Personal branding is not a new concept for REALTORS®. Whether
publishing their photos on business cards, on yard signs or in ads,
REALTORS® have been using print media for generations to build up
an image and a brand. In today's world of social media and news
moving at lightning speed, maintaining a positive image online
presents a new set of challenges that requires professionals to
actively monitor their reputation.
Consumers don't just pick homes, they pick you
Research from the National Association of REALTORS® shows most
consumers initiate their search for a home and a REALTOR® online.
To demonstrate what a consumer can see about you, try "Googling"
yourself. The results, whether big or small, share a story about
yourself that will drive your "online reputation. Are you absent
from the radar and appear to be invisible as a business? Are you
listed multiple times? Do you have complaints? Are there photos of
you that don't present you professionally?
Let's assume you are listed multiple times in a Google search.
Start at the top of the page. In most cases, the first result is
your LinkedIn profile — if you have one, then your firm's website.
Expect prospects to skip your website initially. They don't care as
much about your listings or how many times you've sold a home. They
care more about finding a solid, reputable REALTOR® who will treat
them fairly, ethically and professionally.
Why is LinkedIn important? LinkedIn allows prospects to dig
into your background and sift through the various positions you've
held, read your endorsements and view your voted-upon areas of
expertise from colleagues, demonstrating your core competencies.
Consumers can quickly decide if they want to pursue doing business
with you. Unlike Zillow, LinkedIn is usually the first result in a
Google name search. Therefore, always ensure your LinkedIn profile
is current, relevant and accurate, then decide whether you want
your skill set to look specialized or broadly focused so prospects
can identify your niche and your breadth of knowledge.
Social media has changed the game
Today more than ever, consumers do not differentiate between
word of mouth advertising and random advice on the internet.
Internet advice is easily accessible and offers unfiltered
opinions, making it attractive to people who prefer getting quick
answers even at the risk of such information being inaccurate.
Since the real estate industry is always wrestling with buyers and
sellers who want to take on their own transactions, it is
imperative REALTORS® demonstrate their expertise both in their
profession and local markets to position themselves for future
business.
Your internet footprint has no time limit
Your online reputation is an internet footprint that has no
expiration. How does your social media image look? Does your image
include a plethora of photos of you holding cocktails? Have you
published bold commentary that someone might find offensive or
objectionable? Whether you posted a negative comment once or many
times, remember you only have one shot at making a first impression — and whether that impression is right or wrong, negative
"off-the-cuff" commentary could be damaging.
Protect your posts on social media
When using social media, it is always better to use business
pages rather than personal accounts to connect with your local
buyers and sellers. Segmenting your personal and professional life
and placing your prospects and friends in a different sphere of
visibility is good practice: You will not turn off your close
friends with business posts, your personal information stays
private, and your business page stays locked in to helping
prospects and customers exclusively.
On Facebook specifically, if you are using your personal
social media account to connect with clients, be sure to use
built-in security controls to lock down your posts and create
friend groups for targeting. Social media is viral and has "legs."
If you forget to use these controls and regret posting something
later, just remember the harm is already done. You can always
delete or hide a comment, but you can't undo what has already been
posted and likely read. Again, best social media practices dictate
that you create and use a business page in addition to your
personal page to differentiate your focus and reduce the risk of
broadcasting posts to unwanted audiences.
Commit to building a positive brand
How do you create a positive reputation online? Start with
LinkedIn and focus on obtaining positive reviews from your
connections. A testimonial is the strongest asset you will have
online. How do you get testimonials? A good approach is the "pay it
forward" philosophy: Each month, post a few unsolicited reviews of
your colleagues who are worthy of a recommendation. Not only do you
help them, but eventually, you in turn will receive positive
reviews without asking. Unsolicited recommendations over
manufactured ones are the most authentic.
Also, if you are like most people, your Facebook page is a
public profile. Your Facebook page is an excellent resource for
prospects to vet your background and determine whether you are a
good fit for them and/or someone they would trust to manage their
transaction. While this sounds like a big brother concept, this is
exactly how people use social media today. Because buying and
selling a home is personal business, trust means everything. Social
media transparency puts you in a position where a prospect can
uncover a lot about you quickly, so always be
professional.
You are not invisible ...
Can social media hurt you? Absolutely. Social media is a
direct lens into your life and how you handle yourself inside and
outside the office. Thus, anything you or others post about you is
fair game for criticism. For example, say you had a client meeting
but cancelled it for a trip to the golf course. Then, your client
saw online when your golf partner tagged you in a photo at the
course. Even though you may have cancelled on the client with ample
lead time, the client may feel shafted or unimportant. Always be as
upfront as possible, especially when moving appointments on
clients. The truth is always out there.
.. but don't be a bull in a china shop either!
Conversely, when are you too visible on the radar? One mistake
many people make on social media is they forget they are in front
of a live audience of future prospects. Many Facebook users do not
temper the context and volume of their posts because they have
become too comfortable using social media as a platform for
publishing anything from charged opinions to divisive comments.
While charged comments can fuel discussion, drive page traffic and
generate Facebook likes, charged comments often lead to artificial
affirmation, carelessness and undisciplined online reputation
management. While we all enjoy the freedom of speech to say
whatever we want, social media puts you in front of a live audience
of potentially hundreds of prospects who are watching. While an
opinion can be dead right, the approach might be dead wrong — and
while you still have a social platform for expression, your
prospecting potential may suffer inadvertent consequences.
Be professional everywhere
This piece of advice can be said over and over again. Commit
to practicing proper internet etiquette and produce posts that
convey a professional image. A good way to litmus-test your posts
is to avoid posting anything that you would not say verbally in
front of a group of customers. Social media is like watching a TV
show in front of a live audience: If you make a mistake, it is
heard and seen by all those who are watching.
Also, remember social media can be thought of as the world's
biggest party. Would you attend a party and discuss who you voted
for in an election? Would you start a political debate? Would you
bring up controversial topics? Would you sell your products at the
party? Would you share embarrassing college photos of yourself and
friends? Maybe you would. Maybe you wouldn't, but remember social
media behavior can either help you or haunt you.
Google alerts for online reputation management
Even if you already practice social media etiquette, how do
you track comments from others about you and your business? Let
Google Alerts be your internet watchdog. Google Alerts tracks and
monitors internet content as it is published. As new hits are found
on Google, you can be notified immediately. If you are not familiar
with Google Alerts, it's a fantastic monitoring and online
reputation tool that allows you to set up any number of tracking
words. Plus, it's free and only requires a Google
account.
Next, if you are a business owner, consider an office policy.
The posts your agents make online may be interpreted as a
reflection of your entire organization. Many companies forget to
set an internal policy — for example a rule about employees posting
to personal pages during business hours. While your agents' posts
might be safe and legitimate, a handful of prospects may wonder why
the agent is messing around with social media when they should be
conducting business. Having these guidelines in place is just one
of the many best practices you can implement to ensure you and your
business maintain a positive online reputation.
Rob Uhrina is the Vice President of Marketing and
Communications at the WRA.