There is a swell brewing which will turn into a massive wave of “hypersocial” marketing for real estate agents.
What’s the definition of hypersocial you ask? There isn’t a real definition for the term yet, at least not in Google’s eyes as I ran several searches to no avail, so I will give you my version. This term came to my attention while spending time with Ernie Graham, founder of Social Bios, at Inman’s Real Estate Connect conference in San Francisco. We were discussing his service, as well as Trulia’s new offering and were comparing the two, citing differences in execution. We started exploring the term hypersocial and this is what came out of the conversation.
Hypersocial - Content that is pertinent and specifically directed/tailored to a subset (aka social circles) of a person’s social graph. The most hypersocial of content is directed at just one friend or connection. This content reflects the commonality of the relationship (friends, interests, events, blog posts, news, checkins, etc) and may have direct influence upon ones actions.
Ernie has a firm grasp of this theory because he may have built the most hypersocial service available today. Ever since our conversation I haven’t stopped thinking about the topic and how agents could leverage this concept in their day to day marketing.
Making yourself hypersocial may be just as important as being hyperlocal. Over the last few years we have been bombarded with plans on implementing hyper local marketing – “Go after niches, neighborhoods, and subdivisions in your online marketing using tools like blogs, websites, and domain names!” Why? Because it’s basically impossible to get on the first page of Google for anything else. An agent has an easier task trying to be number one on Google for these highly localized terms, as the large companies like Realtor.com, Zillow, Trulia and all the major brokerages have the generic real estate terms locked up. However, marketing is evolving faster than ever and “social” has taken over and kicked down doors to new ways of promoting oneself.
According to Meteor Solutions “influencers –- those who share your campaigns across their social graph –- can directly influence 40 to 60 percent of all visits to an advertising campaign page.” This is a powerful statistic and one that may prove that a hypersocial mindset will begin to play a part in your marketing plan.
I don’t enjoy talking about theory, most likely because I am not usually capable of clearly conveying my thoughts, so let me provide you with a way to execute a hypersocial strategy right now, without spending a dime. I stumbled upon an insanely simple way (as of the day I wrote this post) to appear on the first page of Google for search terms like – real estate, homes for sale, home values etc. Don’t believe me? Watch the video…. it’s all about your sphere of influence, your social reach, and the faith we have in friends, family, and acquaintances.