Vanity Metrics Are No Measure Of Success
For most people, if someone says to you that they like you, they think your way of working is great or even that your jacket looks brilliant, you will be happy. It is nice to hear compliments and to see that other people think you are doing well.
Some people don’t take compliments well, and others take compliments too seriously, but by and large, most people will be boosted by positive remarks, and then move forward.
You can see this is the case on social media.
If you get a new follower to your page, you’re delighted.
If someone likes a post, you get a buzz, and if a person comments on what you’ve shared, you feel good and that your time spent on social media is useful.
However, while it is nice to receive follows, likes and positive comments, by themselves, they aren’t worth much.
These are all vanity metrics, and vanity metrics alone are no measure of success.
At Agent Media, we work closely with estate agents to help them achieve success on social media, and we go further than follows, and likes.
What is important to you?
It seems like an obvious question, but it is one that too many estate agents don’t ask themselves. What is your purpose for using social media?
Quite often, agents will say to do business or to sell houses. Knowing what the ultimate goal is will help you determine what to do on social media, but as you know, selling a home isn’t a one-step process. There are many steps involved, and you can’t just jump straight to the end.
It is helpful to consider your social media activity in this way. Ultimately, you post on social media because you want to win instructions or sell homes, but by creating goals that play a part in this work, you can develop a better social media strategy.
For instance, if you have an email list where you send people an exclusive list of new homes coming to the market, wouldn’t you say this is an important part of your sales strategy.
Work towards results which matter
Therefore, a good measure of success will be how many people sign up for this list. If you create social media posts that drive people to your list, or a sign-up page, you can determine how well this approach is going.
If you are using social media to connect with people who haven’t engaged with you before, this might be a useful element to consider. You can look at how many posts have been shared, and you can consider the number of new followers you have picked up.
An estate agent should have mini goals that help them achieve their overall business aims, and these are the goals you should have on social media.
If you are an estate agent looking to win instructions and gain new clients, you need to position yourself as the number one choice in your local area. 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 to gauge true success on social media and ultimately, sell homes in a challenging time, contact us today.