Social media should be a fixture in your business

Social media is about creating and sharing content but, most of all, it’s about networking.

As REALTORS®, you thrive on interpersonal interaction, so it only makes sense social media would be a great addition to your marketing portfolio.

With a growing number of tech-savvy buyers and sellers, having a handle on the changing face of social media could be the difference between a new client or not.

“In our business, our sphere is spending a lot of time on social media,” said Juli Wenger, a REALTOR® from Edmonton who has watched the industry grow into a digital-first environment.

Wenger said when she started in real estate, Facebook was it.

“Social media has definitely become a valuable top of mind tool – People are so connected to their phones that it has become an amazing way to connect with clients and help them get to know us,” Wenger said.

From posting interactive videos on Facebook and engaging with followers on Twitter, to showing a more personal side on Instagram, and providing value on Linkedin, social media has become a significant piece of the business. Therefore, Wenger’s team, SoldYEG, consulted a firm to help build ideal client avatars, track analytics and create a focus to help the group reach people in a way that is both authentic and effective.

If you’re going to make the commitment, you have to know your audience and understand it will take time to gain a following. Here are a few tips to help make sure you strike a chord with potential clients:

  • Quality over quantity. Just because you post a lot doesn’t guarantee a following. Users want informative and engaging content.
  • Don’t be afraid to ask for help. Being a REALTOR® is a full-time job, outsourcing help from a professional social media consultant could work to your advantage.
  • Be yourself. Make sure your audience knows what kind of person you are. If you’re into mountain biking, don’t be afraid to show off your latest trail ride. If you’re into knitting, post a pic of that awesome blanket you made.
  • Think before you tweet. As soon as you click publish, it’s live for all to see. Your professional profile isn’t the best place to rant about religion, politics or anything else for that matter.
  • Know the tools. Spend a few hours learning about the social platform you intend on using.
  • When’s the last time you Googled yourself? Make sure you have a clean and professional social footprint. It might be time to untag yourself from some of your old college photos.
  • Be consistent. Create a plan, follow it and track your results. Once you gain some traction you don’t want to lose your following because people forget about you or get annoyed by your content.
  • Spelling matters. If you’re going to use social media, make sure you don’t have blatant errors. You want to have fun on social media but still present a professional persona. You are your brand.
  • Update your profile. Make sure your “about me” or profile is complete, with a photo and your contact information in your bio.

As Communications Manager, Michael Shaw manages a dynamic team of talented communicators and social media experts. Whether its content produced by CREA or REALTOR.ca, Michael has seen it and approved it. When he’s not working or taking care of his daughter, Michael is travelling the globe, watching live music or relaxing on the dock.


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