Two tips on social media for commercial agents
Any commercial agents or chartered surveyors just about to start
a LinkedIn or Facebook page, planning to Tweet about retail space
or maintain a blog about industrial, here are two quick rules to
ensure you get the most out of your social activity.
Stop The Hard Sell and Give A little
Although social media should be integrated into your overall
marketing mix, you have to remember that it is a very different
marketing channel than the others you may use. In simple terms
it’s not a channel to broadcast your sales pitch.
I’ve heard some experts saying that as little as 5% -10%
of your activity on social media should be promoting your own
Social media is a subtle channel, primarily about building
relationship and then creating an on-going dialogue with these
followers, contacts and friends. But then isn’t relationship
building what being a successful commercial agent is all about? So
social media is ideal for the commercial property sector.
Consider also that the aim of your social media activity is to
establish yourself as the font of all commercial property knowledge
in your area. By answering their questions and providing a
commercial property insight into the area you will in turn gain
their trust and respect.
A good social media strategy will pay off in the end. Perhaps
that is why companies like Knight Frank have embraced social media
It’s About Good Manners
Its important to remember that it’s not all about you, so
don’t keep talking about you. Don’t hog the
conversation and don’t try to talk louder than everyone else.
If you do you will not engage with people, you’ll actually
drive them away.
In fact you just become akin to one of those self-obsessed bores
that everyone tries to avoid at a party. You need to be generally
interested in what other people have to say and not simply so you
can pump your sales pitch.
On a practical level, try to respond to as many of the people
that post on your wall as possible. Share content with your peers
and wider audience. If you have a blog (that would be a first for a
chartered surveyor!) make it easy for people to leave their own
It is about making sure you ask questions, show an interest and
most of all…listen.
Philip Burrows, Marketing
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