lot of agents out there are guilty of this and end up getting the exact same results. So what is canned content?
It’s templated visuals like Instagram posts that you get from your brokerage or articles that you pay agencies to write. All you’re essentially doing is posting the exact same thing that the agent next to you is posting and this is your easiest way to obscurity. It’s not a strategy to stand out – it’s a strategy to stay the same.
Instead, take the extra effort and time to create your posts yourself. Templated flyers from your brokerage don’t work – you going out and taking a photo works. Posting an article written by an agency doesn’t work – you reading the article and recording a short video with your own opinion about the article works.
The more you create your own content, the more viable and valuable it is and that’s because your audience is smart enough to know the difference between a template and unique value. The more unique value you create the more people will pay attention and engage with you.
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Mistake #5 – Not engaging
There is this belief that if you post it, they will come. While there is some validity to that, it’s going to take a very very long time for them to come. So instead, understand that the purpose of social media is to be social and that’s to engage. Talk to people, leave comments and start conversations.
For example, if you get a like from someone that is potentially your avatar, then comment back on their post and start a conversation, by doing this, it actually helps solve mistake #2.
There you have it, the top 5 mistakes I’ve seen agents make with their social media in 2022. Avoid these mistakes and keep in mind that you got into social media to funnel potential clients and convert them to leads so that you can level up your social media game quicker.
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