Did you ever go to a school dance? Was it awkward for you? Were you paralyzed by the fear of having to dance with a classmate, the fear of being rejected, the fear of embarrassment?
The current Internet environment can be a lot like that sometimes.
Let’s face it, if you are a real estate agent who is surveying the current Internet landscape and trying to figure out what your next step is going to be, it is very easy to get confused and to suffer paralysis.
The Internet provides so many marketing opportunities that the choices can sometimes seem overwhelming. Sure, you may have your own personal website, complete with all the bells and whistles (content management, SEO optimization, user registration, customized property search, lead generation, etc.) but you want more. You want to be on the bleeding edge of technology, innovating and moving your business forward. In short, you want to dance, but choosing the right partner can be difficult.
You may have heard of social media (or user-generated content). Even if you haven’t, you are sure to have heard of its examples: YouTube, Twitter, Facebook, MySpace, Second Life, blogs, and wikis, just to name a few. The expansion of social media is the latest and greatest phase of the Internet. Because of this, it should at least be on the radar screens of real estate agents who are interested in more completely leveraging the power of the Internet to grow their business.
Since the social media options can sometimes be so overwhelming that brain freeze can quickly occur, I thought that it might be helpful to offer what I think is a basic primer on using some of these sites to benefit your business. This is a basic primer, designed just to expose you to sites that can be of some benefit, and also sharing strategies for realizing that benefit. This is not meant to be an exhaustive review by any means, but is should be enough to put you on the road to building meaningful relationships with clients, customers, prospects and other professionals.
If the Internet is like a dance, then your song is about to come on. . .
The Philosophy Behind Social Media
The first thing that you need to understand about the social media movement is that it is built around relationships. Social media sites exist to foster conversation between people. The people who use these sites want to engage with others, not just experience one-way communication.
The majority of traditional real estate marketing is one-way (i.e. look at my listings, read about my service, visit my website). Social media sites are different. The expectation of people who use these sites is that they will have a part in the conversation. The good thing about this, for agents, is that it enables agents to cultivate relationships with people. Rather than marketing to prospects, you can converse with them and build trust in a more natural and meaningful way. Traditional Internet marketing takes your hand and says, “dance with me!” Social media sites offer a hand and ask, “shall we dance?”
4 Resources You Can Use RIGHT NOW to Build Meaningful Relationships
1) Blogging— You are reading a blog right now, but you probably knew that. The reason that blogs can be beneficial to agents is that you can use the blog as your own personal slice of the Internet to show people what you are really about. A blog gives you a way to share your insights and expertise with people as often as you would like. At the most basic level, a blog gives people a way to meet you before they ever meet you face-to-face.
How to use your blog: Use it as a way to converse with and inform your readers. Your goal should be to share with them your insights, opinions and experience is such a way that benefits them. After writing a few posts, and receiving a few comments, you will find that you will be learning just as much as you are sharing.
How NOT to use your blog: To advertise listings. There are plenty of other ways to do that. If you really want to use a blog for advertising your inventory, create a separate blog for such a purpose. I did just that.
2) Facebook: Facebook was a sight that was originally created as a way for college students to communicate with each other more easily. Originally the exclusive domain of colleges, the site has since been opened to anyone with an email address. That means you. Facebook is a social-networking site that allows you to share as much or as little information as you want with others, but especially your “friends.” Aside from being a cool place to find friends, former classmates and colleagues, Facebook can also be a valuable business tool.
How to use Facebook: Use it to establish yourself as an expert in your community and build relationships with people you already know and also with potential clients. If you are looking for great ways to use Facebook for business, you can find some here, and some real estate-specific possibilities here and here.
How NOT to use Facebook: Remember that if you are going to use one Facebook profile for both business and personal use, anything that you put in your profile should be appropriate. You may have had a great time at that party the other night, but do you want your real estate clients and prospects viewing that photo of you with a lampshade on your head?
3) LinkedIn: LinkedIn is like the big-business brother to Facebook. While Facebook is a personal social networking site that people use for business, the explicit purpose of LinkedIn is to foster business networking. It isn’t quite as social as I would like it to be, but their Q&A section can be a great resource for learning. The basic purpose of LinkedIn is to start a profile and link yourself to other professionals, thereby increasing your overall network by degrees. I have linked myself not only to other real estate professionals, but also to any of my clients who have profiles. The networking potential is enormous.
How to use LinkedIn: Build as detailed and creative a profile as you can. This will be people’s first impression of you. Answer as many questions as you can on the message boards as a way of making additional contact by sharing your experience and expertise. Who knows, you may even be able to leverage your network to create new business opportunities.
How NOT to use LinkedIn: Don’t spam people, and don’t use it to advertise your listings (again). Like all the others, LinkedIn is a networking site, not an advertising outlet. Engage people and become part of the conversation.
4) Twitter: Twitter is a site that I recently started using. It is essentially a micro-blogging platform. While many people use it just to publish status updates (telling people what they are doing at any given moment), the site has possibilities far beyond that. The most valuable feature of the site is the ability to follow the tweets of others. Find some interesting people, and you will have insight into what is catching their attention. A lot of news breaks on Twitter, since it can be disseminated instantaneously. Also, by using “@” replies, you can actually converse with people, like the chat rooms of yore. Right now, there isn’t a tremendous real estate industry presence on Twitter, but I hope that will change.
How to use Twitter: Read this first. I am sure, however, that there are plenty of other innovative uses for the site as it pertains specifically to real estate. Most of them are going to require building a cadre of followers for your tweets, so you are going to need something interesting and compelling to follow, first.
How NOT to use Twitter: While the original purpose for Twitter was to answer the question, “what are you doing?” Don’t get carried away. No one wants to know when you are going to grab a cold one from the fridge. If you are doing something that you think people may find interesting, than tweet away. Oh yeah, “I just listed ‘such and such house’ today,” does not qualify as interesting. Tweets are limited to 140 characters, so choose wisely.
Get Out on the Dance Floor
Those are just 4 social media resources that I think are valuable. There are plenty of others. I included these because I have personal experience with them. Doing just a little bit of research will yield plenty of other possibilities. My advice is to pick a few and use them faithfully for a while. Only use as many as you can effectively manage. That is why I use the 4 listed above. Any more than that would get a bit unwieldy for me. I like them, and I have experienced some degree of success with all of them.
The main thing to remember is that social media is about building relationships. In order to do that, you need to do something. Maybe you just start a blog and see how it goes. Maybe you build a Facebook profile and find some groups that are interesting to you. Whatever it is, believe me when I tell you that your colleagues, friends, clients and prospects are out there socializing right now.
Remember those school dances? If you have been standing on the wall, waiting for the music to change, the time for waiting is over. Now is the time to dance!
How this influencer gained 26k followers during the pandemic
(SOCIAL MEDIA) Becoming an influencer on social media can seem appealing, but it’s not easy. Check out this influencer’s journey and her rise during the pandemic.
Meet Carey McDermott – a 28-year-old Boston native – more widely known by her Instagram handle @subjectively_hot. Within a few months, since March, McDermott has accrued a whopping 26k following, and has successfully built her brand around activism, cheeky observations of day-to-day bullshit, and her evident hotness.
“It mostly started as a quarantine project.” Said McDermott, who was furloughed from her job at the start of shelter-in-place. “I had a lot of free time and I wanted to do an Instagram for a while so I thought, ‘I might as well take some pictures of myself.’”
To get started McDermott, used a lot of hashtags relevant to her particular niche to get noticed, and would follow other influencers that used similar hashtags.
“I definitely built a little online community of women, and we all still talk to each other a lot.”
Like many popular influencers, McDermott engages with her audience as much as possible. She is sure to like or reply to positive comments on her pictures, which makes followers feel special and seen, and subsequently more likely to follow and continue following her account. She also relies heavily on some of Instagram’s more interactive features.
When asked why she thinks she has been able to build and retain such a large base in just a few months, McDermott explained: “I think people like my [Instagram] Stories because I do a lot of polls and ask fun questions for people to answer, and then I repost them”.
But it’s not just fun and games for @subjectively_hot – Carey wants to use her account to make some substantial bread.
“I’ve gotten a bunch of products gifted to me in exchange for unpaid ads and I’m hoping to expand that so I can get paid ads and sponsorships. But free products are nice!”
Additionally, McDermott was recently signed with the talent agency the btwn – a monumental achievement which she attributes to her influencer status.
“Having a large Instagram following gave me the confidence to reach out to a modeling brand. After they looked at my Instagram, they signed me without asking for any other pictures.”
To aspiring influencers, McDermott offers this advice:
“Find your niche. Find your brand. Find what makes you unique and be yourself – don’t act like what you think an influencer should act like. People respond to you being authentic and sharing your real life. And definitely find other people in similar niches as you and build connections with them.”
But McDermott also warns against diving too unilaterally into your niche, and stresses the importance of a unique, multi-dimensional online persona.
“[@subjectively_hot] is inherently a plus size account. But a lot of plus size Instagrams are just about being plus size, and are only like, “I’m confident and here’s my body”. I don’t want to post only about body positively all day, I want it to be about me and being hot.”
And you definitely can’t paint this girl in broad strokes. I personally find her online personality hilarious, self-aware, and brutally anti-patriarchal (she explicitly caters to all walks of life minus the straight cis men who, to her dismay, frequent her DMs with unsolicited advice, comments, and pictures). Her meme and TikTok curations are typically some of the silliest, most honest content I see that day and, as her handle suggests, her pictures never fail in their hotness value.
For McDermott, right now is about enjoying her newfound COVID-era celebrityhood. Her next steps for @subjectively_hot include getting paid ads and sponsorships, and figuring out the most effective way to monetize her brand. The recent spike in COVID-19 cases threaten her chances of returning to the place of her former employment in the hospitality industry.
With so many influencers on Instagram and other platforms, some might find it hard to cash in on their internet fame. But with a loyal fanbase addicted to her golden, inspiring personality, I think Carey will do just fine.
This LinkedIn graphic shows you where your profile is lacking
(SOCIAL MEDIA) LinkedIn has the ability to insure your visibility, and this new infographic breaks down where you should put the most effort.
LinkedIn is a must-have in the professional world. However, this social media platform can be incredibly overwhelming as there are a lot of moving pieces.
Luckily, there is a fancy graphic that details everything you need to know to create the perfect LinkedIn profile. Let’s dive in!
As we know, it is important to use your real name and an appropriate headshot. A banner photo that fits your personal brand (e.g. fits the theme of your profession/industry) is a good idea to add.
Adding your location and a detailed list of work-related projects are both underutilized, yet key pieces of information that people will look for. Other key pieces come in the form of recommendations; connections aren’t just about numbers, endorse them and hopefully they will return the favor!
Fill in every and all sections that you can, and re-read for any errors (get a second set of eyes if there’s one available). Use the profile strength meter to get a second option on your profile and find out what sections could use a little more help.
There are some settings you can enable to get the most out of LinkedIn. Turn on “career interests” to let recruiters know that you are open to job offers, turn on “career advice” to participate in an advice platform that helps you connect with other leaders in your field, turn your profile privacy off from private in order to see who is viewing your profile.
The infographic also offers some stats and words to avoid. Let’s start with stats: 65% of employers want to see relevant work experience, 91 percent of employers prefer that candidates have work experience, and 68% of LinkedIn members use the site to reconnect with past colleagues.
Now, let’s talk vocab. The infographic urges users to avoid the following words: specialized, experienced, skilled, leadership, passionate, expert, motivated, creative, strategic, focused.
That was educational, huh? Speaking of education – be sure to list your highest level of academia. People who list their education appear in searches up to 17 times more often than those who do not. And, much like when you applied to college, your past education wasn’t all that you should have included – certificates (and licenses) and volunteer work help set you apart from the rest.
Don’t be afraid to ask your connections, colleagues, etc. for recommendations. And, don’t be afraid to list your accomplishments.
Finally, users with complete profiles are 40 times more likely to receive opportunities through LinkedIn. You’re already using the site, right? Use it to your advantage! Finish your profile by completing the all-star rating checklist: industry and location, skills (minimum of three), profile photo, at least 50 connections, current position (with description), two past positions, and education.
When all of this is complete, continue using LinkedIn on a daily basis. Update your profile when necessary, share content, and keep your name popping up on peoples’ timelines. (And, be sure to check out the rest of Leisure Jobs’ super helpful infographic that details other bits, like how to properly size photos!)
This Twitter tool hopes to fight misinformation, but how effective is it?
(SOCIAL MEDIA) Birdwatch is a new tool from Twitter in the fight against misinformation… in theory. But it could be overkill.
Social media has proven to be a blanket breeding ground for misinformation, and Twitter is most certainly not exempt from this rule. While we’ve seen hit-or-miss attempts from the notorious bird app to quell the spread of misinformation, their latest effort seems more streamlined—albeit a little overboard.
Birdwatch is a forthcoming feature from Twitter that will allegedly help users report misleading content. According to The Verge, Twitter has yet to release definitive details about the service. However, from leaked information, Birdwatch will serve the purpose of reporting misinformation, voting on whether or not it is truly misleading, and attaching notes to pertinent tweets.
Such a feature is still months away, so it appears that the upcoming election will take place before Birdwatch is officially rolled out.
There are a lot of positive sides to welcoming community feedback in a retaliation against false information, be it political in nature or otherwise. Fostering a sense of community responsibility, giving community members the option to report at their discretion, and including an option for a detailed response rather than a preset list of problems are all proactive ideas to implement, in theory.
Of course, that theory goes out the window the second you mention Twitter’s name.
The glaring issue with applying a community feedback patch to the rampant issue of misinformation on social media is simple: The misinformation comes from the community. A far cry from Twitter’s fact-checking warnings that appeared on relevant tweets earlier this year, Birdwatch—given what we know now—has every excuse to be more biased than any prior efforts.
Furthermore, the pure existence of misinformation on Twitter often results from the knee-jerk, short response format that tweets take. As such, expecting a lengthy form and vote application to fix the problem seems misguided. Simply reporting a tweet for being inaccurate or fostering harassment is already more of an involved process than most people are likely to partake in, so Birdwatch might be overdoing it.
As always, any effort from Twitter—or any social media company, for that matter—to crack down on the spread of misinformation is largely appreciated. Birdwatch, for all of its potential issues, is certainly a step in the right direction. Let’s just hope it’s an accessible step.
Business News1 week ago
Brutally honest list of reasons you didn’t get the job interview or job offer
Business Entrepreneur1 week ago
6 simple self-care tips to keep any busy entrepreneur sane
Social Media1 week ago
This LinkedIn graphic shows you where your profile is lacking
Business News1 week ago
5 factors driving the reshoring movement in America
Business Entrepreneur1 week ago
Delivery startup goPuff is fast becoming the next tech giant
Business Entrepreneur2 weeks ago
5 ways productive business owners fight through distractions and stay focused
Business Entrepreneur6 days ago
The success of your business could be tied to your succession plan
Business News3 days ago
The future of work from home will be a hybrid, says Google CEO