In today’s digital era, establishing an active presence on social media has become crucial for real estate agents and mortgage brokers. Beyond merely creating an account, it’s essential to understand the underlying principles that drive engagement and build meaningful connections with your network. One such principle is reciprocity on social media, which highlights the value of actively liking, commenting, and sharing content within your network. By reciprocating engagement, you foster a sense of goodwill and increase the visibility and value of your social media account. In this article, we will explore the significance of the reciprocity rule and how it can help agents and brokers expand their networks and enhance their social media presence.
The Power of Reciprocity on Social Media
The reciprocity rule is based on the concept that people tend to return favors and kindness. Engaging with the content shared by others in your network creates a sense of reciprocity that encourages them to engage with your content. This mutual exchange of likes, comments, and shares builds a bond between you and your network, fostering a supportive and interactive online community.
Unlocking Curiosity and Connection
When you actively like and comment on the content within your network, you create curiosity and interest in others to learn more about the person who engaged with their content. It becomes an invitation for them to visit your profile and explore what you have to offer. As they navigate through your content, they are likely to reciprocate the engagement by liking and commenting on your posts. This exchange strengthens the bond between you and your network and opens doors for potential collaborations, referrals, and future business opportunities. Engaging with others’ content is a gateway for them to discover and appreciate the value you bring.
Forging Digital Bonds
In social media, a fascinating phenomenon occurs when individuals engage with each other’s content, even if they have never met in person. Through commenting and liking, virtual connections are formed, leading to the development of e-friendships. This engagement establishes a sense of camaraderie and creates an impression of friendship, making others more likely to turn to you when they require real estate services. Building friendships within your network becomes one of the most influential forces in earning trust and positioning yourself as a reliable resource in the industry.
The Instagram Stories algorithm typically prioritizes content from the accounts you interact with the most, rather than the specific content of a story.
While Instagram says they look at a variety of signals for Stories, the most notable are:
- Viewing history: How often you view an account’s stories.
- Engagement history: How often you engage with an account’s stories.
- Closeness: Your overall relationship with the author.
Boosting Engagement and Algorithmic Value
Engagement plays a crucial role in the value of a social media account. The more likes, comments, and shares your content receives, the higher its visibility within social media algorithms. By actively engaging with the content of others, you increase the likelihood of them reciprocating the engagement on your posts. This drives more visibility and helps establish your account as a valuable and authoritative source within your industry.
Do you follow each other? Do you message each other, or leave comments? If you have repeatedly interacted with a specific user in the past, you are more likely to see the new content they post. (This is very important for businesses: Active community management, including responding to DMs and comments, can improve a brand’s visibility on Instagram.)hootsuite.com
Differentiating Personal and Business Pages
Many agents misuse business social media accounts like personal ones. They browse without engaging. But passive browsing limits the potential of business pages. Active presence is crucial, even if you don’t “like” everything. Instead of just liking, leave thoughtful comments. Share relevant content to highlight your expertise. This helps to contribute to industry discussions.
Building a Strong Foundation
For social media newbies or those with small networks, engagement is key. Engaging with others can grow your network and attract followers. This increases visibility and reach. This early effort is vital to establish a presence. It positions you as a valuable real estate or mortgage resource.
Close Friends and Favorites
Businesses can use Instagram’s Close Friends feature to increase reach. By adding an audience as Close Friends, content gets prioritized. This strategy helps engaged followers see the content. It creates exclusivity and strengthens connections. Businesses can deliver announcements and promotions directly. Exclusive content reaches the most dedicated audience. This creates a unique and impactful social media experience.
Embrace the Numbers Game: Emphasizing the Low Risk, High Reward
When engaging with others’ content on social media, there is little to lose and much to gain. By actively participating in the digital community, you simply encounter another social media user, widening your network and potential reach.
In a worst-case scenario, not everyone reciprocates. This is normal in social media interactions. Remember, social media is like a numbers game. Your engagement performance affects how many people return the favor. Over time, some connections may become meaningful relationships. These relationships can lead to valuable business opportunities.
Reciprocity on Social Media for Real Estate: Conclusion
Social media has potential for real estate agents and mortgage brokers. The reciprocity rule is particularly useful. By interacting with others’ content, agents can form meaningful connections. This increases their visibility and boosts their online presence. It’s vital to separate personal and business accounts. Active engagement is a crucial understanding. The reciprocity rule is beneficial even for smaller networks. It can help lay a solid social media foundation. This foundation can expand reach and drive business growth. Success in the digital landscape is achievable through these strategies.