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How Realtors Can Overcome the Dreaded Social Media Algorithm

Let’s face it: at this point, social media is not a “new” topic by any means – we talk about it almost constantly - and it seems that everywhere you turn, there’s a conflicting opinion, software update or statistic that you’re expected to keep up with. You may be the type of person that enjoys the challenge of figuring this stuff out, but most of us just want to know the best (and easiest) way to use them, without all the extra trouble. Instead of trying to get into the technology (which could easily change at the drop of a hat!) I will go over some foundational ways to build your audience online, which will stand the test of any algorithm.

First, let’s think about the nature of our relationships with clients and what purpose we serve to them.

  • We create a connection and a relationship with them. It’s not a transactional business by any means – we are helping them to navigate a difficult and essential part of their lives.

  • We nurture these relationships, so we can continue to be a resource for them, as well as their friends & family!

  • We are a guide and resource. We have knowledge and experience in the industry, and we must be able to accurately convey relevant information that everyone will have varying levels of understanding in.

Anything you do with your business’s social media should be in support of the customer and what their needs/wants are.

So next, let’s get into WHAT & WHY you share:

Build trust.

It’s imperative that you build trust with your clients and your audience. It doesn’t matter how well you’ve perfected your social media/advertisement skills; if your clients don’t trust you, they probably won’t want to work with you. Plain & simple.

Some great ways to easily build trust:

  • Share client testimonials and invite clients to leave reviews.

  • Create open dialogue: Encourage your audience to ask questions and always respond to comments and concerns. Even if you’re receiving a negative response, it’s a great way to educate and inform the person of your thought process and ideals. Others will take notice of your responses, and many times, the opportunity to recover from a negative review or comment is more impactful than simply having a slew of positive interactions. Your audience will look to you to see how you deal with potential conflict, and it will shape their opinion of you.

  • Be vulnerable. Share your experiences and talk about the good and the bad. Show that you are a human being!

Being a community resource-

  • Share relevant community updates and news.

  • Interact with other local businesses – give your feedback about local restaurants and attractions.

Sharing knowledge.

Be a wealth of knowledge and information for your audience! There is so much information out there for you to share and keep your audience updated. It’s also important to share your thoughts and opinions on the information that you provide.

Showing personality.

Though it’s business, you should feel free to showcase your personality. People gravitate towards authenticity, and it will be a lot easier to speak to your audience if you’re staying true to yourself. It gives them a greater opportunity to truly connect with you.

If they LIKE (are personally invested with you) you, they’ll celebrate your wins with you!

And to get more specific, this is HOW & WHEN you share:

Consistency is key. But don’t bombard anyone!

Make your schedule realistic, so you’ll actually keep up with it.

Put your name everywhere!

Make sure to have a presence on all platforms, but don’t feel like you have to commit yourself to frequently posting on all of them. Again, do what you’re able to manage consistently.

Decide what your “brand” is – and stick to it!

Think about the personality of your business and how you want your clients to feel when they interact with your business. This will help you to make brand-focused decisions in all aspects of your business. And yes, this includes creating a mission statement!

Test, test, test.

You can research optimal posting times, but an even better idea would be to try out different times with your audience. Facebook and Instagram have great analytics that you can access to track the performance of your posts – so you can try things out and see how they do.

These are just some guidelines that will help you to create content that shines through any algorithm. If you commit yourself to these guiding principles, your content will be authentic and desirable, and won’t require any fancy tricks.

Please let us know if you have any feedback! We want to hear from you.

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