Marketing

Mark Brace: ‘The Facebook promotions tool has gotten me the most results’

Social media all-star says Instagram and Facebook activity give his network faith in the housing market

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Age: 35

Years in real estate: 11

Job title: Associate broker, Brace Homes | Berkshire Hathaway HomeServices Michigan Real Estate

Location: Grand Rapids, Michigan

Hours per week spent on social media: 14

Social media accounts: Facebook, Twitter, Instagram, LinkedIn, Pinterest

Target demo: People ages 25 to 40

Average number of posts per day: Depends on the site; one to four

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Which social channels do you work the most?

Facebook and Instagram are my two most worked accounts.

How many friends, likes, etc., do you have?

My business Facebook page has 800 likes (growing daily), and my personal Facebook page has 883 friends (growing daily).

Does that number matter to you?

Yes; I am constantly trying to increase the likes on my business page.

Do you ever give it a break?

Only on holidays.

Does social help your business, and how?

Yes, I believe it does. It reminds my sphere of influence, friends and acquaintances that I am a successful real estate agent in Grand Rapids.

What’s your goal for your favorite social channel?

My goal is to always be in front of potential buyers or sellers. When someone thinks of real estate, they see my face on their Facebook page.

What’s your strategy to achieve it?

On a daily basis, I am posting. I not only post about the current market and trends or new listings that I have, but I also post fun tidbits of information, such as design ideas or new restaurants or activities that are happening in Grand Rapids.

Is it worth it, why?

Yes, it’s worth it. In the last year, I have really amped up my social media presence, and I am constantly hearing from people that they see I am busy from Instagram or Facebook, and it gives them confidence in the market.

What’s your craziest social media-related story?

I don’t really have one …

What actions do you take that have gotten the most results?

For Facebook especially, the “promotions” tool has gotten me the most results. If I run a selling promotion with a link to my free home evaluation tool, I will get 20 to 30 leads that sign up wanting to know their home value. That turns into 10 to 15 listing appointments.

Is this more about “social” or about business?

It’s definitely a combination of both. A lot of the posts attract attention from past clients that aren’t necessarily looking to purchase or sell, but it still keeps me relevant and in front of them so that when they are ready, I will pop up in their mind.

How do you monitor the channels? Do you use software or apps to manage your account?

I have an assistant who manages those things for me. I don’t have a software app.

How many hours per day are you on social? Do you check it daily? Multiple times per day?

[I’m on social media] probably about two hours a day.

Do you ever think of retiring?

Ha! Not for a long time.

Do you consider yourself an influencer?

I’d like to think so. I have a team of four agents and an assistant, and I really enjoy mentoring them above all else.

Are you social in real life?

Oh, yes. My wife calls me a social butterfly and says I try to do and commit to too many things. I pretty much say yes to any and all social gatherings I get invited to.

What did you do with your time before?

I have always been social; I have help balancing my schedule since I have a team, but I used to coach high school ski racing. Skiing is a passion of mine, and I don’t have nearly as much time as I used to to enjoy it.

How do you leverage your prominence or influence on social?

Anytime I am awarded any sort of recognition, I post it on social media. It’s important to show people that you’re not just posting a lot of fluff and that your results and recognition prove that you’re successful.

Do you have someone helping you?

Yes! My wife, who’s a Realtor and my office manager, helps me keep everything in order!

Whom do you follow and why?

That depends on the site. I follow real estate agents in other states. I want to always separate myself from the local agents, so I try to pick the brains of connections I’ve made in other areas.

Where do you find the content that you put out?

Some of it is original, the rest is from “Realtor Magazine,” Inman, news sites, Pinterest, etc.

What has been your all-time hit share? Can you share a link to the post?

My all-time hits come from a “free home evaluation” link on Facebook.

Would you like to participate in our social media all-stars profile series? Email contributors@inman.com.