As the President of a marketing agency that specializes in the commercial real estate estate, I work with commercial real estate brokers all day long, five days a week, and frankly sometimes six or seven. All brokers know they need to be, should be, on social media, so most of them/you are. Now more than ever, establishing, developing, and growing a presence on social can make a big difference on whether or not you, your team, or your firm stand out from the crowd and all the noise. So everyone has jumped on the bandwagon. But there is one thing that should be your BAE(Before Anything Else) that you must get right on social media–and most don’t or you lose sight of it… and that’s your target audience.
All brokers start with LinkedIn but they want to be on Facebook, Instagram, Twitter, etc., everywhere because everybody, especially Gary V (who is the best in the biz), and everyone else is talking about all of the things they are doing on social media but remember, their objective is different than yours, a broker. They’re trying to sell social media services while you’re trying to sell/lease real estate. They need to be all over social media…you don’t. You need to be where your audience is.
One more time: You need to be where your audience is.
To get to where they are, we need to know who they are. Once you’ve gotten the demographic down on paper, you can begin to consider their psychographic profile. But first things first. The basics are:
- What activities do they engage in?
- What are their general interests?
- Values, behaviors, and opinions?
Keeping your target audience in site–think keep your eye on the ball–is essential. I see a lot of brokers marketing to a lot of brokers. And there’s nothing wrong with that. Brokers can collaborate, send each other referrals, and work together to make deals happen. Where it goes askew is when you are primarily and mostly marketing to other brokers on social media. So, let’s get your BAE in order.