I have two questions:
I’m guessing, your answers are:
There are some extremely rare exceptions, but 99.99% of the time, the following is fundamental truth that cannot be denied:
Social Media is for promoting yourself, NOT for promoting your listings.
There’s nothing wrong with promoting yourself, of course. But if you’re not great at Social Media, don’t worry about it. You certainly shouldn’t be losing listings because your competitor is falsely boasting about their fancy-schmancy Social Media strategy.
Here’s how to ensure that never happens again:
When you’re in the Listing Presentation, even if you don’t use Social Media at all, the biggest mistake you can make is to ignore the subject.
Bring it up! Start by simply explaining whatever it is you do on Social Media. For example, you post all your new listings and you promote them, and you typically get X number of “views”.
Then, simply tell the straight-up truth, which is:
“The reason I do this (whatever it is) is to promote myself. It has nothing to do with selling your property."
Think about it. If you’re a serious buyer looking for a home in this neighborhood and price range, are you going to open up Facebook and start scrolling through all the postings, hoping to find your new home?
Of course not!
(As you’re saying this, take out your phone 📱 and mime like you’re scrolling through your Facebook feed. With a little practice, you can make this look as ridiculous as it actually is).
Then just ask them, “Where would you look for listings?” And wait for the answer.
“Yes, of course it’s the MLS System. This is where you can specify your exact search criteria, rather than randomly searching through social media.
That’s exactly why I put so much time and effort into producing a powerful and compelling presentation on the MLS System.
Because that is the source of information for 99.99% of your potential buyers!”
When you explain this properly, everyone gets it. Then you can continue with the rest of your presentation and explain exactly what you do to maximize the effectiveness of their listing on your MLS System (💡 future post).
When you explain it this way, even if you do NOTHING on social media, it’s a positive thing to explain why you don’t waste time doing things that don’t work.
Social Media does NOTHING to get your home sold!
That said, I am not suggesting you shouldn’t be on Social Media! You should be! Just do it for the right reason – to promote yourself and your business.
Just remember, promoting yourself and promoting your listings are two different things. If you can get this message across to prospective listers, you’ve just educated them with:
THE TRUTH !!
How can anyone argue with such pure logic?
Educating your clients on How Real Estate Really Works is a key fundamental principle that we teach at Knowledge First. It works because it builds trust and rapport and agreement with your potential lister, as opposed to the last Gimmicky Slickster they met with who filled their heads full of nonsense.
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