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Agents: Not Feeling Very Social?

Written by Expose Yourself Public Relations on Tuesday, 07 January 2014 2:17 pm

Marketing correctly on social media can give you the same effect as sending out 10,000 postcards to people in the towns you serve, for .01% of the price. It can help brand your company, your name and get exposure for your listings - hard numbers that you can turn around and show your sellers. It can help drive web traffic, bring attention to you and the value you bring, and yes, you can go viral on social media.

So how do you become more social? Here are 3 quick tips to get started:

1) Create a Business Page on Facebook.

Business pages on Facebook are separate from your personal Facebook account. A business page allows you to have a place to highlight both industry information and information specific to your business. Make sure you create original content to post on this page in addition to highlighting work that has been published elsewhere.

2) Get people to "Like" your business Facebook page.

The impact of your business Facebook page is directly proportionate to how many people like it. Make sure you have your Facebook Business Page URL (For instance, ours is on everything from email signatures to business cards.

3) Run ads.

Running ads on Facebook to the people in the towns you serve is one of the smartest things you can do. Consider this: To reach 10,000 people (in the towns you serve) on Facebook costs between $150-$200. You can also reach these people multiple times (frequency) on Facebook. To send ONE postcard to these SAME people would cost you over $1700 in POSTAGE ALONE! Make sure to track the effectiveness of your ads, and be consistent. Branding takes time, but with Facebook ads you can speed up the process!

Unless working with social media is something you have the time and inclination to do on a consistent basis, it can seem like an overwhelming medium to leverage for your business. Let's face it, things are always changing on social media sites, it's hard to understand where you information is being seen and most likely, you are having a hard time figuring out how to turn it into a lead source.

Many real estate agents understand that they do not have the time capacity to master this medium, but know they need to be present and see its value. Hiring a company to handle your social media is like hiring a house keeper. Yes, you can clean your own home. You can learn the best techniques, you can buy the best products and you can put in the time to make your house sparkle. If you don't have time, you can hire a professional to do it for you.

It's the same approach with social media. You can spend the time to learn the platforms, read information on how to maximize your impact, commit to managing and maintaining it and, if you put in the time, most likely, you will have success on your own. The question becomes - is this something you want to master? Do you want to be managing social media all week while learning how to be effective on their ad platforms? Do you want to keep up on the ever constant changes and continually spend the time to learn the best techniques for success? If so, great! If not, perhaps it makes sense to hire a social media housekeeper. Know that this medium provides an opportunity that can be a powerful brand builder, a great way to stay top of mind with the people most likely to do business with you and a tangible way to show your sellers exposure for their listings. You can be sure that your competition will be there, even if they aren't now.

It's time to clear out the dust bunnies and start cleaning!

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  • Comment Link Heather Logrippo Thursday, 09 January 2014 10:47 am posted by Heather Logrippo

    Tobias - I believe that realtors all over the world deal with the same issues, as you truly never know where your buyers are coming from however, you can deal with probables. For instance, if you have high end homes for sale in South Florida (a place I used to live!) you might want to run ads on Facebook targeting people who like Architectural Digest, Luxury Real Estate and the Robb Report who have CEO in their title over the age of 35 in the US as a start. While it's not a perfect target you can dig into the interests of people combining it with age and geographic location to get close. There's always a solution and the beauty of social media is that it's relatively inexpensive compared to, say magazine advertising. (I also own a Luxury Real Estate Magazine, so I know first hand the costs of that.)

    Heather Logrippo
    Expose Yourself Public Relations

  • Comment Link Tobias Kaiser Thursday, 09 January 2014 10:12 am posted by Tobias Kaiser

    @Heather - I appreciate your thoughts very much. But in a case probably like Jay's niche – definitely in mine, modern architecture in South Florida – clients come from all over the US, from South America, Europe, in all professions, in all ages.

    Commonality among my buyers (and sellers) ends probably with having two ears and one nose. And loving modern architecture. This fuzziness of my target audience has vexed everybody for quite a while.

  • Comment Link Heather Logrippo Thursday, 09 January 2014 7:44 am posted by Heather Logrippo

    If you are able to identify where you think your prospects are most likely to come from - for land and farms near Nashville - is the buyer profile people living in Nashville or Northerner's over the age of 50? I'm just throwing things out there, but if you have an idea of the market you want to target, a good social media company will be able to get you in front of those targets.

    Heather Logrippo
    Expose Yourself PR

  • Comment Link Jay Barron Wednesday, 08 January 2014 9:49 pm posted by Jay Barron

    Ditto Tobias - a niche market (land and farms near Nashville) needs a specialist or an extremely competent and flexible fast learner. any thoughts are welcome.

  • Comment Link Heather Logrippo Wednesday, 08 January 2014 3:12 pm posted by Heather Logrippo

    Thank you for all of the great comments! Steve and Tobias - the great thing about Facebook is that they allow you to target your niche audience based on a number of criteria; from age, geography, interests and more! My suggestion to finding a great social media company would be to hire us :-) But seriously, you should ask associates that are happy with their social media companies to share who they use, or when interviewing companies as them for sample reports and pages of other companies who's pages they manage. You should find someone who understands real estate and your business. A small business owner who gets what you are trying to do will be evident to you after one phone call, so make sure you talk to them on the phone explain your target audience and you'll be able to tell quickly whether they can get the job done - or not.


    Heather Logrippo
    Expose Yourself Public Relations

  • Comment Link Tobias Kaiser Wednesday, 08 January 2014 10:51 am posted by Tobias Kaiser

    As Steve, I specialise on a niche market, with a national audience. How would I target those?

    And how do you select the right company for social media campaigns?

  • Comment Link Steve McWilliams Wednesday, 08 January 2014 10:20 am posted by Steve McWilliams

    A concern of mine is finding a legitimate social media company that will do a great job and provide measurable results. I have niche markets and how will they understand how to market to them effectively?

  • Comment Link Yanni Raz Tuesday, 07 January 2014 6:14 pm posted by Yanni Raz

    A lot of great advice here expose yourself! Thank you very much! Using facebook ads is definitely a good idea, but i wonder what the response rate would be.

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