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Agents who leverage social media effectively can generate more leads and establish trust with potential clients, one social media guru has said.
At the REB Innovation Summit, speaker Robbo Roper shared how he began his social media journey in 2021 by posting once a day, growing “Robbo the Aussie mortgage guy” to over 1.6 million followers across Facebook, Instagram, TikTok, and Snapchat.
Within six months, Roper had established an online personal brand with over 10,000 followers across all platforms and was generating about 30 leads per week through his social media presence.
According to Roper, social media has been the most cost-effective and efficient way for agents to build their brand and share their business on a large scale.
Building a personal brand
Roper said that before starting to create content, agents need to ensure their profile page is optimised correctly.
“There is no point in putting all the effort into the videos, making content and finally getting them to click on the profile, and when they get there, they go, ‘What do i do now?” Roper said at the REB innovation summit.
“Your profile needs to act as a sales funnel. That’s the goal.”
Roper said that an optimised profile makes it clear to viewers who the agents are, what they do, and includes an explicit call to action, typically through a link in the bio.
He said that agents should avoid using a separate platform that houses multiple links, such as Linktree, and instead keep things as straightforward as possible.
“More simple means more leads. Complicated websites can reduce the click-through rates.”
According to Roper, a link in the bio allows users to explore your offering in a “frictionless” way, without having to navigate away from the app where they are consuming your content.
He said that agents can gain market share by being identified as a person of influence within the industry rather than an influencer.
Roper said that agents can establish themselves as a person of influence by following Daniel Priestley’s five Ps when it comes to releasing content: pitch, publish, product, profile, and partnerships.
By pitching what they do and the value they provide and publishing that pitch, Roper said that agents can begin their social media journey.
Agents can then follow up by highlighting their services, building a trusted profile, and collaborating with respected industry figures to establish themselves as influencers.
Avoid limitations
One common mistake agents make, Roper said, is missing out on opportunities by limiting their online presence to just one platform.
“Your content should be posted across all platforms.
“If you are posting a video now and then on Instagram, there is no excuse for why that video can’t be downloaded in literally one minute and posted across TikTok and Facebook at the same time.
“Remember, the goal of content is to maximise the likelihood that you are going to be featured on the ‘for you page’ across all platforms.”
Additionally, Roper said that agents should try to increase their chances of being featured on the platform’s “for you page” by using a three- to five-second “hook” to grab viewers’ attention.
Roper said content that first highlights a problem buyers may not know about, then offers a solution, tends to achieve greater reach.
“It’s not going to work every time, but when it does work, it can result in virality,” he said.
Roper also urged agents to stop making excuses for not creating content, noting that everything they need is already at their fingertips on their smartphones.
“Every single piece of content you have seen, it was just me with my phone.”
He said that the main reason agents aren’t utilising social media to its fullest extent is out of fear.
“You’re going to be forced out of your comfort zone.”
“I want you to remember that embarrassment is the cost of entry,” Roper concluded.
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