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Social media is just what the words imply. Specifically, it’s social. And it’s an essential tool in your modern commercial real estate marketing toolbox.
Everyone knows selling – and all business, for that matter – is relational. Building relationships with clients is foundational to building a successful business. Social media allows you to build relationships with an audience that grows the more you feed it content and the more you show the kind of personality with which people want to engage.
Here is the secret behind it all: There is no secret. The real mission is to create appeal for your brand. Whether it’s educating your readers on commercial real estate or injecting some humor, social media is a great way to motivate people to act. That can mean motivating them to buy, sell, lease, or simply make an inquiry. When your social media posts are appealing (and fun), people will look forward to reading them and come back for more.
Need evidence? Try these numbers on for size. There are hundreds of millions of people worldwide logged on to social media right now, more than 90% of millennials, more than three-fourths of Gen-Xers and nearly half of baby boomers, according to eMarketer. More than half of the people who browse social media use it to research products. Millennials log in to social media for an average of two hours and 38 minutes a day and Generation Z, people born after 1997, nearly three hours, according to the World Economic Forum.
That’s a vast, engaged audience waiting for you to come get it. Here’s how:
Don’t sweat it. Don’t spend eons analyzing it. Post early and often. Connect people with your brand. The best way to do this on social media is to be consistently engaged on social media. You’re not trying to solve world problems here. You’re trying to engage an audience. To do that, you simply take part in a conversation.
Conversations die when people stop talking. So, develop a rhythm for the frequency of when you’ll post. This gets an audience looking forward to the next time you’ll come around. You don’t have to spend a day on it. But you do have to demonstrate some regularity for when you’ll be there.
Social media isn’t just about words. It’s about pictures, video and memes. For example, tweets with images are 150% more likely to be retweeted than those without them, according to HubSpot. So, if you close a deal, try marking the moment with a post of an image of the property or a celebratory meme. Then watch the responses and retweets follow.
Audiences are evolving. Stay on top of those developments. Younger generations are racing away from Facebook to other social media. Be aware of the trends so you can connect with your audiences wherever they are. Watch what works and follow those patterns.
As you follow social media trends, experiment with platforms to see what draws audience, building on what engages and shifting away from what does not. The social media space is filled with voices – there are more than 1.5 billion pieces of content on the internet at this writing and the number is growing – but it also is infinite, so go find your place.
Testimonials are always effective, and that includes social media. Video testimonials from clients are a sure winner. Remember, in the age of cellphones, you’re always equipped with a camera. A few seconds of selfie video high-fiving with a client after a closed deal can fetch you loads of online love.
Be strategic and stay on message, even while having a good time. Remember, you are always speaking to a worldwide audience. Focus on your brand. Focus on a voice that is fun, happy and positive-thinking. Steer clear of the controversies of the day. This is business, and business is a blast. Let the grumps have their arguments elsewhere.
Got questions? Contact us today. At FocusedCRE, we are always ready and eager to help you learn more about making your commercial real estate marketing efforts as effective as possible.