“I think you shouldn’t be scared to take risks. People appreciate risks,” says social media content creator and real estate agent Matt Lionetti.
Using social media to grow your sphere of influence and promote your business is a staple for most of today’s agents. Rarely will you connect with someone who doesn’t have a Facebook or Instagram account.
However, there is a difference between having an account and using that platform to the best of your ability. The Agency’s Matt Lionetti is a perfect example of what it means to maximize your online presence. Lionetti has 53,400 followers, is unapologetically himself online and has even had a few posts ‘go viral.’
Recently, he sat down with RealTrends to discuss his social media strategies, his start in the industry and his strategically placed Beatles poster.
RealTrends: What advice would you give agents who want to improve their social media presence?
Matt Lionetti: At the end of the day, everyone can be a top producer and sell a lot of houses. But, people have to like you and your personality is the one thing that no one else can replicate. Start small, like the background in your videos. Maybe you have a favorite sports team or book or band that you can add to your background. I have a Beatles poster behind me that people notice and comment on. When you add these details they relate to you on another layer.
I would say, being funny isn’t the only way to create creative content. What we should really be saying is ‘interesting content.’ You want to create interesting content for a certain audience. Figure out what is interesting about you. You can even ask your friends or family what they like about you or what drew them to you. A lot of times, you already know this about yourself.
Of course, there will always be some people who you wish you were like. I wish I was like Pierce Brosnan. He’s the most charming man, all the time. He is proper and amazing, but I’m not him. So, I have to go with what works for me.
RealTrends: What is your social media background? And, how did you get the ideas for those first popular posts and videos?
Matt Lionetti: I have no social media background at all. It was honestly a lot of trial and error. My brother actually went to school for marketing and advertising, but he jokes around and says ‘you’re better at this than I am!’
I’ve been in the industry for six years, now. The first two and a half years were terrible. I wasn’t getting anything going because I was trying to be someone I wasn’t.
I had these comedy ideas since the day I got into real estate. People thought ‘Oh yeah, that’s funny. But like, you can’t do that here. That’s not how things work.’ So, I listened for years, until I hit a point where I was thinking of getting out of the industry. Finally, I thought to just have fun with it and they immediately blew up.
The first video was a listing video. It ended up selling in eight hours with three offers, over asking. After that happened, I realized ‘there’s something here.’
RT: Are there any tried and true social media tips that you stick to?
ML: The trial and error process. You can’t post one video that does great and give up when the next one doesn’t do that well. Really, the videos that don’t do well are the best because you can start to tailor the content to your audience.
Right now, for me, it’s under 15-second reels. If I can get a good joke or a good hook in the first three seconds, with a full video that is 15 seconds and leave it on a cliffhanger, that always works. People wonder ‘Oh did I miss something?’ Then, they watch it again. I also like to talk very fast, so if people don’t understand what I’m saying the first time, they have to watch the video like three or four times by design.
Engaging with other content is really important too. If you DM someone and then post a piece of content, that person is going to see the post. Going ‘live’ once you’ve posted something, even if it is just for a few minutes, will show whoever watches the live feed your other content next.
It’s really all trial and error like I said. I really want people to know that if you have a strong idea that you’re excited about, that you want to do, then just do it.
RT: How has social media expanded your audience? Do you get home-buying or selling clients reaching out because of your posts?
ML: It has in two ways. One, I get a lot of agent referrals. The other, I’ve niched down my market a lot. What I do is not for everybody. For example, I swear in my content, so the clientele I get is more like me.
I have DMs from people talking about how genuine my content felt. They felt like they didn’t have to be all ‘buttoned up’ around me, that they could just be themselves. And, especially for creatives, they see how much work goes into it and then they think ‘well if he’s going to put that much into just commercials, I’m sure he’s going to put that much energy into selling my home or helping me buy a home.’
I always tell people to read the room. Sure, I swear in my videos, but I don’t go into a listing appointment and start swearing all over the place, you know? Videos should be heightened up versions of your personality. When I started doing these videos I realized, we’re not going to please everybody. Everybody is not going to like us, so why not niche down? What I’ve found is, that the people who don’t like me, make the people who do like me, like me way more because of how I paint myself.
RT: Your videos are hilarious, brutally honest and often ‘take a jab’ at some traditions in the industry. Did posting the content ever worry you that there would be backlash?
ML: Early on, more so, because I had no credibility. It started as a very small account with 800 followers, but I saw a lane. I thought there was something there. I believed in it so much. Now, all those people who said I was an idiot for doing this, they’re reaching out to be on the podcast. It comes full circle. Nobody wants to be your friend on the ground level, but they do once your methods are proven.
There’s some credibility there now, and they see what I’m doing. But no one wanted to touch me when there were zero followers.
The only thing I worry about now is that, as the account grows, there are more eyes. I have to be conscious of the fact that it is a pretty touchy world. I’m very conscious about the content I put out. I never make a video that is going to offend someone or make fun of the way someone looks. I don’t like the type of comedy that makes someone feel bad about themselves.
