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When the Pew Research Center began measuring social media usage in 2005, 5 percent of U.S. adults used at least one social media platform. Today, 69 percent of the public utilizes some form of social media.

Utilizing social media to interact with your customers can translate to better client relationships and higher revenues, while disregarding or misusing online interaction can cost you your job, or your business money. There are very few demographics you cannot reach online; if you are not connecting with your market on social media, you are closing off an entire communication channel with your customers.

Connect with your intended audience with a combination of eye-catching and emotionally-impacting content. Platforms such as Facebook, LinkedIn and Instagram are great for agents to share visually-appealing photos that represent their business platforms. When potential clients see a beautiful image or moving content that sticks in their memory, it encourages them to want to work with you.

Another way to build your client base is to share relatable stories, whether it’s the happiness you share in helping a family buy their first home, or spending time with your family after a stressful day at work. Taking that extra step to share with your community will help instill a sense of personal connection that will keep your following interested in your projects and services.

The key to making the most of social media is authenticity. When creating content for your profile, blog or website, don’t focus on the reaction you want. If you post content just for a reaction, or write what you think people want to hear, your content becomes empty. Market your products and services in a clear and honest way to drive engagement with your intended demographic. Connect with potential clients by putting your true self forward.

It’s important to remember, however, that having thousands of likes, followers and retweets will not necessarily lead to direct contacts or profit growth. In addition to online engagement, building authentic and sustainable personal connections with your clients will help solidify your brand and impact your sales.

In an article for Inc., entrepreneur and author Damon Brown shared how taking a break from social media for two months helped him increase the strength of his outreach. After noticing that many of his clients were those he met at events or were a part of his email community, he decided to focus his attention on relationships that were helping his business.

By engaging and building his email list, asking for community feedback and having in-depth conversations while networking at local events, he built stronger relationships with his clients, his email list increased from word of mouth, and his income-producing sales rose.

Changes in social media platforms, such as in terms of service, can potentially disconnect you from your community; therefore, having a supportive, loyal client base offline, as well as online, is pivotal for securing your following and building your bottom line.

Patno_Desiree_2018_60x60Desirée Patno is the CEO and president of Women in the Housing and Real Estate Ecosystem (NAWRB) and Desirée Patno Enterprises, Inc. (DPE), as well as chairwoman of NAWRB’s Diversity & Inclusion Leadership Council (NDILC). With 30 years of experience in housing, Patno is a champion for women’s economic growth and independence. In 2017, named her the Highest-Ranking Woman and 4th Overall Top Real Estate Influencer to Follow. For more information, please visit

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