9 Steps to Ruling Social Media

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Not only can a career in real estate be time consuming, but if we let it, it can encroach on the areas of our lives that matter most to us. Northern California agent Rachel Adams Lee knows of this experience first-hand. After getting into real estate in 2012, she would door knock 200 homes and hold multiple open houses each and every week. And as her career and personal life transitioned, she realized she wanted to create a business that would work with her family life.

That’s where social media came in.

Rachel is a self-taught social media guru. In other words, she’s spent a lot of time figuring out best practices around social media. Her tactics work, to the tune of providing her with 130 referrals through social media platforms last year. And lucky for us, she’s sharing them.

1. You don’t need to be everything to everyone.

It’s not necessary to be on every social media platform. In fact, the opposite is true. Pick one or two social media platforms you’re most comfortable with. Dive deeply into them. Remember, people on social media expect you to entertain them or educate them, so be a good balance of both. ake 1-2 social media platforms and dive deep.

2. Determine your 5 Pillars of Content.

What are the five key categories of content you want to consistently talk about on social media? It can be anything you’re passionate about, just remember, only one of these pillars should be about real estate. For Rachel, her pillars include real estate and entrepreneurship, her family, personal growth, positive body image, and multiple streams of income. When you determine what the topics are, you’re defining the reasons that someone is interested in “hanging out” with you on social media.

3. Set boundaries.

We all know that one of the downfalls of social media is how we tend to get swallowed up and lost in it. We start watching a cat video and then soon enough, the whole day is gone. Avoid these pitfalls by scheduling your posts in advance and then only time bocking a certain amount of time to scroll social media. Stick to your boundaries.

4. Determine a schedule around how often and when you post.

Rachel suggests posting to social media in the morning because it gives people the most amount of time to engage with and respond to your posts over the course of the day. When it comes to the frequency of posts, it’s important to be consistent both in how often and the cadence of what you post. For example, while Rachel posts 5-7 times a week, she asks her team members to post 3 times a week with a ratio of two personal posts to one real estate post.

5. Use the 80/20 Principle when it comes to social media content.

When you tell the story of your life and mix and mingle your business in it, you become more real and relatable to your followers. In other words, 80% of your content should be personal and 20% should be real estate. Keep in mind that your real estate posts don’t have to be just be about a house you just sold.

Sure, that can be something you post, but people are really looking for a peek behind the curtain. So, keep it entertaining and educational.

6. Tune into the algorithm so that you are what people are interested in.

Using social media to your highest advantage is about keeping up-to-date on the latest algorithms. In other words, doing what’s necessary to have as many eyes as possible on your content. Doing this requires you to recognize that your content shouldn’t just be about you. Instead, it’s important to realize that the best content is content that others relate to and make people express feelings about themselves.

7. Lead generate properly on social media.

Lead generating on social media doesn’t mean simply finding posts and “liking” them. There’s a system around lead generating on social media. Rachel suggests revisiting one of your higher producing posts – one where people have liked and commented – and reach out to every person that has liked it one at a time. Send private messages to these people based on what you know (via social media) is happening in their lives. Get a conversation going. Remember, if you lead with relationships, business will eventually follow. When a transition feels natural, you can ask about real estate.

8. Focus on your monthly Top 25.

Each and every month, make a list of 25 people you know you are friends with on social media but you aren’t seeing their posts. If you aren’t seeing theirs, chances are, they aren’t seeing your posts either. Rachel suggests categorizing these contacts and mixing them up every month. For instance, one month you can compile a list of 25 local business owners, another month you can choose realtors around the country, and yet another month, you can choose past clients. When you reach out and start to engage with them on social media, they’ll start to see your content and you can reconnect with them in what feels like a natural way.

9. Use the Rule of 5-5-5.

When you’ve compiled your monthly list of 25 people, you can start to re-engage with them in a strategic way. Five minutes before you make a post, comment on five people’s posts from your list using five words or more. In doing this, you’ll work with the platform algorithms in order to become more visible.

Growing your business and engaging with people through social media doesn’t have to feel unnatural or overwhelming. It comes down to building relationships online that you can transfer offline. Be genuine and authentic about who you are in real life and online. They should, after all, be one in the same. When you focus on the relationships with the people behind the screens, the business will follow because your online followers are getting to know, like, and trust you.

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