“the portion of baby boomers active on social networking sites could be close to half”
Many Realtors® question the viability of an active social media marketing campaign, let alone having a presence on social media networks such as Facebook, LinkedIn or Twitter. Many modern day marketers (and yes, all Realtors® are marketers, in essence) still do not see the value of being present on social media, and there are many excuses. “I don’t see how that’s going to get me a sale.” or “I don’t want to spend time on it.” are among the most common reasons why they refuse to invest time into social media marketing. And then there’s the age rhetoric: “Buyers who are able to afford are on the older side, and they are not on Facebook. I don’t need college kids as customers. I need baby boomers, people who are active in the labour force as buyers.”
According to a recent study by Pew Internet(a division of the Pew Research Centre), this is a terrible excuse. 50% of all adults in the USA use social networking websites regularly! As for the baby boomers, their usage rate of social networking sites was up to 32% from 20% the previous year – that’s a 60% increase over one year. And these are 2011 statistics – if the trend continues into 2012, which is more than likely, the portion of baby boomers active on social networking sites could be close to half!
So how do Realtors® capitalize on this market?
We’re not suggesting that you can find fresh buyers all from Facebook, and that you spend a tonne of money on buying advertisements on Facebook. In fact, this is not even how a proper social media marketing scheme works.
The 3 Rs for Realtors®, as we like to call it, is to be Remembered – and get Referrals, and get Repeat transactions. Social media helps you to be remembered by your clients, or your friends & family so that when somebody asks them “do you know a good Realtor®?”, the answer will be your name.
Here’a list of very simple things you can do on your social media network to be remembered by everyone as “The Realtor® I know”:
- Post interesting & meaningful articles. Do not copy-paste news bulletins from your local real estate board. Write your own blog article in your own words if you can, and then link it to your website page containing the article.
- Keep in touch with people. When you see somebody getting married, offer a congratulatory comment. If you have their address, send them a nice postcard. Facebook will allow you to keep on top of these life-changing events. Did a client post pictures of a new grandchild? Did the client’s son just graduate from college? Send them a note and let them know you remember them. Back in the 80s you had to make phone calls to find out about these things. Nowadays, you can get updates on Facebook. Easy enough?
- Offer advice and become the expert in their lives. People will often post questions on Facebook, of all topics. “Do you know a good plumber?” or “Thinking of moving to the suburbs… thoughts?” Be the expert to answer even the simplest questions when you have a chance.
These are things that will help you be remembered. The baby boomers are now getting on the social networking sites – be there with them!