Jeff Turner, a willing and able advocate of social media’s impact on sales production and the real estate business, brings it back into focus with his capstone quote at Inman’s Bloggers Connect conference–”You Engaging Others” or YEO.
There has been a ton of excitement and hyperbole around leveraging social media to bring floods of customers. Meanwhile, the facts are (at least in the Real Estate and Mortgage business) that customer inquiries are on the decline. This means building systems for quantity and discounting quality is a guaranteed failure.
What? Bill are you closing your Twitter account, swearing off blogging, and auctioning your LinkedIn contacts? No, but perspective and objective are important metrics to revisit in social marketing.
Your social media strategy should be designed around these core perspectives:
- Start conversations
- Facilitate intelligent discussions
- Nurture long-term relationships
Furthermore, your social media efforts should acheive these principle objectives:
- Create opportunities for unique conversations
- Create opportunities for learning conversations
- Create opportunities for teaching conversations
- Create opportunities for seeking conversations
None of these perspectives or objectives brings you an immediate flood of closed deals. Engagement brings you a long-term flood of sales. That means listening, providing value, getting personal, and sitting down for a cup of coffee or a meal–not flooding the Internet with keywords.
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