Real Estate Agents Will Ruin Facebook

In 1935 Australia had a problem. They had too many Cane Beetles.  Some well intentioned locals came up with the idea to import toads from Hawaii to help control the beetle population.  At the time it was a reasonable solution to the problem they faced at that moment.  Where they failed was looking at the long term implications on introducing an invasive species into an otherwise isolated ecosystem free of natural predators.  The rest of the story is a lesson to anyone looking to jump into new ventures without considering the long term implications.

Fast forward to 2009. Real estate agents are looking for new ways to reach customers and creative ways to market properties.  Social media sites like Facebook and Twitter are achieving exponential growth.  It seems only natural to hang your shingle where the people are. Here’s where agents are getting it wrong.  They’re jumping into social networking with the best marketing of 1993.  Social networking is different and requires a different kind of marketing.  The concept behind social networking is simple: Social networking sites are an invitation only 24/7 party.

From the title of this article you may think I’m against agents using Facebook.  That couldn’t be farther from the truth.  I think it’s an important place for an agent to represent themselves as a human being—not a salesperson. 

Here are my top 6 tips for real estate agents on Facebook and other social media:

1.       Respect the community. Remember that when you’re on Facebook you are at someone’s party.  Would you walk into a friend’s dinner party at hand out listing flyers?  No. If you did do you think you’d ever be invited back to another dinner party? No.  So why are so many agents doing it on Facebook? I know Postlets.com and other site make it easy to do. That doesn’t make it right.

2.       Market your kindness, expertise, and community. Social networking is about building stronger bonds with the people in your life.  Do that by being your gracious, magnanimous and humorous self.  People will want to be around you.

3.       Start conversations. Post to Facebook at least 3 times a week.  You won’t get very far as the shy wallflower in the corner.  Before you post ask yourself the questions: “Does anyone care?”.  Post content that starts conversations or in a way that encourages others to speak up.  The people that are getting the most from Facebook are bringing the most to the conversation and rarely have a post with no comments.

4.       Share. Have you recently read something that touched you or made you laugh?  Share it!  Do you know what’s going on in the local market?  Share it! It’s easy to post a link back to articles, products or other internet content.  Writing a blog? Share it!

5.       Enough quizzes already. You know who you are.  So far today you’ve shared your top 5 80’s bands, which Muppet you are, which golf club you’d be. Did you notice that no one is commenting on your status anymore?  It’s probably because people have started hiding you.  It’s easy to do, don’t give them a reason.

6.       Create a business page. There is a place for marketing on Facebook and it’s called a business page.  They’re easy to create and it gives you the direct link to the fans of your business.  Use your personal profile to connect to the friends and family who are close to you. Don’t forget to save your profile name.  They’ll go fast and will be important in the future. Did I mention they are free?

The bottom line is Facebook is fun. People go there to get away from marketing and noise. Don’t be a Cain Toad.  

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