Why We Must Stop Obsessing Over Size.

small house bird box

There is a grave misconception that needs to be shaken. When the majority of people think of social media success, they think of tens of thousands of followers.

The bigger your reach, the bigger your influence, the bigger your success, right? Wrong.

In fact, follower count is the one metric I urge you to treat with caution.

But it is this misconception that has caused an unhealthy comparing mentality, and like-farms to thrive where people part with cash in exchange for ‘people’.

In the end, buying followers gives you only one thing: a bigger number. Nothing more than a number.

Buying 500 random likes or followers means they are (and always will be) just that: random. They offer no business value – they are not targeted, they are not interested, they are not leads. And if they are never going to click-through to your website or share your content, there is no point. Furthermore, by purchasing likes and followers, you run the risk of skewing your data, making it extremely difficult to understand how well you’re really doing online.

It is the followers themselves that matter, not the follower count.

A big number won’t help you win more business, it will just make you feel good – a vanity metric.

As social media expert, Jay Baers, says:

“The end goal is action, not eyeballs.”

The behaviour of your followers will provide you with far more valuable information you can put to good use.

Instead of vanity, focus on value. Instead of follower count, focus on the type of people who choose to connect with you. Instead of quantity, focus on engagement, and, most of all, conversion.

1. Are your followers the people you want to be attracting? If not why not?

2. Are you tailoring the content you share to the following you have and hope to gain? Know your audience.

3. Have you identified the type of content that generates engagement? Learn and react.

Is reach important? Absolutely. But a following of 50 who want to hear from you and will interact with your business is far more valuable than 1000 who are simply not interested. And in the end, people applauding and sharing your content with their own network will result in you reaching far more (real) people.

If you want to build your following, share updates worth following. Get to know your audience, become a hub of news, opinion, insight they care about.

Focus on them, not you, and your following will grow in the most powerful way possible: organically, meaningfully, with the ability to generate business.

If you think a colleague/friend would benefit from this read, use the share buttons below and spread the word.

At Propertyflock we provide free software that tells estate agents which content is most likely to generate interest and engagement on social media. Find out more: www.propertyflock.co.uk

Alex Evans

You May Also Enjoy

Estate Agents should not all look the same
Estate Agent Talk

How to Become an Estate Agent with No Experience

Breaking into the property industry can seem intimidating – especially if you’ve never worked in it before. But the good news? You don’t need years of experience or fancy qualifications to start a career as an estate agent in the UK. In fact, many successful estate agents started with no background in property at all.…
Read More
buying at auction uk
Estate Agent Talk

9 Advantages of Selling Your House by Auction

Selling your house by auction might seem like a daunting prospect, but it comes with numerous advantages that can make it a highly attractive option. While the traditional method of selling through an estate agent has its place, auctions are increasingly becoming a popular choice for homeowners looking for a swift and reliable sale. Here…
Read More
Breaking News

Majority of Tenants Unsure How Changes Will Affect Them, Says LRG

With major changes to the private rental sector on the horizon, 62% of tenants say they don’t know whether the government’s Renters’ Rights Bill will address their concerns – highlighting a growing need for clearer communication around what the reforms will mean in practice. LRG’s latest Lettings Report shows that while landlords are widely aware…
Read More
Home and Living

Perfume Storage Tips: How to Keep Your Fragrances Fresh

Perfumes are sensitive compositions that can be significantly affected by how they are stored. Proper storage ensures that your favorite fragrances stay fresh and maintain their intended scent profile. In this article, we’ll explore practical, fun, and effective tips to help you preserve your perfumes in perfect condition. Understanding the Sensitivity of Perfumes Perfumes are…
Read More
Breaking News

Renters’ Rights Bill Delay Causing Uncertainty for Tenants and Landlords

Ministers need to tell landlords and tenants when measures in the Renters’ Rights Bill will take effect the National Residential Landlords Association (NRLA) is today warning. The Government pledged last year to abolish Section 21 ‘no explanation’ repossessions and to make other changes to the rental market this summer. With the Bill not scheduled to…
Read More
Breaking News

Breaking Property News 02/04/25

Daily bite-sized proptech and property news in partnership with Proptech-X.   Made Snappy 360 appoints new CEO and Sales Director to accelerate growth in the property technology space Made Snappy 360, the fast-growing proptech company known for its virtual tours and floor plan technology, has appointed industry veteran Mark Beresford-Ward as its new Chief Executive…
Read More