Creating A Positive ROI On Your Social Media Efforts
Ryan Hills: What’s up RE source nation?! We’ve got Megan Anderson with us here today in Seattle. Social media guru, expert, MBS Highway genius. Is that right? Is that your title actually? Genius?
Megan Anderson: It’s social media guru.
Ryan Hills: Guru. Perfect. I wish I had that. It’s actually the first thing – we’re just going to jump right into it. Okay. And I saw a post, we have a mutual friend, Steve Sims, right?
Megan Anderson: Yes we do.
Ryan Hills: And he had a post this week that I thought it was interesting. I actually loved it. And so I’m gonna, I’m gonna read you the post, but I’ve seen it and then I got two questions afterwards.
Megan Anderson: Okay, let’s do it.
Ryan Hills: I gotta read it cause uh, Steve I love, he’s just straightforward to the point. So he says, and Aaron and RC will throw this up on the screen, but if credibility is the new currency, then there are a lot of Insta gurus and quotation marks that are flat broke. Now two questions that follow it. Agree or disagree?
Megan Anderson: Agree.
Ryan Hills: And are people prioritizing likes over like a true monetization strategy?
Speaker 3: Yeah, well the thing is I just don’t think people know what they’re doing when it comes to social media. And as we all know, it is so easy to waste time on social media platforms. I mean you can get sucked in for hours and that can lead to no leads, nothing. And people need to remember why they’re going to social media in the first place, that they’re using this as a way to brand themselves and build their business.
Ryan Hills: I love it.
Megan Anderson: And people just lose that idea.
Speaker 4: I know it’s a, it’s tough for me because I see there’s so many new faces, which I love in our industry and other industries and it’s like this new thing to self-proclaimed yourself as a a genius or guru. Right. And it’s tough for me cause there’s no like success behind it. I’m like trying to call anybody out like in particular, but there’s no success behind it. And you can’t just call yourself like a guru, you know? And so now there’s this thing and there’s a lot of people that are gurus. But again, I think people prioritize likes over. Like you’re an entrepreneur. You have a business, maybe you’re a realtor, maybe you’re a lender. If you’re a doctor or lawyer, there’s a reason why you’re leveraging social, right?
Megan Anderson: Yes, yes.
Ryan Hills: You know, and so it’s funny like there’s a, I think likes are the new digital crack like dopamine. There’s a dopamine hit.
Megan Anderson: They feed your ego – they feed your ego
Ryan Hills: and so you, you post something and there, there should be a monetization strategy behind it. But all of a sudden bing, bing, bing – you’re like, Oh, people are engaging in it and liking it, which is great that that lets you know that the post is working. But at the end of the day it’s still about, especially if you’re leveraging for business to help you grow,
Megan Anderson: you need to have a strategy and you need to work through it with purpose and keep that bottom line in mind when you’re, when you’re doing your social strategy, it’s a social strategy. It’s not an impulsive decision to make a post. And again, as you said, a lot of people really just feed off of those likes.
Ryan Hills: It is, it’s like that dopamine hit, you know, and they, they miscalculate that as it is, it’s working. Um, and I just wonder if people, it’s, it’s like, it’s the psychology, it’s like the, the makeup of the Brandon’s like, Oh, it’s working. I gotta like, well, I dunno. Or are you trying to grow your business as a lender or realtor or a doctor or a lawyer? Did it actually do that? And so that’s, I dunno, maybe that’s a good measure for us that are leveraging social to go, okay, great. You know, we had some legs, we had some comments, did it lead to business?
Megan Anderson: We all look at our return on our investment and other things. We need to do that with social media as well.
Ryan Hills: Yeah. Yeah. Just uh, I was talking to Barry about you earlier and he gave you a great compliment, said like, you are an actual real social media guru and you have, he said, you know, he’s, she’s got the algorithm down and you’ve got like the blueprint. So, you know, we have our makeup for the audiences, usually about 50% realtors and lenders and some other entrepreneurs. So we have realtors and lenders. Can you speak to them? Maybe give tips and tricks, do’s and don’ts with what you know, I mean you’re, you’re great at what you do. And again, we just talked about there’s a lot of people that struggle with social. So you know, can you speak to that again? Think, you know, keeping in mind realtors and lenders.
Megan Anderson: Yeah. So first things first, when it comes to social media, we need to think about why we’re posting and who we’re trying to reach. Because a big thing about social media is you’re trying to talk to that person, that potential client that you want to reach, that you potentially want to serve. And a great way to do that is through the use of videos. Right now. Videos are key. You know, they get higher placement on that algorithm. They’re engaging their personal. So I highly recommend that people do more videos and you know, make it different. It, it’s not all business related, but you have to think about what it is that that person is suffering with. And these all kind of correlate no matter if you’re in the mortgage space or in the, you know, the real estate agent side of things. Yeah. Let’s say that we have a first time home buyer. Well you want to think about what kind of, what does this person go through from a, I’m not interested in purchasing a home too. Okay, I’ve purchased a home and now I’m happy. Well, what are some things that they go through? I mean, these are questions that you guys answer every single day. You know, are there different options? How much do I have to put down? Right? There’s no inventory on the market. How do I find a home? How do I generate wealth? What actually is involved in purchasing a home? You have to create posts to kind of target those beliefs.
Ryan Hills: I want to stop you there. You got, cause he hit on something amazing because you just said there’s so many questions. Right? And they’re authentic questions coming from people buying a house. And I, we travel a lot like you and we speak and we get asked questions about creating content, which very also said you’re a genius at creating content and they, it’s weird. They struggle with content like the, the requests for contents everywhere and you don’t have to be a, you don’t have to make it up or pull somebody else’s information. You’re getting asked these questions every day. There’s your, content.
Megan Anderson: The ones that you’re getting asked every single day. Those are the ones that lead to the most engaging content.
Ryan Hills: For realtors, lenders that are struggling for content -there you go. Yeah, if it comes up. Just be authentic. Live your everyday life!
Megan Anderson: And if you really need help with content. We did come out with a tool on MBS highway called social studio and we have pre-created scripts in there. So like what’s the difference between a mortgage pre-qualification and a pre-approval? Or you know, should I refinance if we’re headed into a recession and rates are going to decrease. So we have all these scripts created. It turns your computer screen into a teleprompter and then you read the script and then you can download and post it. Yeah. It takes out all those excuses. And another thing, and this is probably the most common thing is people, they’re just not consistent with social media. And if you want to be successful at any strategy, you need to be consistent. People are so worried about, you know, when should I post? What should I hashtag well be consistent first and foremost. Be consistent.
Ryan Hills: Yeah. We, we have short term memory loss because we will try a strategy, a thing for like two or three times. Oh, didn’t work. And then you quit. And again, when we travel, people ask like how you asked me earlier how long you guys been doing that? Shockingly, 10 years seems like a long time. Just reminded me that I’m really old. Uh, but consistency was key for us. Our, if you pull our videos, please don’t that were 10 years ago. They were horrible. Like nobody would watch them. I think just my parents did. But fast forward to today and uh, we just share these, these numbers, RC where are we at Memphis. We were in Memphis and uh, and you can throw them on on the screen, but it was like we had 2.4 million hours. I think I may be butchering that stat. Spend just in the YouTube space, consuming our content. And that’s all to your point, consistency, consistency. Cause we, when we started, it was horrible. We didn’t have anything that we had here as far as the lights, camera and mics.
Megan Anderson: That brings up another important aspect though that I want to mention and that is that we need to reach for being consistent instead of perfect. So many people get paralyzed in the fact that they won’t post a video and they won’t do anything because they hate the way they look that day. They hate the way that they sound. They’re, they’re worried about people judging them. You need to get over that and realize that you’re not going to be great at video in the beginning. Yeah. If you go back and watch, when I first started speaking and doing videos, I had ticks like everyone, I said, you guys probably 50 times, you know, um, back in the day, everyone has these little things and it’s all about progress over perfection and we need to keep that in mind as well.
Ryan Hills: Oh and guess what? That’s how we talk in real life. You know what I mean? I would tell you don’t even, don’t, don’t get rid of the ticks if that’s you, just be you. Right. That’s how social is. Which brings me to my next point and question for you because I love the authentici—. I can’t even say that word, authenticity of the ticks and the umms because again, that’s how we speak. I think people misuse social so much because they don’t understand that social is a conversation that we’re having now and so we mess up like I just did. You know, we have a tick or we pause. It’s fine. It’s okay. This is my question. I am not a big fan of auto posters can now what you’re talking about with the social tool is not that what I’m talking about is a company that generates content for you and then auto-post for you. I’m personally not a big fan. Again, I think that social is just a conversation and the people that are in your sphere and they can feel it. What do you think?
Megan Anderson: They know when it’s a post that was just auto created and posted about. I’m not a big fan either. I mean I follow people on social media because they’re either providing me value, they’re entertaining or I’m interested in what it is that they’re talking about. Now I might see someone’s generic post and if I’m looking at a mortgage, maybe I’ll be a little bit more interested, but if if they sit down and they make a video with their client, that’s a first time home buyer and emotional video talking about their experience and what home ownership means for them. That’s going to be a lot more engaging than this post that I’m going to see on 50 other peoples pages.
Ryan Hills: I think that so many individuals, especially in the real estate space and lending space, again other entrepreneurs watch the show, but in our space they don’t know what to do. So they go to this random auto poster and you said it, like I’m interested in the people that I like and follow because likeminded people do that. They, you know, they congregate and an auto poster from the New York times or somewhere else like people don’t want to communicate with with newspaper or ABC news. I want to communicate with you now. Can you grab a story?
Megan Anderson: Yeah, yeah. I’m glad you mentioned that.
Ryan Hills: Yeah, absolutely. And then you can have a conversation but just auto posters. If I can beg and plead realtors and lenders to stop, one thing it would be the auto posters just be you – imperfect you is fine. Absolutely fine.
Megan Anderson: Yeah. And if they’re doing that is more so just a way to have more of consistency. I would say there’s other ways to have essentially pre-created content and be able to post that. Right? Like, feel free to share an article that you read about the market or whatever the case may be. That’s providing value and consistency and it’s not this auto populated posts that is inauthentic. Yeah,
Ryan Hills: Yeah. I’m all for, and that’s the social circle you’re talking about where somebody creates something that is super interesting, valuable that brings value to the consumer. Yeah, absolutely. Post it and then talk about it a little bit and then start your own conversation. But just an auto poster guys, that’s just me. Maybe you can prove me wrong. You know, I’m not a big 33 touch guy either. And I got in trouble years ago for bringing that up with all the realtors, but I’m not a big 33 touch, you know, with the, you got emails and postcards and everything else. I’m like, I just don’t think people want to be touched three to three times a year. That sounds bad. But you know what I mean? It’s just, again, it’s just, I don’t know, think of how you would want to be treated yourself. And I don’t think anybody wants any solicitations 33 times a year.
Megan Anderson: No, it’s relationships, but also staying top of mind. Yeah. But not in a way that they feel that, right.
Ryan Hills: Not in the way that it’s overwhelming. So we may have gone long, but I wanted to thank you again for showing up today and I know you’re busy and you carved out a few minutes for us. Again, you can follow Megan, if you have any questions for in the comments section, just tag her. I’m sure she will respond to those.
Megan Anderson: Yes, and I’ll respond.
Ryan Hills: I appreciate you guys and we’ll see you guys next.