Social media has evolved at a rapid rate over the past few years and many businesses are using it as a valuable marketing tool. It is no longer a range of platforms where people share memes, cute cats, and pictures of their lunch.
It has developed into an essential tool where business owners from all industries, including real estate, can connect and interact with their clients and prospects.
Never before has it been easier for real estate agents to send compelling messages, create vivid listing descriptions, and improve engagement to reach a wider audience.
Here are a few practical tips on how busy real estate agents can develop a successful social media strategy.
#1 – Define your brand
Your social brand should be the crossroad between your point of view and the values of your audience.
You can break your social media brand up into three parts and approach it from this perspective:
- One-third personal interests (i.e. hobbies, fitness, health, interesting news, etc.)
- One-third real estate aesthetics or “eye candy” (i.e. beautiful real estate pictures, short videos of your home tours, photos of your recent sales, etc.)
- One-third industry knowledge (advice, tips, data, statistics, market trends, etc).
This type of content will help you reach potential clients and it will demonstrate that you know the local market.
Your audience needs to see you as approachable. Sharing a few things about your current community will open up the lines of communication. You can ask something simple like what their favourite local restaurant is. This will show that you are involved in the community, that you care, and that you are willing to maintain relationships during and after-sales.
Create content that invites the reader to interact with you by commenting and sharing posts on their own feeds.
Don’t oversell your brand; this might repel the audience and they will unsubscribe faster than you think.
#2 – Keep it active
It is very difficult to keep social media accounts up to date especially if you are working as a full-time agent.
You might not have enough time in the day or you might feel that you don’t have any good ideas for content.
Try setting up a timetable that dictates your posting and the content you are going to put out during the day.
You could alternate between posting news from the community, trivia about real estate, fun facts about yourself, property tours, client success stories, and show houses.
Be sure to only post one of these topics per week to ensure that your followers don’t get bored.
#3 – Dive into automation
Even if you have figured out your content for the week, you might still find that you don’t have enough time.
You can’t slack when it comes to posting. You must post every day!
People unfollow dormant accounts very quickly. You can download tools such as TweetDeck or HootSuite that will help with automating your Facebook and Twitter posts.
Set aside at least half an hour a week to plan the posting and content for the rest of the week.
#4 – Think about your strategy and engagement
You need to know why you are using social media, as in, what is your objective?
It should be to build a client or a follower base and to motivate your audience to connect with you.
You don’t necessarily have to have the biggest following or the most popular account but you do need to understand your followers and how you are going to relate to them. Some sites like Facebook, Twitter, and LinkedIn have analytic tools available so that you can track your connections, followers, tweets, comments, views, and subscribers.
Your engagement should motivate followers to interact with your posts and share them on their own profiles.
Make sure that you are posting content that your audience wants to see. If there are too many serious posts about marketing analytics, stats, etc., then rather post something personal like a picture of your dog or a fun day out with your friends or colleagues.
Also, consider the different platforms you are using. Something that works on Twitter might not work on Facebook or Instagram (and vice versa).
Never forget your audience and their expectations on each social media platform. They’re all somewhat different!
Approaching social media might be daunting, especially if you don’t use it in your personal life, but it can save you a lot of time and money in your real estate marketing initiatives. Taking a mere 30 minutes a week to organize your social media content is all you need to boost your online marketing efforts.
Remember, if you don’t try, you’ll never know. So get started – even if only on a small scale – and join the conversation!