A recent study by real estate website The Close found agents get 44% of their leads from posting on social media surpassing cold calling, buying leads, online advertising, and print advertising by at least 10%-30%. Which proves that posting on social media drives business if you’re consistent.
But If you’re spending most of your valuable time posting and hoping the social media Gods will grow your personal brand for you, you’re missing a critical element of growth, engagement. Your followers make a conscious decision to support your work, and you need to deepen that relationship by engaging them.
Think of posting as the beginning of a conversation. 
When you use social media for business, you’re campaigning for trust and credibility with your audience. Your posts grab their attention and once you have it, that’s when the actual work begins. Now you have to keep them.
Basic engagement heightens brand awareness, but conversations build relationships. A more meaningful connection with your audience means you’ll stay top of their mind. If you’re like me, you want connections you interact with, not a collection of people to beef up your follower count. Less is more here. More followers affect people’s perception when they view your account, but that’s about it.
The Psychology:
Most conversations happen in the comments and direct messages.
Have you ever seen posts turn into a chat room? Those conversations are marketing gold for these reasons:
- Inspiration for your content.
- Meet and learn from new people.
- People feel more connected to you and your business.
- Discover questions you can answer and share your expertise.
When you build your reputation for frequent participation and enriching the community, people will take note and visit your profile. From there, it’s on to your other social platforms and website. The best part is you don’t have to sell yourself. Your thoughtful engagement will lead the way.
The Methodology:
Time block 30-60 minutes per day to respond and leave thoughtful comments on yours and other people’s posts. Approach this concept with a “how can I help” rather than “what can I get” mindset.
When you gain a new follower, check out their profile. Look for commonalities and conversation starters and send a message thanking them for following. This small touch shows you care and sets the tone for the relationship in the future.
Use social media to network, meet new people, and deepen relationships with your audience. Your goal is eventually moving that relationship offline and into coffee shops and other personal settings.
Christopher is a Personal Branding and Productivity Coach empowering real estate agents and small business owners to stand out in the crowded marketplace and increase productivity. He’s developed his personal brand as a real estate broker in NY & ME, International DJ, and Coach. Everything he teaches revolves around real-world experience, not textbook advice.