Morgan Browne is the President and Co-Founder of Oakwyn Realty, one of Vancouver’s fastest-growing brokerage firms.
What is the most powerful tool any business leader can use across all industries, when used correctly? Social media. Using social media platforms allows brands to send a message directly into the hands of their target audience. When leveraged correctly, these tools not only help you to stand out as an industry leader, but allow you to express your authentic voice.
From YouTube to LinkedIn, there are countless ways to connect and network using social media correctly. Finding the right platform to house your message can amplify your voice and boost your brand sentiment among your audience. In my decade of experience building a brand and navigating the real estate industry, I have found these six tips to be the most effective in setting myself apart from the crowd.
1. Be authentic. Amy Poehler has said, “You attract the right things when you have a sense of who you are.” When it comes to building a brand, you should ensure that you are using your authentic voice across all platforms and levels of communication. Consumers and clients expect transparency when dealing with a brand. If you fail to provide this, you will lose trust from your following, which is difficult to regain. To be authentic, you should only be sharing content that resonates with you and your brand and the people you wish to attract. Involving your followers in this journey allows your social media community to grow and experience with you, making them an active part of the brand identity.
2. Find three things that are important to you, and focus on them. Finding the best place to start is often the most intimidating part; many people overcomplicate the process and quickly become overwhelmed. For this reason, I recommend finding one vehicle and choosing three things in your life that are relevant to your brand, such as interior designs, giving back, community, results, family or even cooking. Once you have these things selected, you can begin collecting these moments and stopping thinking of ways to fill content. By being consistent in your content, you will become a dependable real estate brand that everyone continues to come back to for quality, reliable content.
3. Decide your purpose. On social media, everything you say and post matters. For this reason, you should already have a clear understanding of your purpose and know why you are sharing your message. Take a moment to write down your why and the impact you wish to have on your audience. Are you looking to change opinions, sell products or attract attention? You can only reach your destination when you know the road you are taking. The main point is to slow down, focus and understand the reasoning and impacts behind your message. There are so many different ways to use social media that it can be easy to take the wrong road, especially when you don’t know where you are going.
4. Engagement starts with you. Speaking to your audience is necessary to create success. Unlike reach and impressions, engagement shows the number of people who are choosing to stay and interact with your content. Your engagement rating is more valuable than your follower count because it shows the people who are likely to use your services and recommend you based on your content. Engagement can be direct with your audience or used as a way to network with other real estate accounts. For instance, I use Instagram Live videos as a way to engage with my audience by sharing regular content and updates and featuring fellow real estate agents. Being able to share my voice and show my face gives my followers a connection to me, my brand and what I am about.
5. Use tools. When it comes to social media, your words can only take you so far. Social media is a visual platform where the images used are just as important as the message they carry. Taking the time to find relevant images is crucial in creating your social media continent. Photo editing tools such as Canva, Unfold, Preview and Adobe Photoshop allow brands to create a signature aesthetic that remains consistent across platforms. I find Unfold especially beneficial in creating a polished aesthetic. Make your message stand out by taking the time to pair it with an eye-catching, relevant image. The longer you can keep the attention of a viewer, the more likely they are to engage with your content.
6. Bring added value. The best way to ensure you are building momentum with your audience is by adding value. What are you giving your audience that other people are not? This could be anything from a weekly podcast to a biweekly giveaway, but it must be unique to you and your brand. Adding value is a combination of all points above — it is that extra step to ensure you are promoting the best content for your audience. If you want people to be interested in your message, you must show them that you are invested in using your voice. Be authentic. Focus on your message. Engage with your audience. Use resources. Be true to your purpose. The value is in the details.
Social media is a powerful tool that, when used correctly, can amplify your message and provide value to your followers. By sharing your authentic self and creating a personalized resource, you can set yourself apart as a real estate leader. In taking advantage of these platforms, you will be able to engage directly within your community, whether with potential clients, other real estate agents or business leaders. Take the time to find out the why behind your message and begin sharing your authentic self with your network. The first step is finding your direction; the rest is about reaching your destination.
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