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Engrave and engage with Social Media Peter Brewer

With Peter Brewer, Real Estate Coach and Mentor

"Facebook is not a free website to sell our crap."

Facebook according to straight shooter, real estate coach and mentor, Peter Brewer is not a 'free website to sell our crap'. Rather it is, 'An opportunity to engrave. It's not an opportunity to broadcast and tell people how good we are as sellers of crap. It's the engagement piece and it's what so many miss'.

An expert in maximising audience engagement with social media platforms, Peter says before posting and creating content, agents must know what they are selling, to who and understand how they need to talk to their audience. He says, "We market three things: we market ourselves, we market our services, and we market a product.” He also believes in testing and measuring. He advises agents to ask, "What does our market want to see? What are they going to engage on? Does it need to be as you say?"

He explains, “We go to agencies around Australia and New Zealand, the United States, and agents tell us they're getting 80 to 90% of their enquiry from online, and we say so, then if that is happening, you clearly must have an online strategy, and they go, ‘Oh, absolutely'. I say, 'What is it?’ and they go, 'Well, it's what the girl at the front does when she's finished her real work’. Seriously? If 90% of enquiry comes from online, I'd be absolutely putting on a dedicated resource ... In fact, I myself would spend the time to do it."

He adds for his own business, "Around 80% of my business comes from my activity on Facebook. It's just where my market seems to be, and it's a market that I have read over time. People know that's where they can get information. It’s where they find out what I'm about."

So if facebook is important - How can it's usefulness be boosted?

Make the most of analytics

Facebook tracks likes, interaction, dates of birth and it builds databases for us to mine as best as we want to mine them. Facebook analytics help you send a very detailed message or a very specific message to a very specific audience. Peter says, "A message that's talking straight to a potential client, not to everyone else, just a message straight to him or her, is the stuff that's getting engagement. The tools are there, it’s all about taking the time to sit down and understand and get trained and use the technology well."

Peter advises becoming familiar with Quantium, a Facebook marketing partner. Quantium uses data assets to uncover deep customer behavioural insights that assist audience engagement. Peter says, “It has partnerships with Corelogic, Foxtel – there are around 15 companies and they all share their respective databases, and so when you start to pull those apart and put them back together, that's such a massive opportunity. It's massive."

Peter says you can ask, "Give me all the people that are living in an area, that are aged between 22 and 32 years of age, have owned their home for more than three years, and that home's grown by more than $300,000 dollars, and it's rented ... whatever it might be. We have the ability to be that granular that we can drill down and just target a message specifically just to those people."

If you haven’t started going down this track, Peter advises to get on board. He says, "If you haven't, I'd encourage you to strongly invest in that space and understand how it works. It can just be the Facebook pixel or it could be three pixels that you put on your own website that start to track people."

It’s time to cut the crap and get serious.

Video - test and measure

Google is saying that by the end of 2017, 74% of mobile traffic will be video-based. Peter says, "Now, it's fascinating because the stats also tell us that 77% of home buyers expect to see a video or a virtual tour when they research property online, yet still less than 5% of real estate agents embrace video, and I just think that's a no-brainer."

He says, "We've been studying in more recent times people's behaviour, and I think that roughly the average view time is around 23 seconds on a video. People now watch videos in workplaces or at home with the sound off, so we're now working with companies to put subtitles across the bottom of all videos, and we found the engagement rate on those is significantly higher because people can sit in the workplace or at home or in front of the TV and still get the message while seeing your sincerity in your visuals, but also reading the words that you have to share. It’s those kind of things that increase the engagement rate dramatically, when you do the research and follow what's happening."

Clearly, if today's consumers expect to see video and they want to engage in that way and get the information, Peter says, "Why don't we spend the money and understand that good video works whether it's using apps like Animoto, whether it's spending a few bucks to get some quality video? It's timeless and it starts to position you as having a point of difference."

Develop a business social media content strategy

Peter is adamant that companies must be thoughtful and strategic with Facebook posts. He advocates getting the whole company involved and structuring posts that meets the criteria of 'Monday funday, Wednesday community, and Friday real estate'.

He says if you do this, "All of the sudden, you've got a business that's got content strategy, it's aligned, it's where you want to go, and everyone contributes. That to me is the smart use of this stuff because if you have got the team engaged and involved, they're more than likely to share that content amongst their own audiences."

If there are 10 people in the business, for example, and each of those salespeople have about 400 friends on Facebook each, that's a potential of 4000 people. However if the company's Facebook page, only has 300 likes – something is not right. Look at the opportunities, work out an implementation schedule, find out what is having the most traction and measure.



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