The type of social media content you post as a REALTOR® can make or break your social media marketing success. Yet, far too often, too many real estate professionals post content that focuses on buying and selling; you’ve seen the “Just Listed, Just Sold” posts. Don’t get me wrong, you certainly should be posting your client’s listings, and it’s great to celebrate your successes, but when it’s only those two types of content, it tends to turn your audience off. Instead of interrupting your audiences to sell them something, focus on adding value to their day. Following the 4 E’s of social media content: Entertain, Educate, Empower, and Engage can help you achieve high-value content creation success.
The Four E’s of social media content creation to win friends’ and followers’ loyalty start with having some fun.
We socialize on social media to get away from our long busy day and forget about the world’s worries for a moment. We love to be amused, so give your audience something to smile about. The last thing real estate is is boring, so injecting some fun into your content is a great way to show your audience that you’re fun, likable, and someone they want to connect with.
Whenever possible, take the opportunity to enlighten your audience about real estate that they didn’t know they wanted. A great formula is “They Ask, You Answer.” The chances are that if one customer asks you a question, someone else out there has the same question too. Take the Top 5 most common questions asked of you, and create some video answers.
Empower your audience. Provide simple tips, tricks, and best-shared practices to help your audience. Create a series of “How-To’s” or “Need to Knows” for first-time home buyers. Whether it’s getting ready to borrow via a mortgage or how to check your furnace and HVAC filters, your content will empower them at the same time keep you top of mind so the next time they have a need or know someone who does, they’ll think of you.
Of all the 4 E’s, engagement is the most important. When someone comments, shares your content, it creates a greater value of trust compared to just clicking the “like” button or casually exploring your social media channels. Remember, being a real estate agent is about building relationships and prospecting. Well, social media is no different – this is just social prospecting. Create content that elicits a response in the form of an answer, feedback, or an opinion. The more they engage with your content, the more they will begin to know, like, and trust you until they become advocates for you. If this is something that you have not done in the past, start with some simple questions requiring yes or no responses. This is a comfortable way for your audience to start engaging.
The high-value content you hope to build with the 4 E’s of social media creation can only bring you a better business and better relationships. By getting your audience to love, not just like your personal brand, you’re more likely to dive more leads, close more transactions, and in the end, be a much more successful real estate professional.
– Keith Flynn