Real estate marketing in social media isn’t a new trend many realtors use Twitter, Facebook, Pinterest, Google+, and other social media platforms to reach their target audience. That’s because social media offers an effective way to nurture lasting relationships with prospective clients and boost your real estate marketing efforts.
Consumers expect all businesses that they interact with to have social media pages that they can look up for more information and interact with when they need to. According to the PEW research center, 72% of adults in the U.S. visit Facebook at least once per month. Additionally, the most active social media users, millennials, happen to be a major group of homebuyers.
So, how can a realtor take advantage of this? In this post, we’ll share the most effective ways realtors can maximize their social media marketing.
- Develop a Comprehensive Game Plan
As mentioned above, there are many social media platforms available, and simply having a page or an account on each won’t be enough. Realtors should aim to be active and consistent with their social media posting. Keep in mind that having a dormant Facebook page with three entries from 2015 could do more harm to your business than not having a page at all.
With social media, it’s quite easy to be overwhelmed the first time and then gradually lose momentum. Having a comprehensive plan in place will help you stay organized and focused about your social media marketing efforts. This way, you’ll not be easily sidetracked by various distractions or activities, burn out, or even give up. A plan will ideally hold you accountable and will force you to be more thoughtful about your strategy. And when the time to post comes, you won’t be grasping at straws.
Consider using the free (and paid) online tools to help automate your posting. Tools such as Hootsuite and Buffer are great for scheduling your social media posts for your business. These can be helpful in maintaining a consistent post schedule, by automating your posts to go out on a specific time and date.
- Optimize your Content with the Right Hashtags
Many people misinterpret hashtags as a strategy with the sole purpose of increasing the amount of likes on a social media post. Although hashtags will bring more engagement to your content, they work well in facilitating your discovery on social media. They ideally provide an avenue for potential clients to find your real estate business on the respective social media platform.
It’s therefore a great idea to find and use the right hashtags for your content so that more homebuyers can easily find you. Plus, it’s also a great way to discover more opportunities and potential buyers for your real estate business. Some of the most effective hashtags include:
Generic hashtags for real estate: such as #forsale #dreamhome #property #fixandflip #househunting #justlisted #realestate etc.
Customized hashtags: #[target city] #[target neighborhood] #[real estate firm name] #[city] property etc.
It’s recommended that you do some in depth research and choose the hashtags that are more relevant to your location and real estate brand. Be sure to experiment with them a bit and optimize them based on what works.
- Ongoing Page Optimization
Just as your website requires constant maintenance to keep generating the traffic and leads you desire, your social media pages need the same kind of love. Every element of your social presence needs to be optimized, so, don’t overlook any facet of your profiles or content. Some of the core areas of focus include:
- Profile Image and Header: publishing your headshot and choosing a listing photo randomly on your business page is not enough. You have to make sure that they include effective call-to-action (such as a website URL, phone number overlay, or an email address), be relevant to your business, and have an appealing design.
- Posting times and frequency: posting midday will not work well on Instagram, Facebook, or Google+. Make sure that you have a posting schedule on each channel that ideally aligns with the times and days which you get the most traction.
- Blocking spam accounts: a huge part of social media is made up of spam accounts. For example, on Twitter alone, 10% of the accounts are spam. Keep in mind that being associated with some users can harm your reputation. Be sure to weed any of the fake accounts you encounter by blocking or reporting them.
- Include company information: your prospective buyers will want to know how they can get in touch with you. Ensure you page contains all the important company information, in fact, this should be the first task you undertake when creating your profile. And since your details could change over time, ensure you update them whenever this happens.
- Understand that Each Platform is Different
Social media platforms differ in terms of the type of content that performs well. Keep this in mind when posting, modifying each post to suit the respective channel. Here are some of the best engagement and content strategies for each social platform:
- Facebook: Boosting your posts can fetch more exposure. Be sure to target the right people when selecting the preferences.
- Instagram: Put your graphic design hat on and create images that promote open houses, and show off a lifestyle.
- Twitter: Engage your followers with a Twitter chat by offering your own insights about a topic or posting questions.
- Google+: Host a live hangout with your followers and leads and offer them an opportunity to ask questions or learn about a given topic.
- Pinterest: Pin videos on your YouTube channel and get more people to view your interviews, how-to clips, and listing tours.
No matter how often you publish, it’s very important to measure the effectiveness and outcome. This is something that more and more realtors are learning with social media marketing. This brings us to the last (but not least) way:
- Measure your Efforts
In general, it’s important to have a clear picture of how well your strategy is working. Of course, you’ll need a method to measure your efforts. You can use tools such as Hootsuite Analytics as well as the metrics information provided by the social platforms such as Facebook Insights, to see how often your posts have been shared, retweeted, commented on, liked, and more.
How often do you use social media to connect with buyers and sellers with real estate listings in Cincinnati, provide your audience with expert advice, or network with industry peers? Which of these ways are you currently using, how effective are they?