Media content

Achieve balanced content on social networks – RISMedia

Employ a focused and productive strategy across 4 main content categories

Whatever social media platforms you engage in … and hopefully there are several … you are probably faced with the same dilemma as most other teams: what should you post and how often should you do it?

First of all, let’s recognize that this isn’t math and there isn’t necessarily one correct answer. That being said, what I have discovered while working with agents, teams and brokers nationwide in my coaching programs is that a deliberately balanced approach to social media has been shown to generate in both increased visibility and additional listing and sales opportunities.

To do this, include the following four types of content in your team’s social media posts:

General real estate and lifestyle: One of the basic elements of establishing and maintaining a social media presence is to regularly share general interest articles related to homes and lifestyle. These keep your name and brand in front of your audience, the best part being that it can be automated so that it requires very little time or effort on your part. I recommend using ACESocial by RISMedia for this part of your strategy (and you can sign up for a free trial of this service here).

Local real estate activity: You should always publish information about any real estate activity that you personally conduct: open days, new listings, fair sales, etc. This will strengthen both your presence and your efficiency in your local real estate market. If you don’t have enough current announcements or other activities of your own, however, broaden your reach by sharing some of the following: select announcements in your region (as your market allows), accomplishments real estate information about you or your business, or useful real estate information in your specific market. The goal is to show your contacts that you are actively engaged in local real estate.

Personal messages: People need to see your face and hear your voice. The most effective social media strategy should include personal messages directly from you, preferably with a video but, at the very least, with photos. You can mix and match various topics – personal, customer related, fun… whatever – but look at the camera and connect with your audience. When the time is right to list or sell a home, customers and prospects will remember your face and voice much more than they will remember articles or other impersonal (albeit useful) information. ), so this element is absolutely essential to your success on social media.

Lead generation: Finally, and arguably the most important, integrate current prospecting into your social media post. Whether it’s just within your existing contacts / connections or running ads on social media as well, create a system where you offer something for free, for example a new seller checklist, a new guide to home purchase or a webinar registration, and the viewer must provide their contact details (usually name, email, and phone only) in order to receive them. In our coaching program, we help our clients to implement this by using social media, landing pages and their CRM to attract new leads, then convert them into clients by immediately and automatically providing the information requested, then by ensuring direct contact.

How often you will post the above posts depends on the social media platforms you use, your current activity, and your own personality. I generally recommend that the posts be posted once or twice a week until daily, even more often if you have a lot of activity or are an active Twitter user. No matter how often you do it on your own, following the balanced social media strategy recommended above will maintain your relevance in the real estate market for your field and increase your opportunities through intentional lead generation.

To learn more about how we’ve been successful in coaching our clients towards social media success and increasing the number of closings as a result, schedule a free 30-minute strategic call with Sherri Johnson Coaching here.

Sherri johnson is CEO and Founder of Sherri Johnson Coaching & Consulting. With 25 years of real estate experience as an agent, broker and executive, Johnson now shares his proven methods through nationwide coaching, consulting and speaker services. She is the National Speaker for the Secrets of Top Selling Agents Tour and is the Official Real Estate Coach for McKissock Learning and Real Estate Express. Johnson was also named RISMedia Real Estate Newsmaker in 2020 and 2021 as an influencer and thought leader. Schedule a free 30 minute coaching strategy session or visit for more information.

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