Are You Branded on Social Media?

Selling real estate today is much different from the 80’s, 90’s and early 2000’s.   I started selling real estate in 2001.  Then we walked, cold called and asked our sphere of influence for referrals.  Creating postcards, emails and newsletters was simple.  We used tools like publisher and adobe illustrator to design marketing.  Today any agent can take over a market simply by building a social personality that shares relevant content, important community information with an authentic persona.  In the world of real estate, agents are in charge of managing their brands.  The current trend for many companies is to allow agents to co-brand.

Building a brand in real estate is essential for online marketing.  Who we are in direct marketing and in person must translate to the digital space.  If you are a direct marketer in real estate making the transition in brand awareness on social media, email, blogs and your website is not a difficult task.  Today, there are tools like Canva that make it easy for any agent to build creative work that can be redesigned in seconds for any social platform.   There is no excuse, every agent can compete in the online arena.

  • Do you want to be relevant in a few years? If so, it’s important to become an online personality.
  • Do you have a personal brand? If not, get started NOW, not tomorrow.
  • Does the consumer know who you are before they schedule an appointment with you? Not sure, google yourself and check your following on your social media accounts. If we can’t learn about you, neither can the consumer.
  • Are you posting and receiving engagement from your network? Not sure, Go Check!
  • No Engagement? Don’t worry, start responding to posts. Not just your posts, your networks posts.

A personal brand is, “the practice of people marketing themselves and their careers as brands. … Personal branding is essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group, or organization.” (Wikipedia)

The next generation agent is good at this.  They’ve been using technology for as long as they can remember.   I remember when my oldest son was three years old.  His childcare center offered computer classes.  24 years later he a computer whiz.  My most recent college student has her own online brand.  The youngest of the group is building his own YouTube channel.  They are just good at tech, not because they took classes, it’s because they always had an opportunity to use the technology.   If you’re not good at the technology, start playing with it.   Trial and error can be the best way to learn.

Building your own personal brand will put you in front of the consumer before they have an opportunity to meet you.   I always find it fascinating when I’m approached and someone says, “Carrie, I feel like I already know you.”  Our sphere of influence is an important part of helping our businesses thrive.  We count on our friends, family and past clients to be our Brand Ambassadors.  We want them to tell people how “fabulous” we are as agents.  The same applies to online, we need our social pages, email marketing, YouTube channels and traditional marketing to showcase our personal brands and our expertise.  Generating new business and repeat business has never been so easy.  The internet doesn’t turn off.  The idea that the consumer can find us 24 hours a day should excite all of you.

Showcase your brand on all platforms.  Are you and your business recognizable on Facebook, Twitter, Linkedin, Snapchat and Instagram.   Are you a brand or are you all over the place?   Take inventory of your social media today.

Advertisements

Let’s Talk About the DM

No, DM is not a dirty word!  It’s how we message each other on social media.  My generation is more likely to message via Facebook Messenger.  The next generation is more likely to use Snapchat and Instagram messaging.  I am more likely to

26D49B26-E6F3-4ACF-9B45-11632B8DC7FDreceive a message via Facebook than on my mobile device.  Therefore, who needs text messages on a mobile device when you have Facebook messenger, Snapchat direct message, LinkedIn messaging, Twitter messaging, and Instagram Direct Messages.   I will receive a faster response from my kids on Snapchat then any other tools.

I’ve negotiated a contract via Direct Message, followed up with clients, generated leads from a Facebook Live video and created group chats to follow up with my grade school friends.  My friends are more likely to respond to a Facebook Direct Message than from a text message.  Snapchat has changed the way I communicate with my techy friends, my real estate friends and my national connections.

Direct messaging isn’t new and today it appears that Direct messaging is the new “Cold Call”.   We are spammed with automated DM’s to follow a business page or to check out a new thingy that someone is selling.   If you’re a real estate agent only going for the hard sale in a DM you’re missing an opportunity to connect and generate a lead.  A great way to master the DM on your platform of choice are:

  1. Know your audience, friends, family and sphere of influence. Are you connecting better on Facebook, Snapchat, Twitter, LinkedIn, Instagram or Snapchat?  I’m more likely to a response from Facebook, Twitter or LinkedIn.  Why? These are my preferred platforms.
  2. IMG_8551Are you using the DM like an “Old School Cold Call”? Guess What? If you are, we are blocking you.  If you call me to sell something without being a part of my network or a personal relationship you’re as good as blocked.  I am more likely to connect with you when we’ve connected in person, I already know you personally or you’re offering to help me.   Give before the ask.
  3. If you’re going to automate your Direct Message Marketing with tools like IFTTT, then consider the “thank you” response. How can you help the person you’ve just connected with?  Are you an affiliate for the real estate industry?  Provide a coupon for an agent’s client.  Come to a networking event and meet an agent in person.  Make the relationship personal and intentional.  Get to know your network.  YPN or Women’s Council is a great way to engage face to face.  We want to see you as well as engage on social media.

4. Lead Generation – Direct messaging is a great way to generate leads.IMG_8549 However, you’re more likely to generate those leads from people you already know or those that reach out to you.  In the last 30 days, I receive two direct messages that have resulted into leads.  One of those leads was a direct message from Snapchat.  The other message was from Facebook Messenger.  That lead should generate a new listing in the next 30 days.

5. How to generate leads with direct messaging! Make sure people know you’re in business. Use LIVE social media to tell people your story.  Who is your audience?  Tell your audience what they get from contacting you. If you’re a real estate agent remind your social network.  Don’t let them forget that you’re in the business of buying, selling and creating lifestyle home ownership opportunities.

Generate Leads with Snapchats New Feature

So, what is this new feature?  The new Snapchat feature allows your friends and others to see your exact location, literally.  My daughter, Lauren, figured out that the new feature let’s everyone know when she is at home in the house.  That might be concerning for many.  The great part is you can turn it off and switch to Ghost mode.   Setup Ghost mode or leave your location mode on.  The choice is yours.  Steps to allowing the world to see you or not!

  1. Pinch your screen while in snapchat. The first time you pinch you’ll see these steps:

See the World with Snapchat

2. Find your friends and select who can see your location.  Do you want to become a ghost or allow your family and friends to see you?  Real Estate and networking Tips below.

IMG_82123. Ghost mode prevents the world from finding you.  When in ghost mode you’ll have the ability to find those that turned off Ghost mode.  Turn it back on when you want people to see you.  Just don’t forget to turn it off.  Otherwise, anyone has the potential to find you.

IMG_8213

4.  If you add specific friends they have the ability to view your story.  A story built around a specific group of people.  Maybe your family, high school friends, real estate friends, your company, college friends, etc.

IMG_8214

5.When Ghost mode is turned off others will see your bitmoji.  That’s me below. My husband, kids and immediate family can always see me on the map.

DCAC4CF3-819C-494F-B780-70B911FC3530

6. When in Ghost mode only you can view your location.  This image doesn’t appear on anyone else’s map.  You’ll have the ability to view others on the map but they can’t see you.

295ED8D1-5261-42B0-976C-72ED7A770A3A

This new feature might have you worried.  I would definitely turn it off when at home or when I’m out and about.  With social media we should be concerned that it’s so easy for someone to find us. However, if you are take advantage of the location feature, in our out of Ghost mode, it might help with your real estate business.  Think, when would you want people to know where you are?

  1. Open Houses – tell your network to find your next open house via Snapchat.
  2. Networking events – let others know where you are so they can connect
  3. Turn on the feature when showing houses so your family can find you.  This is a great safety tip.
  4. Are you member of an organization that has events?  As a Women’s Council Member, I can turn on my location so you can find me at the next events.
  5. Tell others when you’re in the office.

What other ways can you use the location finder?  Think out of the box and start building a business based on location.  If you aren’t 100% ready to turn on your location, create a new Snapchat account just for business and log out when your done with your event.  Or just don’t forget to switch to Ghost mode!  Let’s get snapping!  Follow me on snapchat with user ID: CarrieJoLittle

How Did I Gain Access To Your Facebook Friends?

Recently, I was in a two-day managing broker course.  During the session one agent mentioned that other real estate agents were marketing to her friends and family.  She asked, “Why does Facebook allow other agents to market to her network?”  Well, why wouldn’t they allow it? Facebook might be free, however, if you want to reach more than your network you have to Pay to Play.   Facebook’s goal is to help companies leverage their business pages with paid advertisement in our news feeds. The social media site gathers real time information on everything we say, click on and share.  If I talk about an awesome pair of shoes, you can best believe I’ll see ads on the right-hand side of my feed.   Paid advertising on Facebook is a must if you want your content to be viewed, reach a new audience and market your listings. Facebook’s algorithm is constantly changing.  When you post on your personal page or a business page it’s no longer guaranteed that your post will sit at the top of your networks News Feeds.

Here’s the scoop, Facebook provides options for advertising.  The ADS Manager provides more options for advertising on Facebook.  The Boost option allows the agent to push their post or posts to a specific audience.  Agents should consider both options when advertising.  This is a great way to build your brand share market research, reach potential buyers, sellers and provide specific information about the areas we serve.  However, most agents have no idea what happens when we LIKE real estate agent’booting-a-posts business pages.

If an agent decides to boost one of their posts, that agent has choices when building a target audience.

  • Edit your current audience
  • Target People who like your page
  • People who like your page and their friends
  • Create your own audience
  • Run the AD on Instagram – if you connect Facebook page to your Instagram account to a business account.

Yes, you guessed it.  You gave me access to your Facebook friends.  If you like my real estate business page I can target you and your friends.  I’m not saying you shouldn’t like my page, other real estate agent’s pages or your company pages.  But if you do, your conversation must change.  As a part of your initial client meeting have the “Social Media Talk” with your clients.  When I started in real estate my managing broker told me to explain for sale by owner properties to your buyers.  If you see a FSBO, call me first,  I will exclusively represent you and your interests.  That conversation must change to the online arena.  If your clients see an AD on social media, tell your clients to call you first.  Explain designated agency.  If you aren’t explaining it then expect your buyer to call the listing agent.   It’s up to you to protect your client and your business .  Not the agent that is marketing their listings to your buyers.

Do I really have access to your friends? No, but if you like my real estate page I have the option to market to your network.  Not sure what to say?  Let me help you have “The Social Media Talk” with your network.  I’ve created two sample scripts to help when speaking with your clients at the initial meeting.   Click here for a sample script on the “The Social Media Talk”. And don’t worry, If you liked my  real estate page, I never choose the Friends of Friends option  when advertising on Facebook.

Revolutionary Tips on Generational Marketing for Real Estate

Understanding how different generations are shaped will help you understand how to reach potential buyers and sellers when building your sales funnel.  How do these groups think? How were they shaped?  And How do they like to communicate?

  • The Silent Generation – (Born 1925 – 1942)
  • Some fought in World War II
  • Korean War or
  • Vietnam War

Consider the “Lucky Few” and a smaller group due to financial insecurity. Therefore, it caused families to have less children.   Why the “Lucky Few”?  This group is the wealthiest, healthiest and educated of generation elders than any other eldest group.  They have a net worth on average of $228,400 and have set up trust funds for their grandkids.

Baby Boomers – (Born 1946 – 1964)

  • Born after World War II
  • Grew up during the depression
  • More children born – The average number of children born per women as 3.09 post World War II.
  • The age of the rejection and redefinition of traditional values. This is arguable.
  • Also considered the “ME” Generation –
  • “As a group, they were the wealthiest, most active, and most physically fit generation up to that time, and amongst the first to grow up genuinely expecting the world to improve with time.[4]They were also the generation that received peak levels of income; therefore, they could reap the benefits of abundant levels of food, apparel, retirement programs, and sometimes even “midlife crisis” products. The increased consumerism for this generation has been regularly criticized as excessive.[5](Wikipedia)

Generation X – (Born 1965 – 1979)

The accelerated generation.  Considered to be highly educated, active, balanced, happy and family oriented.

Their worldview is based on change – “Mapping a Youth Culture in Motion, a collection of global essays, Professor Christine Henseler summarizes it as “a generation whose worldview is based on change, on the need to combat corruption, dictatorships, abuse, AIDS, a generation in search of human dignity and individual freedom, the need for stability, love, tolerance, and human rights for all. “ (Wikipedia).

Generation Y/ Millennials – (Born 1980 – 1994)  

  • Also known as the Millennials, Echo Boomers which refers to their size.
  • Generation Me shows signs of confidence, tolerance, a sense of entitlement and some narcissism. This is based on the Strauss – Howe Generational Theory.
  • 49% say the best years are ahead – Pew Research
  • High student loan debt and employment – Pew Research
  • Possible that the suburban Millennial will have helicopter parents

Generation Z – (Born 1995 – Present)

  • AKA: Post Millennial, iGeneration, Generation Tech
  • Growing up with technology
  • Very comfortable navigating social media sites and the internet
  • “innovative, entrepreneurial, and highly conscious of their futures and the challenges they face” Patrick Cooper
  • Considered to be digitarians because they’ve always been connected to the internet. The first generation to have always been connected to the internet.

Ok, now that we have history and some understanding of different generations, how do we market to each of these groups to capture leads?  How do they consume content? Each group is unique in how they consume content, when these groups view content, the type of content consumed and the times content is consumed.

Time Spent Consuming Content

  • 23% Millennials are consuming content 5 to 10 hours a week and 21% over 20 hours a week
  • 27% of Baby Boomers are consuming content 20 hours per week
  • The same is true for Generation X 23% are consuming content 5 to 10 hours per week

When is content consumed?

Generation X and Millennials are consuming content late evening between 8:00pm and 11:59pm at 35%. Where baby boomers are spending time consuming content early morning between 5am up to 11:59am at 18% to 22%.

What device is content being consumed on?

Overwhelmingly Generation X and Baby Boomers prefer to consume content on a desktop computer or a laptop.  Where Millennials consume contact on a laptop, desktop or mobile phone.
Types of Consumed Content

generational marketing

Of all the content available on line Blog articles and images are among the top two preferred methods to consume content among all three generations.

Marketing to the generations

After reviewing how each generation is shaped we can build a pretty good picture of how each group can be reached with marketing.  The silent generation is stable and will most likely read their mail and answer the phone.  Baby boomers are online but were not shaped by technology.  Therefore, traditional marketing is important when targeting this audience.  Generation X is considered to be highly educated, sense of tolerance and likes stability.  Millennials on the other hand are shaped by technology along with the soon to be iGeneration that will enter our market place.  With this is mind millennials and the iGeneration generation are more likely to respond to online marketing.

What creative ways will you market to these groups?

  1. Know your audience – Who are your social media followers? What is their generational makeup? Are they engaging or just researching? Ages 18 to 49 are on social media at 82%+. Ages 50 to 64 65% are using social media. What does this mean for you?  If you don’t know how your audience thinks you might miss out on a client opportunity.
  2. Silent Generation—this group will read their mail, newspaper & most likely answer the phone. They do research on social media.  Or what I call research.  Consume content in the morning.  Target them with traditional marketing use one image that conveys emotion.  Keep the marketing simple.
  3. Baby Boomers—this generation consumes content using a desk top or laptop. The content read comes from blogs, e-books, and reviews.  Baby Boomers also search online during the AM hours.  8am to noon.  This group places a higher value on face-to-face communication ad want to know what your business stands for!
  4. Generation X likes to read blogs, view images, e-books and case studies. They are most likely consuming content from 8pm to midnight.  The same is true for Millennials.  Avoid hard core sales tactics, make sure you are familiar with your market place with statistical data and combine traditional marketing with digital marketing.
  5. Millennials— Millennials are looking for referrals, they do their own research and will come prepared with questions they might already have the answers to. Have a strong online presence using blogs and social media.  Be quick to adopt the latest technology trends.
  6. iGeneration—This group is born from 1995 to present. The oldest group is turning 21.  Not quite ready to purchase but when they do this group will be extremely tech savvy.  They are quick with technology.  Get ready for this group and learn how to use digital technology.  Content Marketing to the Generations
  7. Social Media & the Generation –  Baby Boomers, Gen X and Millennials share content on Facebook, YouTube and twitter in that order. Facebook is ranked the highest. If your network includes the Silent Generation ad or Baby Boomers integrate direct mail with social media and digital marketing. Do you own research.  Check your social media insights.  What does the data tell you about your followers?