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8 Tips to Rock Your Real Estate Social Media Marketing Efforts

Everybody wants to be a star on social media. Find out how to raise your profile without spending all of your time online.

8 Tips to Rock Your Real Estate Social Media Marketing Efforts

Real estate social media can sometimes seem to be a bit of a mystery. Because so many real estate professionals came of age in the industry before social media was such an important way of communicating with potential clients, they may not know what to post or how to target their message.

In addition, because real estate marketing tends to be a bit conservative, there is a reluctance to post the kind of fun or surprising content that gets engagement. That can make social media for real estate feel a bit boring in comparison to other industries.

According to the National Association of REALTORS(R), more than 70% of agents and brokers use social media to reach out to future clients and their sphere, so real estate social media marketing is not optional. If you are looking for a more exciting and effective real estate social media marketing strategy, look no further than these eight ways of helping you reach out and draw in quality leads from your target audience.

1. Create a client avatar.

Real estate agents are in the business of helping everyone, without regard for age, gender, race, or other factors. However, social media marketing is often focused on demographic information in order to more meaningfully engage with an audience.

In order to target your social media posts effectively it is important for you to think about the type of client with whom you are best equipped to work. In order to stay on the right side of the ethical line, create a client avatar by considering the following:

  • The type of service they might need

    • Home buying

    • Home selling

    • Property management

    • Property investment

  • The type of home they might be interested in

    • Starter home

    • Condo

    • Luxury property

    • Farm and land

  • Their level of real estate experience

    • First-time homebuyer

    • Experienced buyer or seller

    • Real estate investor

  • Their interests and lifestyle

    • Equestrian properties

    • Waterfront properties

    • Retirement communities

The more you think through the type of client who can benefit from your experience and expertise, the better you can target your real estate social media content in order to engage them and speak to their interests.

2. Think visually.

Effective real estate social media marketing is all about visual elements like hi-res photography or video content. It is vital to ensure that everything you post is attractive and professional. Many real estate professionals are still using low-resolution snapshots of themselves instead of professional headshots or listing photos taken on a cell phone instead of professionally photographing their homes. In order to engage on social media, you need to step up your visual content to a higher level.

3. Focus your social media efforts.

Many people rush to create accounts across every new social media platform that comes along, then fail to effectively populate those accounts with content. If you are unable to devote much time and effort to your social media accounts, it is better for you to choose one or two platforms, develop your expertise in those, and optimize your content for those audiences.

Building a significant base of fans and followers across one or two platforms holds much more potential benefit than having a dozen or so low-engagement followers across a variety of platforms.

4. Differentiate your content.

in order to save time, it may be tempting to post the same content to all of your social media profiles. However, different platforms have different audiences, allowing you to engage through social media for real estate in different ways.

  • Your Facebook page should be more personal, with lifestyle content related to you and your clients.

  • Your Instagram feed should be more visual, with curated images and an emphasis on multiple images and video.

  • Your Twitter feed is for connecting with others. Humor and up-to-the-minute information are both highly prized for engagement.

  • LinkedIn is far more focused on quality, value-added content with a professional tone and purpose.

  • Snapchat is geared toward a younger audience and is far more focused on playfulness and spontaneity.

5. Keep potential clients in your realm.

There's not much point in distributing content from outside sources like Zillow, HGTV, or other lifestyle and real estate brands. Once a follower has clicked through, they are no longer thinking about you. Creating original content like blogs, videos, or podcasts helps you to draw quality leads and potential clients in to your website or other platforms. Keeping the focus on your value-added content shows off your expertise and helps you stay top-of-mind with fans and followers.

6. Engage with Stories.

Following Snapchat's introduction of the Stories feature in 2013, its popularity drove a variety of similar features including Instagram Stories and Facebook Stories. Stories are different from the content you'll find on the Instagram feed or Facebook page. They are more immediate, more casual, and are meant to offer followers a glimpse into some aspect of your daily life.

In addition, because Stories disappear after 24 hours, friends and followers are more compelled to check in daily so that they don't miss anything. This can help you identify your most faithful followers and more effectively target them for conversions.

7. Be consistent.

Posting consistently is the most important element of building a social media following. in addition, you'll want to engage with others each day in order to expand your reach and your network. If you find that you are unable to maintain this type of consistency, consider outsourcing some or all of your real estate social media marketing in order to ensure that your platforms are maintained with ongoing, professional content.

8. Review social media analytics.

Social media platforms provide a variety of analytics and statistics to help you understand who is looking at your content, how they are engaging with it, and when they are engaging with it. Incorporate an ongoing review of the analytics across your various platforms to find out where your message and brand are resonating and where you are getting left behind.

In addition, a review of the social media platforms of your competitors can provide additional insight into what is working in your local market or in your chosen niche. It can also help you find gaps in your competitors' social media strategies and exploit those in order to increase your impact across your own social media platforms.

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# social media
Tips November 14, 2019
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