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.