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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 posts for 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’s a reluctance to post the kind of fun or surprising content that gets engagement. That can make real estate posts for social media feel a bit boring in comparison to other industries.

According to the National Association of REALTORS(NAR), 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’re looking for a more exciting and effective real estate social media marketing strategy with engaging social media posts for realtors, look no further than these nine ways of reaching out for quality leads from your target audience.

1. Understand the customer with effective real estate posts for social media

No digital marketing strategy can work if it fails to recognize its customer. With social media providing marketers an up close and personal understanding of the targeted customer, it’s necessary to know who you are marketing to and why they would want your business.

With a wealth of data online, you can take a deep dive into various demographics and understand who your clients are from a cultural, social, and political perspective. It helps to design a marketing strategy that is informed by:

  • The channels that best fit the demographics you aim to target.

  • The language your customers speak—not just words, but also the nuance, “feel”, and context of phrases.

  • An understanding of their emotional switches.

  • Developing customer personas or avatars to visualize clients lives and predict their purchasing patterns.

  • Creating cultural awareness.

  • Emphasizing action-based experiences rather than abstract ideas.

  • Segmenting targeted audiences through tech tools.

These steps can not only help you optimize your real estate posts for social media but can also help you empathize with your customers. By learning what matters to them and how they react to changes in economic and political environments, you can keep up with the changing social media landscape by innovating to create the best social media posts for realtors.

2. 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 so that you can engage with an audience more meaningfully.

To create effective social media posts for realtors you need to think about the type of client with whom you are best equipped to work. 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

When you create a customer profile or avatar, you will know precisely the qualities that your target customers share. These details can help you customize and personalize your ad content and social media posts so that they appeal to wider audiences. Customer avatars can also make it more efficient for your business to prioritize leads. For each new lead that you get, you can map it onto the avatars you have created. This way you will know which of them is most likely to convert. Your subsequent efforts can then focus on the priority leads as opposed to those that are not likely to generate sales. Best of all, the data you can collect from the avatar creation process is a goldmine!

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 posts for social media to engage them and speak to their interests.

3. Think visually

Visual content is more interactive than written content. 93% of marketers rate interactive content as incredibly effective at educating prospective clients. This should not be surprising to anyone. Just think of the last video you watched versus the last Facebook post you read. You’re more likely to remember the visual content over the written static content. No one remembers a poorly acted out commercial for the great business it represents. We tend to retain artful content. Especially visual content that’s of good quality. High-quality video and picture social media posts for real estate provide an immersive experience for targeted audiences. They also help viewers subliminally associate your business with value and quality. And if you’re still not convinced, just bear in mind that visual content is also 40 times more likely to be shared on social media platforms.

Effective real estate social media marketing is all about visual elements like hi-res photography and engaging video content. That’s why it’s important to ensure that your real estate posts for social media are attractive and well made. It’s surprising, therefore, to find many real estate specialists still using low-resolution snapshots of themselves instead of professionally shot pictures, or listing photos of homes taken on a cell phone instead of through a high-res professional camera. If you want to engage with customers through real estate posts on social media, you’ll need to up your visual content and maintain a consistently high level.

Nowadays, most real estate businesses have a social media presence, but it’s quite difficult to stand out from the crowd. That’s because a lot of real estate businesses lack an enthusiastic online presence. Using more visual content in your social media real estate marketing is a great way for a realtor to separate themselves from the competition. By creating social media posts for real estate that are fun, high quality, interactive, and memorable, you can increase conversion rates by up to 86%!

Focus on your social media efforts

Businesses recognize the immense marketing opportunity that is present online and want to cash in on it. But what is the point of dividing your efforts across so many platforms when you can just focus on a select couple? Why try to be a Jack of all trades when you can master one? Many real estate businesses rush to create accounts across every new social media platform that comes along, then fail to effectively populate those accounts with content.

If you’re unable to devote time and effort to your social media accounts, it’s advisable that you choose one or two platforms, develop expertise, and optimize your social media posts for real estate for those audiences exclusively. Devoting time and resources to creating social media posts for real estate for niche sites will likely lower your ROI and will not provide the conversions that you’re looking for.

Choose a social media platform that is most popular among your prospective customers and one that has the highest user numbers. When you spend time familiarizing yourself with the algorithm of a chosen social media site, you can curate a feed that works best for that platform. That way you can maximize your efforts on your social media posts for real estate.

Differentiate your content

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

It’s good to remember that each platform has a type of content that its algorithm prioritizes, and its users prefer to engage with. Posting a long caption on Instagram, even if it’s highly informative, is less likely to drive engagement and conversion than posting a stunning, high-resolution image of a luxury property. Listed below are additional tips to keep in mind for some of the most popular social media platforms in use:

  • 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 pictures and an emphasis on multiple images and video.

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

While customer engagement and social media posts for real estate will look different on each platform, certain tools can be used across most mediums. For example, surveys about a current real estate trend or customer preferences can be posted pretty much everywhere. Make sure you know what tools work best on each platform so that you can amplify engagement.

6. Keep potential clients in your realm

Social media marketing and social media posts for real estate are all about the authenticity of your brand and how true you are to it. Recycling social media posts created by other sites signals a lack of confidence in your brand and even indicates that you have no real unique selling proposition to offer.

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, podcasts, and social media posts for real estate helps you to draw quality leads and potential clients into 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. What’s more, to differentiate your business so that your brand identity sticks in the minds of potential clients, you can create interactive content, quizzes, and polls as a great way to keep customers in your digital realm without the pressure of constantly churning out new content. By driving a high level of engagement with potential customers, your brand stands out as a conversation starter. Remember that everything does not need to be serious. Create games to engage with social media users. The goal for your real estate posts for social media is to stay true to your brand.

7. Engage with stories.

Remember, your real estate posts for social media are all about interaction. Following Snapchat's introduction of the Stories feature in 2013, its popularity drove a rollout of similar features across Instagram and Facebook. Stories are different from the content you'll find on the Instagram feed or Facebook page. They are more immediate, casual, and are meant to offer followers a glimpse into some aspect of your daily life.

Stories are used by 500 million Instagram users every day! However, only 36% of real estate companies use stories to promote their business. This means there are huge opportunities for social media marketing across real estate social media posts and stories. They can ramp up your brand engagement as they are easy to digest and contain the ‘curb appeal’ you need to get your potential client hooked.

In addition, because social media 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.

Stories can also be used in multiple ways to drive up customer engagement and keep things fresh online. You can conduct polls to ask people what kind of property appeals to them or add links to your stories to take people directly to your website page. Tagging locations lets people know about nearby properties that are up for sale in the areas that your realtors operate or specialize in. You can even tag loyal followers or happy clients to make your marketing even more interactive. And of course, you can go live on stories for that raw, unedited content that everyone loves.

8. Be consistent

Posting consistently is the most important element in building a social media following. You need to engage with others through your social media posts each day to expand your reach and your network.

If you want your brand to become recognizable and truly create its own social media presence, you have to be consistent in your social media marketing efforts. Consistency is not merely a matter of frequency and timing of your social media posts for realtors; it’s also about the tone you use and your brand aesthetics. Once you have developed a good understanding of who your target audience is and what your customer avatar is, you can employ a consistent tone of voice in your real estate social media posts. Age, geographical location, gender, interests, and aspirations all play a role in deciding the tone of voice. Millennials, for example, will not respond to social media posts for realtors that use language typical of baby boomers, and vice versa.

You also have to be consistent in the type of content you are posting online. Scattered content with no unifying theme or chronology conveys confusion—it may come across like you don’t know what you are doing.

Remember that consistency builds brand recognition, which is especially important online. Brand recognition allows a company to build a loyal audience and drives up the numbers of repeat interactions. 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 to ensure that your platforms are maintained with ongoing, professional content.

9. 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 accessing it. Incorporate an ongoing review of analytics across your various platforms to find out where your message and brand are resonating and where you’re getting left behind.

When you have your goals defined and you know what you’re looking for from a type of post, you can use relevant metrics to track your performance. Social media analytics are important because they can reliably tell you how successful a social media campaign has been. These numbers themselves can also become part of a marketing strategy as you can provide actual statistics to your audience to show off how well your business is doing. What’s more, a review of the social media platforms of your competitors can provide additional insight into what is working in your local market or your chosen niche. It can also help you find gaps in your competitors' social media strategies to exploit to increase your impact across your own social media platforms and posts.

Some of the metrics that matter most include:

  • Engagement

    • Likes, comments, shares, and retweet engagement numbers.

    • Post engagement rate: number of engagements divided by impressions or reach. This tells you the rate at which the people who see your social media posts for realtors find them interesting.

    • The account mentions: How many times your brand has been a part of a conversation.

  • Awareness

    • Impressions: How many times a post shows up on someone’s feed/timeline.

    • Reach: Measures potential unique viewers that the post could have reached.

Everybody wants to be a star on social media but in order to that you’ll need to be clued in to some tricks of the trade. If you found this article helpful in understanding how you can raise your profile without spending all of your time online let us know. Hopefully we’ve shown you some ways to help you achieve your marketing goals. To find out more on how you can up your real estate social media marketing efforts, reach out!

# social media
Tips November 14, 2019
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