When you’re in real estate, you can become overwhelmed with the amount of people who tell you they’re interested in finding a new house. Valuable new clients can get lost in the shuffle if you aren’t organized. The good news is that in the age of the internet, websites like Facebook and Twitter can help you not only sign new clients, but also help you manage your leads and who you’ve been able to contact.
Each website has a different approach in how you can manage these leads.
Facebook is the undisputed King of Social Media at the moment. Over 900 million users worldwide log onto Facebook on a daily basis – and they’re not all coming online to check out funny cat pictures. Studies have shown that users are now finding more of the things they want to buy online through pages like Facebook and Twitter. How do they find out what they want to buy? A few different ways:
A few years ago, Facebook used to use Groups to help you form communities around a particular theme, idea or business. Now, it’s all about “Pages.” If your company doesn’t have a Facebook Page it may as well not exist on Facebook (which considering the number of people who use Facebook on a daily basis should tell you that it means they don’t know you exist). Pages allow you to measure impact and gather people in one place so that your stories appear in their newsfeed.
Pages are an agreement between you and your clients. You provide them interesting and relevant information about what they’re looking for, and their presence and like help build your community and spread the word about your company. The trick is finding relevant news and content your users would be interested in. How do you find that content? Very easy:
1) Set a Google Alert for news articles for your keywords
If you have a Facebook group that talks about Seattle real estate, subscribe to Google Alerts that will provide you with links to articles that match your keywords.
2) Expand the theme of your Keywords
If your group deals with Seattle real estate, you don’t have to stick to just articles and information about real estate – instead look for articles that deal with the Seattle lifestyle too. Perhaps there are concerts or annual festivals that you can include. All that matters is that it’s content that your users will enjoy reading about.
3) Designate each day of the week with a theme
Finding a theme for each day you’re online is a great way to help keep your user’s interest in your page and continued engagement. Continuing with our Seattle Realtor example, posting an article every Monday about what’s going on with the latest round of construction in your area. Tuesdays can be about Seattle Lifestyle. Postings on Wednesdays can be on the current state of the real estate market and so on and so forth. Make each day something different and interesting for your users to keep them engaged and looking forward to next week’s article.
Track your success and users
Every 24 hours, Facebook updates its engagement meter on your page which will show you exactly how many people viewed your page, clicked on the links/articles you posted and the change in percentage of people who have viewed your page over the last week. Each of these metrics can help you determine and track what your users want to hear about from you. For instance, if you notice that more users are “liking” articles on a particular neighborhood, check out that neighborhood’s listings and see what might be available for you to help show new clients. Clients often don’t even know what they want when they come to their realtor. But, based on their browsing history with you and your company’s Facebook page, you can very easily tailor a package or tour of properties that are most likely to get them to buy from you.
Managing your Leads with Facebook and Twitter
Finally, managing your leads with Facebook and Twitter are easily done with the List feature that is available on both sites. This feature allows you to create lists of specific friends or followers that are dedicated to one type of user. Traditionally, Facebook uses these lists to help their users differentiate between Family, work colleagues and friends – you can customize these lists as well with other ideas such as people who have purchased from you, people who want to purchase from you, and warm leads. With these groups and lists, you can broadcast specific messages to whoever you want depending on what you want to say to them.
Twitter is a bit more public that Facebook. Once tweeted, your material is out there forever (unless you delete the tweet), so make sure what you’re tweeting represents you and your company well. If you ever want to see what might happen to a company when they don’t take their internet marketing seriously, just Google the case of “Ocean Marketing.” A disastrous bit of bad service went viral and destroyed not only the marketing company responsible, but also the company they represented. Social Media is a powerful tool, and when you take it seriously, it can help market your company, product and services to a huge audience that you may not have been reaching before. But this also means that your mistakes are amplified as well. Be professional, friendly, and stay on topic! Your company’s well-being will thank you.
Ignore and ban trolls
Finally, every internet site attracts a certain segment of the internet population known as “trolls.” These people live to create drama on your page and with your users. Don’t let them! Thankfully with the advent of Facebook connecting people’s profiles to their comments makes it difficult to hide behind a mask, so this hasn’t been a problem as much as it used to be. Stay on top of it though, as trolls can quickly ruin legitimate people’s experiences with you and your company’s page.