While an occasional listing may be appreciated by your social media community, many experts advocate engaging your audience with industry knowledge and an expert perspective, rather than alienating users with useless information. Because there are so many factors that must align to make a listing pertinent to a single customer, such as pricing, location and size, there is a high probability that most listings do not pertain to most people in a given social media audience.
James Kimmons, real estate business expert on About.com, advises real estate pros to refrain from overwhelming their followers and connections with real estate listings. He advises,
“Promote you, your business, and your expertise in your local area real estate market. Do it with market commentary, education and statistics. Link out to your IDX search page, because a lot of your visitors will want to look at listings at some point, just not your listing du jour.”
There are many sites with specialized sections for real estate professionals to lend their expertise, such as Trulia Voices and Zillow Advice. Both sites are frequented by prospective home buyers, on the search for answer about topics ranging from pricing and relocating to financing and closing. A typical question on either site will yield quite a few answers from agents or brokers specializing in a specific geographic region or area of real estate. This type of interaction with folks on the market is a great way to build a credible reputation and build brand recognition for future consideration.
YouTube also presents a valid platform for sharing real estate tips. For example, Keller Williams Realty International, a real estate franchise company, maintains a YouTube channel full of videos on monthly real estate reports, real estate advice and current company events. Keller Williams boasts nearly 400,000 video views, 100,000 channel views and 2,000 subscribers. Those are numbers worth celebrating.
If you are a real estate professional, keep an eye out ways you to showcase your expertise and local knowledge. You should start to see an increase in interaction, as you provide useful, relevant information to others.