By Prem Luthra, President of Elm Street Technology
Growing your real estate business is fundamentally about fostering existing relationships and developing new relationships with consumers. The oldest and simplest form of relationship building comes from a marketing concept called one-to-one (1:1) marketing. The concept is certainly not new, but with the emergence of social media it can take the potential for one-to-one marketing to incredible new levels.
On the surface, social media may seem like just another way to get in front of large numbers of people with the hope of generating some leads, a few clients and some sales for the effort. However, today’s social media platforms offer much, much more than that.
As you know, marketing in real estate revolves around finding potential buyers and/or sellers, convincing them of your expertise and professionalism and then staying top of mind by reaching out to them periodically as making real estate decisions is often a process. The great news about social media is that you can develop and foster relationships over a period of time and be top of mind when the consumer is ready to make a real estate decision.
Leveraging social media platforms such as Facebook, LinkedIn and Twitter allows for meaningful, repeated engagement with consumers in an environment that is familiar and comfortable for them. Unlike cold calling, door knocking, For Sale by Owner and Expired solicitations, social media engagement should begin with a simple “like” or “share” as you slowly build rapport with new contacts and potential clients.
Further, social media marketing is effortlessly interactive for both you and consumers. Messaging is simple, taking no time at all and allows consumers to respond to you on their own time to ask questions they might not have thought to ask over the phone or in-person.
One-to-one marketing on social media is particularly effective at relationship building because you can:
Now before you get started, here are several best practices and digital etiquette with social media:
These are just several tip of the iceberg concepts that can help you leverage social media to accelerate your one-to-one marketing practices. If you would like to learn more about social media and one-to-one marketing, join our social media specialists Frank Chimento and Sean Price on Wednesday, October 25th for a free webinar that will outline some of these social media best practices and other marketing ideas for your real estate business.