By now, the majority of real estate professionals have realized that social media is a language that should be spoken fluently—not just in certain niche groups or generations. But being involved in social media and excelling at it are two different things, and many are using social marketing solely as a means to promote themselves and their business. If that’s the case for your company, then you may be doing it wrong.
So how can you do it right? Louise Deely, an associate broker with Realty Connect USA, in Woodbury N.Y., has hit a sweet spot with consumer connections. Her number one piece of advice? “It can’t just all be about real estate.”
In a recent Mashable article, Nellie Akalp, the CEO of CorpNet.com, notes that for businesses, only 5 to 10 percent of social media activity should be self-promotional.
“Social media is all about building relationships and growing trust,” writes Akalp, whose company helps entrepreneurs with budding businesses. “It’s okay to ask for the sale, just not in social channels.”
Deely, a 14-year real estate veteran, concurs. “I try to inject humor into my marketing. It makes clients aware you’re there, so later on, when they think of real estate, they think of you.”
In order to stimulate a connection with her clients, Deely recently picked up RISMedia’s new conversational and social marketing system, “Pop-a-Note,” which allows real estate professionals to stimulate connection and communication with their clients.
The Pop-a-Note conversational and social marketing system is based on the idea that by providing clients with interesting content, you are both entertaining them and building a stronger relationship. The system provides agents with a wealth of articles written by the RISMedia editorial team and includes topics ranging from pop culture to health, travel, business, technology and real estate.
Pop-a-Note allows you to choose the information you send, when you send it and who you send it to and allows users to fully edit the notes or write their own. The features offer a branding power-play with beautifully branded email notes linking to an agent-branded website “News Hub,” where subscribers can read the full content plus the latest real estate headlines, all while viewing the agents photo, logo and contact information.
Deely says she has found Pop-a-Note content to be an effective conversation starter.
“After sending out a Pop-a-Note about running, I actually received an email from a client who was a runner—he read the note and emailed me about it,” Deely comments. “It gives you a connection with your clients, and that’s what we’re looking for with our social media—something to connect you to them, something you have in common, something they can relate to.”
Pop-a-Note users are seeing an average of 34% unique open rates on their notes. MRIS customers also enjoy discounted pricing when signing up through MRIS.com. Click here to take advantage of those savings.
Zoe Eisenberg is the Associate Editor for RISMedia.