People buy from people’ is not exactly a newphrase in marketing, but it proves itself in business again and again. So heed it. In all forms of business transactions, whether it’s ‘B to B’ or ‘B to C’, people are at the centre of every one. Because people prefer to choose those they like, get on with, find helpful, considerate and patient rather than those they don’t – and this often overrides other commercial considerations.

So if we want to get on in business, it helps if we are liked. Why do I mention this? Social media gives you a whole new chance to showcase your personality to a rapidly growing audience – it is not just about your brand any more. Your character now plays a big part in your business success too. 

Twitter and Facebook allow people to express personalities and character. You can still release social media updates under your brand, but remember to also give your followers a personality to follow by being social, engaging, educational, entertaining and everything that tells those who do not know you yet that you are a person and an estate agency who most would want to deal with. Think about being the‘estate agent’ rather than the ‘estate agency’ as people warm more to people than to a shop front.

As silly as it sounds, people may be following you not to find out what property you have for sale or the best mortgage deals you’ve got on offer, but rather to find out more about you and your estate agency. This may sound crazy, but by posting entertaining and amusing content on your Twitter account, you are likely to boost your followers.

Eventually, word may spread locally that your businesses offers great community value online and post funny tweets, and before you know it, you may start to see a real ROI in your social media efforts.

Social media can showcase your brand to local and worldwide audiences.

We once again go back to people buying from people, those who like your agency and your activity are more likely to deal with you, refer to you, recommend you, and so forth, if they’ve warmed to you. Remember that many eyes are on social media, including the local press who will share any localised ‘trending’ content which is of value to their readership.

Social Media success

One of our clients uses Twitter and Facebook to post daily historical facts about their town, these have trended locally, obtaining free PR and also a sizeable localised audience, in the process. These followers look out for the daily update and many respond and comment on what is posted, the ‘company’ in question now receives visits from people in their community who bring around old newspaper cuttings and photos requesting they post and share on social media.

Now doing all this is a far away step from what they actually offer as a company in real life, but they are communicating with their target audience – the local community – and even getting them to visit their premises in town. They now run a dedicated page on Facebook to contain all the local history news of their town and allow people to comment and advise on updates such as old school photos. On top of that, they have built a relationship with a themed restaurant in town and will be holding a monthly meeting there, which they will co-sponsor, creating further brand awareness for both parties.

Social media offers you live platforms with the potential for a worldwide audience to talk about pretty much anything you like.

The key to increase your brand awareness and credibility is to resist the urge to talk about just anything and partake in random debates, but rather to stick to those areas in which you have credibility or a selection of subjects that really conveys your values as a professional business person.

Outside of property updates and property news, think about sharing:

• Your role in the local community either as an agency or individual(s), such as involvement with local charities and events. Use hashtags and usernames where possible to bring other parties in to conversations.
• The history of your local community and also what the latest news is and forthcoming events, especially towards planning, town improvements and developments. Maybe you could discuss the effect that the new annoying bus lane is having on the town or if the park should be shut before 8pm, and so forth. Many of these conversations will be happening on social media.
• Success stories that your agency produces, whilst providing a service to the community. Think happy key exchanges, satisfied landlords and quick turnaround sales or rentals that you achieve for your clients.
• Have fun and think viral. Ideas I have seen working across industry sectors include: best-dressed staff member of the day photo, who’s having the bad hair day, bad car parking photo of the week and worst tie (no names mentioned!).