Setting: Sarah’s just finished roasting and grinding her beans for her first cup of coffee of the day when she hears the phone ring. She looks all round for the phone, not being fully awake and finds it sitting right where it should be in its charger.
Sarah: “Hello.”
Caller: “Hi Sarah. This is Jen, and Marc, the kids and I just got notice that we are going to be relocating to New Jersey. I was calling because I thought you had mentioned a New Jersey Realtor you knew on Facebook. Was I right? I don’t want to hire just anybody.”
Sarah: “Yes you are absolutely right! Where about in New Jersey?”
Caller: “We are told somewhere in the Bergen County area. Marc’s job is opening a branch there, and he’s been assigned to it. It’s a big step up in his career. I can say the kids aren’t thrilled to be leaving their friends behind and so I’m hoping we can find a kid friendly neighborhood. Does that person on your Facebook friends list know Bergen County or know anyone who knows that area?”
Sarah: “Well you picked the perfect place to move because the person I have in mind for you KNOWS all there is to know about Bergen County as she is marketed as ‘The Bergen County Expert’ and I just saw a post this morning from her. Her name is Paula Clark. Let me find her and send her a message. Can I give her your phone number and email?”
Caller: “Please do! The sooner the better as we have to be down there in 3 months and so we have very little time. Thanks so much!!”
I get a lot of people telling me that their social media isn’t bringing them any leads and I say it works in exactly the same way as their other soft marketing works. You send a newsletter via email, a postcard via US Mail, you take out an advertising spot on the side of a City Bus or a Billboard or the front page of the Homes section in the news paper, BUT it does it on a daily and constant basis. Do the other ways bring you leads? I would suspect so, but at a large cost and not as regularly as being on Facebook, Twitter, Google+ or Pinterest. You are on there every day or your social media team is and so your brand has exposure to all the traffic that comes through there on a daily basis.
If the money is tight then have a social media specialist train you to do it yourself, but make a commitment and stick with it. Google Social Media stats to find out how much of a priority it should be. I would assume if your audience is visiting these platforms daily and you could find out that Mary, your client from 5 years ago, just had a birthday that you might want to do something special. What is the average time someone stays in a home these days? That’s your speciality. Build those relationships and be active.
Sarah Cole VA on Demand 