Real Estate Marketing Academy

[Video] Marketing Academy Secrets: How to Use Twitter to Build Your Brand

By Seth Price

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In episode 16 of Marketing Academy Secrets, we show you how to use Twitter to engage prospective clients and position yourself as a thought leader.

Establishing yourself as a subject matter expert is super critical with social media. Twitter is a fantastic platform to make that happen. With 200 million active users, there’s an opportunity to focus on your local market and to really be helpful to folks who are asking questions around real estate.

When thinking about building a Twitter audience, most people start by following other professionals in their field. And I’d say that might be helpful, especially for referrals. But what’s really important is that you live in a community and there are leaders in that community and some of those leaders are online on Twitter. Those are the folks who you want to follow because that’s the conversation where your expertise is really going to be helpful.

Once you create a list of folks to follow (from the mayor to the comptroller to the head of the PTA…folks who are really invested in your community), then you need to start tweeting and retweeting their content and commenting on things that are relevant and important to you. That latter part is a key factor, because if you’re commenting and it’s not really important to you, that’s going to translate in those 140 characters.

The next thing you want to do is conduct some keyword searches. They should be focused around things where you have expertise. So whether that’s finding a mortgage or buying a house or neighborhoods, there are keyword phrases that people are actually typing into Twitter and asking questions about. What you’d like to do is answer those questions for them online. Most folks who use Twitter on a daily basis do a combination of two things. They share things a lot (and ideally what they’re sharing is relevant to their following and they also answer questions that people are asking. You want to make sure that you’re dividing your time equally between sharing content that’s relevant (so, curating content or sharing content that you create yourself) and answering questions without selling. And I think “without selling” is a key point. If someone asks the question, “What’s it like to live in Cambridge, MA?”, you want to make sure that you don’t go in for the kill for that sale. You want to answer with something that’s useful about living in Cambridge, whether that has to do with the schools or the parks or the availability of properties. Any of those things that might be interesting to a friend, that’s how you want to treat that relationship.

The other thing you want to think about is how you phrase your tweets. You get 140 characters. Mentioning folks in tweets and using hashtags is super helpful for growing an audience and helping your tweets get discovered. Also, keep in mind that tweets that have fewer than 110 characters are more likely to be responded to and retweeted. Using few characters gives the responder space in the tweet to type something else that’s really interesting.

Some final thoughts: Take your time, don’t go crazy on this, but make sure that you’re consistent with your efforts. If you’re just going to do it once every three weeks, you probably shouldn’t start with Twitter. But if you’re going to commit to this as a platform for you to build an audience, give it some time. Give it at least three months of consistent effort, read everything you can find, make sure that you practice on a daily basis and it will become part of your arsenal for building relationships and building your brand.

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