NEVADA EDITION
MAKE SOCIAL MEDIA MARKETING Your Calling Card
Turn Open Houses Into
DESTINATIONS I’ll Take 2 Pounds of Confidence and 3 POUNDS
OF SELF-ESTEEM!
COVER STORY
CATHERINE HYDE
NEVADA EDITION
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CATHERINE HYDE
CONTENTS 4) TURN OPEN HOUSES INTO DESTINATIONS 6) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS 10) I’LL TAKE 2 POUNDS OF CONFIDENCE AND 3 POUNDS OF SELF-ESTEEM!
15) BUSINESS GROWTH HACK: ABSORB YOUR CLIENTS’ STRESS! 18) ATTITUDE! 22) MAKE SOCIAL MEDIA MARKETING YOUR CALLING CARD
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Turn Open Houses into Destinations People are busy. Even those who are actively looking to buy a house or want to learn about the market for a future purpose have busy schedules. But with bit of added time, creativity and investment in making open house into destinations, you’ll see greater turnout. And we all know that greater turnout increases the likelihood of offers. There are several creative ways to hold an open house with a mindset of hospitality and with the goal of providing something of value to each person who attends. 4
The neighbors-only open house Some agents embrace the “nosy neighbor” concept as a benefit, not an eye-rolling challenge. With his client’s permission, Wesley Peters, a Keller Williams broker in the Baltimore Metro Area, often gets the neighbors together before a home hits the market. “We invite other brokers, too, but we include as many neighbors as we can,” he says, explaining that he schedules these events for a Thursday or Friday evening, happy hour-style, rather than midday on a Sunday. They get a better turnout at 5:00 pm than
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midday on a weekend when the neighbors are busy with their lives. In a relaxed setting, conversations flow, neighbors can mingle and catch up, and the buzz begins before the home is listed. In advance, prepare invitations and hand-deliver them to homes on the streets you and your client agree are best to include. The destination is the event; the value each attendee receives is the social interaction and the removal of any awkwardness over visiting their neighbor’s house. Your client’s benefit is the buzz. A turnkey block party any time of year Once a property is listed, some agents take on the role of party planners. Certain streets or neighborhoods, they find, are perfect for lowkey social occasions. In some place, such as neighborhoods with many young families, a bounce-house or games may even ramp up the fun factor. But the idea of a seemingly spontaneous block party during an open house can be easy to pull off, whether you’re serving lemonade and cookies or coffee and pastries. The chance to meet prospective neighbors turns the event into a destination for both buyers and the neighbors; the value comes in buyers’ ability to see how the neighbors interact. Your seller’s benefit is that the grapevine will be filled with happy stories about their home. Tips: By keeping basic supplies in storage, you’ll be ready for a pop-up block party any time. Promote this type of event with targeted social media marketing and fliers or postcards to communities within a short distance of your listing. Invite other professionals It’s common mortgage lenders to attend open houses. But why not provide even more value to people who attend? Chances are, you have more than a handful of professional partners who welcome an opportunity to join you at your open house. Consider inviting an interior designer, a contractor, a gardener, even a gardener or a painter. Invite them to your broker’s open in advance or give them time to view the property Top Agent Magazine
before the open house begins. Then encourage them to stroll the property during the open house or to sit with you. When visitors ask about needs or concerns they may have about the house – such as loan questions, the cost of improvements or upgrades or even remodeling – you’ll be able to introduce them to an expert on the spot. For that matter, your invited pros don’t even necessarily have to be in home-related businesses! Prospective buyers always want to know about the community when visiting open houses. Consider inviting representatives of community
organizations, like youth sports group or owners of mom-and-pop retailers to help your visitors get a feel for the neighborhood or town. For this type of open-house, prepare a flyer or card with your community contacts on it so visitors can leave with resources as well as information. Open house should be about the buzz. They’re about creating a conversation about your listing and making the home memorable to visitors. By giving people a unique experience they won’t forget, you’ll show your sellers how creative you are in meeting their needs.
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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.
1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 6
that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day. Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine
well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.
to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list. You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.
2. Remove distractions
when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second. We all do it! Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.
3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine
4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful. Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova7
tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.
5. Be deliberate
about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news? Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.
6. Always look for ways to
get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 8
of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business. Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about. Top Agent Magazine
CATHERINE HYDE While studying architecture, Catherine Hyde was already in love with real estate and became an agent as a way to make some college money. Now 20+ years later, Catherine is leading HYDE Real Estate Group at Simply Vegas, a fullservice residential and investment focused group that leverages the latest technology and partnerships to serve clients. The group includes her son Jeremy Hyde, who recently became the Director of Sales & Marketing and will be taking a lead role with buyer agents. “Jeremy’s marketing and cognitive studies background is taking us to the next level,” Catherine explains. “Jeremy brings a fresh perspective in marketing and is actively working on the next stage of our business which includes an extensive mobile-friendly website, social media presence, and mobile connection with clients to streamline the buying and selling processes.” With a focus on client education, Catherine is continuously rethinking the traditional buyer and seller experiences to better serve and close sales. An increasing amount of HYDE Real Estate’s business consists of repeat clients and referrals, a testament to their commitment to providing expertise, guidance, and support at every step of the transaction. Jeremy says “a combination of marketing, negotiation skills, and moxie are key elements of a successful closing. That level of dexterity is fundamental in providing a positive and memorable client experience.” “I like to make sure that every aspect of the transaction is explained,” Catherine says. “We focus on helping our clients to achieve their goals.” They also keep everything transparent, so there are no surprises along the way. One way they do that is by preparing for closings at least three days before it happens. “The bank dropped the ball on one of our clients recently, we wouldn’t have caught it until the last minute and it would have been a nightmare if we hadn’t been prepared. It’s the simple things that keeps clients coming back to us, like prompt action and being proactive rather than reactionary.” Top Agent Magazine
In addition to videography and photography for the marketing of listings, Catherine makes sure to stay in touch with past clients and lets them know that the team is there for them well after the transaction has closed. Their style is more of a concierge service which lasts beyond the buying or selling of a home. “If a garage door breaks three years later, we’re their resource. Instead of looking online for help, they will call us. We believe it is important to provide that extra layer of familiarity and trust.” Clients love to spread the word about their experience with Catherine and her team. One recently posted a testimonial saying, “Catherine helped me with my retirement move from Colorado. She handled everything expertly. Assisted me in finding the best financing with her lending partner and was even able to find a down payment assistance program for me. I drove into town, signed the final documents and picked up my keys all in the same day. The move was stressful but Catherine and her team delivered as promised.” As Catherine looks towards the future, she is eager to double their production for 2020. “Our market is improving, we’re taking homes to contract without disturbing the sellers, and buyers really feel we alleviate any fears they might have.” With decades of experience, Catherine has never tired of her work, and continues to love every minute of it. “I find it really rewarding. I can now drive through a neighborhood and know many of the families that live there. Las Vegas is an amazing place to live and a wonderful community to be a part of.”
For more about Catherine Hyde, please call 702-408-2289 or email chyde@hydedev.com Copyright Top Agent Magazine9
I’ll Take 2 Pounds of Confidence and 3 Pounds of Self-Esteem! By Barry Eisen
At least a few times per month I get emails and/or calls asking me to help develop confidence and a positive self-esteem. When you’re hot you’re hot and when you’re not, you’re not. Life has its ups and downs and occasionally everyone feels like they’ve run out of gas and nothing they seem to do works. When you’re in a slump the world can look overwhelming and against you. The more you think about you’re victimhood, the more out of control you feel.What you focus upon becomes larger. Confidence, positive self-esteem...these are just words and something experienced many moons ago. Talk it out with your spouse? Sure. See a therapist? Maybe. Get a coach? Good idea. Call a hypnotist...that’s where I come in, but maybe not in an obvious way. 10
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Hypnosis can be of help in so many areas such as controlling weight, memory improvement, reading faster, stopping smoking, becoming a great public speaker, prospecting and growing a business, eliminating fears, becoming a better golfer/tennis player/baseball player etc., sleeping and energy, controlling pain control in dentistry and child birthing, improving wellness, passing tests and so much more. This is not an over statement. Hypnosis is a performance enhancer because it taps into the best parts of who we are to make the changes necessary to make the changes to evolve ourselves. But “programming” ones mind for confidence and positive self-esteem is not something I’ve seen done effectively. The subconscious says, “What does that mean?” “Give me a picture, what do you want?” Read any neuroscience to know (or simply use common sense) that the subconscious needs specific direction (words, pictures and supportive feelings) for these clear messages to be acted upon. A general business plan is usually a recipe for disaster. A poor teaching plan will confuse students. Mixed general messages given to a 3 year old will produce erratic behavior. A loose navigation plan will have ships traveling in circles. Just like many people. Instead of working on confidence and positive self-esteem, does it make sense to instead, work on a solid business target of success and develop a business plan that will get you there? If you’re planning for the future, is it not a better idea to set an end result and develop strategies that will make it happen? If you’re looking for better health, doesn’t it make sense to set a target for excellence and back it up with a realistic exercise and eating approach that will insure success? The confidence and self-esteem will come along automatically. Create the goal, take action, do the work, be consistent. Your business will never grow more than you do. Your health will never get better without you stretching out beyond who you now are. Your relationships will never be more secure and supportive than you are of yourself. Your confidence and self-esteem will never grow without a reason. Top Agent Magazine
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Before you therapy or drug yourself into confidence and self-esteem, at least try (Oh! I hate that word) the 10 organic following ideas for 2-3 weeks.
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Set goals that stretch you out and force you to grow. You can’t be depressed when you’re learning something. Learning takes you out of your egocentric predicament.
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Create timelines/target dates for goal accomplishments. This establishes a sense of urgency. It puts a little “gitty up” in your step and mind.
List your actions of the day on your To-Do list and prioritize all items. Doing the A’s and crossing each off as done, will put a smile on your face and a jolt of small energy in your life. (Accomplishment feels good. Could you use some “feel good”/self-esteem?) You’ll start looking forward
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to these little positive jolts and do what is necessary to have them. If I was talking cocaine...that would be a bad thing, but since I’m talking non drug human motivation...that would be a good thing.
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If you’re just feeling flat for no obvious reason, take on an interest/ hobby/project that’s been on your mind in the past. Learning stimulates blood flow to different parts of the brain and increases endorphin flow. (E.g. Calligraphy, sailing, martial arts, reading sci-fi, etc.)
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Follow through like your hair’s on fire. Show yourself what you CAN DO! Create some appropriate reward for the accomplishment. Balance your life with goals in physical, financial, emotional, educational, family, social and spiritual areas. Sometimes more is better. Purposely smile more, laugh easier, hold eye contact a little more (obviously, not in a creepy way) and present a stronger posture.
Learn to relax to slow down, put things in perspective, ask yourself how you feel and how you’re doing 2 or 3 times during your day. Don’t let the day rule you. Be present. Pay attention.
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Act “AS IF” you were already doing things with confidence, making decisions with authority and living the life you want to live. You become what you think about. Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300
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Business Growth Hack: Absorb Your Clients’ Stress! Your business coach or a CRM software sales rep has probably described a number of products or services to help you grow your business. But sometimes the easiest way to increase the deals you’re closing is to simply be present for your clients. In doing so, you’ll find have the power to decrease the stress they feel. And when you decrease their stress, you increase your value to them, leading to new referrals and organic growth. Top Agent Magazine
You may be thinking, “I have enough stress; how can I find the emotional bandwidth for other people’s stress?” But consider this: As their day-to-day point of contact in this life decision, you are already a strong presence in your client’s lives. Why not allow yourself to be the only seemingly calm part of this process? By asking them what’s on their mind, by truly listening, by showing that you truly understand and even by rolling up
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your sleeves to relieve some of their grunt work, you’ll prove yourself invaluable. Think of yourself as the equivalent of an anti-anxiety pill to your clients. All you have to do is form a few easy habits.
Laura and Raj, their agent and their loan officer soon came to learn that Laura’s 80-year-old mother may eventually move in with the family. This news not only helped the agent best meet Laura’s and Raj’s needs for a new home; it gave both the agent and the loan officer opportunities to go above and beyond for their clients. Their REALTOR® connected Laura with a senior services nonprofit near Laura’s mom’s current home that may be able to assist the family. And their loan officer outlined various, detailed options to Laura and Raj make smart, long-term financial decisions. Meanwhile, the agent and loan officer earned the trust of Laura and Raj, who felt less worried about the future.
Listen – really listen – with patience Behind every home purchase or sale is a person or a family with a uniquely complex set of needs, motivations, objectives and priorities. Asking the right questions and truly listening to the answers are the easiest ways to learn how to make clients’ lives easier. In doing so, you not only show that you’re interested in them as people, but you help yourself discover ways to surprise your clients with service. Take “Laura and Raj,” for instance – a couple in their 30s who wanted a larger home because their family of five outgrew their first home. By patiently getting to know 16
Empathize Don’t be afraid to describe your own personal experiences as a homebuyer or seller, explaining how you felt at the time; let your client know you “get” it. The agent who is willing to open up and let buyers and
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sellers know that they personally understand their needs and concerns will connect with clients quickly, break down barriers and help the process move smoothly. Chayan Alavi, Broker/Owner of Alavi Agency in Long Beach, California, challenges himself and his team to ensure that every action of every day serves others. “If we can put ourselves in other people’s shoes with empathy, then we become stellar professionals and great human beings, too,” he says. “I like knowing that we remove the sales pitch from real estate and make it all about the customer.” Chayan and his team focus on customer advocacy and building trust. But they don’t take trust for granted. Instead, they know trust must be earned and nurtured over time.
Roll up your sleeves “You can’t be afraid to do anything!” says Matthew Todd of d’aprile properties in the Chicago area. “People know there’s nothing I won’t do to get the job done.” He has Top Agent Magazine
mowed clients’ lawns, walked dogs and personally cleaned someone’s 8,000-squarefoot, $2 million home for a showing one day after his seller left the house. Two days before another closing, Matthew’s client was unable to move large amounts of unneeded furniture out of the house he sold. No problem! Matthew joined or created five online garage sales; sold or gave away most of the client’s belongings and had the remainder hauled away before cleaning in time for the closing. “The first time I sit with a seller on listing presentation or the first day I take someone on a buyer’s tour, they know I’m ‘all-in.’” Meanwhile, in the Cincinnati area, Aaron Denton of Summit Funding considers himself and his team members to be concierges for their borrowers. “We’re like personal assistants,” says Aaron. “People are happier when you remove the stress.” Included in their standard services are researching moving quotes; arranging and organizing movein day; scheduling utility transfers; assisting with children’s school registration paperwork; and even connecting buyers with local resources like daycares. If “rolling up your sleeves” isn’t your strongest skill, then an easy alternative is to get to know professionals in your area who can do these tasks for you. In the end, remember that by listening with patience, empathizing, and being willing to go the extra mile, you have the power to remove the stress your clients would experience without your help. When clients feel cared for, they remember the agents and partners who helped them.
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Attitude! By Verl Workman
My father was a former Marine and I learned as a small child that there is no such thing as an ex- Marine! He used to wake us up early in the morning by yelling “Reveille� and all seven of us children would march up the stairs to have a family breakfast together. As a high 18
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school history teacher, Dad was big on education and drove home the importance of being good in school and paying attention. One year he had a group of students from his AP (advanced placement) classes compete in a nationwide model United Nations project where the students would deal with world issues. His class from Skyline High School in Utah won the national award in Washington DC where they competed and received that great honor. Dad was very proud of his students and their accomplishment. He talked about that award for years. I suggested to my dad one time that he was lucky because he had all the smart kids from his AP classes and could pick the smartest students in the school to compete. He looked me in the eye and raised his left eyebrow and said this “Son, I work with some of the smartest kids, but I choose to work with the kids who have the best attitudes.” He went on to say that “it doesn’t matter how smart you are if you don’t have a good attitude”. That conversation made a deep impression on me and has been one of my favorite memories of my father. In this challenging real estate market many agents find themselves faced with some difficult choices—but the most important choice we can make today is to keep a positive attitude and take action when others are simply whining and looking for excuses for failure. There are enormous opportunities today in every market. The business out there may not be your favorite type of business and it may not be the most fun, but if you have the right attitude, you can not only make money, you can thrive today. Here are a few simple things you can do each day to keep moving in the right direction: • GET up • Get showered and dress for success Top Agent Magazine
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•
• Get into a productive work environment • Prospect 2-3 hours every day • Work your most profitable business (your database) • Look for real buyers and generate buyer leads from every source possible (buyers are paychecks) • Surround yourself with positive people that are goal focused and happy Hire a coach that can give you direction and guidance and hold you accountable to do the right things in your business We are blessed to live in this country where we can work for ourselves and enjoy all of the freedoms that make this such a wonderful place to live. We have our families, health, and skills that allow us to help people and we get paid very well for the service we provide. And we have technology and resources that allow us to do our jobs better. It is now up to each one of us to get going, stay positive and keep our attitudes in check. The first time I visited my Dad’s classroom I saw the sign above his desk that simply said this “Attitude is more important than Aptitude.” To this day, I believe that simple quote has made a great impact on my life and career. I love what I do! Verl Workman is a leading national speaker, coach and consultant. Despite his busy speaking schedule, and role as co-founder of Pinnacle Quest Consulting Group, he still sells real estate so that he can test and stay abreast of the latest tools and techniques that maximize results. He uses that knowledge to assist individuals and companies in building effective business strategies, implementing powerful technology solutions, and establishing strategic competitive advantages through coaching, seminars and private consultations. To contact Verl visit www.verlworkman.com. ©Verl Workman. All rights reserved. 20
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Laughs!
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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results. Instead, let’s consider a few techniques that will make your social media presence 22
interactive, unmissable, and effective in generating business.
Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated. Consider your profile a landing page.
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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.
Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and Top Agent Magazine
ready to work at their pace. Which leads us to our next point...
Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content? How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience. Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post. Things are always changing on the social media frontier, but some rules never shift. Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.
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