Your real estate social media accounts are out there — Twitter, Facebook, Instagram, Pinterest, etc. They’re always on. They don’t turn off when you do. If you have accounts, whether for personal use or business, they are public. People can search and find you. And, sometimes they don’t even need to search. Your profile will show up for friends of friends, as the systems’ algorithms recommend you to connect with others like you.
As the UPS social media policy details (very well — with comical, yet true graphics), your interactions might as well be on a billboard in Times Square!
The least you SHOULD do with your social media accounts is keep your bio updated, and respond to all interactions. If you are not making this minimal effort, then you may want to consider shutting down your accounts. If you wouldn’t walk into a client meeting today wearing the outfit in your profile pic — or handing out your displayed bio as your resume — then something needs to change.
The most you CAN do is use the programs for what they’re intended — interact, and have fun. Keep up with old and current contacts. And best of all, make new ones
Regarding your business accounts, consider sharing industry news and information that others will enjoy. Yes, you can share your products and services, but don’t make it all about you. After all, who wants to follow someone who only talks about themselves? Keep your profile up-to-date. Follow industry leaders. Learn from them. This activity will lead to knowledge and… gasp, customers. Just like attending a cocktail party — mingle around, rub elbows and meet new people.
Southwest Airlines is well-known for having great customer service. And that service carries over to new sectors like social media. At Southwest, team members answer Twitter inquiries personally, responding to customer requests and apologizing when they make a mistake. And they do it quickly.
I like the idea of having team members personally respond through Twitter. It shows that they are real people who care… not just a corporate account. Let’s call this The Good.
A few weeks ago I was returning home from The Key luxury real estate forum in Scottsdale. Upon travel back to Texas, we went up against Winter Storm Cleo. Most of the major airports were either delayed or closed completely. We had no idea what was going on with our flights.
I was flying American. I first tried to call and could not get an update on my flight. Then I sent a tweet to the official American Airlines account. Nearly a month later, and no one from American has responded to my inquiries. I can only assume they missed my inquiry that day. I made it home…with a lot of luck. That is just Bad.
During the same conference in Scottsdale, we stayed at The Four Seasons. When I got to the hotel I looked them up on Twitter and noticed that they had frequent updates. I followed them.
All week I knew what was going on at the resort. I saw their account interacting with guests. I saw their hashtag #PhotoFriday with amazing pictures from the resort of food, scenery, and other goodies. And I saw them offering promotions on Twitter. This is The Excellent.
— We of course strive to be The Excellent in social media customer service, and we’re most interactive on Twitter, Facebook and Instagram. Someone within our company personally responds to all customer inquires, usually within minutes.
Just as they do online, these lessons should apply to how you treat your customers in person. Your online reputation precedes your real-world efforts. So, they better match up.
For more on Real Estate Social Media and Selling Luxury Real Estate, download our 7 Steps in the Real Estate Auction Process for Agents and Brokers. Or reach out to me on Twitter!