Just because you’re on LinkedIn doesn’t mean you’re using it effectively

Key Takeaways

• Connect with acquaintances and build relationships through Facebook private messaging.
• Find new ways to share mini-moments doing fun and interesting things with your clients.
• It’s okay to feed multiple social media platforms into your Facebook — just make sure you don’t over-post.

Social media has been around for well over a decade. Most real estate agents are on Facebook, LinkedIn, or some other platform — but a huge number of them rarely touch it, while the rest aren’t using it as an effective tool for their business.

Here are four social media strategies you can implement today that can have a profound impact on your real estate business:

1. Use the private messaging opportunities within Facebook.

I recommend sending out at least ten handwritten personal note cards a week, so I also recommend sending out ten personal private messages on Facebook. Write the same type of message you would write in a personal note card. This is not a time to sell — this is a time to connect with friends and acquaintances, to build relationships.

Spend time each week private messaging somebody, asking them about their family, reliving a funny moment with them, or discussing something they posted on Facebook that was entertaining or moving. Use those things as your opportunity to engage with people and let them know you’re out there. Invite them to coffee. Start building stronger relationships.

2. Share mini-moments.

Some real estate agents do a good job of posting pictures of their clients at the closing table or in front of their house with a sold sign, letting their friends (and friends of friends) know that they’re out there helping people. That’s good! Here’s how you can expand that strategy and create more moments with clients on social media:

You have first-time homebuyers pre-approved and scheduled to look at houses. You drive to the first house, and you can sense their excitement as you’re walking to the front door. Capture that moment by taking a selfie, with them in the background walking to the front door, and post it on Facebook saying, “Here are Rob and Susan looking at their first house! They’re super excited about buying a home.”

Your sphere and their friends will see you out with clients, being a real estate agent, having fun and helping people. That will do wonders for bringing you potential referrals.

3. Don’t over-post.

Many people tie in other social media like Twitter, Pinterest, and Instagram, and those automatically feed into their Facebook. That’s okay as long as you monitor how much you’re sending to your friends.

Make sure you don’t over-post business news to your personal Facebook. Some agents have a personal page and a business page. Depending on how often you post to Facebook, you might not need a business page.

Personally, I like when clients know about me, my kids, my family, and my hobbies. The more your clients know about you personally, the more invested they are in your family and career — and the more likely they are to refer business to you. Let them into your world; that’s how you build relationships.

Try reserving mentions of your business on your personal page to those mini-moments where you engage people, create relationships, and help people achieve their dreams. That’s Facebook gold.

4. Use humor or entertainment.

If you want your friends and contacts to go out of their way to look at your posts, find ways to make them laugh or smile. We humans like to be entertained.

This doesn’t necessarily mean you should post jokes or cute cat videos. But look for opportunities to send something funny. It could be a funny or silly video of you. If you find yourself laughing during your day, what caused it? Can you share it? Or did you see something amazing or silly at a home you previewed today?

This isn’t for everyone — but for those of you using social media, this could help you build a stronger and more interactive following.