TECH & YOU ENGAGING POTENTIAL CLIENTS ON SOCIAL MEDIA: Q&A WITH LEIGH BROWN By Courtney Westlake As a REALTOR®, the potential to reach clients through popular social media channels is highly appealing, but where should you have a presence and why? How often should you post and what content should you display on social media sites? Your social media efforts should promote your brand in a way that pulls consumers toward you and doesn’t push them away. Leigh Brown, a well-known industry speaker and a top-producing REALTOR® with RE/MAX Executive Realty in Charlotte, North Carolina, is scheduled to share her insights into social media success with the session, “Making Social Media Work,” at the Illinois REALTORS® Conference & Expo on May 10. As a preview, Illinois REALTOR® asked Brown five questions about the best social media practices that produce results for agents.
How can a social media presence help an agent connect with potential clients? These networks are designed for interaction. You will never connect with people by simply posting virtual tours or borrowed material. You can use these platforms in your business by finding connective information with potential clients, such as hometown or college, and by responding to posts with thoughtful comments.
What are the benefits of the different platforms and how should an agent choose which to focus on first? With limited time each day for social media, agents need to focus on what they enjoy and where they see results. I read a long time ago that Facebook is a dinner party, Twitter is a cocktail party, Instagram is your photo album, Pinterest is to inspire – so choose the one where you are most comfortable! If you like deeper conversations, it’s Facebook. If you like to wander from conversation to conversation, Twitter is your home. If you love photos, it’s Instagram, and if you love ideas and inspiring visuals, it’s Pinterest. (You may notice I didn’t mention Snapchat; I’ve tried it, and it’s not for me. But if it’s your style, go for it!)
How concerned should agents be about getting a return on investment when it comes to the time they spend on their social media efforts? Real estate agents have two commodities: time and knowledge. You have to focus on your return on investment in everything you do, including social media. Scheduling in the time to manage these networks helps to ensure they don’t become a drain on your time and resources.
What are some of the mistakes you see REALTORS® making on social media? Many agents make the mistake of simply clicking ‘like’ or ‘thumbs up’ rather than truly engaging on a platform with comments or responses to questions. Another behavior that puts off potential clients is when agents solely post real estate content, like virtual tours or open houses, and don’t showcase their personal side. However, the biggest mistake I see from REALTORS® is keeping their contact information on lockdown. You need to make sure your company, address, phone, and website are set to public across all of your social media sites (note: it’s also critical to make sure you’re in compliance with the real estate license act and the REALTOR® Code of Ethics!)
18 www.IllinoisRealtors.org
“Real estate agents have two commodities: time and knowledge. You have to focus on your return on investment in everything you do, including social media.” – Leigh Brown