Marki Lemons-Ryhal and Katie Lance each stated Tuesday that brokers ought to publish authentic content material on social media, and resist the urge to simply share listings.
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Marki Lemons-Ryhal has a message for actual property brokers utilizing social media: “Your listings are the least partaking type of content material you’d ever publish.”
Lemons-Ryhal made the remark Tuesday throughout a session of Inman Connect Now that targeted on brokers’ social media practices, including, “We have now to get out of posting our listings.” It’s a counterintuitive argument; brokers are within the enterprise of promoting actual property, so after all it is smart that they’d publish on-line about listings.
However Lemons-Ryhal, together with fellow speaker Katie Lance, repeatedly stated Tuesday that actually brokers should be a lot smarter than simply posting photos of and hyperlinks to their listings. Right here’s how the 2 consultants stated brokers can step up their social media recreation:
Inform a narrative
Brokers typically do must publish details about their listings on-line as a result of they’re contractually obligated to market properties. However Lance — who runs an eponymous consulting actual property company — stated that when posting an inventory, brokers shouldn’t “simply share the MLS hyperlink.”
As a substitute, she steered brokers discover one thing distinctive a couple of property and share that data in a private and customised method. Brokers must also be desirous about how their content material serves as a pathway again to their very own web sites.
“Write a weblog publish about it,” she stated. “For social media you need to take into consideration, ‘Is there a narrative?’”
Lance additionally stated brokers ought to take into consideration “teasing” their properties by limiting what data they publish to a specific social platform.
“Take into consideration a film trailer,” she defined. “A film trailer will get you fired up, it will get you impressed. It doesn’t give away the ending although.”
Goal a particular viewers
Lemons-Ryhal, who additionally runs her personal consulting company, recalled throughout Tuesday’s session that at one level she found her personal social media viewers was 70 p.c feminine. That discovery was a revelation and prompted her to more and more tailor her content material to girls. The purpose was that brokers’ social media might be connecting finest with sure teams, and leaning into these audiences could make the content material extra impactful.
“Know who your viewers is,” she concluded.
Lance steered trade professionals can get a greater grasp on who’s seeing their content material through the use of instruments corresponding to Google Analytics.
“Check out the place your visitors is coming from,” she suggested.
Create significant on-line interactions, then transfer them offline
Social media is clearly necessary, however Lance famous that one of many keys to being profitable is interacting meaningfully with individuals. And he or she stated “drive-by likes” are usually not efficient.
“Spend a little bit little bit of time and love on some individuals in your social media feeds,” she urged. “Go away a significant remark. One thing that’s no less than 4 phrases.”
Over time, it will also be helpful to domesticate real-life relationships with individuals. Lemons-Ryhal, for instance, described how she sends condolences and thanks playing cards to individuals, which can assist deepen relationships that may have in any other case been restricted to the web.
“Undoubtedly take that on-line relationship offline,” she added.
Create authentic content material
Lance stated that some busy brokers often ask her for a silver bullet that may deal with all of their social media tasks. Or, they need to rent somebody to deal with all the things for them. However that’s a dangerous path to go down.
“Once you outsource all the things, while you hand off what you’re doing to another person, it’s just like the lights are on however no person’s house,” she stated.
In actuality, she stated authentic content material is the important thing if brokers hope to generate leads. Which may be tougher, but it surely in the end is extra private and avoids “reducing corners.”