The Basics of Online Influence in Real Estate Marketing

As more and more Realtors flock to the internet space to attract leads, provide market resources, and build a better business they jockey for status and mindshare in the online marketplace. Each have their own means of going about it, some arguably more successful than others, but influence of one kind or another is what they’re after.

What’s important to know are the 5 main ways to grow your online influence and recognition as an expert.

It doesn’t really matter if you’re attempting to attract traffic from search engines or social media, the primary ingredient to your success is the amount of influence you have.

• Move eyeballs from social networks to your blog
• Attract backlinks to your website content
• Gain more friends and followers
• Have friends and followers that recommend you
• Get a viral boost to your tweets and shares
• Boost SE ranking due to increased relevance

Clearly, your ability to influence the market is pretty important. I think every real estate agent recognizes this at some level, but not everyone really gets how to go about building that influence.

As a way to help folks out here’s a broad stroke on the 5 types of online real estate experts and how they generate influence.

1. The Authority

This is the expert that most folks are familar with. They may or may not be 100% web social savvy but they’ve been in real estate for a good long while and have been able to transition their offline status to online.

Basically, they’re high profile (as a broker, publisher, vendor, agent) and are considered the go-to person in their field. Folks flock to them in social media because they’re already familiar with the brand, the personality, the accomplishments and their status.

Example: Russell Shaw

2. The Power User

The Power User has, by one means or another, climbed the social ladder on one social network and is able to transfer that influence over to another. So, one might have started blogging on ActiveRain as an early adopter and, through sheer stick-to-it, has gained a largely loyal group of followers. Then, when they begin a presence on Twitter many of those followers move, too.

See, once a strong presence is established in one network it’s easy to stake a large claim in another. If this sounds similar to how to go about niche marketing, then you’re absolutely correct

One thing to note about the Power User is that they may not necessarily be “experts.” Their status could simply come from the fact that they were early adopters and have been at it for a heck of a lot longer than most.

Example: @phxhreguy

3. The Content Creator

These experts are generally not Power Users and may not have built big recognition offline but they have a knack for crafting damn good content. Content that folks connect with and flock to.

These folks spend their time creating content that is unique, helpful and insightful. As a result, they draw a lot of respect because of their content contributions.

Example: @robhahn, @jfsellsius

4. The Social Butterfly

This expert is an interesting one and, thanks to the growth and development of social media, is the “newest” one we see online. Through sites like Twitter and Facebook they build a wide networking by sheer force of personality.

While Content Creators spend their time developing and sourcing content, the Social Butterfly connects with folks through their magentic power of personality, friendliness, and all around nice/cool factor.

These folks are regarded as experts because they truly get the social aspect of social media – people.

Example: @laniar

5. The Salesman

You’ve probably spotted this one in the wild: the Salesman can be quickly spotted by looking at their Twitter stream and seeing a collection of entries similar to “Just posted to my blog: link”.

They simply don’t participate in the relationship driven element of social media. They use social media to promote their wares, tools, content, agenda, etc.

While not necessarily a “social” approach, it’s an approach all the same. Often, they simply use social media as a means of broadcasting their status update without any real engagement.

How do you influence?

Influence is the currency of new media. To truly gain success in social networks you need to develop it. With this post I hope you see at least one way that you most identify with. Now get out there and get stompin’.

Want to learn how to fully leverage your influence online? Join us for SocialMediaStomper