Podcast: Play in new window | Obtain | Embed
Subscribe: Apple Podcasts | Spotify | Amazon Music | Pandora | iHeartRadio | Electronic mail | RSS
Right here’s the brutal reality about social media for gross sales: You’re already behind, and it’s going to be a grind.
That’s the fact Margarita from Dallas found when she known as into our podcast. She’s a seasoned realtor with 20+ years of expertise, constructed her total enterprise on referrals and heat market relationships, and instantly realized she must grasp social media to remain aggressive.
Sound acquainted? You’re not alone in case you’re gazing this digital mountain questioning how the hell you’re going to climb it.
However what makes Margarita’s state of affairs much more difficult and why her story issues to each gross sales skilled studying is that this: She’s attempting to compress 20 years of relationship constructing right into a social media technique that may compete with individuals who’ve been doing this for many years.
The Tom Cruise Downside: Constructing Your Social Media Presence Takes Time
Keep in mind the primary time you noticed Tom Cruise in a film? For me, it was Dangerous Enterprise, some child dancing round in his underwear. He wasn’t the “final film star” then. He was simply one other actor attempting to make it.
However right here’s the factor: Immediately, in case you noticed Tom Cruise strolling down the road, you’d lose your thoughts. You’d need selfies, autographs, the entire 9 yards. Why? As a result of over many years, he created tens of millions of micro-interactions that constructed belief, familiarity, and fandom.
That’s precisely what it’s essential to do on social media. That you must create followers of YOU.
The issue is that almost all gross sales professionals need to skip the relationship-building part and soar straight to the closing part. They need to publish just a few itemizing movies and magically generate leads. That’s not the way it works.
The Algorithm Rewards Consistency, Not Perfection
Right here’s the half that’s going to harm: That you must publish each single day. Not if you really feel prefer it. Not when you’ve gotten one thing “good” to share. Each. Single. Day.
While you first begin, your content material goes to suck. Your first TikTok video? Three folks will watch it. Your first Instagram publish? Crickets. Your first LinkedIn article? Your mother and your actual property buddy will prefer it.
I do know as a result of I’ve been there. We’ve all been there. The algorithms don’t care about your emotions—they care about consistency.
Give it some thought this manner: You’re not simply competing with different gross sales professionals for consideration. You’re competing with Netflix, YouTube, TikTok, and each different type of leisure to your prospects’ eyeballs. The one technique to win that battle is to indicate up relentlessly till folks begin recognizing your identify and face.
The Two-Bucket Technique: Advertising and marketing vs. Lead Era
When you concentrate on social media as a gross sales skilled, it’s essential to separate it into two distinct buckets:
Bucket 1: Advertising and marketing and Model Constructing That is about identify recognition, familiarity, and staying top-of-mind. When folks in your market are prepared to purchase or promote, your identify needs to be the primary one they consider. This bucket is about quantity, consistency, and constructing your private model.
Bucket 2: Direct Lead Era That is about watching what prospects are doing, participating with them straight, and changing social interactions into gross sales conversations. This bucket is about high quality, relationship constructing, and shifting folks from digital relationships to precise appointments.
Most individuals focus fully on Bucket 1 and marvel why they’re not getting leads. Others focus solely on Bucket 2 and marvel why their content material isn’t reaching anybody. You want each working in concord.
Your 3-Pillar Content material Technique System
Right here’s what it’s essential to publish persistently:
Authentic Content material: That is your distinctive perspective, your expertise, your tales. In case you’re a 20-year veteran like Margarita, you’ve gotten battle tales that new brokers don’t. You’ve survived market crashes, rate of interest spikes, and business adjustments. Share that knowledge.
Curated Content material: Discover business articles, market experiences, and information related to your prospects. However don’t simply share them—add your personal perception. Turn out to be an knowledgeable by constructing on different folks’s content material.
Engagement Content material: That is the place most individuals fail. They publish and ghost. They put content material on the market and disappear. Social media known as “social” for a motive. When folks remark, reply. After they share, acknowledge it. After they ask questions, reply them.
The magic occurs within the feedback part, not within the authentic publish.
Why This Feels Not possible (And Do It Anyway)
Let me be straight with you: Social media for gross sales professionals is a freaking grind. It’s arduous. It’s exhausting. Each day you’re attempting to determine what to publish, learn how to have interaction, what to say.
You should utilize AI to assist generate concepts and even draft content material, however you continue to want to indicate up, be genuine, and put within the work. There’s no shortcut, no hack, no magic bullet.
However right here’s the excellent news: In case you’re established in your subject like Margarita, you’ve gotten an enormous benefit. You already know learn how to construct relationships, ask questions, and resolve issues. You already perceive your purchasers’ ache factors and issues.
Social media is only a new channel for doing what you already do nicely.
The 6-Month Actuality Verify
Don’t anticipate miracles within the first month. Or the second. And even the third.
You’re taking a look at 6 to 18 months of constant effort earlier than you see actual traction. That’s not as a result of social media doesn’t work. It’s as a result of belief takes time to construct, and the algorithms want time to grasp who you might be and who your content material ought to attain.
Throughout these first six months, you’re going to need to give up. You’re going to publish one thing you suppose is good and get zero engagement. You’re going to see opponents getting extra likes and followers and marvel what you’re doing incorrect.
That’s regular. That’s the worth of admission. That’s what separates the professionals from the wannabes.
Constructing Your Digital Prospecting System
Right here’s the place social media integrates with every thing else you’re already doing. Keep in mind, nothing is lifeless in gross sales. Chilly calling works, door knocking works, referrals work, and social media works. The secret is constructing a whole system the place all these channels work collectively.
Your social media presence ought to feed your electronic mail publication, which ought to drive folks to your web site, which ought to seize leads to your CRM, which ought to set off your follow-up sequences. It’s all related.
In case you’re not already constructing an electronic mail listing out of your social media followers, you’re lacking an enormous alternative. Social media platforms come and go, however your electronic mail listing is an asset you personal perpetually.
The Anti-Vainness Metric Strategy
Don’t get caught up in follower counts and likes. These are self-importance metrics that make you are feeling good however don’t essentially drive income.
As an alternative, deal with:
- Engagement Price: Are folks really interacting together with your content material?
- Direct Messages: Are prospects reaching out to you straight?
- Appointment Requests: Are social interactions changing to gross sales conversations?
- Electronic mail Signups: Are folks becoming a member of your publication or downloading your assets?
Keep in mind: You don’t want 1000’s of followers to construct a profitable enterprise. You want the suitable followers who’re really in your market and able to purchase or promote.
Your Subsequent Steps: Making the Shift
In case you’re able to construct your social media presence, right here’s your motion plan:
Week 1-2: Select your platforms. Don’t attempt to be in all places. Decide 2-3 platforms the place your preferrred purchasers really spend time.
Week 3-4: Create your content material calendar. Plan 30 days of posts mixing authentic content material, curated content material, and engagement prompts.
Month 2: Begin posting persistently. Monitor your engagement and regulate your technique based mostly on what resonates.
Month 3-6: Double down on what works. Analyze your top-performing content material and create extra of it.
All through this course of, keep in mind that your objective isn’t to turn into an influencer. You need to turn into the go-to knowledgeable in your market. Deal with offering worth, answering questions, and constructing relationships one publish at a time.
The Integration Technique: Social + Conventional
Right here’s what I like about professionals like Margarita: They perceive that social media isn’t changing conventional prospecting—it’s enhancing it.
Chilly calling isn’t lifeless. Door knocking isn’t lifeless. Referrals aren’t lifeless. However social media permits you to heat up chilly prospects, keep related with previous purchasers, and construct relationships at scale.
Essentially the most profitable gross sales professionals I do know use social media as a part of their full prospecting system. They’re not abandoning what works. They’re simply including new instruments to their toolkit.
The Backside Line: No Shortcuts, Simply Methods
Social media success in gross sales isn’t about going viral or turning into web well-known. It’s about constructing a scientific method to digital relationship constructing that compounds over time.
It’s about exhibiting up persistently, offering worth relentlessly, and changing digital interactions into actual conversations that result in closed offers.
The professionals who perceive that social media needs to be handled just like the long-term relationship-building device it’s may have an enormous aggressive benefit over those that are nonetheless attempting to determine learn how to “hack” the algorithms.
There are not any shortcuts. There are not any hacks. There’s simply exhibiting up, each single day, and doing the work.
The query is: Are you prepared to start out grinding?
Wish to dive deeper into utilizing social media particularly for actual property gross sales? Take a look at Promote Actual Property (and Virtually Something Else) with TikTok & Instagram at Gross sales Gravy College—the precise course talked about on this episode that teaches you learn how to leverage social platforms for actual property success.
