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How have you been using real estate social marketing to your advantage? I’ve personally found that it’s far too easy to get caught up in all the hype of the cool functionality and features that each platform offers, without ever using them to their full potential.

In another sense, I think that these tools can also become a huge distraction. When agents or brokers start to look at these sites as the end all be all to their marketing campaign, they may be extremely disappointed when things don’t pan out as expected.

There are definitely right ways and wrong ways to use social media for your real estate business. For those who want to implement these tools as a part of their real estate marketing plan, it’s important to keep several points in mind.

* First of all, the idea is not to just drive traffic to your social media sites. Your number one goal should be to capture leads and entice visitors to visit again in the future. These websites provide a perfect opportunity to build rapport, offer great information, and get people interacting with you and one another. Therefore, use the bells and whistles to your advantage, and focus on what’s most important-capturing their contact information.
* Along with the first point, it is crucial that you build a quality profile/landing page that tells your audience exactly who you are, what you can offer them, and how to get it. Include links to your main real estate marketing blog, lead capture elements and free reports. Again, do this with a specific purpose in mind. Your visitors don’t need 5 videos and 3 different offers to choose from, so keep things targeted and non confusing.
* For sites like Twitter, it’s important to offer your audience variety. So instead of posting dozens of messages that just link back to your blog every time you update it, try throwing in some motivational quotes, links to new sources or something funny. Don’t be robotic about this stuff. Be human and show people that you are a valuable resource. I bet your followers will skyrocket with this real estate marketing tip alone.
* What’s the first thing you think of when I mention social media? More than likely one or all of these top 3 platforms immediately came to mind: Facebook, Twitter and LinkedIn (and not just because I mentioned Twitter above). But as powerful as these 3 sources are, there are many others sites to choose from.

Have you read any good real estate agent bios lately? Unless you’ve been doing a lot of searching, the answer is probably “no.”

Almost every bio you’ll find sounds just like all the rest. They list designations – that alphabet soup of letters that most real estate consumers can’t decipher. How many non-real estate people do you know who actually know what the letters GRI or ABR mean?

And if the agent does reveal what the letters stand for, how many potential clients know what it means to them? Very few.

Then they go on to tell about the agent’s accomplishments. They might say “Million Dollar Club Member” or “Top Listing Agent 3 years running.” Those things don’t mean much to the average consumer either. If anything, they misunderstand what the Million Dollar club means, and they think that agent is “making too much money.”

After that, they say “Customer service is my top priority,” or some other generic words that try to convince a reader that they’re wonderful agents who will take good care of them. Often they’re the same words that were used on a home page or a buyer or a seller page.

By the time they get to the end of the page, they still haven’t revealed a thing about themselves or given their prospects any reason to like them, trust them, or hire them.

Instead of copying the same formula that other agents use, each agent should strive to make himself or herself stand out from the crowd. Prospects want to know why this agent is the best choice for them – they want to know what the agent will do that’s different from what everyone else is doing. So tell them.

Also, in this day of diminishing trust, they want some bit of information that will let them see that this is a real person – someone who cares about something in addition to closing transactions and collecting commission checks.

That’s why I recommend that agents reveal some personal information.

If you’re getting ready to write your real estate agent bio, start by thinking about things in your past that prepared you for your role as a real estate agent. Perhaps it was a job that taught you how to listen well, or negotiate. Maybe you were a home builder or an appraiser or a home inspector – so you can protect your buyers from purchasing a “money pit.”

Perhaps you’ve had a life-long fascination with homes and different types of housing architecture. Perhaps one of your parents sold real estate and taught you that it was the world’s best career.

You don’t have to go into detail, but do share something about the reason why you chose real estate sales as a career. “I love helping people” or “I love people” is not good enough.

Next, remember that people like to do business with others who are somehow “like them,” so share something about your spare time activities – such as hobbies, volunteerism, or membership in service organizations. If you have pets, mention them. If you’re a proud grandma or grandpa, mention that.

Again, you don’t need details. But do give your prospects a reason to like and trust you before they even meet you.

Marte Cliff is a Freelance Copywriter who specializes in writing for real estate and related industries.

She’ll help you with one letter, or an entire marketing plan. For Real Estate agents and brokers who are ready to get full value from their websites, she’ll be happy to put together an entire package – from the web copy to the lead generation packages that make an agent’s phone ring.