Take time to build relationships on social media

By Kevin Juliano, CAE, RCE | Nov. 17, 2014 | 3 min. read

Katie Lance
Katie Lance

Over the last decade, social media has changed the way businesses and consumers communicate. In this age of content overload, simply blasting your message out on multiple platforms isn’t enough. You need to build relationships on social media.

“Most real estate agents think of social media like other marketing platforms–the MLS and newspapers,” said Katie Lance of Katie Lance Consulting. “Instead, Realtors® should think of it as another tool in your toolbox.”

Lance shares that the opportunity with Facebook is endless if you have the time, energy and money to support it. It is commonly known that there are two basic types of accounts on Facebook—the personal profile and the business page. She says both are important for very different reasons.

A Facebook profile is perfect for connecting personally with friends from high school, neighbors down the street and existing clients. However, a Facebook business page is a way to showcase you, a business professional, to existing and potential clients.

“Your Facebook business page is a perfect way to celebrate moments with your clients,” Lance suggested. “By the time you get to closing, you know if your clients use Facebook as a way to communicate content. Your clients will most likely share the news. Why not help them by creating the content?”

According to the Pew Research Center, the average Facebook user has 338 connections in their network. By sharing the key moments of the home-buying process on your Facebook business page, your clients will be able to share the content on their personal accounts.

Lance does caution agents with the use of all social media.

“Facebook, and all social networks, isn’t a place for you to blast and shout your listings out,” she added. “Imagine standing up at a dinner party, shouting at the top of your lungs in the front of the room and then running out. That is what you are doing by just posting your listings and not building relationships and rapport with people.”

Facebook has evolved greatly since it was founded in 2004. The fastest growing demographic on Facebook is the 50 to 65-year-olds. While they may be new to the social network, they expect to develop relationships with knowledgeable individuals. Take the time and effort to establish relationships, and watch the impact on your business.

Lance will be presenting two sessions at the Triple Play Realtor® Convention in Atlantic City, December 8-11. Her programs include Top Tech Trends for 2015 and The Art of Relationship Building in Social Media.

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Pennsylvania Realtors® can access monthly webinars and much more.

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