Post content every day and watch what happens over time.
First, your family will make comments. Either “You’re crazy for doing this,” or “Great job!”
Then, your friends will start asking about what you are doing.
Soon, people will begin to come to you for advice.
Finally, the referrals will start to come in.
Before real estate, I wasn’t on social media at all.
When I got my start in the industry, I knew I needed an advantage. Something to make me stand out from the agents who have been in the business for 30 years. Those people already have instant referrals.
So, I began posting to Facebook and doing live videos. It was my way of saying to my friends and family: ‘Hey, I’m a real estate agent, and I’m here to provide value.’
As an agent, you need to break through the veterans in the business and create awareness. Let people know that you are in the industry, you are learning, and you are dedicated to your business.
Let Social Media Increase Your Sphere
My team, One + Company, produces over 50% of our leads from our sphere of influence.
What exactly does that mean?
Your sphere of influence (SOI) includes anyone you have some impact on because they know you: family, friends, colleagues, your partner’s co-workers, and more.
Having a large SOI means more people will refer your business, so it’s no secret that you want to continue to grow and network with people in your sphere.
Social media allows us to connect with not only people we know – our family and friends – but followers and viewers of our content.
Producing content every single day does two things within your sphere:
As you create more content, you will naturally gain more views, becoming recognizable to more people in your community.
Consistent content keeps you top of mind for all the people who are watching. This includes your family members, people you haven’t spoken to since high school, and organic followers you haven’t met in person.
Soon, people will be saying, ‘Hey, so-and-so watched your YouTube video and told me to connect with you.’
As you track your year, you may mark those deals as coming from your sphere or as a referral. But what made those referrals happen was the content on social media. When people see your content every day in their Facebook newsfeed or Instagram story, they automatically make the connection that you are the voice of authority in your community.
Likes do not equal Deals
People are having a tough time in our industry because they are getting caught up in getting hearts, likes, and comments. You know – the stuff that doesn’t matter.
Instead of the likes and comments, track:
The number of referrals you are getting
The number of agent referrals you are getting.
If those numbers go up over time, your content is working. Your awareness methods are affecting your business.
When you become consumed with what other people think of your content, you will most likely stop producing and stop posting. By focusing on documenting every day, you will be top of mind and build a brand worth remembering.