There are 1.9 billion users on social media, and ignoring these platforms is no longer an option. In this episode of Above the Noise, Luke Acree discusses the importance of a social media presence and the two things that every agent needs to master if they want to cultivate and close leads from the net.

Video Transcription

Guys today we’re talking about how do you make you name industry synonymous, and if you remember from the last video, I gave you three simple strategies to apply to your business that would make that happen. And today I want to dive a little deeper into one of those strategies: social media. Now if you remember I let you know that there’s about 1.9 billion users on social media right now so you’d be absolutely crazy if you didn’t try to capture that and apply it to your business.

One of the greatest platforms right now is Facebook, so I want to give you guys just two simple ingredients that will help you cultivate an amazing Facebook presence.

Now when it comes to Facebook I really see just two different categories, you got your Facebook profile, where your friends and family and maybe your likes are. And then you have Facebook advertising where you can reach more than just your friends and family.

Facebook profile.

So let’s talk about your Facebook profile. Two common mistakes I see with agents all the time as they start a business page or they start a profile, and they post, but then all of a sudden you go to their page, and guess what, the last post was from summer and now you’re in the fall. And the truth is they didn’t post consistently so it ended up doing more damage than it did good.

The second area of weakness is that on their Facebook profile they’re posting all the time, but at the end of the day, they’re posting all about their business whether it’s the mortgage rates, the market, maybe it’s the new home they just listed. And the truth is a good benchmark for you is the 80-20 rule, that common business rule where eighty percent of your posts should actually be hardly anything about your business, more about your personal life. I’m talking about this journey your on. Maybe it’s a family vacation you go on, maybe it’s your likes and interests. This will allow you to connect with your audience in a more humanistic way and the truth is business is built on relationships, and in relationships you have to be personal, you have to be real. And then the twenty percent that actually will be your business content, guess what? Because they connected with you personally and they’ve seen eighty percent of the time you personally, they’re more apt to engaging with your business content. So there’s your Facebook profile.

Facebook advertising.

The second area is Facebook advertising. Now what I hear from agents all the time in regards to Facebook advertising is they’re super scared of it because they don’t feel like their business is big enough for it, they don’t feel like they’re gonna have a big enough marketing budget for it, so it’s not gonna be worthwhile. But one of the things I love about Facebook advertising right now is it is so cost-effective. I’m talking a cup of coffee a day you can spend, and reach thousands of people.

There’s two ads that I tell my agents to run consistently. One is a branding ad and the other is a call to action.

Now the branding ad, this should really scream what you want people to associate with your face and with your logo. Maybe it’s that you’re the number one luxury agent in the area, maybe you specialize new home buyers, but every time they log in, you can actually target a custom audience, Facebook will allow you to do this, and so when they log in guess what, they’re seeing your pretty face and their associating it with that message.

The second ad you should be running is a little bit more tricky, it’s going to be a little bit more time consuming because it requires an item of value that you have to present. This ad should really boost something like an example I use all the time is get a free estimate on your home. So maybe the ad says, “Want to find out what your homes worth? Click here to find out.” When they go to that page, they can enter in their e-mail address, their address, and then returns you give them that comparative market analysis or that free estimate. This will allow you to capture that lead and then you can put it on one of your lists, and you can nurture it, and then turn that lead into a client.

The takeaway.

So there you have it guys, just two simple categories: you got your Facebook profile you can focus on and then starting doing Facebook advertising, even if it’s three to five dollars a day. And if you do this consistently you’re well on your way to creating an unbelievable social media presence. So take action today.