social media marketing

Real estate social media marketing: the best strategies

Many real estate agents have been involved with real estate social media marketing for quite some time, using Facebook, Twitter, YouTube, LinkedIn, Pinterest, Telegram, and other social platforms to reach their target audience and build lasting relationships with their leads and clients. However, many of these agents, despite being real estate experts, often do not have sufficient knowledge to enable them to better manage real estate social media marketing strategies.

Social media are a fundamental tool for expanding the market of a real estate agent, in which the integration between online and offline communication tools allows you to reach every type of customer, from the potential to the current one, from the most digital and innovative to the more traditional one. However, interaction is only one of the possibilities offered by social media, the greatest potential is in fact to speed up the promotion of your real estate agency and thereby improve your reputation (online and offline).

In recent years, in order to try to convey skills in this sector to real estate professionals, books have been written in industrial quantities on the subject of real estate social media marketing, but unfortunately, much of the information within them is all too frequent unreliable. badly written or even wrong.

Therefore, in the light of many years of experience in the field of web marketing, online communication and digital technologies related to the real estate world, we have decided to intervene to help provide you with some advice on the best strategies applied to real estate social media marketing.

Meanwhile, here is a (“small”) taste of the  Digital 2019 Global Digital Overview, edited by Data Report, dated January 2019:

Digital 2019 Global Digital Overview (January 2019)

Real estate marketing social media strategies

Every social network prefers a certain type of content, so every time you want to publish a post, always remember what context you are placing it in. We bring you some examples for the main social platforms:

      – Facebook: it is possible to sponsor your Facebook posts at a negligible price, to ensure that they have greater and more profiled coverage, so as to reach the target potentially most interested in your product or service, regardless of whether it is ads of properties for sale, promotions or simple images that sponsor your context and territory.

      – Twitter: you can use the “search” function to find buyers and provide them with advice, and maybe if they are interested in your area you could start a chat with them, asking questions and sharing your knowledge with them (or anything you want that buyers and sellers of properties in your area know about you and the properties in your real estate portfolio).

      – Instagram: use hashtags related to the location where you are trying to sell a house or interesting for some of your potential buyers, and integrate this technique with short videos that act as real mini-tours for your properties.

Strategies for increasing your online presence

Being in touch with your leads should be a routine activity within your real estate social media marketing strategy. What almost no agent does, however, is to give the right attention to other professionals, who are directly or indirectly linked to the real estate sector and who could bring new job opportunities.

Strategies to improve optimization

Updating and optimizing your website is necessary to make it performant and effective, and therefore to generate new traffic and new contacts. The same mechanism applies to the accounts of your social networks. Nothing in your profiles and posts should be left to chance, each of them can and should be optimized. The main areas to focus on for optimization include:

> Header and profile picture

In a self-respecting real estate social media marketing strategy, it is not enough to publish a randomly selected photo for your agency page. You must first make sure that this includes a personalized call-to-action (which can be an invitation to sign up for a newsletter, subscribe to the user area or even call), that it has an attractive design and that it is relevant to the agency ( e.g. a photo of your office or the most recently sold property).

> Frequency of publication

Posting at lunchtime can be effective for Facebook but not for Twitter or Instagram, so you should plan your real estate social media marketing strategy for each platform, in order to post and share content on the days and times of the day when they will have the most. coverage. Some studies have found that the best days to post on Facebook are Thursdays and Fridays at different times of the day, depending on the goal: at 1:00 pm to get shares, at 3:00 pm to have a greater willingness to interact. of users.

For tweets, the story changes, in fact, you will first need to define whether your messages are addressed to your customers or to other colleagues; in the first case, the ideal would be to publish on Wednesday, Saturday, and Sunday, while in the second case it is recommended to publish from Monday to Friday. Your best bet on LinkedIn is to post on Tuesdays, Wednesdays, and Thursdays between 10 am and 11 am.

> Information about the agency

Your contacts need to know how to get in touch with you, so entering basic information about your agency into your social profiles should be the first task when you open an account on social networks. It is also advisable to create and integrate in your accounts, a message that represents the identity of your agency and what you do (vision and company mission). In other words, the perception that customers have of you and your real estate agency, which will later turn into the degree of consumer satisfaction.

> Links between platforms

Getting 100 shares and 200 likes in posts is useless if your users cannot easily reach your website, and thus all efforts of your real estate social media marketing strategy would be in vain. Therefore, make it easier to reach your website by inserting links and continuous references on your social pages.

Now that you’ve learned about some effective techniques for your real estate social media marketing strategy, we want to give you more tips to make sure you don’t make small mistakes that could negatively affect your strategy.

> Always answer questions from your contacts and do it quickly

More than half of people expect to receive an answer to their questions within an hour, so answer the questions promptly (here our article dedicated to the topic ” Do immediate answers affect the sale of real estate? “), Avoid make your potential clients or collaborators wait too long to avoid putting your real estate agency in a bad light.

In addition, social platforms often, such as Facebook Messenger, have algorithms that are able to recognize and measure the response time to messages, counting and showing all users both the percentage of responses and the average response time. A business card that you shouldn’t underestimate!

> Prioritize information content

The old ” 80/20 ” rule also applies when posts are shared on social media. This means that 80% of the content you share should provide some type of value for your audience, such as answering an FAQ (frequently asked question), informing about the specifics of the properties in your portfolio or the trend of the real estate market in your action area. When you are sure that most of the content is of an informative nature, the remaining 20%, on the other hand, can also be of a promotional nature.

> Never ask people to follow you

A good real estate social media marketing strategy must help you convince people to follow you, an action that they will gladly undertake because they will recognize you and your brand as a source of added value and because they will begin to trust and rely on you, without being continually harassed by annoying direct requests: you will succeed in this difficult intent only through contents that provide information regarding the purchase and sale of properties or any other type of useful inspiration for your target.

> Don’t do to others what you don’t want them to do to you

One of the main pitfalls that characterize real estate social media marketing is the heated discussions that could arise among the comments in your posts, in case you are imprudent in expressing personal points of view or harmful to other real estate brands.

Although triggering debates is one of the main objectives of social networks, you can avoid or otherwise limit as much as possible the emergence of unpleasant comments by avoiding sensitive or personal topics and treating your audience with the utmost respect.

> Don’t respond to all feedback

Always ignore the comments of the so-called ” trolls “, that is, those who take their time to denigrate and insult others online. These people also exist in the real estate sphere, so don’t be surprised if you get a comment from one of these people who enjoy making fun of your profile picture or agency – move on!

Our advice, alternatively, is to take everything lightly and see the glass half full, as even this kind of bad taste comments can help you to show others that you are a serious person and also self-deprecating. Taking these situations and yourself “laughing” very often is the best way to silence trolls.

> Don’t be repetitive

Posting the same content multiple times on social networks is a widely used and fundamentally correct practice, but the trick is to slightly modify it every time you post it . For example, if you share a post about a real estate agent meeting, make the first post explaining what it is, and a second post asking your contacts what they expect from the meeting.

Another way to create variations in this sense is to change the image of the post: since you should try to enrich the articles of your blog with many images, gifs, videos and so on, use them all each time to create different versions. of a post that refers to the same article, with variations as mentioned also in the text in relation to the posted image.

> Respect the “rules” of the groups

Most of the groups on social networks are born to share ideas and do not allow self-promotion, so use them simply to converse with other professionals and potential customers, with a view to real estate personal branding.

Facebook groups usually show on the right or in the first post highlighted by the administrators, the community regulation: read it and make sure that it is allowed to post links that refer to your website, for example or the advertising of an event you are organizing, or simply the request for collaboration on the sale of a property that you have just acquired exclusively. If you don’t, you may see ultimatum messages delivered, if you’re lucky, or you’ll be directly kicked out of the community with repercussions on your image and on the opportunities, you would have had by actively participating in group discussions.

Another small tip is to respect the theme and the objective of the group: if you are in a community called “Job ads for real estate agents”, do not post links to your properties or an article you have written about tax incentives for real estate, but also stick to the theme here so as not to pass from an unprofessional and “spammy” person.

> Publish high-quality images consistent with your brand

Really effective social media marketing strategies are those that use attractive and captivating media, without considering that Facebook posts accompanied by images have an engagement of 87%, so pay attention to the quality of the graphics you use.

Using images coordinated with the colors of your brand, which have the same format studied in advance, not improvised, and possibly without spelling errors (alas, we often come across this too!), Is an excellent business card both for your colleagues, especially people who are looking for a real estate agent.

Postpositive reviews from customers and colleagues references to any contest you have won or an event you have attended as a speaker, but don’t overdo it. Your leads want to be aware of your ratings, certificates, training courses attended and so on, but mainly they want to know you, your items, your properties.

So let’s go back to the topic of self-promotion: do not abandon yourself too often to discounted posts celebrating yourself and your brand, and above all do not do it without referring to specific data that differentiate you from other agents and agencies, instead of confirming the award received. or the course attended by the added value that you have drawn highlighted by numbers, qualifications, and statistics.

Strategies to humanize the network

How would you feel talking to a machine, to a bot? Would you be tempted to have a conversation? Probably not, which is precisely why you shouldn’t make this mistake with your contacts. So focus on these elements:

> Irresistible messages

Make sure that those who interact with you remain “trapped” by your way of communicating and never leave, becoming first your user and then your loyal and long-time customer. To do this, your message must be as human as possible, just as if your contacts are talking to you face to face and not reading a sentence on a white background.

We have already talked to you several times about how much, today as never before, the real estate sector needs to be “humanized”, going against the trend but precisely, for this reason, hand in hand with an increasingly digital and technological world, in which the personal and relationship of the professional to make the difference in the midst of so many machines.

> Share your knowledge

Your knowledge and skills acquired over time in the world of real estate must be part of your real estate social media marketing strategy, that’s why you should share them on your blog, on your social channels, and on your website; don’t be afraid to expose what you know, your contacts will undoubtedly appreciate your transparency.

Knowledge, skills and continuous updating are, among other things, among the qualities that we have deemed essential for a real estate agent, as well as among the 6 qualities that people look for when they decide to rely on a real estate agent.

> Use and enhance your personality

Each post must be an expression of yourself and your personality, don’t try to be someone else, be authentic and you will see that your leads will interact more willingly with you. A great way to do this is through YouTube, posting videos about you and your agency generates more coverage and also gets more attention than photos or texts. Show the properties you manage, create a video biography to allow your contacts to get to know better who they are dealing with, provide advice to your customers based on your experience and expertise in the real estate sector.

 

Real estate website

Real estate engagement for your website: the complete guide

When it comes to real estate engagement, one thing must be said: real estate marketing has profoundly changed in recent years,  becoming more and more interested in the online world and social networks. Whether it’s buying or renting a home, today it all starts with the magical world of the World Wide Web.

2018 is the era of Big Data and this means that everything becomes traceable. The Internet thus proves to be a very powerful marketing tool and a fundamental channel for communication between agents and customers.

A real estate agency should have a solid online presence for many reasons: for example, making itself known to new potential customers looking for a home, attracting sellers who want to sell their property, maintaining relationships with old and potential customers. , guide customers in the purchase phase and advise them in the best possible way.

Furthermore, measuring your visitors’ online activity allows you to understand how your website is used and how users respond to your content.

Google Analytics can track almost everything about your website: who comes to the page, how long they stay, which pages they prefer, and so much more. But the tools it puts at your disposal can give you a series of metrics that won’t be of much help if you don’t know how to grasp their meaning and usefulness.

In fact, many agents do not consider real estate engagement metrics at all. Don’t think you’re too busy or don’t know where to start. Tracking metrics is not something abstruse and complicated and will prove to be a tactic that pays off in the medium to long term.

And since everything is quantifiable, what should we observe? User engagement metrics have become a fundamental part of understanding if your website or social pages are having success, but which ones are really important?

In this article, we’ll cover some of Google Analytics’ real estate engagement metrics to measure the impact of your website and its content on visitors.

Real estate engagement indicators

What is user engagement?

The definition may vary depending on whether it is a product or website. In the broadest terms possible, it all revolves around the users interacting with your site. Real estate user engagement can be measured through many factors: how often visitors open your website, how long they stay, what they do when they use it, and whether they recommend it to their friends and family.

The user engagement metrics of your real estate website are divided according to macro areas of the Google Analytics dashboard, including:

  • Audience
    This area outlines who visits your website and their demographics, along with the number of views your content has received.
  • Acquisition
    The Acquisitions section shows how users come to your website, through advertisements, organic or direct searches, or referral links from other websites.
  • Behavior
    The Behavior area indicates trends in what users are doing as they visit your website. <<<
  • Conversions
    The Conversions sections track whether users complete the goals you have set for your site.

Each of these areas contains many indicators of real estate engagement but, in this article, we will see only the most important ones.

Social sharing

Put simply, social sharing analyzes how visitors promote your content on social media: Twitter, Facebook, LinkedIn, etc. The more they share them, the greater the resonance of your posts or content.

Low levels of social sharing can mean different things depending on the other data you are collecting. If your traffic, time on page, and bounce rate are all unsatisfactory, a low level of sharing tells you what you already know: you need to make your content more interesting, informative, and useful.

If, on the other hand, these metrics are relatively good, there may be another problem: people aren’t sharing your posts because they don’t think most of their network will like it. The solution? Broaden your horizons. Just because you’re in the business of condo rentals doesn’t mean all of your posts need to be explicitly addressed to renters and condominium owners. Use industry-specific terms and keywords where necessary, but don’t overdo it.

Another possible problem? You are not making your website easy enough to navigate. Make sure you include social sharing buttons in every post or, if you have already done so, consider moving them to a better section of the page.

Comments to posts

Indicates the relationship between the number of blog posts you publish and the number of visitor responses in the comments sections, essential variables for real estate engagement. If you haven’t enabled comments on your posts yet, you’re missing out on an important opportunity to get direct feedback on your content. Having a review of what you write helps you create better posts and build a stronger community of readers.

Do you have a lot of comments related to the posts? Great! This shows that your ideas are making a good impact and that people want to provide feedback. Do you have very few comments? You may need to encourage your readers by placing a strong call to action at the end of your posts, asking for comments or answers to specific questions.

When analyzing the post/comment relationship, it is crucial to look at the content of the comments themselves. If most of your comments are spam or empty praise (“Great post!”), They don’t add much value in terms of engagement. Negative comments or criticisms, while grabbing visitors’ attention, could end up having negative repercussions in the long run, depending on how you are responding. The best comments add value by offering new insights into the topic or offer the opportunity to add value if you reply intelligently.

Visits for shares

This generic term refers to the frequency with which your visitors perform a certain action on your website. An “action” can consist of: registering for an account, logging in, completing/updating a user profile, downloading a guide, subscribing to a mailing list, etc. The question you have to ask yourself is always the same: how often and to what extent does my content push, people, to do what I want?

If your visitors aren’t logging in or signing up as you hope, you should ask yourself three questions:

1. Am I making it clear what actions I want them to perform?

Your readers won’t know they need to download your ten-page homebuyer guide unless you put it on your home page, blog posts, and social media.

2. Am I making it easier for them to actually perform the action?

If users can’t subscribe to your blog’s RSS feed with one click or create an account in less than thirty seconds, they probably won’t.

3. Are these actions valuable to users in the first place?

Creating a login system for your visitors will allow you to track their habits, but if it doesn’t give them new tools, what good is all of this?

Number of active sessions and new sessions

Google defines a session as “the period in which a user is actively engaged on your website, app, etc.” A session begins the moment a user arrives at your website and includes all the actions they take during the session. The duration of each corresponds to the actual browsing time plus 30 minutes of user inactivity. Therefore, if a visitor opens your website, stays inactive for 30 minutes and then ends up returning later, for Google you will have two distinct sessions.

When referring to new sessions, however, we refer to the visits made by users for the first time. If this percentage is high, it means that a lot of new traffic is coming to your website. If this percentage is low, most of your users are returning visitors who have visited your website previously. While the new traffic indicates that your web marketing activities are bringing in new users, you also need to maintain a high number of returning visitors as these represent more engaged visitors and are easier to convert into customers.

To improve these metrics you should create engaging content and deliver a great user experience, the content should be engaging. Furthermore, the website should be easy to navigate and have a modern design. You’ll also need to post new content consistently if you want someone to visit your website, be it a new or returning user. So, share them via social media and email regularly, always including social sharing buttons.

Users

That is the actual visitors to your website.

Converting 10 users to 10 leads is very difficult, so the more users you have on your website, the better your chances of converting. Conversely, if you have a lot of traffic but few conversions, you are not pouring the right strategies to convert them to your website.

Generating and increasing user traffic to your real estate website requires a combination of powerful content, search engine optimization and real estate web advertising.

Pages

Measure the total number of times your website pages are viewed. Even if a page is viewed more than once in a session, all views of the page in the same session are counted equally.

Instead, if we refer to Unique Pageviews, unlike the previous case, we only consider one pageview per user session, even if users return to the page repeatedly.

Refer to the pages where you want to get more engagement. Optimize them based on a keyword that makes you a better position, in-depth content and eye-catching graphics and considers resetting the page to different keywords if you see that the page is not attracting the right traffic.

Average page depth (pages / session)

This report shows the average number of pages viewed during a session. A great way to gauge whether your audience only stops on one page or multiple pages of your website.

While an increase in the time users spends on the website improves conversion opportunities, it is difficult to determine a “good” page/session range. If users spend an average of 10 minutes on your website and look at five pages, this could show a real interest in your content. If, however, they have looked at 10 pages and come out (in jargon, “bounce”) after a minute, it is likely that users have not found what they were looking for. Focus on session length, specific pages visited, and bounce rates to get an idea of ​​what your users like or don’t like.

If you want users to visit more pages of your real estate website, include engagement prompts, such as calls to action (CTAs), which will attract users to increase their chances of clicking on other valuable content or landing pages.

Average session duration

Calculate the average length of sessions in the different data ranges.

Increasing time on the site signals users that your content is interesting and increases conversion opportunities. In general, a low session length indicates that a significant portion of users are leaving your website quickly. But remember that this is just a calculated average of those who stay the longest, those who leave immediately after arriving, and the sessions that cannot be measured by Google.

To improve real estate engagement on your website, it is necessary to facilitate the navigation of the pages with more usable menus. Also include specific elements for mobile browsing, offer engaging content targeted to your target users and include property listings on the website to entice users to click on it.

Number of pages per session

Do your users simply open the website and close it immediately? Are several pages scrolling? That’s all this metric takes into account.

Knowing what users are doing on your website, the pages they are opening and how they are using them can be vital in detecting user experience or graphical interface problems.

Pages with longer and shorter visit duration

This metric is an extension of the number of “pages per session”. Analyze each page in more detail, providing valuable information to increase the efficiency of your website.

If some features of your real estate brand’s website aren’t doing well, you can focus on this data to understand what your users find most useful.

Pages with most user interactions

It shows which pages people click on the most.

If you are unsure of what works or does not work on a particular page, use the Google Analytics in-page analysis feature, which allows you to explore your website within the platform to see which areas receive the most. of clicks.

Doing this is helpful in understanding how users navigate through your website and can be crucial in identifying problem areas. Also, if you want a clearer overview of the pages, use the heat map and user experience tools to measure on-page activity.

Average time on page

Shows the average time users spend on a specific page or screen.

To improve this, you should provide better content. An enticing headline can generate a click, but if the content is difficult to view, is not relevant to the user’s needs, or is just plain boring, it can reduce the average time on that page. Your content should answer the question or problem it promises to solve, be clear and attractive to your target audience, and should be comprehensive enough to compete with other articles on the same topic.

Bounce rate

Bounce Rate measures visit to each page and when users enter and leave your website.

Bounce rates between 26 and 40 percent are excellent, 56 to 70 percent are above average, 70 percent corresponds to a medium-high bounce rate. Bounce rate may vary by page type (for example, news articles may have a higher bounce rate than ads).

Exit rate

Exit rate measures how often users leave your website from a given page.

Since each session ends in an exit, it is inevitable that a percentage of exit is associated with each page. What should you worry about? If you have important content or a landing page where you want to collect information about users, but you have a high exit rate on these pages, then you will need to modify them to increase their navigability.

To clarify, the exit rate indicates the percentage of page views in which the page considered was the last in the session, while the bounce rate indicates the percentage of visits in which the page in question was the only one. of the session.

Conclusions

Knowing the real estate engagement indicators in depth will allow you to better juggle in applying the best user engagement strategies within your real estate agency’s website.

The more you refine your techniques thanks to the tools provided by applications such as Google Analytics, the more your website audience will be motivated to stay on your site, to visit the properties offered in your real estate portfolio, to finally click on one of the calls-to-action that will lead you to the acquisition of new customers.

You just have to apply what you learned today from this guide, the results aimed at your goal of maximizing real estate engagement will be tangible right away!