Following on from our blog on Twitter etiquette basics we’re sharing five practical approaches that will help you enhance your Tweeting-ness - so that your social media efforts produce real gain for your brand, business and profits.

Business Tweeting is often just a regurgitated list of press releases, property listings or a tirade of unrelated quotes and industry insider ‘you have to know what I’m taking about’ statements.

However, good social media practice can be really powerful for estate agents, new homes builders and construction professionals alike, so spending a few minutes to simplify and enhance your Tweeting is commercially effective. To paraphrase a well-known cosmetics brand… “because you, your brand and your sales, are worth it”.

#1. Check before you ReTweet (RT): protect your brand, develop your reputation.

Not all Tweets are what they seem, and even those Tweeps you trust may be expressing a view in their link that’s not compatible with your brand values, or ReTweeting a link they’ve not checked.  ReTweets should be treated as a personal recommendation from your company and so will reflect on how others see you; ask yourself, would your company endorse this content? Always read the tweet and any link content before you RT.

#2. Try to add value to a ReTweet: showcase your industry savvy, share and acknowledge.

A comment shows two things: (a) you’re not a robot (b) you’ve read and endorse the content in some way.  This may mean for those tweets that take up the full 140 characters some shortening is needed, so be careful to stay true to the original as much as possible.

E.g. original tweet from @MrBrown << Read our new blog on building 2011 sustainability regulation changes impacts in the UK  ww.xyzxyzxyzxyzxyz.com>> 110 characters, can be ReTweeted as <<RT @MrBrown new blog on building 2011 sustainability regs changes impacts in the UK  ww.xyzxyzxyzxyzxyz.com // check list really helpful>> 136 characters.

3# Add value to your own Tweets: create interest and drive connections.

Imagine you’re sharing some exciting news on an award your new development has won! Don’t just link to a turgid press statement or Tweet  << hey our team at Colchester just won green development of the year award!>>. You need to add interest and a reason to click through.  Create an opportunity to create leads from consumers and content for journalists and influencers to talk to you about.  Try << Well done Colchester team: Green Dev of the year – find out why! www.XYXYXYXY.com>> then link to a page on the development and what the award means or  perhaps an ‘Twitter exclusive’ invite to a special preview winners party event/briefing or a video interview and tour around with the team in question.

Alternatively  if you (if you’re the builder) or the developer (if you’re an agent) have video, fly throughs and other interactive media, load these on to YouTube as well as your site and share these. It’s much more engaging than a list of property details or another exhortation to ‘buy now ‘and therefore more likely to gain interest, ReTweets and traction!

4# Act and engage locally: talk to customers where they are.

We all know that the majority of property purchases are made relatively locally or that the likely areas from which interest will develop (say commuters moving out of the city to more suburban areas) can be readily predicted. If, in addition, you understand that potential purchasers are unlikely to follow just because you send out daily lists of property then how do you connect with them?  As with all marketing and engagement, talk to where they are already; that usually turns out to be locally centred.  Start to engage with the local butcher, baker and candlestick maker in the target towns for your project – think about who follows them – your potential customers! Develop conversations that are important to them, not just to you.

5# Listen and learn from the right people: your customers.

In real life we all turn off from the self-opinionated, self-publicist. We Brits are a bit intolerant that way; we smile nicely and talk about the weather – it’s the same with Twitter. Try to spend a few moments regularly ‘listening’ to what’s being said by your target audience and you’ll discover conversations you can join comfortably or insights that will inform your marketing strategy on and offline.  You can create some simple lists and searches to do this with little effort.

Try not to end up in a property market ghetto, chewing the Twitter cud with bloggers, industry bodies and others. While demonstrating ability and authority is essential in gaining recognition and recommendation from consumers, too much navel-gazing is a big turn off.  I was once told by my old marketing boss (back in the mists of time before faxes) that the best marketeers have very big ears and small mouths - these crusty old tenets have not changed just because there’s now a few pixels involved.

And to wrap this blog up: tell them you’re on Twitter!

Add your Twitter ID to all your media, perhaps print some cards with your ID on and a reason for people to follow you. Perhaps say ‘follow us for exclusive 24hr pre-release notices’, ‘join us on Twitter for exclusive event invites and previews’ or possibly ‘our Twitter allows you to contact our instructions team wherever you are’.  Just saying follow us on Twitter is not enough for consumers who will ask, ‘what’s in it for me?’

Got any ideas yourself? We’re always happy to listen and learn.

If you’re considering a foray into social media or your current efforts just aren’t cutting the commercial mustard we’re happy to talk.  Try contacting us on Twitter @thinkbdwdigital, or contact the ThinkBDW Digital Team here.