Show, Don’t Tell, With Social Media
The vast majority of us love a good story. We like to feel as though we are in the middle of exciting times, and a great story, even if its not our own, makes us feel as though we are part of something.
Story’s have been used to teach, to create empathy, and of course, stories are used to sell products and services. You might not be a massive fan of the commercialisation of a great story, but when it comes to results, a tale works better than simply telling something what works.
This is the case on social media, as it is in most aspects of a company’s marketing activities. Whenever possible, you should show, rather than tell.
When you tell someone something, you hope they take it in, and you hope they join the dots in thinking as to how it relates to them. When you tell someone something, it often comes across as dry and dull.
When you contrast with telling a story, you can see why this approach is more effective. A good story is exciting, but it is also simple to comprehend. The person hearing the story is likely to picture themselves in the tale, and will determine how it relates to them and their current situation.
As an estate agent, you can tell people how you will sell their home, or you can show people how you will sell their home. The latter is more effective.
You have to help people visualise themselves in the story
Creating posts which show you hard at work, and what the sales process entails is effective in connecting with people.
By sharing posts about how you’ve helped other homeowners sell their home and connect with buyers, you show what you offer, but in a more engaging and exciting manner. In the social era, people have short attention spans, and they are always looking for the next exciting moment.
If you post dry content, that explains what you do, but doesn’t place your reader in the heart of the content, you’ll find it very difficult to get people excited about what you offer.
You have to offer proof in the modern era
You will also find that “show, don’t tell” neatly describes the impact of reviews and testimonials in the current climate.
It is fair to say people are cynical about what companies promise online these days. If you merely state that you can sell a home in less than a month, don’t be surprised if your audience doubts your ability to do so.
However, if you create a social media post, or a string of posts, which detail the work you did, and how this work resulted in selling a property in less than a month, you will connect with likely customers.
Also, let other people speak for you. Rather than talking about yourself in a positive manner, it will be far more effective if you let others speak for you in an illuminating way.
On your social media posts, you should share reviews and positive feedback, because your audience will believe this more than a post from yourself.
Your audience wants to know what people like them feel towards your agency
Your audience wants to know what people like them feel about you, and how you help them. By sharing other people’s stories about your work, it becomes easier for prospective customers to realise what you offer.
If you are an estate agent looking to win instructions and gain new clients, these should be part of your business goals, and part of your social strategy. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.
If you want to learn how content is derived from your business goals and how this helps you connect with clients and ultimately, sell homes in a challenging time, contact us today.