Ways to Win Leads, Manage Risk with Social Media

In the first part of her blog series about online-lead generation, REALTOR® Lee Davenport, SFR® shared several ways to win leads with social media including:

  • Don’t be a link litterer
    Stop sharing real estate articles that do not provide value to followers; try sharing a housing market tip or post client testimonials
  • Always include a value-driven call to action
    When you have a great new listing, share some interesting photos and write, “Could this be your dream home? Click here (link to a pre-qual form) to see if you qualify.”
  • Share items of interest to your ideal client
    Targeting Millennial, first-time home buyers? Don’t post about high-end, move-up homes when small condos and high-rise lofts may be a better fit

“Remember that lead generation from social media is no longer a popularity contest,” shared Davenport in REALTOR® Magazine. “It’s not about how many views you get or gaining more superficial ‘likes’ but about making genuine connections.”

Social media also involves managing risk. Blake Hegeman, deputy general counsel for the Virginia Association of REALTORS, was blogging about Social Media Pitfalls for REALTOR® Associations and Members when he cited NAR’s Code of Ethics Article 15, Standard of Practice 15-3 which states:

The obligation to refrain from making false or misleading statements about other real estate professionals, their businesses, and their business practices includes the duty to publish a clarification about or to remove statements made by others on electronic media the REALTOR® controls once the REALTOR® knows the statement is false or misleading.

“This means that REALTORS® and REALTOR® firms have an affirmative obligation to publish clarifications about or remove defamatory comments made by others” said Hegeman. “Most website hosts do not have this obligation, but REALTORS® have a higher duty.

“Associations and members should work with counsel to establish a social media policy, terms of use, and other policies for staff, volunteers, and members to minimize the liability risk” he concluded.

To find out more about avoiding social media risk, review these articles as well:

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