Feeling like Facebook is a waste of time?
The following article is written by one of our newest team members at ProREA Staffing, Robin Bartlett. Robin now plays an integral role as a Recruiter for ProREA Staffing. She is responsible for digging deep to find passive candidates, interviewing candidates, conducting reference checks and making sure that the search process runs smoothly for both candidates and clients. Robin’s background in marketing within the real estate industry give her an insiders perspective when searching for Marketing Coordinators, and Marketing and Administrative Manager roles. We asked her to share some of her social-media know-how with us for this month’s article.
Feeling like Facebook is a waste of time? by Robin Bartlett
“I know I’m supposed to be on social media, but I don’t know what I’m supposed to be doing there.”
“I’m posting my listings, but no one is liking them.”
“I don’t have time to be on Facebook.”
Sound familiar? Let’s see if we can’t shed some light on the social media questions that tend to linger on our to do lists. With a few simple changes and some best practice tips and tricks social media will no longer feel so difficult.
Let’s address one of the biggest issues first. Facebook is not a free marketing forum to your clients and customers. Actually, none of the social media streams should be used in that way. What?!?! I thought I was supposed to do social marketing. Yes, and we’ll get to that, but first let’s tackle the elephant in the news feed. Ads. No one wants to be sold. You know that, I know that, and Facebook has developed ways for your clients and customers to simply hide everything you post. So before you send your book of business scurrying for the “Hide All From this User” drop down, let’s get real.
For the sake of ease, let’s agree that posting anything about a listing or a closing or an open house, etc. is an ad. It doesn’t matter how beautifully it’s written, it’s an ad.
There, now that that is out of the way… For every one ad you post to your social media stream it needs to be followed by at least three posts about you as a person. What did you do over the weekend? (besides showing houses) What charities are you passionate about? What great achievements did your kids, your friends, your colleagues recently achieve? What resources do you have that you can share? (that carpet guy that saved your open house, write a glowing review of their service.) Your customer and clients are connected on Facebook with you to be connected to YOU, not your business.
Let’s move into what should be in the ads that you post. Certainly the easiest is to use the curb appeal shot that is the MLS poster, with the language you’ve already crafted for your listing. I would like to propose something radical. When you are out touring homes with your buyers, what rooms are they most drawn to? I think most of us would say kitchens, bathrooms, master bedroom, maybe even outdoor living spaces. Why not use these hot button areas to draw the eye to your post? Have a home with a killer kitchen? Post a picture of it and go above and beyond talking about an emotional event that was held there.
The amazing kitchen at 123 Main Street has seen its current family through many the family meal. Overflowing with laughter and conversation while putting a Thanksgiving dinner together. The center island alone is ready to tackle your next wine and cheese gathering, or knuckle it out through the evening Algebra homework. This really is the hub of this home.
Go into as much detail as you can think of, get the owners to share stories with you; the more you can reach people emotionally the better. These posts are great for Facebook, but they also make fantastic Pinterest posts.
Who has time for all of this? Well, you can task your assistant with it, you could hire a Social Media Manager, or if your budget isn’t ready for that I have another solution. Invest the time in finding a tool that is integrated into your social streams. There are many free versions out there like HootSuite. There are also paid versions like Sprout Social that include analytic features to show what kind of traction you are getting and that take the guess work out of when to post to your highest audience. The greatest feature about any of these tools is it allows to you set aside time to lay out your social marketing message for the week (or longer). Feedly, is another great resource for curating articles if you’re not sure what to post.
Speaking of the content of your post. Real Trends recently did a survey of the posts that get the most attention online. The top three were: Charity, Inspiration, and Humor. Make sure that whatever you are posting hits these topics and you are sure to be a social success.
You can follow Robin Bartlett on Facebook at: https://www.facebook.com/RobinMBartlett