Realtor’s Twitter Strategy: 4 Mistakes to Avoid By Communicating

FoxBusiness.com published this deansguide article 11-16-08

Reuters.com published this deansguide article 11-16-08

ComputerShopper.com published this deansguide article 11-16-08

Free Twitter Strategy Chart courtesy of Paul Gram’s Websitesuccessdoctor.com

Twitter.com is quickly becoming one of the most useful, fastest growing social media tools available today. Anyone from entrepreneurs to large corporations can utilize twitter to gain exposure, push out their message of value, research, learn, and network. Yet a large number of twitter advocates are making the most basic mistake in social media which is costing them valuable opportunities and slowing their desired results.

#1 Mistake to Avoid: Collecting Numbers

Stop collecting and start connecting! Too many people view twitter as a place to collect followers or create impressive numbers. This syndrome is not exclusive to twitter as many people make the same mistake on Linkedin. The collection of connections has no depth, no meaning, and no value unless you create communication leading to relationships.

#2 Mistake to Avoid: Staying within Your Own “Tribe”

Many Realtors, from my observations on twitter, are guilty of staying within the “tribe.” Simply put many Realtors fail to communicate or investigate outside the sphere of real estate. Instead they tend to limit the majority (if not all) their communications to other brokers or Realtors.

#3 Mistake to Avoid: Stop Hard Selling

Realtors have been trained, and ingrained, to push features and benefits with an ongoing hard sell sales strategy that has worked for decades–up to now. In today’s information rich, Web 2.0 savvy world, the hard sell is dead. Today’s most influential and successful Realtors understand that they must provide valuable information on an ongoing basis without a sales pitch attached. Instead of A-B-C tactics of “Always Be Closing” fame, today it is all about giving value.

What does this mean to Realtors on Twitter? A: If you only provide listing links and links about you, people will quickly begin to stop paying attention to your messages. Which brings us to the next challenge.

#4 Mistake to Avoid: Narrow Focus

This dovetails into #3 mistake to avoid because delivering the same narrow focussed message over and over is not compelling. If you are a Realtor and the only subject and strategy you employ is to leave links to your listings or to your website-blog people will begin to tune out.

Then What is the Strategy?

Like any social media community, twitter is most valuable when you engage other members in meaningful communication, provide valuable information to the community, and then collaborate when given the opportunity. Antidote to the 4 Mistakes:

1. Stop collecting numbers by communicating with people, show you care, and get involved.

2. Go outside your real estate community and make new connections with people from other career paths. Also consider people with similar hobbies and interests as viable networking partners.

3. Stop Hard Selling and become a provider of valuable information. By doing this people will perceive you as a valuable resource and somebody to be read and respected.

4. Widen your subject matter for a more well rounded approach to your messages. Personalize and humanize by providing information about things other than your business. Create value for your business connections as well as your networking partners who have no business ties to you.

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“The Mystery Caller”: Say It Loud And Clear My Friend

Woodward and Bernstein haddeepthroat“, Hoover had McCarthy, and now I have “The Mystery Caller.” With the swift strike of a Bruce Lee Backfist and a screaming bullet train, my mystery tipster, name unknown, came calling again today–twice! I am here. I know your voice consequently imposters will be eliminated quickly. If you have the desire leave me a contact and I will follow up.

What remains to be seen is the number of skeptics this “source” could and should quiet. There are a number of amateur sleuths out there who have called this guy out, acted as if they are in the “know”, and in general shoveled a healthy pile of “doubt” on the mystery caller’s credability.

Yet like any critic or naysayer, these “sleuths” never come up with the goods, the information, or the unknown differentiating factor that would legitimize their rants and raves. Instead it’s the usual “I knew that months ago”, “That’s nothing new”, or my favorite line “Hey do you think that. . . ”

Hey if I really knew something that others did not know, I would take it to my friends in the mass media in the hopes that something good would come of the information–say like restitution .

But the fact of the matter is that I do not have an insider’s view to this point. . . BUT THERE IS ALWAYS TOMORROW and that is what any writer lives for in this day and age–the next big piece of information.

Be well my “Mystery Caller” friend and if you so desire let us all in on the whole sordid mess.