Social media platforms such as Facebook, Instagram, and Twitter has opened a brand new channel for real estate agents to market their newest listing, typically for free! Yet, in this current age, many agents have started to abuse this free channel by bombarding their audience with ENDLESS posts about price changes, status changes, new listings, closing photos, etc. Now, it is coming back to bite them where it hurts the most, their wallets...
When I am training agents, I use a very simple anecdote to remind them of walking in their consumer's shoes.
"NO ONE CARES ABOUT YOUR LISTINGS! ...until they do."
Because real estate sales are part of an agent's everyday lives, they consistently forget that most of their sphere of influence, or audience have little to no intention to buy or sell. The buying and selling window is an average of 10 YEARS! [fig. 1] Take a look at this wonderful graphic from an article published in 2017 by Keeping Current Matters.
If the majority of an agent's sphere are moving every 10 years, agent's must find a broader and open ended strategy for staying in front of their sphere. With the effective use of content/inbound marketing approaches, real estate agents can provide VALUE to their sphere, instead of constantly asking for business.