If you don’t have a strong digital presence and visibility, you might as well abandon the idea of staying in the business of real estate. Sounds harsh? We believe it does, but this is the reality. Every customer checks you out on the Internet to learn more about you. Some may google you, but most of them will log on to their favourite social media platform to check you out. For example, you have just had a chat with a prospective client who is interested in buying a property that you are representing. Immediately after talking to you, the prospective client is going to log onto, let’s say LinkedIn, and search for your name. Whoa! She doesn’t find you there. But in the process, she comes across other real estate agents who have maintained an active presence on the platform and ends up contacting one of them. There goes your business. A hot lead wasted just because you haven’t created a profile on LinkedIn or, even if you have created a profile, you are not active on LinkedIn. What if you are active on Facebook and not LinkedIn? What about a good Website? Instagram? Your prospective client is not going to make extra effort to find you. If her preferred social media platform is LinkedIn, she’s going to look you up in LinkedIn. If she doesn’t find you on LinkedIn, she’s not going to think, “Well, he is not on LinkedIn, but maybe he’s on Facebook.” No. Once she doesn’t find you on her preferred social networking platform, she’s going to get disenchanted.
Why is it not possible to operate a successful real estate business without a vibrant social media presence? Buying and selling real estate property is a high-stakes decision, so people want to be comfortable with your online precense before committing themselves. So, if you have just had a meeting with the new prospect, there is a near certainty that she is going to log onto her preferred social networking platform to have a look at your profile, and even to check what the others are saying about you. There was a time when having an online presence as a business was an exception. Nowadays, not having an online presence as a business is an exception. In 2019, social interactions are more effective than traditional advertising and marketing. Social validation is a more effective form of online marketing compared to off-the-cuff advertising which is mostly one-way. People believe more in peer-to-peer recommendations. More than your conventional marketing campaign, people trust in what you share as a person through your social networking platform. They trust the comments that people leave in the wake of your various updates. And if they cannot find you there, or, if they feel that you are not active on their preferred social media platform, they will be less inclined to do business with you. Social media presence and social media activity is reassuring to your customers.
Why is it important to have your presence on multiple social media and social networking platforms? As explained above, if your prospect doesn’t find you on LinkedIn, she’s not going to check Facebook or Instagram or Twitter. When she doesn’t find you on LinkedIn, she assumes you don’t maintain an online presence. Similarly, if she checks you on Instagram and doesn’t find you, she’s going to assume that you don’t have an online presence. For an average prospective client, if you are not on a particular platform, you are nowhere. But how do you maintain presence on different social media platforms? Not just maintain presence, but active, engaging presence? Frankly, it is not possible to be on every social media platform and post high-quality content on an ongoing basis by yourself. Unless you have a dedicated time, the time commitment is too significant It is not possible, as the sole real estate agent, to track every conversation and then respond to every conversation. Instead of doing business, you will be doing social networking all the time. This would be counter-productive. You can either run your real estate agent business, or you can maintain an active social presence. You cannot do both. The problem is, you can neglect neither. The solution is, Zentap, a beautifully simple digital advertising solution for real estate and local businesses. Zentap is one-of-its-kind social media marketing automated software that you can control with intuitive online forms. Enter the relevant information and it automatically generates high-quality content that goes directly to all social platforms. In the subsequent posts, we will be covering stellar features of Zentap, so stay tuned.