By Rebecca Mountain

Many a sales rep sets up a page in Facebook or a Twitter account and then watches as it languishes. “Where are all those fans? Why aren’t my friends becoming immediate and avid fans on my page?” Much head scratching ensues, but no real solution bubbles to the surface.

The good news is that there IS a simple fix and it has everything to do with YOU. There are over 850 million Facebook users (most of which are active) and 350 million Twitter users (about half of which are active). That’s a lot of people! To stand out, to be found, and to start connections, people need something that sticks.

There’s lots of great content you can share that informs your clients in their buying or selling decisions. Market information is always handy and is never taken lightly. But how does that start a conversation? It won’t unless you inject it with some of your own special “spark”.

Each one of us has a spark – that thing that makes us different from our peers and competitors, and that one thing that people are looking for to make a connection with you. It could be that you’re into gardening, music or have a particularly witty sense of humour. At this stage most people stop me and say, “Wait a second – that has nothing to do with my business.” True, to a point. But think of it this way: only about six per cent of people stay with the same sales rep transaction-to-transaction. But 94 per cent do a search online before making a decision to go with one sales rep or another. So the bad news is that there’s no loyalty in the world. The good news is: there’s no loyalty in the world! This is your chance!

Here’s an example that might help you figure a way to bring your story into your social networks without seeming to branch off from real estate. Say someone has the opportunity to pick between you and one of your competitors – call her Laura. Laura is as active in social media as you are, and she loves cooking. You, however, are a single mom with two little ones at home, doing a delicate balancing act between parenting and career. People will get a sense of what you’re about based on what you post and will select the sales rep who has the most in common with them. Among other reasons, it’s so that when you’re driving around looking at houses together in the car, there aren’t any awkward silences. They want to know their Realtor understands their situation and their passions and shares in that in some way. A single mother will choose you. A cooking aficionado will pick Laura. It’s the name of the game, but sometimes that’s what the Realtor selection process comes down to.

So don’t hesitate to tell your story – on your business Page and in your business Twitter account.  It has a place. If you’re unsure of the balance, use this as a rule of thumb:

– For two-thirds of your posts, make it relevant, timely and useful information about the real estate world (market news, helpful tips for buyers and sellers, renovations)

– For one-third of your posts, say something personal like your personal motto; why you chose your profession; what it means to have great relationships and what they mean to you; how your children affect the decisions you make in life; your passions for (fill in the blank – gardening, decorating, financial freedom)

So, what’s your story? Why did you go into real estate? Was it the desire to run your own business and be independent? Was it a work/life balance issue you wanted to solve? Do you just love finding solutions for your clients – buyers and sellers alike? I’m sure you can answer at least two of these questions right off the bat, without even thinking. That’s because we all have a story to tell, and with social media, you never know how it will affect someone. Ultimately, it’s all about being authentic. There are so many things you can share – but the only thing you can use that no one else can is your story.

As you share yourself in social media, you’ll find people connecting and talking with you – and each one of these online conversations should have the goal of ending in a handshake, a coffee or some other face-to-face interaction. Because social media is, at its heart, social.

Rebecca Mountain spends her time teaching businesses of all sizes – from independent Realtors to art galleries – how to use social media to make money. Her company, Impetus Social Inc., develops actionable strategies that translate a two-dimensional business into a dynamic presence, all using its story, its people and its passion. Facebook: Facebook.com/ImpetusConsulting; Twitter: @bexmountain;  LinkedIn; Website: www.impetusconsulting.ca  Email: [email protected].