Understanding how to leverage social media as the most powerful tool in your prospecting toolkit.
Social media is the most powerful tool in our prospecting tool belt. Understanding the core concept of how people interact, engage, and use social media will help you truly skyrocket your business.
Imagine every lead or opportunity as a boat out at sea. Every time a boat comes to dock, that's a lead turned into a deal. There are two ways to get the ships to come to the dock:
Go get the leads one by one - door knocking, cold calling, running ads.
Attract every lead in the area to you through valuable content at scale.
Social media is how you have conversations one-to-many instead of one-to-one.
People are on social media to get updates on their friends, family, and whoever else they're interested in. They did not come to see a bunch of ads.
If your page looks like nothing but ads, people will simply stop engaging with your content - which signals to the platform that people aren't interested. The algorithm will suppress your content, and no one will see your "for sale" or "just sold" posts anyway.
This is also why you have to do your own social media. You cannot hire a marketing manager to just post "Happy Holidays" graphics and market stats for you.
The intent of social media is to get more people to know, like, and trust you at scale, instead of doing it the old way through door knocking, cold calling, or running ads.
This is where most people spend the majority of their time - watching what others are doing in their day-to-day lives. It's important to give people what they want in order to build emotional connection.
Food
Fitness
Inspiration
Memes
Family
These create emotional anchors and allow you to show your personality. When you work with someone who shares common ground with you, the deal is always easier and smoother.
Posts are where you really help people through signaling content - content that shows where the market is going and who stands to win or lose in the shift.
Speak directly to different subgroups: For some, it's a great time to buy. For others, it may be better to wait. Some should sell right away, while others might do better holding off.
Help the winners win more, and help the ones at risk lose less.
Sit down and think deeply about who would benefit from the information
Research the topic thoroughly
Write a blog - this allows you to speak on the topic elegantly and confidently
Use the blog as the base for your post
Think of your post as the first conversation you're having with someone - only you're having it at scale. Be authentically you. Speak to your audience like you're having coffee with them.
After you complete each of these modules, do not go to the next one until you do the actual activity in real life.
Real estate is a long game. Take your time and truly implement each lesson before moving to the next one.