MarketingTechnology

Tracy Schwartz: ‘People love to see us living the mountain lifestyle, not just properties and stats’

Marketing coordinator/broker associate talks mountain living and her goals for social media marketing

Age: 36

Years in real estate: Five

Job title: Marketing coordinator/broker associate, Slifer Smith & Frampton

Location: Breckenridge, Colorado

Hours per week spent on social media: Five

Social media accounts: Facebook, Instagram, Google Plus, Twitter, Pinterest

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Target demographic: Millennials

Average number of posts per day: Two

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Which social channels do you work the most?

Facebook and Instagram.

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

Facebook has 236 likes; Instagram has 66 followers.

Does that number matter to you?

Somewhat — I don’t just go purely for numbers, though. If someone follows my Instagram account, I check out their Instagram; I don’t just automatically like them back. A lot of times they’re just trying to follow for follow; I’m not into that at all. I prefer quality over quantity.

In terms of Facebook I’m interested in “liking” local businesses. I love to see them strive, and if they’re doing something cool, I want to share that. “Share the love!” It’s a learning experience for me, also; through social media, I’ve gotten to learn my community so much better.

Do you ever give it a break?

I try to not post more than five times a week, and if multiple times in one day on one site, I space it out — one in the morning, one in the afternoon. I don’t like to break too much; I believe consistent activity is important. It’s a fine balance: consistent but not an overwhelming number of posts. The message is lost if you’re posting four-plus times a day.

Does social help your business, how?

I don’t use social media for my personal business, but I’m in charge of the Slifer Smith & Frampton social media. And, yes, I think it helps tremendously. Have any of our brokers sold a property because of it? Not that I’m aware of, but just getting the company name/brand out there and associated with the local aspect is impactful. I’m interacting with local businesses in a sincere way, along with visitors and residents. I think it’s a great way to show the company’s human side. We live here, we play here … oh yeah, and we work here. This is our home, and no one knows it better than us; we want to share how cool a place this is. Not just give you stats and pictures of properties.

What’s your goal for your favorite social channel?

I would like to get more reviews and testimonials on Facebook from brokers’ clients.

What’s your strategy to achieve it?

We give out feedback forms to clients after closing. If we begin to include an online portion (specific to Facebook) in this form, I believe we could receive more feedback on Facebook.

Is it worth it, why?

I feel like testimonials are better than anything you can say about yourself or your company. Let other people praise you; it’s more believable. Don’t toot your own horn too much.

What’s your craziest social media-related story?

Our latest analytics report indicates a 966.7 percent increase in social traffic from this time last year. That seems kind of crazy.

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

Taking simple lifestyle shots and sharing on Facebook, office meetings at that mountain, awards party, etc. People love to see us living the mountain lifestyle, not just properties and stats.

Is this more about “social” or about business?

I like to think it’s a mix of the two. You shouldn’t purely go into it with business in mind; it will come off as insincere. Consistently post and interact, but also let things naturally happen. I believe that’s the true beauty of social media — not forced interaction but true connections. Nothing gets under my skin more that some random person asking for likes that have no relation to anything I’m interested in.

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

I keep hearing about Sprout Social, which I have on my phone, but it’s hard to separate my personal accounts and my business accounts. Basically, I just check accounts separately on my phone.

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

Probably one hour a day, at least I try to limit it to that. I don’t think you should be checking or posting all day. A little goes a long way. The only thing I check throughout the day is Facebook. For the others, I try to stop by in the mornings for a little.

Do you ever think of retiring?

Ha! No, do people still do that?

Do you consider yourself an influencer?

I’d like to think so … but I’m just a mom of two kids, so I don’t think I’m very up on the current stuff, as much as I try to be.

Are you social in real life?

As much as humanly possible, which isn’t much with young kids and two full-time working parents.

What did you do with your time before?

I started as an office coordinator with Slifer Smith & Frampton; before that, I worked at the Breckenridge Music Festival.

How do you leverage your prominence or influence on social?

As of yet the company hasn’t officially included our prominence on social media in any of our listing presentations. Although I’m sure this will happen eventually, as social media becomes more and more an important part of the real estate landscape.

Do you have someone helping you?

The marketing director; we bounce ideas off each other.

Whom do you follow, and why?

Local businesses, because I like to know what’s going on in town and be able to share my knowledge with visitors and residents. It makes me feel more connected to my community. I also follow a lot of real estate companies who work with Booj called the Enterprise Network (Booj is the company that just rocked our world with a completely revamped website). They’re pretty awesome, forward-thinking, independent brokerages across the country.

Where do you find the content that you put out?

Online all over the place — posts on Facebook, Pinterest. We create a lot of our on content on our blog and then share. We’re lucky to live in Summit County, a resort area, so there is a ton of content online to share with everyone. Some recent stuff from Forbes Travel, Huffington Post, Matador Network.

What has been your all-time hit share?

The Dog Blog is an all-time favorite, because who doesn’t love dogs, right?!

Are you a social media all-star who’d like to participate in our profile series? Email amber@inman.com.