#KeepingCRESocial by Sarah Malcolm: When You’re Talking “At” Your Audience, Not “With” Them on Social Media


Connect with Sarah on LinkedIn, Twitter or Email

You’ve seen the social media page we’re talking about. You know, the one with all the perfectly curated posts, beautiful pictures and witty copy… with absolutely no likes or comments. And some of these pages have hundreds, or even thousands, of followers. Say what?! How is that even possible? Why aren’t they showing the love online?

In most cases, it’s because the content doesn’t speak to the audience its creators are trying to connect with. So realistically ask yourself – are you speaking with your clients or at them? And here are a few of our favorite ways for you to connect with your audience on a deeper level.

Bring Up Those Topics That Aren’t Being Talked About

What are the pain points in the CRE industry? What are some of the hot trends or controversial topics? In any industry there’s always a handful of topics that you know everyone is thinking about but maybe not talking about. Be the one who isn’t afraid to talk about what’s new or changing. Start the controversial conversation, while still respecting boundaries and opinions. Be a thought leader in your industry, not a company who always just plays it safe.

Ask Thoughtful Questions

Don’t just spit out information to your audience on a regular basis. Get used to asking them important questions to keep them engaged. Start conversations. Inquire about what they need from a CRE professional. Not only will you keep your audience engaged, you’ll learn more about what they need from you which will help you serve them better in the future.

Don’t Be Afraid of a Little Humor

A little lighthearted humor can go a long way when it comes to social media and marketing in general. Don’t be afraid to share that hilarious meme. Or, crack a funny real estate joke. Whatever approach you take, humor will help you to connect with your audience because they’ll see you as a friend or confidante, not just their commercial real estate professional.

Share Information Valuable to Your Audience

What are the pain points of your audience? Why do they keep coming back to your social media page? What are the things they really hate about the CRE industry that you can turn around for them?

Figure out what your audience isn’t getting from others in the CRE world, and hand it to them on a silver platter through your online marketing. Not only will your audience see that they are getting value from your social media presence, but you’ll connect with them by giving them something other CRE brokers haven’t.

Being present alone isn’t just about the perfect post or beautiful cover photo, it’s about creating real conversations and building a community. Without that, there’s nothing social about your social media!

To read more #KeepingCRESocial posts, click here.

Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS. Can I get an AMEN!?

If you are interested in booking Sarah Malcolm as a speaker feel free to reach out directly at sarah@thenewsfunnel.com.



Twitter: @mrssarahmalcolm