Whether it’s at home, work or walking down the street, today’s consumer spends a lot of time scrolling through their favorite social media sites. In fact, social networking takes up over three hours per day for the average American user (Marketing Charts). This is why Gary Vaynerchuk, a social media expert and New York Times best-selling author, believes social media marketing is the best way for real estate professionals to connect with clients and prospects.
During his recent presentation in Homes.com’s Secrets of Top Selling Agents webinar, “How to Use Social Media the Right Way,” Vaynerchuk explains how correctly using social media platforms will increase your business. Last week, Homes.com highlighted the first few tips provided during this exciting educational session. This time around, let’s review some more golden nuggets that will help you become even more social savvy!
The Final Punch
“Jab, Jab, Jab, Right Hook” is the name of Vaynerchuk’s best-selling book, but also serves as the tried and true blueprint for social media strategies. The “right hook” represents the next sale or campaign that’s going to knock out the competition, which is what managers and marketers plan for when creating a social media strategy.
Unfortunately, not enough people are focusing on the jabs. “When you jab, make sure you are doing something that provides value—such as infographics, interviews, a fun fact, a ‘Did You Know’—this can be more important than a hook on social media,” Vaynerchuk explains. “Get the message across that you are ‘open for new clients’ or ‘looking for business.'”
The “jabs” serve as a way to engage with your clients, which will help build relationships that are the critical component of any successful social media campaign. On the other hand, the “right hook” is that one effort that will take down your opponent or the client’s resistance in a single blow. This knockout punch is what Vaynerchuk says will convert traffic to sales and easily show results.
Facebook Dark Posts
Vaynerchuk says you must be getting the customer’s attention to even stand a chance of doing business with them, which is where Facebook dark posts come in handy. Facebook dark posts are posts that do not appear on a timeline but can be accessed by anyone with a direct link or by clicking through from an ad. Vaynerchuk explains that this is an essential tool for target marketing and puts a lot of emphasis on how effective they can be.
“Dark posts give you the ability to reach anyone, not just those on your feed,” says Vaynerchuck. “You can run a Facebook dark post and target people most likely to move and the harder to find people coming to town.” He concludes by saying that what money you are currently spending on ads, fifty percent of that should now be used on social media as a whole and on dark posts over anything else.
Improve Your Reach
Finding success with social media doesn’t happen overnight. In fact, Vaynerchuk says that real estate professionals should be spending approximately two to three hours a day on social media sites to be successful. Although this may sound a little excessive to most, this social guru says that people are already wasting this time on things that don’t bring results anyway. If you can’t find the time to do it yourself, the time can be delegated to an office worker or intern.
“In three to four months, you will start getting dividends, but you have to do it right,” Vaynerchuk explains. “We need to do a better job of taking care of a customer before we have them.” He mentions that doing some pro bono work for a client that will send you a lot of referrals down the road is also a great way to extend your reach.
Using Each Network – The Right Way
Everyone is on social media, so just having an account and occasionally checking it will not set you ahead of the competition. The only way to take full advantage of what social media has to offer is by using each platform the right way.
He suggests riding hashtags on Twitter, which means leveraging trending topics in real-time tweets (rather than planning them out). This will give your engagement level a spike within a specific community because you are contributing to an already popular conversation.
Vaynerchuk has found that the luxury customer is on Pinterest and Facebook, so he stresses that you should tailor your strategies around that type of client. With regard to YouTube, he mentions that homemade videos are better than professionally edited ones. “Too many people think real estate agents are slick, so anything that brings authenticity adds value,” he concludes.
Just an Extra Tip
Vaynerchuck closes out this webinar by mentioning Wanelo.com and Medium.com, which are new social sites that he believes real estate professionals should be paying attention to. Medium.com is a platform for you to share your personal stories, while Wanelo.com highlights interesting items to purchase online.
Don’t miss the next exciting Secrets of Top Selling Agents webinar, “7 Ways to Find Your Niche and Own It!” featuring Kelly Mitchell, CEO of CaffeinatorTV, on Wednesday, June 25th at 1 p.m. ET. Register here today!
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