It was probably not a shock when I found that no Real Estate Brand made the just-released Alder Consulting Social Media Report. Let’s not go to Pluto for the reason. Here’s my summation: real estate people are especially not interested in ventures that can’t translate to hard cash!

I’d asked a friend to make suggestions on a post I was initially planning: “#SMWLagos: Top Influencers to Follow in Real Estate”. She replied “few actual (Nigerian) real estate people are on twitter”. Okay, let’s rephrase that; ‘they are on social media – at least Facebook – but it’s their online private space’.

Having been in Nigeria’s Real Estate industry for few years and luckily plying my trade at one of the few real estate outfits where “social media-ing” is a culture; I’d written in a recent post: “like it or hate it, no serious business can ignore getting online this year”. So why are Nigerian Real Estate businesses “Social Media-phobic?”: (1) Not all sectors of the industry use it, so being on social media is like speaking in a large, empty hall. (2) In the event they are online, their Social Media – mostly Facebook pages – are just there for the sake of it, no activities. (3) Everyone is out to drive sales – who cares about brand!

With a growing estimated 56 million internet users in Nigeria, what excuse will an industry worth N160tr and N200b in its housing and retail sector respectively have not to be in tandem with the 21st century reality of Social Media? None, I guess. Thankfully, 3Invest Limited  will be hosting a session “How to Build Your Property Ladder through Social Media” at this year’s Social Media Week, Lagos. But before then, here’s my 2kobo (7) steps to follow:

1. Have A Clear Strategy: Oh, “Strategy”? In simple English, have a plan! Let your plan answer these questions: WHAT do I want to do social media – Inform? Inspire? Advise? WHO do I want to talk or connect with – my market? random people? WHERE do I think they are – Facebook? Twitter? LinkedIn? WHEN is the best time to reach them – Morning? Weekdays? Weekends? WHY do I want to be on Social Media – build brand? Drive sales? I suggest the former for a start. HOW do I want to achieve my WHAT – blogging, Tweeting, etc?
2. Choose the Right Platforms: There are a thousand and one Social Media platforms. Choose the ones your market uses. For Real Estate, against the popular Facebook; platforms such as LinkedIn, Twitter, Instagram or Pintrest are most amazing (Find out how to use theme to build your property ladder at our SMW event at the Four Point. You can register here:
3. Build Your Community: Let’s face it, it’s really frustrating being on Social Media without a community interested in what you’re saying. Remember talking in a large, empty hall? That’s the feeling! Your own voice echoing at you. So how do you build your own community? First, go after the low hanging fruits. Look for folks you know on the platform(s) you’re using and connect with them. Second, use a hashtag. For example, #RealEstate will connect you to other Pros around the world. For what it is worth, you can be their source for the Nigerian Market – that feels great, isn’t it?
4. Promote Your Platforms: Now I don’t mean paying Facebook or Twitter – at least not yet. But be interested in telling anyone who cares or “does not care” to hear your business “address” online. Mine is @3INVEST! Integrate them into your website and email messages, imprint them on your business cards and other offline materials.
5. Create Good Content: Now I hate having to remind you Content is King; but it is nothing less in this case. You can buy all the website traffic, Facebook likes or twitter followers: I’m sorry you can’t buy the audiences’ attention. Good content does! Remember the man who made the pencil accompanied it with an eraser. If you don’t have good content, people know where the unfollow, unsubscribe or unlike buttons are.
6. Create  A Time Table: It’s very important you’re consistent with whatever you choose to do with your Social Media. The best way to do is to create a time-table so it is convenient for you. Before that, you should check out WHEN your community are most active online. There’re apps that could help you do this more effective and efficiently. Register for our SMW event here for details
7. Engage in Conversations: Again, this is a pretty difficult one in Nigeria. First, the unwritten law of reciprocity which says you should follow back whoever follows you doesn’t apply. And if you tweet, for example, at someone who doesn’t know you; you’re most unlikely to get a retweet, mention or response. But you don’t have to let that discourage you. When there are conversations related to your market, engaged. That will help you build online authority. I engage in Public Relations, Social Media, Content creation and Real Estate marketing conversations online and my social community tends to like it when I give them the Nigerian side of the story.

What else did I miss? Leave your thoughts in the column below. You can engage me further  using the hashtag #SMWOwnAHome or #PBF2014