How To Effectively Use Social Media Grow your Sphere and Build Referrals

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From time to time I get asked about all the various platforms agents can conduct business on and build their sphere. Social Media has quickly become “A Must Use” in real estate if agents are to remain successful and wish to grow their business. The challenge is where to start? which platforms should you use? How often should you post, share, comment, like, wink, send, receive, upload, pass, create, play, email etc… The list is endless when it comes to the many different ways you can engage. The key word here is “Engage”!

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Remember, as I have said in previous MEC events. Using Social Media as a way to mine for engagement is the key to success. Finding ways on social platforms to engage is how you should be using social media at all times. It’s important you balance work and play. Sharing your personal information is far more engaging than sharing your work related stuff. Your sphere is more excited about the day your having with friends, sharing food, playing a game, visiting a city etc.,  than they are about your new listing. Go with the 75/25 Rule. 75% of everything you post should be about you, your life, the things you enjoy, your hobbies, special interests, etc. Mix in inspiring quotes, funny posts, a cat or two and BAM! You are going to find people liking your posts over and over. (I am kidding about the alltwitter-social-media-signpost cat or two part). 25% should be about your business. Do not post things like “Just listed, 4 bedroom, 2 bath home in the Roaring Springs subdivision, if you know of someone interested in buying call me” This is boring and will illicit ZERO engagement. Instead post things like ” New listing, Roaring Springs, you have to see this kitchen.. Simply amazing. (Then attach a spectacular photo of the kitchen and link it to the homes single page website). Now you have a strong call to action that will not only find a buyer, but get you noticed since more people are interested in seeing this “Amazing Kitchen” than just buyers looking for homes. Those in your sphere that are not in the market will still click the link and want to see what it is you are so excited about. This drives traffic and when you print your analytical report for the home owners you look like a ROCK STAR!

Finding Ways To Engage: What you should be spending most of your time on Social Media doing is looking for ways to build relationships and get referrals.  You do this by scanning your wall for reasons to reach out to your sphere. Let’s say Janice is in your sphere and you sold her and John a house three years ago. It’s Saturday and Janice just posted a picture of her daughter Alyssa kicking in a field goal for her soccer team. Janice is excited and posts the picture to Facebook with the description “Woot, woot, Alyssa’s first field goal for her soccer team… Go Alyssa” You see this post and like most in Social-Media-EngagementJanice’s sphere you like it, you might even be savvy enough to comment on the post.  However, the real ROCK STAR Agent goes one step further. You pull out a note card, you write a hand written message that reads “Congrats on your first field goal Alyssa, we at RE/MAX are all super proud of your accomplishments” The  you mail it to Janice and Alyssa. Now who do you think Janice cares more, those who liked an commented or the one person who just took time to recognize a special moment in her life? This is what I talk about all the time. You have to spend time finding ways to connect, not just like, share or comment but a reason to send a note, pop by, Buffini them!

Now that we have the basics out of the way, let’s talk Best Practices. Below is a one sheet you can use as a reference tool for setting up any social media platform as well as a mini guide an how to best use the particular social platform for success. If you have suggestion bring them on. Leave them in the comments box below and happy mining…

Social One Sheets. Right Click and save or print.

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Here’s a special one-sheet on Best Practices when it comes to posting.

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9 Tips for Promoting LeadStreet to Your Agents

LeadStreet is Holly Fogel’s passion. That’s because she understands it’s more than a lead-generating system. It’s a tool for recruiting prospects, retaining agents, increasing business and keeping RE/MAX top of mind, says Fogel, a technology trainer with RE/MAX Center in Johns Creek, Ga.

“I’m passionate because it works,” she says. “It’s a complete CRM package; agents can upload their contacts and run their entire business with it.”

Fogel knows it works, in part, because of the large quantity of leads the system delivers. As recent numbers indicate, RE/MAX Associates have received more than 13 million leads – all with no referral fee attached. That’s a huge milestone – and a major draw for top recruits.

“RE/MAX agents who are new to the network are blown away by LeadStreet,” she says. “They can’t believe the number of leads we receive, or that we have a whole system to really nurture those leads from start to finish and through follow-up. It’s just fantastic.”

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To maximize the use of LeadStreet in your office, Fogel suggests following these important steps:

1. Promote the use of LeadStreet in conjunction with My Property Finder
Agents should use My Property Finder (formerly known as My Home Finder) to save searches for current clients, past clients, friends, family – every lead that comes in. Those saved searches are then attached to that agent; it enables two-way functionality, and they get to see everything those prospective buyers do on remax.com. If agents can get up to 100 people, that seems to be the tipping point where they get traction and their business goes through the roof.

2. Realize Internet leads are the new sign call
A lot of people used to think that if there’s no fee attached to Internet leads, then there’s less value there. That’s not true. It’s important to drill into agents that an Internet lead is the new sign call – it’s just as good as a phone call. RE/MAX Center has already had 4,458 leads come through the system year-to-date. There aren’t a lot of other companies that provide this many leads for free. For recruiting and retention, that’s huge.

3. Remind agents that LeadStreet stops the need to search elsewhere
Because remax.com is one of the most visited franchise websites, the lead flow that filters down is unbelievable. Agents tell me all the time that LeadStreet has changed their whole business. It’s all in that connectivity piece where they can upload documents to the Dashboard. They can better communicate with consumers and provide them, in real time, access to new listings. Most agents should easily – and I’m saying with very little effort – be able to convert and close a minimum of five leads a year. That can amount to an extra $30,000 to $40,000 in commissions, just from LeadStreet leads.

4. Present LeadStreet as CRM package
It’s a one-stop business tool for your agents, where they can generate leads, manage follow-up programs, enhance their listings and provide a higher level of service to clients. Agents should look at it as an entire CRM package and not just a lead router. If they explore each tab and what can be done, they’ll start to understand the connectivity between their website and their business.

5. Encourage agents to respond quickly
If an agent can respond to a lead – whether by text, a quick voicemail or email – within 15 minutes, they’ll have a much higher conversion rate. But they should never leave a message that says, “Give me a call back.” Agents should always provide a next step. Say, “Sorry I missed you, I’ll try you again at 7 tonight.” That gives agents a to-do item, and when they call back, they’re not harassing the clients; they’re doing what they said they’d do.Digital Image by Sean Locke Digital Planet Design www.digitalplanetdesign.com

6. Instruct your agents to make no assumptions
Just because a prospective client is looking at a rental, it doesn’t mean that’s what they’re going to end up with. An agent in our office took a lead from someone looking to rent, and ended up helping him buy a $292,000 condo. I’ve had four agents this year tell me they’ve had rental leads who turned into buyers. Encourage your agents to maximize LeadStreet – they never know what kind of rewards those unassuming leads might lead to.

7. Voice the need to remain top of mind
If agents save consumer searches, those prospective buyers will receive an email at least once a week, and they’re going to see the agent’s face with relevant properties. They don’t really want conversation; they want to see houses. If every lead that came in was being contacted by a RE/MAX agent a few times a week, the conversion rate would be so much higher.

8. Organize LeadStreet workshops
If you don’t have time to offer LeadStreet training, set up workshops. Agents within your office could meet together to learn on their own. LeadStreet really isn’t difficult, and a My Property Finder account can be set up in fewer than four minutes. There’s a lot of collaboration and cohesiveness within RE/MAX offices, and you should lean into and encourage that.

9. Stress the importance of focusing on the consumer
We have a lot of leads generated through RE/MAX, and if we’re not communicating with the consumer, that hurts our reputation as being the No. 1 brand in the industry. You want your agents to make more money and for your office to do great, but ultimately it’s about taking care of the consumer. It’s about keeping the RE/MAX name out there as the brand with the most outstanding and professional agents who sell the most real estate.

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