OPERATIONS
THOUGHT LEADERSHIP
How Social Media Thought Leadership Generates Leads THE RIGHT STRATEGY AND VALUABLE CONTENT POSITIONS YOU AS AN INDUSTRY EXPERT AND A CREDIBLE COMMUNITY INNOVATOR.
By Jenifer Calandra and Peter Mishler
• Explaining the strategy or approach that differentiates you from your competitors. • Answering frequently asked questions about your
ou could become an influencer on social media. No, not the kind of influencer who produces click-bait content, but rather the kind of influencer who thoughtfully shares ideas and expertise in real estate and stands out among the competition. Becoming an industry thought leader requires you to build a follow- ing. Start your social media thought leadership campaign by offering your unique perspective to your target audience—but don’t stop there. Y
tactics strengthen your credibility in your industry, elevating your clients’ trust and making them more willing to continue doing business with you. THOUGHT LEADERSHIP CREATES A COMMUNITY Before you can begin drafting and posting on social media, you need to hone in on the channel your target audience is using. For real estate investment firms and property management groups, your channel of choice is likely LinkedIn, where you’ll connect with business-minded peers. For more traditional real estate agents, you may find more success on Facebook. Consider four important tactics in thought leadership to build a follow- ing that functions like a community: 1. Engage with others by respond - ing to comments or questions on social media and encouraging
industry or asking your customers to weigh in.
Find inspiration in trade journals, the material your competitors are sharing on social media, conferences and seminars, and customer reviews and feedback. THOUGHT LEADERSHIP BUILDS CREDIBILITY Compared to other common marketing strategies, 60% of social media users find thought leadership posts more trustworthy, according to a study co-conducted by global communications firm Edelman and LinkedIn. On its face, thought leadership is much more than simply explaining why you’re different or how your services or properties uniquely benefit the consumer. Instead, you’re communicating to your followers your authority and expertise and increasing your credibility among other industry leaders and interested clients in your region. Your social media posts, your agency’s website optimized for con- versions, and other digital marketing
THINK LIKE A THOUGHT LEADER
If you consider yourself an expert in the real estate or property manage- ment industries, then you likely already have what it takes to mount a social media thought leadership campaign. Brainstorm what you’ll share on social media by considering ideas like: • Offering your take on articles in industry publications. • Writing stories about how you made a difference for a client. • Sharing anecdotes about how your firm has given back to the community. • Showcasing your side of an industry debate or outlining your take on the pros and cons.
your followers to respond to your posts or impromptu polls. Remember to always be professional.
2. Think about what your
community of followers needs and cater to it. Every piece of content you share should have a clear purpose: to educate, inspire, or entertain.
24 | think realty magazine :: july – august 2023
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