APRIL 21, 2020


NEW YORK – You’ll be more likely to stand out from competitors with a positive message on social media, according to Forbes.com columnist Ralph DiBugnara, president of Home Qualified, a digital resource for real estate.

Once this is over, “how we advance our own personal businesses and brands … will depend on the quality of what we invest in it with our message,” DiBugnara writes.

He points to several effective messages that could resonate with customers on social media, particularly if you can draw from your past experience as an agent who overcame a slowdown during the Great Recession. “Brand yourself by sharing that and how your recovery created income or growth in certain ways,” he notes. “Tell stories of success and growth.”

Spreading negative information, on the other hand, will push others away from your content.

DiBugnara also urges real estate professionals use social media as a tool to educate consumers about the current market. Set up a news app to feed you information about what’s happening in the market, and then report it on social media using your own words.

“Do not cause panic, but focus on the positive possibilities you are seeing – investment or growth opportunities that are coming,” he says.

The actual social media platform isn’t as important, providing agents focus on their personal best platform for generating engagement, whether it’s Instagram, Facebook, LinkedIn or Twitter. Also be present, DiBugnara says. Post something at least three times per week.

He says real estate pros should set up systems that allow them to transition as the economy starts to open up again – a kind of system they can seamlessly maintain by adjusting their news stories and being open to new clients when their readers again seem ready to reenter the real estate market.

Source: “How Social Media Will Make the Next Recession Different for Your Career,” Forbes.com (April 16, 2020)