Marketing Through the Noise

By Suzanne De Vita

A cocktail of fact, fiction and "noise" is plaguing social media, and brands and businesses are finding new and refined ways to resonate in response. In 2018, authenticity and influence will be the most potent strategies—and for real estate professionals, both are essential.
Brands and businesses are doing more now online than just peddling product; they're recognizing that relatability is vital. Authenticity is key—and no more so in real estate, where genuineness leads to rapport and relationships.
Even though you aren't face-to-face with your friends and followers, you can dialogue and engage as if you were with social media. Authentic content encourages that interaction naturally. A few ideas:
  • Advertise your knowledge of the local market. You're an expert in buying and/or listing, but you're also the expert on your town. You know the restaurants. You know the schools. You know the shops. Be the guide for your friends and followers on social media—you'll begin building connections, and they'll gain insider insights. 
  • Display or link to your core values in your profiles. Add authenticity by communicating your core values to your friends and followers on social media. These are not only indicative of you, but also of the experience they can expect when working with you. 
  • Showcase powerful—and real—stories. Are you assisting with a cleanup in your community? Captain of a fundraiser? Helping a military seller? Share those stories. You could benefit the cause and relate to your sphere of influence. 
Brands and businesses are also capitalizing on influencers ("influencer marketing") who have pull (think celebrity endorsements on Instagram); however, anyone can be an influencer on social media. It has built-in reach.
According to the National Association of REALTORS® (NAR), most REALTOR® business comes from clients (referrals or repeat). Ask your clients to influence for you with a recommendation on your LinkedIn profile or a review on your Facebook page. These not only give your friends and followers insight, but also inform their followers about you and your real estate services—a win-win. 
Additionally, you can be the influencer. (Your brand is your business!) Consider the advantages you offer as a professional. Is it your knack for negotiating? Your pricing prowess? Differentiate yourself online with those same talents—become a fount of knowledge with regular posts and/or tweets, develop a YouTube series, or do a Q&A on Facebook Live. Your friends and followers will come to expect whatever you run with—and, in the future, remember you for your real estate savvy. 
How will you be authentic and influential on social media this year?
Suzanne De Vita is RISMedia's online news editor.

Copyright© 2018 RISMedia, The Leader in Real Estate Information Systems and Real Estate News. All Rights Reserved. This material may not be republished without permission.

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