Here are five ways mortgage brokers fail at Social Media:
Not understanding Twitter
Twitter is about building relationships and conversing with your followers; you can’t just tweet out randomly and then disappear.
If you only Tweet rates and don’t make an effort to actually connect with people on Twitter, you’re wasting your time. Instead of only blasting one-way tweets about listings, follow and converse with your followers using an @’reply. People do business with and refer business to people they know, like and trust. Use Twitter to become that person.
Twitter can be a source of powerful information, if you know how and where to look. I use Twitter to find articles and follow people I can learn from. It takes time to find them, but the sleuth is worth it.
Only blogging on Facebook
Stop it! Use Facebook to link to a blog post on your personal website. You know what happens when you write an eloquent post on the real estate business on Facebook? Facebook owns it! What happens if Facebook changes its terms of service or shuts down? That amazing blog post you wrote is gone!
If you are sharing your content on social media, it should always direct back to your domain and blog, not a website your brokerage gives every agent – not a free blog service, but one you own. That way you are always in control of your content and you’ll also be indexed by the search engines so people can find you in other ways than just on Facebook.
I recommend using self-hosted WordPress. Don’t use a cookie-cutter brokerage website. It makes you look like every other real estate agent working for that company and if you ever change companies you lose what you’ve built. Own your domain name and own your content.
Only talking about yourself
There is nothing wrong with letting people know what you do, who you are and what you have accomplished but don’t beat it to death. If you only spend your time on social media bragging about how busy you are, what awards you’ve won and why you think you think everyone should get your services, stop it.
Become an expert. Give people quality content and educate them about what real estate professionals do.
Be a real person and give people a reason to be interested in you. Engage and build relationships.
Then, when you share your business content people will be more receptive. People do business with and refer business to those they know, like and trust. (Sensing a theme here?)
Only sharing your content
One of the best things about social media is it allows you to easily share content… but don’t only share your own. Everything you post shouldn’t have a link back to your website; social media is about sharing content, not just broadcasting yours.
Share content you find interesting and educational more than you share your own. Always mention the source and link from your website if appropriate. People appreciate it and will likely share your content if you have shared theirs. You’ll find your own content spreads faster on social media if you’re not the one spreading it. When creating content to share, make it so people WANT to share it.
You’re never there.
If you’re not willing to be present on social media, don’t bother having a profile. However, you don’t have to be on every profile.
You also shouldn’t automate social media. Nobody wants to follow a robot. (See #5)
How often do you check your email and voicemail throughout the day? Your Twitter account should get the same attention.
This is a slightly amended version of an article written by Scott Dawson. It has been shortened to make it suitable for web publishing.
You’ve probably heard social media is good for your business; if approached correctly it can be. Unfortunately, many real estate professionals don’t really understand how to use the various social media platforms effectively.