Klout.com is a relative newcomer on the social media network scene, however, it’s already proving to be one of the most effective tools for companies to reach out to their core demographics and gold star customers who are most likely to spread the good word about you and spend money on your company.
Klout.com was founded in 2010 with the aim to measure an individual’s impact on the social media scene. Their algorithm was a fairly simple bit of genius – they measured how often a person was retweeted, followed, and responded to in each of their twitter and Facebook conversations. This publicly available data was then put through a number cruncher that determines how much of an impact a person has within their social sphere – that is – how likely it is people will follow that person’s recommendations and how many people hear what a particular person says.
This Klout score can be adjusted on a daily basis due to an individual’s daily impact. As their social media presence grows, companies find that offering these high scoring Klout individuals premium gifts and specials in exchange for broadcasting the good word about you and your company. Hotels will offer extras such as spa packages and airline companies have been known to upgrade people with high Klout scores.
What does this mean for you? Well, Klout can give you a good idea of which customers are most likely to say something nice about you and your company, thus generating warm leads for you and referrals for your company. Klout can help you determine whether or not someone is worth offering special deals to, or requires extra attention.
Scores above 50 mean they have a very high impact within their close circle of friends. This will likely include people in your area, and close friends of theirs – two things that make their recommendation have more weight than any advertisement you’d spend thousands of dollars on. Targeted advertising is the goal for any user of Klout.
There are some good ways to raise your Klout score for your profile if you want to be taken seriously with professionals in your area. The higher your Klout score, the more of an impact you can make with your followers – use this score to leverage incentives from fellow realtors by promoting listings that you can split the fees on. A larger audience means more leads and money for you!
As a real estate agent, you know that owning your own agency is an entrepreneurial endeavor. A big company would be able to pay for branding and lead generation, but as an individual with your own office, you’re on the hook to not only sell houses, but also to keep up on the latest news in your market, branding your company, lead generation, account management, and network building. In one day, you could be doing the job of ten different people! Fortunately, if you work hard and build your brand while managing your marketing through Twitter and Facebook, your passions are driving your Klout score, which can help lead your agency to organic growth.
Raising your Klout score is more than just tweeting and being retweeted and followed. It’s about building a brand for you and your company. There are several easy ways for you to increase your Klout score:
Tweet relevant content to your followers
If you’re in real estate, make sure you’re tweeting articles, photos and other content that you know your audience will appreciate – don’t just make it a commercial for your agency. A good twitter feed that attracts new followers is one of the quickest ways to increase your Klout score. This content helps your score in many ways – hopefully they’re engaged enough with your twitter feed to retweet and respond to your Twitter name as you post that content.
Stand out from the Crowd
There are hundreds of real estate agencies on Twitter, and probably dozens within your immediate market. Find a way to stand out from the crowd and make your feed unique to you and your voice. If your agency serves a niche in real estate that other agencies do not, concentrate your twitter feed on your niche. The internet allows for an enormous buffet of different options for users to choose from – most of the time, people are looking for something very specific. So, if your agency does a lot of vacation rentals, have your social media feeds concentrate on the vacation rentals you offer. Try to partner with other businesses in your area to offer specific deals clients can only find on twitter. Partnerning your vacation rentals with discounted dining at local restaurants or other activities is a great way to promote your business. If you can’t find anyone willing to offer deals, look for trading opportunities where you can exchange free inventory for specials, coupons and other deals you can offer your twitter followers.
Encourage and nurture a referral network
Klout isn’t just about who you meet, but also the relationships you help foster among people who need to know each other. When you introduce two people looking to do business (and you can’t serve their needs), they are much more likely to come back to you when they do have something that you can help them with. Generating a referral network that helps other people will help you in the long run. There’s a lot of competition out there, so these days, you have to make every lead count!
Klout isn’t a panacea that will instantly help you market your company perfectly. What it will do is give you the kind of information you need to focus on the customers who will pay off the most in the long run. Klout gives you an idea of what that person likes, how much they make, and what their personality is like – all things that great realtors know they need to know before trying to find a house for someone. Buying a home is very personal, so the more information you have going into the deal, the more successful you will be!