Latest / The Real Estate Agent Playbook / Stop Sucking at Social Media: Real Estate Agents' Guide to Success

Transcript

Stop Sucking at Social Media: Real Estate Agents' Guide to Success · The Real Estate Agent Playbook

• 0:00
  I'm going to be honest with you real estate agents.
• 0:02
  Most of you suck at social media.
• 0:04
  And it is not something inherent.
• 0:06
  It is not your fault.
• 0:07
  The truth is, is that you are doing things all wrong with social media.
• 0:11
  And if you would like those social media platforms to become an actual
• 0:16
  pillar of your business, generating consistent conversations and consistent
• 0:20
  leads and transactions and lifelong relationships, then I, have put together
• 0:25
  the exact plan to help you get there.
• 0:27
  So stay tuned.
• 0:28
  We're going to dive into that and a little bit more.
• 0:35
  What's up guys, Jeremy Kane in the real estate agent playbook.
• 0:38
  I just recently released my foundations builder course.
• 0:42
  Absolutely.
• 0:43
  For this reason, right?
• 0:45
  Real estate agents tend to have shiny object syndrome
• 0:47
  when it comes to social media.
• 0:49
  And I'm here to help you change that.
• 0:51
  So if you like the strategies that I talk about, please
• 0:54
  subscribe to my YouTube channel.
• 0:56
  Check out the link below.
• 0:57
  The foundations course is super affordable.
• 1:00
  It's an entire community built around helping you pick the pillars of
• 1:04
  your business, for your success.
• 1:06
  If you're listening on the podcast, please do not hesitate to reach out
• 1:10
  on Instagram at the REAgent playbook.
• 1:12
  And I will get you all that information ASAP.
• 1:15
  If you're on YouTube, comment below, Foundations course and I
• 1:19
  will get you the information as well.
• 1:21
  Okay, so let's talk about this real estate agents social media The common mistakes
• 1:26
  I see real estate agents make first and foremost It is either doing no real estate
• 1:32
  related content or all real estate related content and nothing in between The truth
• 1:37
  is that your social media platforms should absolutely be a mural of your success,
• 1:44
  of your life, and what's going on.
• 1:45
  You don't have to put it all out there.
• 1:47
  I understand that some people are very careful what they post on social media.
• 1:51
  But you do have to have something that people will relate to,
• 1:54
  an audience will relate to, so that you can start to generate.
• 1:58
  a community of sorts within your social media accounts.
• 2:02
  The next thing, especially in the real estate market is someone just hands off
• 2:06
  their entire social media to someone else.
• 2:09
  While certainly when you get into, you know, high producing
• 2:13
  agents and things like that, there are people that assist them.
• 2:16
  The common thread is that the content and most of the things that are on
• 2:21
  there are generated from them, from their ideas with their purpose.
• 2:25
  Maybe it's an assistant, maybe it's somebody That's following them around
• 2:29
  but to be truthfully honest it has to be it has to come from you I
• 2:34
  cannot outsource and just say here go build my social media and never
• 2:37
  touch it That's not going to work.
• 2:40
  And so that is It's something that real estate agents need to hear.
• 2:43
  You have to be a part of it because it is your brand you're building.
• 2:47
  Your personal brand is worth everything to you in this real estate business and
• 2:51
  social media is an absolute game changer when it comes to building that, that a
• 2:56
  lot of the people in the past in our same industry did not have the luxury of using.
• 3:02
  And then what we really have to focus on here is the platform hopping, right?
• 3:08
  You'll see something on tick tock.
• 3:09
  You're like, Oh, I'm going to go do that.
• 3:10
  Tick tock.
• 3:11
  You see something on Instagram, you see something on YouTube, you see something
• 3:14
  on, you know, Facebook, whatever it is, and you're trying to emulate it.
• 3:18
  The problem is not you trying to emulate, rip off and duplicate
• 3:21
  is absolutely an amazing strategy when it comes to content creation.
• 3:25
  Believe me.
• 3:26
  I use AI every single day in my business to help with content ideas and so on.
• 3:32
  But we cannot possibly build four or five or six different platforms
• 3:37
  the right way at the same time.
• 3:39
  So my suggestion and what we walk you through in the course is to pick one,
• 3:43
  dedicate to that, build it correctly, build your lead magnets in, build your
• 3:47
  conversational pieces in, and absolutely use the platform specifically for real
• 3:53
  estate business, for posting events in your life and things like that.
• 3:57
  Engaging with other people.
• 4:00
  But pick one, and if you dedicate to that, and you get consistent at
• 4:03
  that, and that's really going well, and that becomes, you know, kind of
• 4:06
  second nature, then add a second.
• 4:09
  Right?
• 4:09
  Certainly there are pros and cons to every single platform.
• 4:12
  I go in depth in these, in my course, while you're trying to pick one,
• 4:16
  that's what my course is all about.
• 4:18
  Pick the social media pillar, pick one and dedicate to it for 12 weeks.
• 4:22
  Absolutely.
• 4:23
  Free with the course is a 12 week accelerator of how to implement
• 4:27
  every single platform individually.
• 4:29
  And so that is.
• 4:31
  Is perfect for what we try to do and it's really hard to stay focused.
• 4:35
  And so that's why I built that portion of the course.
• 4:39
  And then the other big mistake that people make is that they do not engage, right?
• 4:43
  They do not look at other people's platforms.
• 4:45
  They do not like and comment on other people's platforms.
• 4:48
  They just are in there.
• 4:50
  They're so focused on posting and being consistent with that.
• 4:53
  Sometimes they don't, you know, scroll and, or maybe they do
• 4:56
  scroll, but they're not engaging with some of the important content.
• 4:59
  They're not taking note of some of the life events that could
• 5:02
  lead to real estate transactions.
• 5:04
  They're not, you know, DMing people they haven't talked to in a while that they
• 5:07
  see something and they have a comment for.
• 5:10
  And so those are absolutely key, is you must spend Similar amount of time.
• 5:15
  It doesn't have to be all the day and I don't want you all scrolling
• 5:18
  mindlessly, but if you hop on there and you engage with other accounts,
• 5:24
  and your target avatar on there specifically, you will see the difference.
• 5:28
  Your following will start to naturally grow.
• 5:31
  You'll be connecting with the people that you want to connect with.
• 5:34
  And there are obvious people raising their hand that say, I will need a
• 5:39
  real estate agent in the next six to 12 months based on the things
• 5:43
  that people post on social media.
• 5:45
  So those are the people that we want to stay in touch with.
• 5:47
  We want to maybe, you know, have direct conversations with comment, engage
• 5:51
  with their stuff, send them DMS if you can, within the platform you choose.
• 5:55
  And then we're off to the races.
• 5:57
  And finally, you can't use social media as a reactionary play.
• 6:01
  Okay.
• 6:02
  You're posting you're doing this waiting for people to come to
• 6:04
  you and be like, oh I need you as a realtor Come sell my house.
• 6:08
  That is not how we want to do it.
• 6:09
  We want to be proactive.
• 6:11
  We want to be reaching out We want to be bringing value to our community And
• 6:15
  so if that means hey, you know somebody posts I need an electrician and you have
• 6:19
  an electrician because you're a good real estate agent and you have one of
• 6:22
  those Definitely comment that tag your electrician your electrician appreciates
• 6:28
  the lead They could you know Eventually take the note and maybe tag you in a
• 6:34
  real estate post or something like that But try not to be reactionary go find
• 6:39
  those ways for you to dump value in it's not just Wait, wait, wait, wait, wait.
• 6:44
  Oh, someone asked me for value.
• 6:45
  Provide.
• 6:45
  It's actually give, give, give, find, you know, maybe you make this connection
• 6:50
  over here and this connection over here and then the value will come to you.
• 6:54
  So yeah, we want to choose one platform.
• 6:56
  We want to narrow down our focus and we want to get serious.
• 6:59
  We want to put all of our time into, you know, that piece, not
• 7:04
  all of it, but you know, one to two hours of prospecting time.
• 7:07
  It does take time to learn these platforms.
• 7:09
  Some of this time could be looking at what other people are doing, in
• 7:13
  your market, in your industry to, you know, there is creative, right?
• 7:19
  The more creative you can be in the less boring and talking about real
• 7:23
  estate law and all of that, the better.
• 7:25
  Certainly, there is a time and place for market updates and all of that.
• 7:29
  But as you build your unique strategy, really be using the platform, engaging
• 7:34
  with other people in the platform, and that'll only help launch your success.
• 7:38
  And then it's about, okay, I'm going to make my content strategy,
• 7:42
  building out your buckets of, of, or silos people call them.
• 7:45
  You know, I'm going to do market reports.
• 7:46
  I'm going to do home tours.
• 7:47
  I'm going to do, you know, some first time home buyer education.
• 7:51
  Whatever those things are and then build content within that, right?
• 7:55
  Try not to be all over the place and bounce around, build content within those
• 7:59
  silos and then get consistent, right?
• 8:01
  Get on video, have a nice, you know, diversification of posts and
• 8:06
  reels and you know, all of that.
• 8:08
  Get into the DMs and dive into that platform.
• 8:11
  Your time should be spent there.
• 8:13
  You know, your social media marketing time should be spent in that one
• 8:17
  platform, building that right.
• 8:19
  You're optimizing your profile, you're doing all the things and all it takes
• 8:23
  is just getting into a steady routine.
• 8:25
  You know, 12 weeks is not that long.
• 8:27
  And if you can really dial it in by the time you're done with my
• 8:31
  12 week accelerator, you will have a well oiled, consistent machine.
• 8:36
  On social media that it will eventually turn into a pillar of your business
• 8:41
  so as we You know continue and say the 12 weeks and everything's feeling good
• 8:46
  and you know something happens where you know Maybe you're going on vacation
• 8:49
  for 10 days That cannot stop, right?
• 8:52
  If you're going on vacation, you need to pre plan your content, get it out there,
• 8:55
  you know, have, have the content continue to go because the algorithms hate it.
• 9:00
  When they see content, see content, and then it drops off.
• 9:02
  And then, you know, maybe you go on vacation for a week and then it takes
• 9:05
  you a week to get back on track and then you have to film content and
• 9:09
  all of a sudden you've taken a whole month of social media off and that is
• 9:12
  not what the algorithm likes to see.
• 9:14
  So make sure you're planning ahead and staying in momentum.
• 9:17
  Consistency is really hard to obtain, but once you're in it, you want to
• 9:21
  stay in momentum so you can move forward and you continue doing this.
• 9:25
  Once you feel like that is rolling, then you can start building another platform.
• 9:29
  Start driving people from this platform that's consistent to
• 9:32
  your Instagram, mention it on your YouTube videos, whatever that is.
• 9:36
  It doesn't have to be YouTube or Instagram.
• 9:37
  I'm just using those for examples.
• 9:40
  But then once you're you're doing that and you're building this next platform now You
• 9:45
  have double the amount of work to do right so keep them both going don't just okay.
• 9:51
  This is consistent This is going great.
• 9:53
  I'm gonna go over here I'm gonna focus on Instagram and quit working on your
• 9:55
  YouTube or whatever the platforms are So make sure that you are staying consistent
• 10:00
  You're able to stay consistent before you add the next one on and if you get
• 10:04
  consistent You're only going to You know, be more entrenched in content.
• 10:09
  Your ideas are going to be flowing.
• 10:11
  You can continue to move forward and as you go, you just look back, right?
• 10:15
  Cause once you get consistent and you're actually doing things,
• 10:18
  then you can look at the analytics and actually mean something.
• 10:21
  And you can go from there, please, please, please do not look at, you know,
• 10:26
  the consistent analytics for 90 days, 12 weeks, whatever you want to call it
• 10:30
  and be like, Oh, I haven't got a client.
• 10:31
  So I'm going to completely shut that off.
• 10:33
  Social media takes time.
• 10:35
  The great Mike Sherrard always says that when people ask him how long it'll
• 10:38
  take to get a closed transaction from his YouTube video, he usually tells
• 10:43
  them it's probably not the platform for you because it could happen in one
• 10:46
  day, it could happen in a hundred days, it could happen in a thousand days.
• 10:50
  Right?
• 10:50
  It's just about the consistent, dedicated effort, and once you're
• 10:54
  consistent, you can use that platform, you can drive people to that
• 10:57
  platform for other reasons, right?
• 10:59
  Answering the same old question.
• 11:01
  I use it in my emails to my clients.
• 11:03
  Based on where they're at in the contract.
• 11:05
  I explain what the inspection is.
• 11:07
  Again, I explain, you know, what title insurance is.
• 11:10
  And what, you know, each step of the process is are in a video.
• 11:13
  So that they have that.
• 11:14
  So they feel that connection, when I'm sending that out to them.
• 11:17
  Even though I probably have said it.
• 11:19
  There's some times where we just, you know, look at one house.
• 11:22
  And there's not a ton of time for that interaction.
• 11:24
  And we don't get to title insurance and HOA docs and things like that,
• 11:29
  but they come up in the process.
• 11:30
  So when they do, then they get, okay, these are the next three steps that you
• 11:35
  need to be aware of in the contract.
• 11:36
  And this is what they mean.
• 11:38
  So that's, that's also how I use it and I'm driving them to my
• 11:41
  YouTube channel, even though it is in within contract and it's.
• 11:44
  Very specific to them.
• 11:50
  And once we have all of this, the reactionary piece is absolutely a lot,
• 11:55
  you know, friend to pop up and message him or that Facebook lead to randomly
• 11:59
  call them instead of calling them.
• 12:00
  And we paid for, you know, ads or whatever, but the follow up is key.
• 12:05
  How are you going to follow up?
• 12:06
  How do you track this?
• 12:07
  When someone mentions that they have a life changing event coming up or they
• 12:10
  know somebody, how are you tracking this?
• 12:12
  How are you getting connected to that referral?
• 12:14
  How are you?
• 12:15
  You know, connecting your business to that person, right?
• 12:20
  Put them in a CRM, stay organized, set tasks to follow up, whatever you can do
• 12:25
  in this automated world, there's a lot of great options in your CRM and doing that.
• 12:30
  I suggest making sure that some of the, reach outs and follow
• 12:34
  ups are not automated, right?
• 12:36
  They can be a task that pops up for you, but it does need to be personalized,
• 12:40
  especially if you're using, you know, your, your social media sphere.
• 12:44
  Some people you might have known since high school or whatever.
• 12:47
  You do not want to send those people, you know, these drip
• 12:50
  campaigns and things like that.
• 12:52
  So be, be very weary when you're building a follow up plan.
• 12:56
  That it is very customized to your personality and the person that it is.
• 13:00
  And if you can generalize and you can make those automations work, there
• 13:03
  are some people that can, with my sphere and my clientele, I just feel
• 13:08
  like that's, that's pretty difficult.
• 13:10
  So there's certain, you know, weekly emails they get, but there's also, Hey,
• 13:14
  Jeremy, you're going to have to, you know, take some time and type a few
• 13:17
  digits into a, a, you know, Instagram post or whatever for that person.
• 13:22
  So make sure that your followup is dialing in.
• 13:26
  You can have some automation, but you need to be a part of the outreach
• 13:30
  when it comes to these people, especially from your personal.
• 13:34
  Social media accounts.
• 13:35
  So the ultimate goal is just to get going, right?
• 13:38
  Just start using the social media platforms.
• 13:40
  It does not have to even be, you know, this homes for sale, this house
• 13:44
  tour, this, whatever, just start using social media, a little more normal.
• 13:48
  The camera does not have to always be pointing at you.
• 13:50
  So get over that right now.
• 13:52
  But even if it's as simple as, Hey, showing a couple of houses
• 13:56
  today, previewing a couple of houses today, That stuff and your
• 13:59
  stories will absolutely take effect.
• 14:01
  So just start to make it a priority and start to use it.
• 14:06
  Choose one and really focus on how to build it.
• 14:09
  Look at the YouTube channels, find the education out there.
• 14:12
  If you're in the Wolfpack watching this, you get access to social
• 14:15
  agent Academy for absolutely free.
• 14:17
  My foundation's course builder for absolutely free.
• 14:19
  And that will walk you through it.
• 14:21
  But if you aren't, that doesn't matter.
• 14:23
  You can still look, seek that information out.
• 14:26
  Reach out to me, comment, foundations builder below, and I'll absolutely
• 14:30
  get you the information on my course.
• 14:32
  But for now, that's all I got.
• 14:34
  Stop sucking at social media, like comment, subscribe,
• 14:37
  and we'll see you next time.