Capitalize on Social Media, Says Kingfish CEO

In May, Jacksonville Real Producers hosted a panel discussion on “social media” at Landmark Title. The overwhelming theme that emerged from the four real estate/social media pros seemed to be that social media is extremely effective in sparking real-life business and personal relationships. Moreover, they felt that if you’re not connecting with people on social media, then you are missing out professionally, personally and financially.   

When posting content, the panel did not mean sporadic postings of business stock photos or boring leadership graphics. In fact, they suggested the opposite: More entertaining business posts using actual recent photos of your team and company in action (think: Savannah Bananas) and more personal posts. Yes, more personal posts. 

PERSONAL ENGAGEMENT MATTERS. Speaking from experience, I have had more doors opened and earned more business for my companies as a result of my consistent personal posts (i.e. family, sports, workouts, etc.) over any business-related posts. Human nature proves that when people inside (and outside) of our circles gain access to our lives through social media, it is exponentially more likely that they will want to connect more in the flesh. Personal posts put you ahead of the people who only post about work, and lightyears in front of those who do not post at all.

Unlike past decades when a business round of golf might’ve moved the conversation forward, our recent history on social media at a minimum opens doors, but often propels the discussion forward much quicker than any other method nowadays. In short, your social media activity leads to the coffee meeting that leads to the deal. How will you know? They will tell you that visibly seeing you enjoy your life made them want to enter your world. 

SEAL THE DEAL. Some of the panelists concluded that their posts to Facebook and Instagram–not paid ads–have been directly responsible for seven-figure deals. For me, there is no doubt I’ve closed deals I would have never closed, been invited to meetings I’d otherwise never be invited to–all because people can actually see what I’m up to in my personal and business life and want to learn how we can work together. Right or wrong, with you or without you, it’s happening. 

“Social media” today typically looks like: Facebook (by far the most popular), Instagram, X (formerly Twitter), YouTube, TikTok and a handful of others, including LinkedIn. 

LESS NEGATIVE MEDIA. For years, the narrative has rightly been that the mainstream media, in particular television news programs, portrays the worst of society. You’ve heard it a thousand times: “I wish the news would show more positive stories instead of all the negative ones.” 

Well, it’s here. Facebook’s newsfeed has more reach than any TV program and the majority of it is actually, yes, positive! The irony is that many of the same people who dislike the negativity of mainstream media, now dislike the positivity of social media. I’ll take seeing someone's cool dog or awesome vacation photos on social media over the latest doom and gloom or political scandal served up by the traditional media.

FAR FROM PERFECT. Are things often made to look perfect on social media? Sure, sometimes that is the case and there are plenty of other legitimate concerns about social media. But I’ve also seen people in a lot of pain use these platforms to raise money for diseases, gain employment and to encourage those who need it most. 

Both of our children were born with life-threatening food allergies. Kristin used social media to tell our story and find support from other moms who were also going through it with their children. We’ve posted personal mishaps and challenges when things weren’t going well, such as Kristin’s ambulance ride to the hospital, urgent care visits, knee surgery, flat tires and more. People get to see another side of you when things aren’t perfect and you’re vulnerable, which often leads them to appreciate you even more. 

SHARING OUR PERSONAL LIVES. Showing our collective personal side is wrapped into the culture of America. Here are a few examples: 

YOU ARE SOCIAL WORTHY. There is so much opportunity lost when people get hung up on posting their personal and work lives. This group of people seem to rarely engage or put themselves out there because they are afraid of how they will look. They unnecessarily get into their own heads with self-doubt. They don’t think they can add any value or they feel like their photos aren’t good enough. The reality is their content is good enough and they should have joined the conversation a long time ago.

EFFECTIVE SOCIAL MEDIA LEADS TO REAL OPPORTUNITIES. You work hard to financially fund the perfect life, so there should be no sneaking around from family, friends or team members on social media when you do epic things or are excited about something or are struggling. By posting genuine content, you give yourself and your brand significant free and favorable exposure that operates on your behalf 24/7/365.