You’ve been told that as a real estate professional you have no business ignoring social media. It’s the wave of the future. You’ve been told it’s a great way to earn business and make money. You’ve even been told it’s mandatory. But I’m going to give it to you straight. You don’t need a Facebook profile. You really don’t. In fact, you don’t NEED to use social media at all.
Facebook is a Tool, Only a Tool
Good tools can make your work more effective and efficient. But they do not do the work for you. Facebook, Twitter, etc…these are merely tools. I do internet marketing consultation with many real estate professionals, and one popular concern that people have expressed to me is how to “get social media set up” or how to “get this social media thing knocked out”. I’ve been offered jobs to set up a bunch of social media profiles for brokers, because they don’t have the time to do it themselves.
The response I offer is “I appreciate the job, but if you’re too busy to even set up the profile, there’s probably not a lot of point in you having it!” Social media is not something to “set and forget”. You can’t “knock it out” or “get it taken care of”. A social media profile is only a tool. It’s an awesome tool, but it’s just a tool.
Consider your Facebook account like you would your cell phone. What good is it to have a cell phone for your business if it’s just going to sit in your desk drawer? Likewise, think of how much time you spend on your phone for your business now…THAT is how much you need to use your social media tools if you want to get serious results with them.
But as I’ll explain…it’s all optional.
Why You Don’t Need Social Media
Let me give you an analogy as to why you don’t need social media. A novice guitarist can make the most rockin, high dollar guitar sound like absolute crap. On the flip side of that coin, a great player can make a piece of junk sound fantastic. It’s not the tools, it’s the player. And what separates a novice and a great player? Lots, and lots of practice.
In other words, the quality of the music does not have so much to do with the quality of the instrument used; it has more to do with the amount of work and dedication put into the craft.
This is how it plays out in music, and it’s how it plays out in business as well. Social media offers you some pretty fantastic tools to promote your business and build your sphere of influence, but great tools cannot be put to proper use without a lot of hard work.
The thing is…if you’re going to put in the necessary work, you’re going to get pretty rockin results no matter what tools you decide to implement. Bottom line, Facebook’s not going to save you, my friends…the success of your business lies in YOUR hands, nowhere else.
You can think of it all this way…you don’t need awesome tools; you need to be awesome. If you work very hard to build an amazing business, powerful social media tools will make you a lot more effective and efficient. But without the work, there’s simply no point in having the tools. Which tools you choose for the work ahead are not nearly as important as the work ethic and expertise you choose to devote towards your practice.