Is Your Personal Facebook Impacting Your Real Estate Business?

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Open up Facebook right now and start scrolling away. I bet it won't take you long to come across a negative post or an opinion you strongly disagree with. 

Since the start of online chatrooms and forums, there have always been internet trolls and differences of opinions. 

And now more than ever, social media, especially Facebook, is the center for contention. Now, I don't want to tell you to censor yourself or that something's right or wrong to say on social. Today's episode aims to look into your interactions with social and self-determine, whether they could be negatively or positively impacting your business. 

Before we start this conversation, I think it's essential to dive into personal branding as a real estate agent. 

Your Real Estate Branding

Whether you are a REALTOR or are in the industry, we are all our own personal brands. And that personal brand is made of everything that is you. It's way beyond logos or websites, or color schemes. It's who you are and how you want to be seen. 

Social media empowers you to build your brand as a real estate agent. It's an ideal place to represent who you are while attracting and engaging with your target homebuyer or seller. Technology has made it easier than ever to form connections, advertise your business for low costs to wider audiences, and gain momentum through digital marketing. 

Yet, we can't look at social media through just rose-colored lenses. 

Today's Social Media Landscape

Social, especially Facebook, is not the same as it was six months ago, last year, or even when you first started your profile. Our nation and our world are going through unprecedented times. How you show up on social right now could be impacting your future business. That impact might come from how often you post, the type of content you share, what value you bring, and even your conversations online. 

We know how important it is to stay connected with your sphere and promote your business through social media marketing. Learn more about my best tips for social media marketing here. 

I've also heard that upwards of 70 to 80% of real estate transactions come from referrals and repeat business. 

That's the goal. We don't want to continue to pay for advertising and be continually looking for new customers. You want to have a healthy mix of repeat customers and referral based business. 

Now, this is where it all starts to tie together for this week's episode. 

The Intersection of Your Sphere and Facebook

Were you taught to friend everyone, you know, past customers and sphere alike on Facebook? 

Think about your own friends list. How many people on that list could be a potential customer or referral for you? If you have 500 friends, all 500 might be a potential source of business! 

You might also be thinking. Well, this is my PERSONAL Facebook, you're talking about. I understand how you feel. 

Everyone will have a different philosophy and approach when to social media and where to draw the line from a personal and professional standpoint. 

You need to determine that for yourself. 

As a professional marketer, I lean towards the philosophy that everything you do on social is a representation of your brand. It's difficult to separate the person from the person who's also a REALTOR. 

Today's Online Climate & Our Businesses 

There are a lot of strong feelings out there right now. And rightly so. There are topics we're discussing as a nation and in our local communities that have significant impacts on our lives and the people we serve. 

We are not going to make everyone happy with what we think. Nor are we going to be able to agree with everyone or be should we be forced to portraying ourselves in a way that doesn't feel genuine. 

Social media was made for conversations and can be a pathway for meaningful discussions.

However, I can't help but feel like a lot of it is just plain negative. 

And we have to ask ourselves, are we feeding into the negativity, albeit unintentionally? And how could that be driving people away from you? 

I'll be the first to admit that I've "snoozed" or unfollowed many people I know during this time - and many of them were REALTORS. Not because I simply have a difference of opinion or don't like them personally, but I wasn't finding value or connection in what they were sharing or posting. And they'll never know that I did that. 

You don't have to be somebody you're not on social. If you are passionate about something, share your message with the world. If you care deeply about an issue, add to the conversation. 

But what I want to encourage is that you think about your actions on social and how they might be impacting your business. 

Are you conducting yourself online in a way that makes you proud and represents how you want to brand yourself? 

3 Questions to Ask Yourself Before Posting

1. Is what I'm posting or sharing something I want to be associated with? This one seems like a no-brainer. But knee-jerk sharing could lead to posting on social of something you're not proud of later. The origin of what you're sharing could also come from a place you don't want to align your brand with. 

2. How does this post impact my personal branding? I don't think there's an easier way to establish a personal brand than social media. At the same time you can quickly lose the integrity of your brand with a single post. Does that meme or article, hurt your brand or help grow your brand? The answer to this all depends on your own agent branding! 

3. If I'm sharing a potentially divisive post, am I OK with the possibility of losing potential business because of it? You might feel very strongly about an issue or want to add to the conversation about a hotly debated topic. I'd never tell you what you should or shouldn't say or do on social. It's up to you to monitor the content you share, and evaluate how you feel about deterring potential customers from working with you due to what you're posting. It's up to you to weigh out the pros and cons when it comes to your business.  

These questions should help guide you in determining what's right for you and your business. The answer's going to be different for everyone. 

Focusing on Social to Fuel Your Business

With all the negativity on social right now, I'd encourage you to think about how you can be using social to impact your business positively. 

Now, is a time where you can be leading and defining who you are proactively. There's a lot you could be sharing and doing that would help your real estate business and those you serve. 

Times are uncertain, and people have a lot of questions - this goes for real estate. 

Take this time to be a local leader and provide value to those in your community, especially those who might be buying or selling a home. 

If you're not sure what to post, I have a great guide you can follow. Get your free social media plan here. I'm sure your friends and followers would appreciate a break from the news! And people always love to look at homes & real estate. 

Let everyone else trudge through the negativity of social media. We can stay focused on our goals, and the smart real estate marketing strategies we know will help get us to where we want to be. 

I strongly believe in managing your online reputation and social media as part of the foundation of your real estate agent brand. The next time you post, just double-check that it is in line with everything you're working towards and how you want to be viewed as a person and a professional. 

And ask yourself this, could my Facebook be hurting or helping my real estate business? 

UP NEXT:

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I’m Heather Colby, host of the “Ideas for Real Estate Podcast.”

If you like what you read here today, I’d encourage you to take a listen to the episodes. :