Go from LIKES-2️⃣-LEADS. When it comes to social media marketing for real estate professionals, there are FOUR primary audience segments to hone in on and activate.

1. Past Clients + Sphere-of - Influence (PC/SOI)

   • Chances are, the bulk of your sales are the result repeat/referral business, from your past clients and sphere-of-influence contacts. Whether you're publishing original content or engaging with their posts, don’t loose sight of the role your social media activities play in cultivating your PC/SOI.

2. Leads & Prospects Database

   • As you procure new buyer/seller leads (e.g. pay-per-click, third-party portals, open houses, etc.), make a concerted effort to invite those individuals to connect with you on social. After all, social media (should) represent a major component of your ongoing lead nurturing efforts.

3. Organic Discovery

   • If you're sharing quality content, it'll attract an audience. They'll find you in the Explore Feed, through hashtags, or via location-tags. Users will share your posts via Stories/DMs and they'll tag others in your comment threads. You'll gain followers, some of whom will opt to buy, sell, or invest. Make content!

4. Agent-to-Agent Network

   • Even if you're creating hyperlocal, consumer-centric content (which you should), odds are, a significant chunk of your followers will consist of other agents. GOOD!—ever heard of agent-to-agent referrals? My advice: follow and engage w/ other agents on social. It'll pay dividends.

Success on social boils down to 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 and 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐬. Produce and share value-packed posts, videos, and stories and proactively engage your network. If and when you do that, each of the segments above WILL produce leads and inquiries—and it’ll go down in your DMs.

For example:

“Hi____. thanks for all your great content! We’re planning on selling to move out of the area and wanted to start a conversation to get things rolling. Can you help?”

Your reply: YUP! 😜 -- because you’re the agent-of-choice!