Find out how to make your real estate social media marketing more effective, more compelling, and more fun in order to bring in more leads.
We've all been there: you've just come off of a busy season or an influx of listings and now, as you reach the final closings, you realize that you don't have enough new seller leads in your pipeline. it seems that all real estate businesses go through this cycle, either seasonally or through inconsistent social media real estate marketing.
Ongoing and effective social media management for real estate agents requires a thorough knowledge of your target audience, the needs of buyers and sellers in your area, and strategies to showcase your knowledge of the real estate industry. Find out how you can implement more effective real estate social media marketing campaigns to generate the quality leads you need and find your future clients.
One of the biggest mistakes agents make in their real estate agent social media marketing is spending all of their time developing sales pitches for their expertise, personality, and services. In reality, the best way to sell the value of your services is to become the go-to expert in your market. Use your social media accounts to talk about the best features of your community and to show your passion for it. You'll make an impression on both buyers and sellers and develop top of mind expertise and recognition.
Too many real estate agents share content from home improvement channels, home design magazines, and generic content farms. This does nothing to show future clients what you know and what you can do for them. When you create original content and share it on your social media accounts, you have the opportunity to make an impression and to generate quality leads who are eager to work with you because of how much you know.
Everyone knows someone who knows everyone else -- those connectors who seemed to effortlessly remember faces, names, and where they last met. Many of these socially connected folks are business owners, teachers, political figures, and other prominent members of the community. Interview them about their latest award, initiative, or passion project. You'll have a great story, generate a lot of engagement on your own social media platforms, and the connector will share it -- and you -- with his or her huge network of social media friends, fans, and followers.
You know your last client had a great experience. You know you were a big reason why. Why doesn't anyone else know? No matter how much your clients love you, the fact is they don't always think to leave a review on your Facebook page or to post a testimonial on Instagram. Ask for reviews and testimonials after every transaction, then share them across your website, social media platforms, and other online resources.
Today, video content is the most viewed and shared content on most social media platforms. That means that effective social media marketing for real estate agents requires video content in order to compete with other agents in your market. You don't have to be the youngest or the cutest in order to create effective video content; people want to see what it would be like to work with you and what you know about the real estate industry and about your community.
Just because you can automatically share content from one social media platform to another doesn't mean that you should. Resist the temptation to auto-share your social media posts to followers across your various accounts and optimize each post for each individual platform. Use hashtags on Instagram and Twitter, optimize image sizes, and take other steps to differentiate your content for the unique requirements of each of your social media accounts.
Social media management for real estate agents requires you to take into account your target audience and the demographics of your various social media platforms. Facebook, for example, tends to skew to an older audience so it might be the perfect place to show a walkthrough video for a large family home or retirement community. On the other hand, Instagram, with its younger average user age, might work better for promoting an in-town condo. Take a look at the audience for each of your platforms and see what content engages the most, then use those differences to guide your future content.
Gone are the days of brief status updates on Facebook. To cut through the clutter, it's important to take advantage of the variety of tools Facebook offers to optimize each post. Ideally, you should
Tag your location
Use video or a link to your original content
Create an opportunity for engagement with a question
Monitor and respond to comments
Boost particularly high-engagement posts
Remember, the more engagement your post gets the more frequently Facebook will show your content to your friends and followers. It makes more sense to spend the time crafting a highly engaging Facebook post than to fill up your feed with been-there, done-that memes or one liners.
Many people love the beautifully curated quality of a well-developed Instagram feed, but Instagram stories are getting most of the engagement for many real estate agents. Offering enhanced placement and the opportunity to stay top-of-mind with Instagram users, Instagram stories allows you to be a little more playful, a little more spontaneous, and a lot more engaging than you can in a carefully composed post.
All of the social media real estate marketing in the world won't help if you don't know who you're talking to and what effect your content is having. Check out your analytics on a consistent basis in order to see who is following you, who's engaged, and what content is driving that engagement. Look for ideal times of day, days of week, topics, and formats in order to better understand how to capture attention and improve your lead generation efforts.Back to blog