I had a very interesting phone call from a client yesterday. Susan and I have worked together for almost 15 years. She is an established REALTOR® with more years in the business than she would probably admit to.
Over the past few years, she has been integrating social media into her overall real estate marketing. That’s pretty common these days. What makes Susan’s case unique is that she is nearly 70, and shows no signs of slowing down.
Susan has always been a straight-shooter, and this time was no exception. I answered the phone and she said, “Hi, it’s Susan.” Before I could even say, “Hi, Susan! How are you?” she said “I have a question. Please tell me why it makes sense to include my Facebook and Twitter on my postcards.”
It came out more like a statement than a question. Although looking at it now, it seems more like a demanding query, but Susan is so nice and extremely gracious. Like many veterans of the industry, Susan sometimes gets frustrated and doesn’t see the logic of integrating REALTOR® marketing across various channels.
“It’s all about leverage,” I explained. I’m not exaggerating when I say that over the years, Susan has built one of the largest mailing lists I’ve ever seen.
“Out of all of the people on your mailing list, how many do you think are on Facebook?” I asked.
“Most of them,” she replied.
“How many do you think will follow your account?” I asked.
“Isn’t that your area of expertise?” she retorted.
She had me there. “Probably about 5%. But knowing you, I would expect more. With your list, your audience would jump into the hundreds within a week or so of the first mailing.”
Leveraging your lists is just one strategy we suggest as part of using social media marketing for real estate pros. Simply putting your social media contacts on your email and print advertising is a great way to increase your reach. It’s important to maintain a consistent message. It is also important to provide content that they will find interesting enough to share with their friends. It is, after all, called SOCIAL media.
Our holistic approach to real estate marketing can help you integrate your non-digital and traditional advertising. Call us at 800.458.8245 to learn more.
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