Ready to do What it Takes to Become a Successful Modern Agent?
So, what are the top agents adding to their marketing mix? Your first thought may be that they post regularly on social media to market their real estate business, but there is so much more to it than that. For starters, these agents are taking advantage of the current methods available at the tap of a finger to reach as many people as possible without shouting to the masses that they are in real estate. They know there is a better way to grow their business than through “lead gen” like cold calling hundreds of people every week (this is still important though - 10 calls before 10am, daily!) and they have the desire to grow a brand in a more authentic way.
Yes, top agents embrace the power of marketing their businesses on social media, but they also know it takes a lot more than posting here and there and telling their followers “they are here for their real estate needs”. If you want to embrace modern marketing methods, you need to make social media and your own website the #1 marketing tool to help you grow a successful online brand. If you are feeling overwhelmed, take a deep breath because I’m going to share with you the EXACT steps a top modern agent takes to build their business (& sell more houses).
HERE WE GO!!!
#1 They Don't Haphazardly Post on Social Media
If you’re trying to grow your business with a modern approach, you understand that marketing on social media is crucial. However, if you’re posting without a strategy and your posts have no intention, then you’re just sharing “stuff” and the world has enough “stuff”. Agents who are successful with marketing themselves on social media are sharing images that spark engagement and have a strategy in place that they’re following. The content they’re sharing is designed to do one of three things – engage, entertain or educate. There is a lot going on in the Facebook world and it’s so easy to get distracted. If all you’re posting are your listings, open houses and posts that sound like a total sales pitch, you’re not going to grow your business using social media. What you need is a balanced mix of content that will draw followers in and inspire them to want to see more.
Need some ideas?
Posts that engage: Share posts that make your followers want to engage with you by asking them a question, asking them to comment, asking a "this or that" question or a "would you rather x or y" question.
Posts that Entertain: Think about sharing funny posts, quotes and gifs. You can also share motivational or home quotes. What entertains you? Share that!
Posts that Educate: Staging tips, house hunting tips, décor ideas, and home maintenance tips.
PRO TIP: Create images to pair with these engaging questions. Mix up images that have the questions written right over the top and images that have the question in the caption.
#2 Successful Agents are Taking Full Advantage of Using Video in Their Business – specifically live video.
Does reading this one immediately make you think - "NO WAY, that is not me!" First hear me out.. It is becoming impossible to grow your real estate business on social media if you’re not using video. Live video helps increase your engagement, your reach and is a great piece of content to consider promoting with a boosted post or ad. Video is also a GUARANTEED way to stand out from other agents! The Facebook algorithm is giving so much preference to live video that it even lets you watch a live video while you continue to scroll. If this doesn’t convince you that video is ESSENTIAL, I don’t know what will! Successful modern agents have a weekly plan to show up for their followers to provide them with something of value - whether it’s sharing top home renovations for maximum ROI, staging tips and tricks, or checking in with a pic of their favorite local coffee shop, they are positioning themselves as a community real estate expert and showing people a glimpse into their personality. So what can you do? Plan a weekly Facebook live schedule. Start showing up on the same day each week and alternate between buyer and seller topics along with community focused videos.
BONUS: LIVE VIDEO HACKS -
1. Buy a tripod with a phone holder (you can find them on Amazon for less than $30) to make sure your live videos are stable and you don’t have the bouncing around effect of trying to hold it while you record.
2. Make sure your phone is turned in the horizontal position to prevent the side bars on your video that will appear when it’s in the vertical position.
3. Name your Facebook Live show to match your branding so that it starts to become recognizable when you’re showing up each week.
4. Promote your live video before and after going live. If you’re going live every Thursday, remind your followers on Wednesday to tune in the next day. Share your topic in advance and ask them to tag anyone they know who might be interested. Consider boosting your live video afterwards to increase your reach and engagement.
5. Pre-plan your Facebook Live Topics & create a month’s worth of scripts in advance so you’re ready to go each week. It’s okay to check your outline when you’re live!
#3 They are focused on growing an authentic brand that has a personality
Top agents understand that you can’t just post pretty images and real estate content every day and expect to grow your brand and stand out from the crowd. They aren’t afraid to share things about themselves, their family, hobbies interests, and behind the scenes of their lives.
When you share who you are and what you love beyond real estate, you create connections, attract your dream clients and get people interested in you because of who you are besides a real estate agent. I get it, putting yourself out there can feel scary and maybe hiding behind your real estate posts feels safer, but the truth is that people want to buy from people, not a business. Showing up authentically is how you can build a TRUE brand. Set a goal to share a personal post about you (not real estate directly) at least once / week on your business page. Here are some things to think about to give you ideas of what you can share beyond real estate posts!
Things to Think About:
1. What are you known for? What do your best friends tag you in on Facebook or your spouse knows you'll want to spend your free time doing?
2. Ways you can share "behind the scenes" on the job - a picture of you at an open house, a picture of you at the office or meeting a client for coffee. Get creative!
3. Something your current followers may not know about you? Your family, your friends, favourite book or travel destination, how you spend your days off (what are they!)
#4 They Focus on Being a Resource, Not a Sales Pitch
When you look at their Facebook feed you don’t see posts all about “buy with me, list with me!!” They aren’t using social media as a giant sales platform. They are using it to build relationships and provide value. You can do this by sharing valuable content without expecting anything in return, and by writing your captions with value or like you're talking to a friend instead of as a sales pitch.
Consider creating a monthly “Freebie” - A piece of content (a resource) which would be helpful to someone who is considering buying or selling. This isn't just sharing an article or writing a 1 page blog post. This should be a multi-page, well put together, document that you can turn into a PDF. Switch it up between buyer and seller topics each month! An example topic is "The Ultimate Guide to Buying a House You'll Love."
PRO TIP: Share the "Freebie" through a custom landing page, and share that link on your Facebook page. Even better - create an ad promoting your "FREE GUIDE". Anyone who is interested in the resource can click on the landing page and fill out their contact info which will then be sent to your inbox. THIS my friend, is "modern lead gen" and you will be seen as coming from an act of service because you are providing them with something of value. This gives you a chance to reach out non-aggressively, introduce yourself and establish a connection without ever coming across as a spammy sales pitch!
#5 They Understand That There is No Such Thing As Overnight Success
They know that posting 1 ad, 1 video or showing up for a few weeks online isn’t going to result in leads flying out of their laptop begging to work with them. They understand that growing a true brand takes time, showing up consistently, a strategy and a LONG term plan for success.
Top agents are willing to put the work in to turn their social media platforms into their #1 marketing strategy because they understand that this is what will give them on-going business once they start to see the return.
They know that building a following, engaging with them regularly, showing up for them as a resource, building connections through sharing their personal life, and providing value will blow any number of cold calls or doors they could knock on out of the park when it comes to growing a successful real estate brand over time.
They don’t give up on Facebook because they don’t see instant results – they know what it takes to grow their business and that there is no such thing as overnight success!
If you want to put these steps to work, then using the Sumich Social Marketing Platform is going to be your new best friend! From the platform, you can schedule all of your social media across different channels, search for and add relevant content to your accounts, and track your metrics - all from one easy to use place.
What's even better is that because it works well on desktop or mobile, you can do all of this when it fits into YOUR schedule - from the comfort of your own home, the office, or your favourite cafe!
I look forward to helping you kill it out there!