Social Selling Process For An Estate Agent

One of the biggest complaints that many estate agents have about social media sites is that they don’t allow them to make sales directly. That is a true statement, but it is also a statement that completely misses the point of social media sites.

Estate agents need to remember that their sale is likely to be the biggest purchase in their customer’s life. A consumer may pop into a shop and make an impulse decision to buy a chocolate bar or a bag of crisps, but they are not going to see an advert for a house and then buy it there and then. There is a lengthy sales process in the property market and this begins long before a customer agrees a contract or arranges finance to buy a property.

Social media can aid the selling process
With social media being an important tool for people these days, there is a social selling process that estate agent need to be aware of. An estate agent may not be able to make a sale with one post or one piece of engagement with a follower on Twitter but it can play a part in the eventual sale.

The social selling process for an estate agent should involve the following steps and procedures:
• An estate agent should be informative on social media
• An estate agent should show expertise on social media
• An estate agent should add value to landlords and tenants on social media
• An estate agent can gain trust on social media
• An estate agent can develop “client buy in” on social media

By sharing quality information and providing good quality news and reports about the industry or local area, an estate agent can position themselves as the experts in their field or area. Trust is extremely important in the modern era, and the content your business shares will go a long way to determining the level of regard you are held in.

Don’t just think the selling process is for estate agents involved with buying or selling properties, it is just as applicable in the letting market as well. An estate agent that engages and supports tenants and landlords on social media will develop their reputation and be regarded as a trusted company.

Social media can encourage client buy-in
All of these aspects help to develop the sense of “client buy in”, which means that a client is more likely to choose you or hire you to sell a property. This is the ultimate goal of using social media platforms and it is something that many estate agents fail to see. Using social media is not a short term solution but if you use social media in the right way, it can be a fantastic tool in providing clients with what they want.

One big different that social media provides with respect to more traditional platforms and methods is the fact that an estate agent doesn’t have to speak with a client to gain the benefits of their social media work.

An estate agent that has a good timeline or history of posts and who can be seen as being reliable and trusted will find that people are more likely to work with them. It may even be that the word of mouth recommendation from one person to another, based on high quality and engaging posts, is the factor that convinces someone to use that estate agent.

In the social media era, everything your business posts, says or shares will impact on the impression they create. This is why the sales process on social media is always on-going. Given that social media accounts can be set up for free and run with a minimal amount of time and effort, the potential returns for an estate agent are well worth pursuing. When it comes to developing and encouraging the sales process, everything you do on social media can have an impact.

Written By
Ian Watson
Agent Media UK