Social Media: It's About the Contact, Not the Conversation

We have a real treat for you today here at the Tomato.  Brian Brady, easily one of the most well-known Mortgage Bloggers on the planet, has just delivered to us, a solid piece on a topic that we both feel really needs some clarity: Social Media. 

If you are struggling to embrace social media as a viable marketing strategy, this post, and the announcement at the end is your ticket to success.

It's About the Contact, Not the Conversation

By Brian Brady

Google calls me "America's #1 Mortgage Broker" but funding loans is not what I do for a living.  You might consider yourself to be a "real estate consultant" or a "short sale specialist" but I assure you that your job is not selling houses. 

You and I are Marketers...Salespeople...Client Attractors.  Our number one job is to find prospective clients.  Now, I know that many folks detest that role. Nobody likes the pushy insurance agent at the Chamber of Commerce meeting or the overbearing stock broker at the family picnic.  In contrast, many of us embrace the Web 2.0 revolution as a way to generate business.  Certainly, blogging is one medium to attract clients BUT...

Blogging ain’t enough if you want to put up big numbers on the scoreboard.  I play this game to win so I'm all about scoring points.  Every day, I want to hit a grand slam, catch one in the end zone, score a hat trick, or hammer three-pointers.  I EXPECT to win, every single day, because of my social media strategy.

Five years ago, I started learning how to use social media to circumvent the pending "Do Not Call" legislation.  Since college, I always made my living on the telephone.  A typical day consisted of me rooting through my rolodex, with two-phones glued to each ear.   That damned "Do Not Call" list threatened my very existence

LinkedIn changed all that, in 2003.  I was invited to LinkedIn and found that I was the only mortgage guy in a roomful of well-earning tech folks, who owned homes.  Myspace came, in 2004.  I honed the rich demographic data to connect me with REALTORs by creating and promoting a group called MLS on Myspace.  Active Rain was a no brainer.  Facebook is the perfect combination to mix both consumer direct and professional referral platforms. 

Folks on the ClueTrain might suggest that social media are "all about the conversation"; I couldn't disagree more.  It's all about the contact.  Your social media efforts, which include blogging, need to have some sort of ROI if you intend to thrive in business.  I measure my ROI by contacts made daily.  My goal, every morning, is to find five new contacts who give me permission to market to them.  I engage in pull marketing through rich content and engaging hooks (I'll discuss those hooks on the webinar).  It's designed to be non-intrusive and qualifying, always getting participants to "raise their hand" but it starts with the contact.   If you're blogging your little heart out and nobody's reading you, you're like that tree that fell in the forest.

Let me give you an example.  The Facebook status bar is a tremendous tool; it's like Twitter with pictures.  I feed the Facebook community by sharing things about my life:

1- I rejoiced when the Phillies beat the Rays to win the World Series
2- I listen to George Strait
3- I voted for Mc Cain
4- I lock mortgage rates below 5%,  for selected clients.

When I dropped that sub 5% rate, on my Facebook status bar, every disco lovin', Obama supporter, from Tampa Bay, wanted to talk to me...WHY?

...because I hold their interest.  They needled me on Election Day, hated me when the Rays lost the World Series, and were appalled that a guy in suspenders listens to old-school country music but I hold their interest.  I love people so that gives me a leg up on the competition.  I congratulated them when President-Elect Obama won and taunted them throughout the World Series but I love the contact.

The contact then, becomes a conversation. 

Do I troll the social media, looking for likely candidates, then spam them with a friend request? Absolutely!  I love people...seriously, I LOVE them.  I think everybody I haven't met is just a friend in waiting...and so should you.  THAT is our job, folks.  The buying, selling, and financing of houses is the easy part.

Jim Cronin and I will be holding a FREE webinar about how to make lots of friends online. I’ll walk you through how I set up my profiles, fill up my friend's lists, and engage the community.  More importantly, I'll show you how those friends will become clients.

December 30
1:00PM to 2:30PM
Pacific Standard Time

Space is limited.
Reserve your Webinar Seat Now at:
https://www2.gotomeeting.com/register/305650851

PS:  Every time I speak or offer a webinar, some REALTOR says "Well, he's a lender.  It's different for him".  That is the silliest thing I've ever heard.  I get more business from consumers than I do from REALTOR referrals and those consumers come from my social media efforts.

PPS:  If you don't like the webinar, we'll refund every penny we charge you for it. 

PPPS:  That was a joke; the webinar is free.  See you in two weeks !
—

Thanks Brian, we are thrilled to have you on the Vine!

Read more from Brian Brady:
Brian’s Website
Brian’s ActiveRain Blog
Brian’s Post Archive on the BloodhoundBlog
P: (858)- 777-9751

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Tags: Brian+Brady, Social+Media, Real+Estate+Blogging

Comments

[Ann Cummings]

Hey Brian - registered! And I can't wait to learn some tips and ideas from you because I know you've mastered all this social networking to make it work for you!

Looking forward to the webinar - thanks for putting it on!
Ann

[Judy Peterson]

What a great way to start the New Year with Brian Brady learning more about social media! Thanks for the opportunity, Jim and Brian. Except for #3;-)

[Gena Riede]

Social media certainly has its merits but the most essential aspect for anyone in sales is to return phone calls and follow-up...that's key otherwise you lose authenticity.

Can't wait to hear what you have to say...

[myrtle beach apartments]

great post- i find it intresting how many real estate agents do not use any kind of social media.

[Eric- New Orleans Condos and Lofts]

Brian, Makes sense to me then I have realised over 250k in commissions so I am a true believer. In the early days it was just a site and things are evolving as we move on.

[Gerard Hagan]

Very good advice, the days of the quick sale are long gone. The next few years are going to weed out a lot of bad realtors.

Gerard Hagan - Edmonton Homes

[myrtle beach condos]

great advice - i have been participating in social networking for a while now

[Robert]

Just registered, what's next, I am very excited to join you guys!

[Tampa Real Estate]

Good post. Ok so what are the Phils going to do about the evil empire (the Yankees) over in NY? Neither the Phils or the Rays can spend like that. LOL!

[Brian Brady]

"Neither the Phils or the Rays can spend like that"

You don't have to spend money to win; you have to spend money wisely. The Rays showed us that. The Rays are amuch better ball club than the Series W-L shows. Every one of those games were close.

While I'm here, I might make a comment about using keywords as your "name", in comments. While some folks suggest that it boosts your SEO, it KILLS your SMM efforts. How can I have a conversation with a house in Myrtle Beach, a real estate market in Florida, or a condo in Myrtle Beach?

[Sharon Hollas]

You need to fill up the sales funnel as much as possible in competitive markets like these, that is for sure.

Sharon Hollas - Langley Real Estate

[www.navyroof.com]

Hi...Brian Brady

This is excellent topic you have put here. Great idea.

Thanks

[Bridget Reno]

Bridget Reno, or someone using Bridget Reno's name has been spamming real estate blogs. Her comment used to appear here, as a pitch for a company that I will not name. Now I simply use her name, comment and email address (bridgetreno@gmail.com) as yet another example of EXACTLY what not to do in the comments section of the our blog.

[James Boyer]

Darn, I missed it. Any chance you have it saved so that you can post the webinar to be viewed at a later date?

Jim

[grande dunes]

I missed it too, I had it on my day planner but just got busy and missed it!

[Realty.com]

Second blog post I've seen in 5 minutes about the importance of social media. As I've said before, social media is truly where it's headed and just about any industry (particularly service industries) can benefit from it. Glad to see Real Estate folks embracing it!

[Jackson Hole Real Estate Broker Rick Armstrong]

You are spot on. Not on Mccain. Not on George Strait. But yes, on it being all about the contacts and knowing how to grab their attention. You gave me some inspiration in your blog. Not easily done. Great Blog. I will subscribe.

[Angi Herbison]

Any chance of a repeat? I missed the webinar!

[Jose Lopez]

How True! We all need to stay ahead of the curve, or we will go off the curve. Social Media is the future and we have to embrace it.

[Makemoneykingdom.com]

Excellent, practical posts. I've already "Twittered" it and forwarded your link to my clients to spread through their offices. I always gain from such posts. Thanks for sharing.
I’ll write this excellent post @ http://www.makemoneykingdom.com

[Makemoneykingdom.com]

Thanks,i have been participating in social networking :-)

[Ray Ritchie]

This truly the new way of marketing for the real estate agent or real estate investor,. This new wave of what is called web 2.0 marketing seems to be the future.

[Susan]

Brian, thanks for keeping the reminders on social networking going. As time goes by more and more realtors are catching on. Not to mention there are more and more social networking sites to learn.

[mikel]

wow!great tips on using the social media to our advantage:)

[Home Loan Consolidation]

Hey its a great idea that has been represented out here. Social networking has its advantages as well as flip sides however it can not be denied that it is helpful to generate business contacts