April 24 2017
If you:
then this article is for you.
Here you'll find out how to create or revamp your real estate social media strategy to reach new prospects, build your brand, connect with clients, and win more leads and referrals.
Creating a social media strategy for real estate doesn't have to be hard. These five tips will help ensure it isn't. All you need to do is:
And we're here to show you how.
Preparation—having a real estate social strategy—can make managing social networks easier and more effective. Before you start creating posts and sharing listings, you should do three things:
Whether you're considering opening your first social account or have dabbled in social media for years, it's important to weigh the cost and benefit of each social network you're thinking of using. The cost will primarily be in time. Decide how much time you are willing to put into social networking and if the commitment is worth the potential benefits.
Time: As you gain experience, you'll be able to manage your social media accounts quicker and more efficiently. Even when you're at your most efficient, however, each of your social accounts can easily require a couple hours' maintenance each week. Decide how much time you can dedicate each week, then decide how many social accounts you can handle.
Audience: Once you know how many social sites you can handle, narrow your options by identifying which ones your customers are using. According to a 2016 Pew Research Center study, 79 percent of adult American internet users are on social media. Of that number, 78 percent of Facebook users fall into this age group, followed by 25.5 percent on Instagram, and 22 percent on Twitter.
Money: Creating a business profile is free on just about every social network. However, money gives you the power to reach and engage with an audience beyond your normal reach. Include a social media marketing budget to see really great results from your social accounts.
Reason: Each social platform engages with its audience in a unique way. For example, Facebook is built around clicks and comments, while Twitter requires users to communicate in 140 characters or less. Instagram is all about images, and Snapchat content disappears within 24 hours. To hit as many demographics as possible, diversify your platforms.
Once you have decided which social media sites to use, you will need to create a business account on each network. Throughout the process, you should keep the following in mind:
Images: It's important for your audience to be able to recognize you quickly, whether they are on your website, your Twitter profile, or your Facebook account. Use an existing, up-to-date photo or take a professional headshot and use this photo (sized appropriately) on each of your business profiles. Many social sites also allow you to upload a personal banner on your site. This is a great way to incorporate your logo (sites like Fiverr.com, Freelancer.com, and Upwork.com are fantastic places to hire a graphic designer). Remember to keep your banner consistent across social media profiles, too.
About pages: Your business 'About' page isn't really supposed to be about you; rather, it's your chance to tell potential clients what you can do for them. A modified version of your elevator pitch that includes your primary niches and other important keywords works well for the about page or bio section of your profile.
Contact information: While social media sites are great, your goal should be to have people reach out to you directly. Make sure you include your phone number, website link, and email address in your profile so visitors can easily reach out to you. Including hours of operation can also be helpful.
Privacy settings: Once your information is plugged in, make sure your profile is "public" so that people can see and interact with your posts, as well as contact you.
Add links: Make it easy for people to find your social networks by adding buttons to your website and in email that take visitors directly to your profiles and pages. You can also include your social networks on business cards, flyers, and signage by including your account handle or username.
Your primary social media goal should be to generate leads and conversions. Your secondary goal can help you achieve this. Your social media goals should evolve as you gain a stronger presence, but they should always be measurable, attainable, and have a clear start and end date.
Examples of social media goals for real estate include:
Once you know what you want to achieve to meet your social media goals and boost your real estate business, decide upon a plan of action. Your real estate social strategy should include:
Create a content schedule: A social media content calendar is a way to pre-plan (up to several weeks in advance) what kind of content you will publish each day—eliminating the need to scramble to figure out if you should be posting something business related, taking a poll, or sharing something inspirational.
Choose a posting app: A posting app (such as HootSuite) will help you post to multiple social sites at once and allow you to input your posts several days in advance. This can help cut down on the time commitment for each network you use.
Content types: Include a wide range of mediums in your plan, such as Slideshare, eBooks, contests, videos, articles, listings, and photos. Providing a diverse range of content will keep your pages fresh and help draw visitors back to your content again and again.
Provide value: Creating and sharing great content plays an important role in maintaining a strong online presence—but if you aren't providing value to your audience beyond real estate, they won't have any reason to keep up with your business once they have bought or sold their home. Make sure your content strategy provides value to buyers, sellers, and your community in general. DIY guides, home improvement ideas, local news, and area guides are all great ways to do this.
Post local content: You've heard the phrase, "Home is where the heart is." Nothing captures someone's attention quite like local photos, events, or information: things that have an immediate impact on someone's life. Post local content frequently.
Make your content easy to share: Keep engagement in mind when you create and post content. Ask your readers questions, invite them to comment, or recommend they "like and share" your post with their friends, family, and co-workers. Share your website and blog content socially, and make it easy for your audience to share it, too, by adding social sharing buttons to your blog and website.
Building your brand using social media is all about growing your business. It should be both a goal and a means to reach your other social media goals. Building your real estate brand on social media requires you to:
Track consumer trends: Before you can sit down and start creating content, it's important to get an idea of what your audience will be interested in. Look at what's trending in the news, follow local groups, and pay attention to what topics are generating conversations. Are locals excited about a new restaurant? Is there an upcoming local event that people want to know more about? If so, consider forming a partnership with the restaurant or hosting a Facebook Live interview between you and the event host.
Understand your audience: Social networks are great tools for building your business, but only if you use them right. Ensure your online presence isn't all about you and focus on helping your clients and audience. Someone looking at your posts should be able to clearly identify the benefit of following you socially.
Also consider what your audience will find useful. If your audience is primarily composed of empty nesters, articles recommending child-friendly restaurants aren't your best bet. Think about what will interest your audience and address the topics they care about. If you do this, they'll want to interact with you.
Humanize your brand: Showing your audience the people behind your logo is a good way to build trust with your audience. Humanize your brand by doing things like sharing behind-the-scenes photos of what's happening in the office (birthday parties, work anniversaries, or silly moments) or by telling funny or inspiring stories of things that you saw or experienced while showing a house.
Engage in real-time marketing: Engagement goes both ways. If you want people to interact with you, you need to be prepared to answer their questions, reply to their comments, and work on building rapport with your audience. As you interact more with your audience, they will feel more comfortable about reaching out to you with questions, comments, and requests.
Engagement
Track changes in interaction on different posts to determine what your audience does and doesn't like, then use this information to refine your posting strategy.
If you plan on managing your social presence across multiple social networks, you will want to get set up on a reporting platform like Homes.com Social Fuel, which combines all those stats into a single report.
It's important to have an overall social media strategy guiding your real estate business, but it's also crucial to realize that each social network is different. Posting short text-based messages isn't going to cut it on Facebook, but is perfectly fine on Twitter. Here are some tips for advertising and promoting your real estate business on some of the major networks.
Facebook for Real Estate
As the largest social media site, Facebook should play a big part in your social media strategy. Some considerations you may want to keep in mind for Facebook include:
Twitter for Real Estate
Creating a foothold for your real estate business on Twitter can be tough. If you're going to succeed, it's important to know:
Instagram for Real Estate
If you're unfamiliar with Instagram, it is a social network that allows users to take or upload videos and photos to share with their followers. Primarily used on mobile devices, Instagram has one of the best returns on investment for real estate of any of the social networks. When planning your Instagram strategy for social media, remember to:
Snapchat for Real Estate
Snapchat is a mobile social network that allows users to take, edit, and send pictures and videos to specific users as a message or post them as a "story" for other users to see. Snapchat messages only last a few seconds before they self-destruct, but "story" content lasts for 24 hours. Here are some features to remember when formulating a Snapchat real estate strategy:
Pinterest for Real Estate
Pinterest's primary value to your real estate business lies with the great content you can find and share on other social media sites. While the site itself hasn't generated many leads for agents, it's an invaluable resource for finding cool DIY projects, dream homes, and landscaping ideas.
LinkedIn for Real Estate
LinkedIn is a great site to connect with peers, form mastermind groups, and find great business tips. However, if you also sign up for LinkedIn's ProFinder program, LinkedIn can be a great place to generate real estate leads. If you use ProFinder, make sure your regular LinkedIn account is complete and updated with:
In summary, to create a winning real estate social media strategy, you ought to:
Need additional help planning your social media strategy? Learn how Homes.com SEO Fuel's team of dedicated real estate experts can manage your Facebook Ads, LinkedIn profile, Twitter, online reputation, and more or check out the links below for more social media advice.
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To view the original article, visit the Homes.com blog.