6 Expert Tips on Maxxing Social

We all know that social networking is an easy and effective way to maintain relationships, generate referrals and build your business, but are you taking full advantage of its possibilities? Meet two social media “super users.” Their tips may include the great idea you’ve been looking for.

Chris Somers’ targeted strategy helps build his brand

Traffic isn’t typically something you look forward to – unless you’re a RE/MAX agent with a social media presence. Chris Somers, a RE/MAX Hall of Famer who works with his wife, Stephanie, to serve the Philadelphia market, has built a successful career in part by generating traffic and turning it into opportunities. He offers these tips.

“Jump in, get involved and go where the people are. The trick is to keep content fresh.”

Start the Conversation

“I consider our website and our blog as our landing page – they’re the first points of contact for most people. At the end of the day, they provide extra business for us because buyers and sellers can easily see what’s going on and the services we provide,” Somers says. Together, Chris and Stephanie maintain a vibrant blog that informs locals about properties for sale, educates them on Philadelphia’s real estate market and highlights area personalities or businesses. They also update Twitter and Facebook frequently with information on available properties, local market news and fun facts about homeownership. These widely used social media channels provide visibility and help drive traffic to the couple. “Our traffic has gone up 15 to 20 percent consistently each year,” Somers says. A lot of that success comes from creating engaging content and tracking results.

Let it Grow

“By projecting a tech-savvy image, our office is seen as being up to date on current trends,” Somers says. “That brings people in the door.” Between Twitter, Facebook and blogging, Somers definitely projects a well-connected, tech-savvy image. But what about agents who are using social media without seeing concrete results? Give it time, Somers says. “The expense can be next to nothing, but time is the big investment,” he says. “I’ve seen people jump in and start a blog or do something on social media and burn out because they just don’t give it enough time for results to happen.”

Offer Quality Content

“With the SEO that we have, we see our Google rankings continue to rise for a lot of very specific keywords,” Somers says. “We track traffic numbers with Google Analytics. It’s quantifiable, and it shows us what works.” To push their site and blog to the top of the Google rankings, about 75 percent of the couple’s SEO strategy is organic. They also consult with an SEO firm to further fine-tune the plan. But, ultimately, SEO can do only so much. Once people arrive, they have to find something interesting. “If we weren’t providing quality content and relevant information, the traffic would definitely go down,” Somers says. For instance, recent blog posts discussed everything from available properties to advice for students looking to rent in Philadelphia. The team even posted a “Meet Your Neighbor” story that described The PaperMill, a local art collective renting out space in its building. This sort of content isn’t just about selling; it’s about building the larger story of the community’s real estate market through social media – fortifying the couple’s presence even more.

Mike Rapkoski leverages social media to gain referrals

Mike Rapkoski uses Facebook and Twitter to drive traffic to his blog, where he writes about real estate in the Toronto area, keeps tabs on market movements and offers advice to buyers. “I follow or friend pretty much all of my clients and interact with them,” Rapkoski says. “If I read something that says you’re going in for surgery, for example, I’ll make a note and call you just to say, ‘How are things going?’ It’s a personal connection that also has business value.”

“Don’t make it all about business. Your clients, friends and family want to see your personal side.”

Keep it Real

Being a part of clients’ lives both during and after the buying process is important to Rapkoski. Social media tools make it easy for him to keep tabs on everyone in real time. For instance, on his Facebook page, Rapkoski recently posted several updates about work, including: “Another satisfied client this evening who is going to be moving into an amazing new home! It’s such a cool feeling … I helped her purchase her first loft. Then she met her husband-to-be and I helped them both sell their lofts and purchase a larger condo. Now, they have an amazing home where they can raise their twin 1-year-olds! At times, this business can kill you. But this is why I love what I do!” Rapkoski believes in social media so much that he developed a formal plan to increase his time in front of past clients and acquaintances on Facebook. His goal for this year is 12 social media driven referrals; so far, he’s received seven.

Build a Blog

Coupling a solid social media plan and a blog is a very effective way to publicize your work and provide relevant content to your customer base, Rapkoski says. “With a blog, you own the data and information you’re putting out there and you can build a robust, targeted archive,” he says. “If there’s something I’ve written that would appeal to a first-time buyer, I can direct them to the content.” But above all, be consistent, he says. “Social media is a great way to stay in front of people, but it’s only effective if you’re sharing the right information.”

Stay in Touch

While each like, pageview and tweet might seem small on its own, together they show compounding returns and play a huge role in helping Rapkoski build relationships that pay dividends. By maintaining an active blog and Twitter presence, as well as personal and business pages on Facebook, Rapkoski reaches out to past and current clients, builds relationships and turns those online interactions into face-to-face meetings and referrals. “I work hard to remain in contact with friends and past clients,” Rapkoski says, “and social media helps tremendously.”