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

Breaking News

Popping the Asking Price Bubble

Where in the Uk Can Buyers Snap Up Property Bargains and Where Properties Go for a Premium Above Asking Price   New research from fast selling property company, Upstix has uncovered the UK’s most surprising postcodes for snapping up a property at bargain prices this year, highlighting a widening gap between sellers’ expectations and the…
Read More
Rightmove logo
Breaking News

Highest demand to lease office space since pre-pandemic

The latest insights from the UK’s number one commercial property website Rightmove, reveals that the number of unique enquiries to lease office space is at its highest point since pre-pandemic, as businesses look for spaces that meet modern requirements. Demand to lease office space is 19% higher than the same period a year ago and…
Read More
Planning disputes on new build land
Estate Agent Talk

Planning consultations for major infrastructure to be streamlined

Robert Bruce, a planning and infrastructure partner at law firm Freeths LLP, said he: “Welcomed the change as a significant step to speeding up the DCO process and the focus on the quality and effectiveness of the consultation, rather than box ticking and a risk averse approach to pre-application consultation due to the current legal…
Read More
Breaking News

‘The property ladder pulls further away’ warns Open Property Group

For many first-time buyers across England, the dream of homeownership continues to slip further out of reach. Despite rising wages, soaring house prices are making it harder than ever to get on the property ladder. A leading UK professional house buying company ‘Open Property Group’ based in Buckinghamshire UK, has raised concerns over the ongoing…
Read More
Estate Agent Talk

How Long It Takes to Buy a House in the UK: 5 Common Delays That Can Slow Down Your Home Purchase

Wondering how long it takes to buy a house in the UK? The average timeline ranges from 8 to 22 weeks, but even that can stretch significantly due to unexpected delays, especially if you’re a first-time buyer or caught in a chain. That’s why working with experienced professionals like Belvoir — one of the UK’s…
Read More
Love or Hate Rightmove
Breaking News

Rightmove to host Renters’ Rights Bill webinar with Guild of Lettings

Rightmove is hosting a live and interactive webinar session with the Guild of Lettings to help agents get Renters’ Rights Ready. The webinar will take place from 10:00am – 11:00am on Wednesday 23rd April. Susie Crolla, Managing Director for the Guild of Lettings, will be joining Rightmove to help agents with questions they may have about…
Read More