We hear the term ‘Millennials’ frequently in the news, online, and in day-to-day conversation. It’s a scary concept, an entire generation of young adults rumored to be fully equipped with vast technological knowledge and high expectations of entering the business world, accepting leadership roles, and significantly affecting our society’s economy. As a real estate agent, you should see the direct correlation between “Millennials” and your next generation of First-Time-Home-Buyers. Target these Millennials by utilizing the social media and marketing platforms that they are so savvy with, themselves.
Here are a few platforms you can focus on to target this new generation of Buyers:
LinkedIn is the professional’s network and Millennials understand this. College students and post-grads, alike, are making sure their LinkedIn profiles are constantly updated and relevant as it is a tool to navigate the business world and network amongst potential employment opportunities. This is good news for you as you can be sure Millennials and upcoming First-Time-Home-Buyers are frequenting the LinkedIn newsfeed and perusing their connections’ posts and updates. Make sure to share information regarding your listings, open houses, and even articles relevant to your profession in.
If you were to ask a Millennial to explain Snapchat, they could probably give you an in-depth rundown of each feature of one of the fastest growing and popular forms of social media. Like other social media platforms, Snapchat is a platform used to share information, specifically pictures and videos in real time for limited periods of time. Put yourself out there and allow your clients to catch quick glimpses into your daily activities while also sharing listing information. You can also use Snapchat to share glimpses of listings, whether new to the market or the location of an upcoming open house, to generate curiosity. Snapchat could also be beneficial to making business-related announcements. Some snapchat users have gotten creative and actually held contests using the social media outlet. If nothing else, adding a younger generation of clients to a business-related Snapchat account shows you are interested in keeping up to date with current marketing trends.
Use Google calendar to schedule or confirm appointments:
Long gone are the days of notepads, planners and physical, paper calendars, at least for late 20-somethings. This younger generation is rarely out of reach of a laptop, tablet, iPhone, or Android. Modern technology allows for millennials to track their appointments and meetings from the palms of their hands using mobile devices. If you’re not already familiar with the idea of online calendars or apps, take a few minutes to educate yourself with popular platforms such as Google to send calendar invites via e-mail as a means of appointment reminders or confirmations. The next generation of First-Time-Home-Buyers probably already has notifications set up for these type of appointments and is more likely than not to find this type of electronic communication appealing.
When it comes to potential buyers and sellers finding you online, a personal real estate website is indispensable. But is your website built to generate real estate leads? Your goal is to have your website visitors give you their contact information. Here are the key ingredients to convert visitors to clients:
Always direct leads to your website
You’re probably marketing your real estate business in many different ways, so it’s important that everything you do funnels leads back to one place—your website. Make sure all of your social media profiles, e-newsletters, email signatures, and printed materials have your website on them. Your website is the hub of your marketing, and the best place to capture lead information.
Provide the ability to search listings easily on your website
Once your leads arrive at your website, it’s crucial that they can find all of the information that they might be looking for as buyers and sellers. Feature a property search and listings on your home page. Make it easy for site visitors to contact you. Always follow up with any registered leads via a phone call or email.
Offer helpful information to your clients
Leads are looking for information: buying and selling FAQs, neighborhood data, local schools, and recommended professionals like mortgage brokers and home inspectors. You can also provide helpful information like this through blog posts.
Stay in touch with your leads
Once you have their contact information, managing leads can seem complicated. The best way to simplify things is to get in touch directly as soon as possible, either via email or phone, and ask how you can be of service.
Deciding how to project yourself on social media platforms can be confusing. Social media is meant to be organic, honest, transparent, and personal, and people identify strongly with that. Blogs, Facebook, Twitter, et al encourage us to some extent to be a bit more “real.”
But then you can run into the problem of being TOO personal. Oversharing or sharing the wrong things is a great way to destroy your reputation.
So what to do?
Believe it or not, you can be professional and personal at the same time in social media. The key is not to confuse “personal” with “private.” Be yourself via social media. Don’t be afraid to be funny, or a little more informal than usual. But keep your private life private. Think about this like the beginning of a conference call on Monday where you spend a few minutes talking about how you spent your weekend. You probably aren’t going to reveal anything private, inappropriate or unprofessional in a conference call with a client or coworkers, but sharing a little personal information does help you get to know each other on a level that is slightly deeper than just having strictly work conversations. This is exactly the type of personal information you can easily share on social media.
Blogs are a great way to portray your friendly, accessible side. Use your own conversational voice when you write. This will also help take some of the pressure off of writing blog posts. Show that you're an expert in your field by answering real estate questions and talking about local things to do. Interact with readers to build a more personal relationship with them. Build prospects by sharing your opinions, thoughts and experiences on all kinds of things, not just real estate.
And that is the heart of the matter, when it comes to turning real estate leads into clients. Most people don't want a stuffy, cold agent who acts "professional" all the time - they want a personable agent, someone who is as human as them and who has shared similar experiences and so can relate to them. Real estate leads are EVERYWHERE for agents - it's just a matter of having the right tools to ensure the real estate leads are coming your way, rather than someone else's.
Get the most out of social media by giving each of your accounts some personal attention. Here are 3 simple steps to boost your productivity in just a few minutes each week:
1) Like and follow people or businesses in real estate that interest you. This is a one-time step that will give you inspiration and material for your own posts. Just use the search feature in each account to find and like other business pages. Twitter also has "Who to Follow" suggestions that make this even easier. Liking and following other accounts may even gain you some follows and likes back! These pages will also show up in your newsfeeds. We'll explain why this is important in the next step.
2) Set goals to log in and post... and keep them. Pick a couple times during the week to log in to each account and post an update. Download the social media apps on your phone to make this even easier. If you have tons of ideas for posts, that's great -- post away. If you don't, take advantage of the people and businesses you followed in Step 1. Do they have a great post or tweet? Share it or retweet it with a question or comment.
3) Stagger your updates throughout the day or week. Wondering when to post your status updates? Wednesdays and Sundays seem to see more engagement, but try out different days and times to see what works best for you. If you're an efficiency master, you can write a bunch of Facebook posts at once and schedule them ahead of time by clicking the arrow in the blue box next to the "Publish" button and selecting "Schedule".
Haven't had the chance to post in a while? Never fear. If you have a Social Pro Gold website from RLS2000, we're automatically posting to Facebook, Twitter, and LinkedIn for you. Interested in learning more about our Social Pro Gold websites? Check out our video here.