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Major Social Media Missteps — and How to Avoid Them

From Audio: 10 Social Media Mistakes made by Realtors (& how to stop making them)

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station description If she can, we all can
Badass Women of Real Estate
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Duration: 16:32
Sara Kalke reviews the major missteps made by realtors on social media and offers ways to overcome each one. Learn about the practical techniques to better engage with your clients, reach new ones and build a realty brand you’re proud of.
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Sara Kalke reviews the major missteps made by realtors on social media and offers ways to overcome each one. Learn about the practical techniques to better engage with your clients, reach new ones and build a realty brand you’re proud of.
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level. Yeah, So these are the 10 common fatal mistakes agents are making on social media, we're going to go through step by step and look at these 10 major mistakes. People are making number one not posting at all or enough. It's not as critical that you come up with content on every single platform imaginable imaginable. Um you know, I think most of these things when I go to them, it's like, okay, well you need a Lincoln strategy and a twitter strategy and a facebook strategy and instagram strategy and now a story strategy and a business page strategy and also tick tock and Snapchat and Youtube and reddit and it just feels like too much. But I want you to do is realize that you need to take your platform, that you are the best at whatever platforms you're choosing an idea of the world you would post at least once a week if you have a linkedin platform, if you have twitter, if you have all of these things, you don't have maybe one day a week, like a friday morning when there's nothing going on or a Tuesday afternoon or whenever you have time, lock it in your calendar and just give yourself professional time, pick one or maybe 2 to focus on. You want to post ideally, I want to seven times a week instagram stories. If that is something that's important to you, you will win By always being the bubble that is closest to the front. So you have to be posting every 2-4 hours and for some people they just choose not To pick your spaces and really focus on those ones. Okay, number two, generic or sales, the content, if your image looks like a flyer, do not post it on social media, but we want to see in the instagram feed are really beautiful photos, we want to see the image staying in the image box and the text staying in the text box and this isn't me. This used to work. It's really important that you understand these are current trends. Facebook and instagram are hiding anything that looks like an ad. Why do you think they're hiding stuff that looks like ads? Because they want the user to stay on facebook and instagram the reason people were leaving one of the primary reasons besides too many political rants and too much fake news and all that stuff on social media was because the user was saying there's too many ads. So if you have anything that makes your content look like an ad, it is automatically getting Xed out. You can go to your social profiles and start to really look and you will see that you're going to have some dramatic problems. If you're posting anything that looks like a flyer, you would get in the mail, absolute super golden rule, don't do it. Number three using a service provider that post the same content to multiple people's account. Don't use content is generated And blasted across a lot of platforms. Number four fake content. This is when people post content not knowing who they are. So the post comes across as fake or don't serve their brand strategy. A great example. I am a mom. You know, I am a mom. I'm really super busy. I'm on the go. You know, I'm really kind of just like breath tax person. Start going to start to post pictures of me like modelling in the bikini all of a sudden, it wouldn't make any sense for my group. If I was like, happened to be wearing a bikini on the beach with my daughter, you'd be like, oh yeah, that makes sense, right. But if it's just you know trying to be somebody you aren't, never, ever really works number five, you have to know who your ideal client is not having a deep dive knowledge of who your ideal client is will be absolutely fatal to you. Who is someone that you want to work with, its worth worthwhile to remember where your customers are, who is using facebook, who is using instagram, he was using Pinterest Snapchat, linkedin, twitter, WhatsApp you could add probably layered on Snapchat Would be to talk maybe a slightly younger audience now. # six people posting on the wrong platform or using the wrong language, images or medium for their ideal client. Remember on instagram, that's a place for cool pictures, it is definitely not a place for posting random flyers that are super ugly looking or you know, just long text posts or even links, facebook doesn't really want you or instagram to just posted a bunch of links to other places because they want you to stay there. So that's the great thing to do on twitter, F. Y. I, because twitter is the lack of length. The point of social is that the things that you put out should start a conversation or be part of the day's conversation in the feed and we have to remember that our conversations, our marketing message needs to go to people Who are actually buying and selling houses as much as I'd love to have a million followers on Tiktok. So I would have great business strategy 10 years or 20 years from now and they'll have enough money to buy a house. I know that most real estate agents would prefer to build a business that's effective today. Every conversation is a marketing conversation Number seven. Poor copy. So copy on social is the text. So most copy that's poor. I would say it's too complex are using either words that are too long, complexity can often be, and I see this all the time when I'm doing these social media audits, people will have multiple topics, they'll be like, you know, I'm wishing everybody a merry christmas, you know, it's been a really great year. I sold this many houses, it was really amazing. I'm so thankful for your referrals aren't referrals. Amazing. Do you have a favorite christmas tree? Pick a topic if it's a christmas tree picture, talk about christmas trees? If it's a question, ask the question, people just right too many ideas all in the same copy. So keep it one thing. You have to have lots of white space between your sentences. It's not like a book social is what people grab to escape Real life. It has to be really simple. It has to be that they can just see it as their scrolling and they have to be able to read at the pace. They're scrolling without slowing down and feeling like they need a magnifying glass to read all the little text. A lot of copy doesn't have a hook. The hook is really how you bring somebody into your copy and people either have no hook and unclear hook a poor hook. But you know, if you ever have post that you write and they're not engaging. Well, one of these things is likely the problem so long as you've checked off all of the other boxes And the last one is that your post as little or two no value to anybody's life. Frankly, we're in an age where attention is so scarce, 2020, I'm calling it. I know probably I'm not the first person to do it. The most Scarce commodity in 2020 will be attention. So how do you get people to engage with you? You have to bring them value? You can talk about yourself from time to time. That's okay. You're a human, but you have to be giving them value in every single thing that you post number eight lacking clarity. I'd like to ask, why are you sitting on a counter? Are posting about coffee shops? There is this movement in real estate. And I understand that lifestyle marketing is really important to understand that instagram is really important. I understand that everybody wants to have the exact same instagram makes me want to like stab my eyes out with my half eaten bagel. You don't have to have the same instagram as everybody. You don't have to be sitting on a counter in white kitchen, um in an outfit that was like curated by stylist wearing an instagram hat. Um you know, and and write some passionate thing about your life story. We don't have to be the same person. In fact, I actually think that real estate agents all trying to do exactly the same thing on instagram is going to end up hurting a lot of real estate agents because instead of us being super sales on some platforms and super, um you know, like we're trying to get away from that, they're going to be like, oh that post, if someone's sitting on encounter, that must be a real estate agent, it's going to take on this whole new life of like stereotyping. Right? So the thing that I need to know is why are you sitting on the counter? Are you showing how sturdy the counter is? Are you saying these counters are amazing? The builder does a great job. Building counters? Why are you sitting on the counter? Like, oh, just me sitting on the counter, sipping my coffee is it's okay. But the post has to be, I love this kitchen. Does anybody ever sometimes just loving kitchen so much you need to like make a chair out of the counter and just hang out there and look at his gorgeousness. That makes sense. I'm like, now I know why are you sitting on a counter, right? Or why are you posting about coffee shops? I know and I want to be crystal clear here. There's a big movement of people who are told you can become the digital mayor of your community if you take a bunch of photos and videos of you drinking coffee or going to restaurants, interviewing the owners and I will tell you I've had, I've seen people be very successful with it and I've seen people absolutely pancake and clarity is why you can be an influencer with lots of video views and sell no real estate. My mission is sell more, live more. I want people to sell more real estate. I don't want you to take more video, taking more video of you and coffee shops doesn't actually help you sell a house unless you're very, very clear about why bring it back to real estate. Bring it back to you being the local expert in the kitchen of, you know, a certain builder. I love their kitchen so much. I just had to take a state and just adore the beauty, right? If you're in a coffee shop, oh, I'm here because this is what makes owning a home condo in whatever neighborhood so awesome. This is why I love selling in this neighborhood. You know, I can go to a listing appointment and then I can go to the coffee shop that's like three doors down and I love it. This is what makes a great real estate agent, you're staying to your clients, your dreams are about more in your house, your dream life, right? It's about more than your house. It's also about your community, it's about where that houses and knowing about it. That's why you can go to a coffee shop, you can get to know the owners, but you have to add clarity. Otherwise, you are a social media influencer who happens to sell real estate, but the one that does not feed the other and frankly every hour you spend doing a video or you're doing a post or putting this stuff together that's unclear, is an hour you're spending away from your actual real estate business, helping people buy and sell. Be intentional, intentionality, clarity will get you a long, long, long, long way in this world. Okay, number nine, a huge mistake people make is that they are not understanding today's algorithm and the algorithm we all think it's so complicated. The algorithm is based on one principle profit profit for whom. For whoever owns algorithm, facebook is designed to keep people on facebook instagram is designed to keep people on instagram. Youtube is designed to keep people on youtube. F. Y. I. Facebook doesn't own youtube so you can stop posting your Youtube links on facebook and wondering why they're not getting shared because facebook's algorithm, how it instructs it's the whole programming behind it is like, hey, let's not have people leave and go to our competitor's site makes sense. Right? You hold an open house, would you have your closest number one competitions business cards on your counter. Absolutely not. If they came in and dropped off the business card or you know, they showed it right before and left a card, I guarantee you the first thing you were doing when you walk into that place to do your open house scooping up those business cards, it's business people. So it's like, it's not, you know, let's all be friends and we had somebody else's business cards. You're doing the work. You should be the one who is getting paid at the end of the day. Okay, here's some simple tips. A new post will usually kill an old post. If you have a post you want to do really, really well. Stay your market update. Don't post anything after it. Give it a few days even and go back and keep engaging with it over days. It'll super, I promise help you massively quality over quantity. It used to be the algorithm telling us that you were supposed to post on your facebook page or your instagram multiple times per day. Now that is what stories is for social started to realize, you know, there's this push pull, there's too much content from some people, You know, they're posting 12 times a day and users were leaving because some people talk too much. It's one of the number one complaints of people who leave facebook and instagram is because people are over sharing and people don't necessarily know how to follow people and by the way, if you're posting too much and you're annoying people or you're not bringing value, they're gonna unfollowed you and you're never going to know that they didn't unfriend you. Unfortunately. You know, I think a lot of us unfollowed people all the time so quality matters slow down instead of doing eight horrible posts. Do one good one. Any good engagement on any platform is going to stack up each person and most people don't know this on across all of facebook's platform. So across facebook and instagram and messenger, you have an advertiser score, Each account has a score and the score says this person always like facebook is like we can rely on you instagram, we can rely on you anything you put out, we can send it to a lot of people because they are going to see it and like it and love it and engage and engaging means they stay on the platform and then facebook instagram makes money right, Which is what they want. They want stuff that's engaging if you're posting one good post, maybe a month. But then all your other posts are that garbage infographic stuff that they don't want them there anymore. The flyer e stuff that they are like X. No way the good post that you post are going to have a lot harder time getting shown to people. They're not going to really show up in people's feeds and if you decide that you want to be, if you want to use any of the paid functions and which are going, I believe to become a lot more essential over the next years. As instagram and facebook starts to really put the crunch on influencer marketing for example, they're really, they're stopping a lot of that from happening because they want your dollars. They don't want the influencer to have your dollars. So what they're doing is they're realizing have good quality, the people who post great content when it comes to boosting your content or putting ads in ads on facebook is in a bidding system. All bidding system. So you say I want this many engagements and you bid for it, but you're bidding against a lot of other people now who's going to win the advertiser, who every single post they put out there gets a ton of engagement or is the person who puts mostly crappy stuff out there and then every once in a while they have a semi decent post, who's going to win, who's going to have lower cost per click, lower cost per engagement. For sure. The person with the better advertisers score and the advertisers score. F. Y. I if you think your personal doesn't matter, you are wrong, Your account is attached to your personal account for a reason. They want to know who's posting this stuff, Who is responsible for the ad account. How active and engaged is their profile. And then that also goes to your advertisers Score, Okay. Engagement, engagement engagement don't post something awesome.
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