#GetSocialSmart Advice from Katie Lance

Katie Lance, a nationally renowned speaker, gave her #GetSocialSmart presentation to the TREG agents yesterday at The Westin in Virginia Beach, at the monthly business meeting. Her topic was helping agents to hone their social media marketing skills, but her advice is valuable to anyone looking to refine their brand and further their social media reach.

“I love this industry [real estate]. It’s a people business. But as much as I love social media, it will never replace this, the face-to-face interaction,” Lance said.

One phrase she mentioned a few times was to take the online, offline. Her comparison to this was wishing Happy Birthday on a Facebook page. There might be 50 people who do that, but only 1 or 2 people might take the time to send a birthday card or call them on the phone.

“Social media is just a tool. It’s part of the business,” Lance reminded us. “Mobile has changed the game. It’s now the ‘first screen’ many people check.”

Some statistics Lane shared with the TREG agents were 91 percent of users check their mobile device every 6-12 minutes; 35 percent check their mobile device prior to the bathroom in the morning; 43 percent of users sleep within arm's reach of their phone; and 38 percent of users wake up to check it during the night.

But Lance stressed social media users shouldn’t post just anything because there’s a value in being intentional with posts.

“Stop the random acts of social media. Have a strategy and a plan,” she said. “Content is king, and it’s easier than ever to create content, from the palm of your hand.”

If you’re new to social media, Lance recommends starting with LinkedIn, because it’s the only professional social media platform. If you already have a LinkedIn profile, Lance said the following tips are important to do each year. These updates will ensure your profile will always be current, which makes sure you look professional and like you’re working.

  • Update your photo
  • Update your skills and expertise
  • Update your contact info
  • Add relevant photos/videos
  • Publish new content
  • Give/Ask for 5-10 recommendations

Creating blog content on LinkedIn a few times a year is another way to interact with people. Creating content that’s relevant both today and six months from now is called ‘evergreen content,” and you can write from your own professional experiences.

Lance also spoke about Facebook. Today, there are more than two billion Facebook users, making it the most popular social media platform.

“It’s not black or white. It’s your brand,” Lance said. “We connect over things that are personal. Be a storyteller. Highlight your clients, for those that don’t mind.”

As she explained, for most people, buying or selling a house is a major event. Real estate agents can use their professional Facebook pages as ways to celebrate and honor those moments. With something as simple as a family picture outside of the new home, and posting it to Facebook, you get to showcase milestones in the lives of your clients as well as showing you love what you do.

Dividing up your contacts into two lists helps you to, “Cut through the noise on Facebook,” in your news feed. By creating two lists, you’ll be better able to connect with your sphere. Past and present clients become one list, and potential clients become another. Lance recommended only going back 6-12 months in your sales to curate the past clients for your list.

“Lists are private. No one will know you’ve divided your connections into lists,” she said.

But the lists themselves are not enough. Lance suggested spending 5-10 minutes each morning, before you even check your email, to engage with both lists. It can be done by liking a few posts or sharing a few of your comments.

“Over the course of time, it’s hard to keep in touch. Leveraging social media on a day-to-day basis is a way to stay in touch,” she said.

If you feel the call to use Facebook Live for your page, Lance wants us all to remember; it doesn’t have to be perfect. Real estate agents that use video on social media have more engagements, likes and business than agents that don’t use it.

“People spend five times more time with video than any other content on Facebook,” she said.

Lance has been in the marketing and branding world for more than 15 years. During the last seven years, she said she has fallen in love with social media. When she started her consulting firm in 2012, Lance made a conscious decision to not be, “All things to all people,” but to be focused on the one thing she is fired up about: social media.

To find out more about Lance or to see her speaking schedule, check out her website. Lance’s book, #GetSocialSmart, the ultimate social media go-to-guide for real estate professional, small business owners and entrepreneurs, is also available through her website.

What are some aspects of social media you want to learn? Share with us in the comments! Or, are you thinking about moving to Hampton Roads but you’re not in the area? Start your search with us!

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