Here’s the single most important thing about my real estate social media strategy …
I think it’s too difficult to sell real estate online. So I don’t even try.
Is that a crazy statement or what?
It’s certainly counter intuitive.
Why spend so much time telling people that social media marketing is perfect for real estate if you think it’s too difficult to sell real estate online?
What I found was that it was difficult to sell real estate online but much easier to sell it offline in the real world.
So I don’t try to sell online. I sell it offline. (Actually, I don’t even sell it offline because I refer 99% of my deals to my nationwide referral network).
I only try to do one thing online.
Do you know what that is?
All I try to do online is get a name and email address and permission to email.
My entire social marketing plan is designed to turn a stranger into a “friend” and then turn my new “friend” into a contact.
I’m marketing just for contact details. That’s it!
You see I found that although it was difficult to sell real estate online, it was really easy to make friends online.
So here’s my entire real estate social media strategy in three sentences:
- Make as many friends online as possible
- Don’t try to sell real estate online, only try to get an email address and permission to send an email
- Take your hot prospects offline and sell real estate to them the old fashioned way.
Social Media gurus hate this approach.
They think it breaks the new golden rule of participation and interaction and don’t see it as being very sociable. I understand what they’re saying but I just couldn’t work out how to chat with thousands of new clients and efficiently manage my time.
So I guess I’ll just keep on doing the things that work for my business.