Recently a friend tweeted “Google has made everyone a scholar…” While the phrase couldn’t be more wrong, the feeling couldn’t be truer.
Today many buyers and sellers look to the Web first for advice.
In a recent chat with agent, veteran online marketer and presenter at Trulia’s Online Marketing Bootcamp, Daniel Rothamel, I got the chance to pick his brain about how agents should be engaging online.
Here are some recommendations from our conversation to help you get your expertise noticed online:
1. Interpret everything
Social is all about sharing, but consumers can find random facts and articles online themselves. Agents that are serious about being noticed need to join the conversation, not just re-share it.
Rothamel says, “People don’t need more information; they need an expert who can help them interpret all of that information in a way that is meaningful to them and their specific situation. Information is a commodity. Interpretation has irrevocable value.”
If you’re really an expert, you need to show it. Use Twitter, Facebook and other tools to share your original content or perspective and when re-sharing, make sure you throw in your two cents.
2. Tailor content to the channel
“The biggest online error people make is treating every inquiry from every platform the same way,” says Rothamel.
“The person who calls you isn’t the same as the person who sends you an email, leaves a blog comment, or sends you a tweet.
Agents often get overlooked because they aren’t communicating in a way that is appropriate for the platform at hand. Understand the differences, and act accordingly. When you are communicating with people in a way that is not only expected, but also appreciated, you’re far less likely to be overlooked.”
3. Make it an elevator speech
The last, and maybe most important, way to get attention online is to be brief. Walls of text are intimidating and drawn out conversations will make your readers and leads hungry for an exit instead of more conversation.
Rothamel says, “Someone who’s on their phone or tablet, sitting in a neighborhood in which they are interested probably isn’t seeking a long conversation full of qualifying questions and scripts to get them to sign up for your newsletter.
Time and efficiency are the focus; when your communicating, get to the point, get there right away, and you’ll gain the trust necessary to open other conversations.”
Next time you’re about to reply to an inquiry or put a post online, read it out loud. If it takes you longer than an elevator ride to finish, try paring it down to something your potential clients and customers will actually want to read.
These are a few tips from an expert on standing out online. For more, check out this free recording of Trulia’s Online Marketing Bootcamp where Daniel and other experts offer more tips on getting noticed.