I get asked about social media marketing… a lot.
How to run ads on Facebook, the best way to get seen on Pinterest, how to get leads on Twitter…
I’m just going to come right out and say it.
Twitter is dead.
It’s been on the decline since 2009 according to Newstatesman.
If you’re keen on following big brands like Coca Cola and watching the latest developments in the Kimye vs. Taylor Swift feud unfold then by all means keep tweeting.
But you’re wasting your time looking for leads on Twitter.
Unless you’re directly tweeting to folks looking to buy or sell in your area, it’s literally the worst platform for getting leads.
Basically, engagement on Twitter and overall marketability has plummeted in the past years.
Yet, agents ask me things like this…
And I think the confusion between what agents “THINK” they should be doing on social media…and what actually works comes from one fundamental confusion.
They DON’T know who they’re marketing too.
Here’s a free marketing planner worksheet you can use to clarify that:
(Just download it, print it out and keep reading.)
Finding Your Ideal Client
Think back through your past 5 to 20 clients and choose the best ones.
You’ll decide who they are by identifying the individuals who really represent the type of people you want to do business with.
Did you think of those people?
Here’s what you do next:
- Choose 1-3 of those clients and then find them on Facebook.
- Pull up their profile and insert their info into the worksheet.
- Like all of it.
- Download and upload their photo, include a few details like where they work.
- Copy and paste their last 5 status updates.
- Then go to the About section and check out the last 5 places they’ve check into locally.
- Write each place down.
- Finally, scroll further to see what Facebook groups, if any, they belong to and jot them on your sheet as well.
You’ve now identified your ideal client.
You know specifically everything that type of person likes.
So when you’re checking out new social media networks you can see if these people are using them.
For example, does the person you made the PDF for even have a Twitter? If they do, GREAT! Join now. If they don’t, even better. Don’t join Twitter.
You want to be where your top clients are in order to find hot, new leads like them.
Finding Business Partners
To take this experiment further, this PDF gives you focus on who your partners should be.
It gives you a hit list of businesses to feature and build relationships with.
So, refer to your worksheet and see what local places your favorite clients have checked in at recently.
You are now going to use this info to find business partners.
Take a day and go to these places. Have a sandwich or a cup of coffee and introduce yourself.
You can then write blogs about them, share their business on your Facebook page and chances are they will do the same for you.
Building and maintaining these partnerships is a core marketing strategy.
Soon these new partners will be sending referrals your way, reposting your blogs and becoming a great resource for you in the community.
Learning Where They Talk
Lastly, Facebook groups. You’ll want to join and participate in them.
And now that you know what local groups your clients belong to, you have a good idea of which ones to start with.
A group for dog walkers, gardening, or one developed to share local events. They don’t have to be real estate related.
It’s actually better that they’re not because they will give you an opportunity to show a bit of your personality.
I know how easy it is to go into “Realtor Mode” when you’re on Facebook, blogging or making a video. You become all facts and very little fun.
There’s really no need to throw away your personality.
This is what is going to help you stand out from the competition.
And this worksheet will help you write blog posts with personality, as well as engage with leads in a way that speaks to them personally.
Take a look back at the 5 posts you wrote down for each person. From these you can get a good idea of what they’re interested in and this will help you figure out what they might like to read.
This worksheet will literally be your guide to getting leads online.
Because you now know what your best customers care about. We’re in a business where everyone tries to do everything because we often have to, but with this free guide you now have a focus for your marketing.
You no longer have to spread yourself thin across various platforms that may or may not generate leads.
You’ve figured out who you’re talking to and can now make something specific that helps them.