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.

 

Pinterest

 Real estate and social networks: Pinterest real estate

Your real estate agency’s website is up to date and well done. You have organized and planned the publication of new posts every week. You have created your Facebook page (of course!) And you are considering another social media that allows you to share your posts and give more visibility to your website. Have you tried to consider planning a real estate Pinterest strategy?

Your real estate Pinterest strategy

Buying, selling and renting houses are processed closely linked to the image. Precisely for this reason the Pinterest – Real estate agency binomial is getting stronger every day, to the point that the social network in question has proved to be a real trusted companion for professionals operating in the real estate market. In fact, by offering the possibility to show photos and content with attention to the smallest details, Pinterest can certainly make a significant contribution to the visibility of your brand. Thanks to the creation of boards, which is a set of pins grouped according to a common theme, and the sharing of high quality images, you can attract the attention of Pinterest users, and drive traffic to your website.

Using Pinterest in your business can be an efficient and effective way to build a personal relationship with your customer that is built on trust. Furthermore, this platform is widely populated by people looking for new ideas and new products to buy: in fact, 93% of users say they use the site to plan purchases.

For these reasons, Pinterest is an excellent platform, which must absolutely become part of your Social Media marketing strategy. Organizing a series of Pins (the equivalent of posts on Pinterest) to be published frequently during the day, can certainly help strengthen your presence on social networks, thus ensuring that all your new content is seen and shared within. of these platforms.

The steps to follow

Whether you are a completely new real estate agent or you are already quite experienced, we offer you a series of steps to follow to set up an effective real estate Pinterest strategy.

1. Define your target audience

The first step to take is to identify the niche to target within the vast real estate market. To do this, we advise you to answer a series of questions: what type of real estate agent do you identify with? Do you specialize in renting modern city skyscrapers or beachfront properties, or more? Defining your target will help you understand the most appropriate type of content, which is able to attract the attention of your customer. The fundamental element, in this case, is the maintenance of a common style in the publication of your images. For example, if you specialize in the sale of properties located in ski areas, it is important that you focus your attention on images that are as relevant as possible, such as beautiful views of snow-capped mountains, forest trails, warm atmospheres around a fireplace. with a good glass of hot chocolate.

2. Create the right boards

After creating a Pinterest account, before you even start pinning interesting content, you need to create Boards. The goal of these boards is to make potential customers discover interests they don’t even know they have. In this case, it is important to sell a real lifestyle, not just a product: don’t just show your customers your products or services, show them how all this can improve their lives.
It is therefore important to create boards that are in line with the tastes of your target. Take a look at your Pinterest page: would your Boards be able to spark interest in a Pinner and convince him to browse your Pins? Do you think your Pins are useful and valuable? If you can only give negative answers then it’s time to make some interesting changes! Follow a series of simple but extremely effective steps, which will allow you to highlight your real estate agency.

to. Make the titles of your boards obvious: even if creativity is a fundamental element, when it comes to choosing a title enter the keywords your target is looking for so that your board is shown in the search results of a potential customer.

b. Don’t overlook the description of your boards – Pinterest gives you the ability to use 500 characters, so make sure you make good use of your keywords here as well. This will help you to highlight your real estate agency, and therefore have a better chance of expanding your customer base.

c. Specify the category to which your boards belong: if you want your boards to be found by your target, you absolutely cannot forget this step! This will give you even more opportunities to increase your visibility in real estate searches.

d. Place your main boards at the forefront – the way you organize your boards can also have an effect on attracting new customers. 80% of Pinterest users use their smartphones to browse this social platform. For this reason, the organization of the Boards becomes a strategic aspect: put the Boards that you consider most important at the forefront, which can concern, for example, the services you offer or the list of houses for sale.

And. Organize your Boards based on topics: each board must have a different theme to ensure that visitors can find what they are looking for quickly and easily. To understand what are the best topics for your boards, start by defining the characteristics of your ideal client and then discover their problems and therefore also how they can be solved. Identify the questions that arise and give them an answer. Find out what motivates them and what gets their attention and… provide it.

That said, you can proceed with choosing the topics of the boards: it is important that your boards arouse interest in your target. Instead of just dwelling on the creation of the now overwhelming listings of properties, you can think of creating different and more stimulating types of content. Here are some examples to take inspiration from for your real estate Pinterest strategy:

– Interior decorations: images relating to rooms designed by famous architects or specific solutions to renovate, for example, a fireplace, or to create a bar area, or other.
– Kids Rooms: Collection of ultra colorful and fun kids rooms.
– Different boards are dedicated to individual rooms, with different furnishing solutions.
– Useful tips: small solutions or furnishing elements that will make your home more welcoming, or even suggestions to enhance small spaces or real renovation projects.
– My ideal home: photos of dream properties, with endless green meadows, picturesque bridges and natural streams that line the garden.
– Do it yourself: beautiful, efficient, fun but above all simple to make solutions.
– Cycle and recycling: useful ideas and tips for recycling things otherwise destined for the garbage.
– List of houses for sale or rent: obviously it is important to have a board that refers to houses for sale or rent. Use real images, which can attract the attention of your potential customers. You could also think about writing more lists based on the key elements of the various properties (eg houses with swimming pools, houses with modern furnishings, country houses, etc …).
What’s beautiful about the neighborhood: this board cannot be missed and is linked to the previous one, showing everything you can do or see around a house (e.g. schools, the best restaurants, places to visit, shops, what to do in …).
– Houses sold: to show all your successes and your sales, preferably also accompanied by the testimonials of your customers (obviously in a short and effective way).
– Staff: real estate agencies develop a personal relationship with their clients, so not only do you need to know them in-depth, but they demand the same transparency from you. This allows you to increase the trust and solidity of the relationship. To build a board that talks about you and your team.

3. Collaborate with others

social media marketing pinterest real estate

Pinterest, like any other social platform, is not just about you and your business. It is important to follow other people and share interesting pictures posted by other profiles. Don’t get stuck in your own little world, but become an active and sociable pinner! Once you’ve signed up and created your account, follow other people or specific boards that may interest you, belonging to your industry (e.g. other real estate agents) or related areas (food, travel, jewelry, DIY, decoration, etc…). This way you will get more visibility and therefore you will have a better chance of being found by potential customers.

Another tool you can use to expand your network is group boards specifically for real estate agencies. Within these boards, everyone who is part of the group can post pins. So what changes compared to the classic Boards? Simple: when a pin is added, all the followers of those who are part of the group can see it, thus expanding your presence on the social platform exponentially.

4. Connect your boards to your website and all your social profiles

What is all this brand promotion for if you don’t spread the word? Linking your Pinterest account to your website is essential. The main elements to consider to attract people to your real estate agency’s website through Pinterest are basically two:

to. The content published on your blog: it is important to give users something worth clicking on, so share content with a good title, able to capture the attention of your target.

b. The image used: as repeatedly reiterated, being Pinterest a social network based on the sharing of images, these are certainly the most important element, able to whet the attention of potential customers. So you have to choose a high-quality image and link it to your blog post. To do this, you can follow two ways: share the post directly from your website, thus using the images contained therein, or create an ad hoc Pin within one of your Boards with a new and captivating image and insert the link to your website. We personally recommend this second option. Be careful though, do not use images taken from Google or other sites related to the real estate market, as this is a potential copyright infringement. To overcome this problem, we recommend paying a monthly subscription to specific websites, such as Shutterstock or iStockPhoto, which allow you to find compelling images without violating any rules.

In addition to all of this, make sure you connect Pinterest to other social media as well, such as Twitter or Facebook. This way you can, for example, use the popularity of your Facebook account to attract followers on Pinterest and use Pinterest to drive traffic to your Twitter profile.

A study carried out by Hubspot has shown that Pins are more likely to go viral, for example than tweets: more than 80% of pins are reposted, while only 1.4% of tweets are re-tweeted. This once again underlines the importance of Pinterest as a brand promotion platform.

5. Get involved

It’s time to post your Pins. In this case, you have two options: share content posted by people you follow, who you find interesting and relevant to your business and the services you offer, or publish completely new Pins. As in the case of boards, a description can be added for each pin. Instead of seeing it as one more thing to do, consider it as a way to optimize your search engine presence and gain more exposure. Write a description that contains your keywords and that catches the attention of visitors, also adding some hashtags, and a link to your website. For each of these Pins, it is then important to define the board they belong to on the basis of the topic dealt with.

Here are some tips for making the most of your Pins’ potential:

to. Posting Pins that are particularly interesting and that have a high-quality image or video: blurry, poor, and boring images or videos do not attract anyone’s attention and therefore have almost no chance of being shared.
b. Use the so-called ” Rich Pin “: this type of Pin can really make a difference. Their main features are bold title and a better web link, which make it super effective and super visible.
c. Keep Pins descriptions simple and engaging – people are on Pinterest to look at photos, not to read novels. So as we pointed out earlier, try to write a description keyword-rich and short. You could even ask questions, to make the user feel more involved and thus encourage him to comment (eg “Can you picture yourself in this house?”).
d. Add the link to your website to the description: this not only serves to redirect your followers to your site but also to make sure that even when the Pin is shared, other users can reach you. Furthermore, directing potential customers to your website ensures that they can obtain more information, which will be decisive for their eventual conversion.
And. Make friends with hashtags: Enter hashtags that are relevant and relevant to the services you offer and to your account.

Last, but not least, you need to interact with your followers. Comment on Pins posted by others, reply to comments on your Pins and thank those who shared your Pins. As in all other social media, your Pinterest real estate strategy must be based on building relationships with your potential clients or other real estate agents.

Conclusion

There are thousands of types of businesses that populate Pinterest – if you want to stand out from the crowd, share what makes you unique! By following our advice you will succeed: with a little effort and in a short time, you will be able to use Pinterest in the best possible way, to reach all your potential customers. But be careful: as with all social media, you must have a constant and active presence on Pinterest, to reply to comments, to comment on other Pins and to share new and interesting content on your boards. Only in this way can you develop a truly effective real estate Pinterest strategy to increase the web reputation of your real estate brand.