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Jessica Darnbrough
The majority of brokers are failing to capitalise on opportunities to use social media to promote their businesses despite the ever increasing popularity of social networking sites.
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According to a recent The Adviser straw poll, less than 37 per cent of brokers use social media in their business.
More interestingly, of those who do use social media, very few say it has led to increased business opportunities.
RESI’s Lisa Montgomery attributes the low cut-through rate experienced by brokers to a misunderstanding of the medium rather than a lack of potential offered by social media.
“Brokers will get on there and try to sell their business to their Facebook friends or twitter followers,” she told The Adviser.
“People don’t get on Facebook to be sold to. They use it as a conversation tool and brokers need to understand this.”
Ms Montgomery said brokers would benefit from taking a structured approach to their social media usage – combining subtle selling techniques with personal musings.
“It is about the broker being themselves and illustrating in real cases studies how they are helping people,” she said.
“If they do that successfully, then what will happen is people will read those posts and identify with them. In addition to this, they need to show that they have other interests outside of business. They need to show that they are a family person or they have an interest in sport. If they can show they are a real person, more people and potential clients will relate to them.”
