7 Ways to Use Social Media Like a Pro

Andrew Neal is a fan of social media. Like most college students in the early 2000s, he adopted Facebook early on. But his use of the site – and other social media -exploded after he began selling real estate in 2005. As a result, his business took off, too.

Neal, Team Leader of the Andrew Neal Group with RE/MAX Ability Plus in Carmel, Ind., says he relies on a mix of social media marketing and more traditional avenues, such as networking, direct mail and brochures, to gain new buyer and seller leads. It’s a winning combination that has helped him gain more closings and build lasting relationships.

Here are Neal’s top tips for optimizing social media for business:

1. Build a solid sphere of online contacts. My connections include a vast network of friends, including college buddies, other agents and past and current clients. I invite all of my past clients to become Facebook ‘friends,’ and I also invite real estate and related industry professionals I have strong rapport with to follow me.

2. Consider more than one Facebook page. I have two for maximum exposure. The first site is for my business, DealwithNeal Homes. I’m pictured with my team members, and I post featured listings, closings, industry news and community profiles. My other Facebook page is my personal profile. I post photos of my family, and I share some real estate-related items, including home listings, industry events and some of my team’s accomplishments.

3. Keep readers engaged. I write often, usually every couple of days, and I try to keep my Facebook posts interesting and relevant. For example, some of the homes I showcase on Facebook are not yet in the MLS. The key is not to talk at people, but to share items of value that will spur interaction.

4. Get ‘Liked.’ Try to get as many “Likes” on your Facebook profile/page as possible. I ask readers to ‘Like’ my posts, so that they appear in the newsfeed of all my Facebook friends’ pages. I even hold ‘Like’ contests for Facebook, which generates interaction and brings new followers (and possible future business) to my page. I give away prizes such as tickets to sporting events or golf passes. The prize of my most recent contest was an iPad Mini.

5. Blog. Some agents delegate their blogging to someone else, but I prefer to do it myself, because I think it comes across more genuine in my own voice. I often blog about the different communities I work in, highlighting attractions and investment potential. The blog is hosted and featured prominently on my website, DealwithNeal.com. I link to some of my bests posts from Facebook, too, to drive cross-promotion.

6. Be everywhere (especially on YouTube!). I’m fairly new to Pinterest, but I’ve been on Twitter and YouTube for a while. My videos are a mix of promotional messages, recaps about recent closings and featured homes for sale. I had fun taping some of them on a boat, which is how I advertise my specialty in luxury lakeside homes. The overreaching goal for all of your social activities is simple: Connect all of these profiles and accounts back to your business website, and cross-promote for the best visibility and exposure.

7. Know what works. I’ve had luck with pay-per-click ad services to direct online traffic to my websites. I use Google Analytics to track visitors and how they got there. It’s a good gauge of the effectiveness of each social media venue. Right now, tracking indicates that my website and Facebook are the biggest drivers of my online business leads. Stick to what works, and don’t spend time and money on the methods that aren’t bringing you new leads.