Social Media Done Right… the New Standard for Real Estate Agent Marketing – Part 7

Social Media Influencers, what are they, who are they and how exactly can they play a role in building our business.

The truth is, anyone can be a Social Medial Influencer, but that doesn’t mean it’s not a tall task to earn such a status. Also, it doesn’t mean that we should all seek to become the next Social Media Superstar Personality, in fact, many shouldn’t, it’s just not what we’re all good at. We are in fact, Real Estate Agents, right?

If you’ve been paying close attention to passed articles, you’ve come to realize by now that we aren’t “just” Real Estate Agents anymore. The market, the industry, it’s changed, and while there is certainly room for the agent of 10, even 5 years ago, that very same agent, if they intend to remain, and be relevant over the course of the 5 to 10 years to come, well, that agent had better build a social media presence that speaks to current, future and most importantly, happy past clients. Doing this ultimately means that you’ll become an Influencer or sorts, even if only for a small group of people.

Social Media Influencer
What: A user on social media who has established credibility in a specific industry.
Benefit: Reach. A Social Media Influencer has access to a large (to scale) audience and can seemingly persuade others by virtue of their authenticity and reach.
Who: You. Me. The next person. It’s simply doesn’t matter. Anyone can be a social media influencer.

So how can a Social Media Influencer actually help you build your business? It’s important to understand that just anyone isn’t going to cut it, you’re looking for an Influencer that is fluent in your industry, those that speak and share relevant content to you and your sphere regarding, at least predominantly, your industry. This is very important as it’s important to remember that the goal is ultimately to take on the role, again, even if to only a small group, as the Influencer. And yes, I do realize that this statement alone contradicts my previous statement that not everyone should aim to be a Social Media Influencer. Understand that the point there is to not feel that you must become some over the top, loud, attention-seeking robot, instead, build your social media culture specific to your needs, goals, beliefs, morals, and brand.

Once you identify one or more Influencers that you feel could help develop your presence in the space, begin following them, liking, commenting on and sharing their content, always when sharing, adding your own 1 to 2 sentence snapshot or praise to your post about the content being shared. Show the influencer that you are an avid follower that stays on top of their content. Eventually, begin to reference influencers in your own unique posts, being sure to tag them when you do. As you develop, you’ll in many cases, find the influencer referencing you in their posts, in turn giving you more credibility in your field.
A great example of this would be my relationship with Tom Ferry, the #1 Real Estate Coach in the world. Each time Tom makes any reference to me in his content, I see a huge spike in followers across all platforms. Now, since Tom is typically speaking to Real Estate Agents in his posts, Agents are often who I see following me, which is great when you begin to think about and develop the Agent to Agent Referral leg of your business.

It certainly shouldn’t be your only goal to have other professionals in your industry to follow your content, it’s important to encourage, as I mentioned earlier, current, future and most importantly, happy past clients to see you as the authority in your field, in turn opening their spheres to you as well. Remember, one person has the opportunity to change your career simply based on their willingness to share your knowledge, their experience with you, your empathy, your skills, with others. These people are often your past clients, the current clients are those that you are both actively working with, but also those that are actively watching you, often on social media, and future clients are your current client’s sphere. Reaching your future client’s sphere means doing a couple of extremely important things, giving your clients the best experience possible that they would like to tell the world about, and equally as important, being ridiculously consistent with your posting of great content.

Consistently creating and sharing informative, quality content, which, believe it or not, isn’t always going to be, nor does it need to be industry-specific, is the difference-maker. It can be why people will come to you when it’s time to buy or sell their next home, why they will listen when it comes time to negotiate, why they find it so easy to build rapport, why they trust you. They know you, and most often that means they will allow you to get to know them, better developing your relationship with your client.

I’m sure you noticed the reference to informative, quality content but at the same time doesn’t always need to be industry-specific. This is one of the most important parts of this article, understand what to post. So we will expand on this topic in our next article by covering the “Four F’s”, adding friends and celebration and why these so darn important. We will also discuss the importance of understanding “Harvest Season”, when it comes, how it can keep your business driving forward when the market seems so slow for others and the secret ingredient.

Have questions, a topic you’d like to learn more about? Email [email protected] with the subject CRP Article Topic and we will work on fitting it in.