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.

 

YouTube

Real estate and social networks: YouTube real estate

A real estate YouTube channel can be one of the best ways to do Internet marketing. YouTube has seen many challenges in the online video market, but despite the competition, it remains the primary platform for real estate video marketing.

To best use YouTube for real estate, you need to know how to optimize your real estate video marketing plan for your YouTube channel. To start using it, here is our guide.

The advantages of a social network

YouTube was born in 2005 and in a short time became the most important video sharing channel on the Internet, allowing the online sharing of videos, presentations, and films by both people and companies. In 2006 YouTube was acquired by Google, remaining the undisputed leader of online videos for years; only in recent years has Facebook tried to act as an alternative, giving much more space in the home to visual content, videos in particular.

In any case, YouTube remains the specific reference point for videos, although it has transformed over time into a real social network, able to give its users advantages such as:

> Visibility on search engines

The videos uploaded to YouTube can be optimized for one or more keywords relating to the real estate sector: this means giving the opportunity to users subscribed to the channel or simply to those who search for certain words related to Real Estate on search engines, to find precisely that video. In fact, it is easy to see how Google often shows videos taken from YouTube, as well as in the Google Video channel, even in the first pages of the organic results.

> Accesses to your website

You can insert a link to your real estate agency’s website in the description of each video. In this way, if you manage to capture the attention of your audience, users could easily click on the link that leads them to your website and visit the pages of the properties for sale. This will greatly increase your chances of growing leads and customers.

> Potential virality

Videos are subject to “virality” much more than images, even more so than articles or press releases. To increase the chances that your article will go viral, accompany it with a funny video, and you will see that it will be shared much more by users on social networks.

Video creation and optimization

social network youtube real estate weagentz
When you create a video, you have to invest your time both in production and promotion, or you will risk receiving very few views and shares.

So make sure you follow some essential steps to make videos that give you a satisfactory return in terms of visibility, access to your agency’s website, even virality (if you are really good!)

1. The care of the design

The graphic aspect of your agency must be taken care of wherever you are present online. In your YouTube channel you can insert a banner and a profile image, then insert those that have the name of your brand, your contacts and a photo of one of your best properties.

2. Agency data

There is nothing better than sharing your agency’s contact information. But don’t assume that your audience knows how and where to find you on social networks, or even how to find your website.

Provide links that allow interested people to easily contact you by phone or email.

3. Creating a YouTube real estate plan

It is important to have a long-term vision for what you want to achieve with your YouTube channel and to be consistent with your production, the length of your videos, the graphics and the value proposition.

The best way to create this plan is to first understand which subject and which angles are best for the audience.

4. The choice of themes

There are several topics that you can cover in your videos: for example, clips highlighting the tasks that every seller and buyer need to know can position themselves as a very useful resource for you and your contacts.

Buyers and sellers want to know if the market is growing in their areas of interest, both from the point of view of the value of homes and that of job opportunities. Why not tell them via video?

The primary interest of each of your contacts will in any case be to look for a property of their liking in your portfolio, so making videos that show every corner of your properties can be a very effective real estate YouTube strategy.

Take inspiration from the most successful real estate agents and study their videos, this way you will understand how to create clips for your real estate YouTube channel. For example, if you like how an agent tells the main news about a given neighborhood, write a text that deals with the same theme but concerning a neighborhood affected by your market.

5. The choice of titles

It is essential to think about the titles for your real estate YouTube videos so that they have relevant keywords and entice users to watch them.

If you want to create a series of videos, think of a title that you can use and then insert a subtitle for each new episode.

6. The choice of tags

Choose tags that are appropriate to the content of your videos, as the search for videos on YouTube, but also on Google and search engines in general, is closely connected with them.

Appropriate tags ensure that your videos are recommended by YouTube to users with compatible interests in the real estate world, or that they appear as “related videos” compared to the videos of your direct competitors who use your same keywords.

Use all 500 characters at your disposal by alternating a mix of specific and generic tags. In order to strengthen the positioning of your video, use the keyword you entered in the tags first in the title, also paying attention to rename the file with the main keyword used to optimize it.

7. The creation of the miniature

The thumbnail is a key factor in the success of your real estate videos, as it determines the likelihood of users clicking on the videos. It is YouTube that recommends using thumbnails that have attractive, clear, high-resolution graphics.

Do not use deceptive images for the purpose of increasing views, as this type of attitude will be punished by YouTube and will end up having the opposite effect. The preview images must in fact represent the contents of the videos faithfully, as well as complete the meaning of the titles.

Always pay attention to the fact that many users are likely to view your videos, and even earlier your preview thumbnails, from mobile devices. So no to writing that is too small, which from mobile will become tiny and illegible, and attention to every detail of the image.

If the preview is not displayed correctly on Facebook, we recommend that you use the Facebook Debugger.

8. Inserting annotations

Have you ever noticed interactive texts appear in the YouTube video in order to keep your attention high and tell you what actions you should take? These are the “annotations”.

You can use the annotations to suggest to your users to subscribe to your agency’s channel, or to the Newsletter (we have an entire article in which we discuss how to create the Newsletter ), or to invite them to watch the video of a property with a super price. discounted.

Unleash your creativity in creating these texts, you can also redirect viewers directly to your website, blog or Facebook page of your real estate brand.

In fact, annotations in your videos can be essential to insert your CTAs. Whatever the CTA you insert in your clips, remember the essential structure of the latter: a direct text, explaining why you want the viewer to be encouraged to click; and a link that takes them to the page you promised.

9. The trailer and featured videos

Create a Trailer to get YouTube users to subscribe to your real estate agency’s channel, or alternatively set the latest uploaded video as a featured video.

Also promote your videos through “Featured Content”, a YouTube feature that will allow you to annotate all your videos automatically. By doing so you will have the opportunity to give visibility to the last video uploaded or to a playlist in which you have inserted it.

10. The choice of description

Try to connect with the viewers of your real estate videos by adding relevant, creative and engaging descriptions, with links in the right places.

Inserting a couple of sentences that summarize the concept of your video won’t help you. Rather, insert a series of paragraphs that explain in-depth the content of the video, so that those who want to see the video will know what it will talk about even before they see it.

Pay particular attention to the first three lines, which will be those actually always visible on the video page without the need to explore the entire description: enter the most important keywords and the tags you used, perhaps trying to induce users to subscribe to the channel or visit your agency’s website.

11. The creation of playlists

Is it possible that your videos could enter the first pages of YouTube results for competitive keywords? It is not easy for this to happen, but you can try by curating and optimizing the Playlists in which you insert your top videos.

The goal is to provide your audience with different content that is linked to each other. Write short coherent descriptions in your Playlists and assign them names that are particularly meaningful for the real estate sector, possibly containing keywords often used to search for your content. Finally, insert the videos in the Playlist, and that’s it.

12. Promotion on social networks

You can create as many videos as you want, but without promoting them they will never reach the potential achievable in a good real estate YouTube strategy.

Any social channel managed by your real estate agent can become an excellent ally for promoting videos created on YouTube. Among these, Facebook is undoubtedly the most interesting social network, both for the number of active users ready to “Like” and shares and for the importance of visual content.

Do not snub Google+, much less LinkedIn and Twitter, while if your real estate brand is mainly based on the visual, as in the case of the majority of real estate agencies that promote homes for sale or rent, for the promotion of videos you can think of activating a Pinterest account.

13. Publishing on blogs

Since we assume your real estate agency has a website, create an article specifically for the video you are uploading to YouTube. In this way, the video will also be ready to be viewed by the readers of your blog ( you don’t have a blog yet ??), while you will help increase the positioning of the video by creating a link to it.

Using YouTube Analytics you can find out which blogs have incorporated the videos published on your real estate channel: you could contact them to start a form of collaboration or mutual sharing of the videos in their respective user communities. This type of win-win partnership will give you significant benefits in your real estate Youtube strategy.

14. User comments

We have already told you about how important it is to respond to comments instantly. It goes without saying that the number of comments is able to influence the popularity of content exponentially, so if one of your videos receives a lot of comments and interactions already published, it will be more favored in the search results that will occur in the future.

15. Have fun with drones

Drones offer real estate agents a myriad of ways to showcase the homes on their listings with a new and affordable perspective.

Understand the role drones will play in your marketing efforts and how to use them effectively. Incorporating drones into your real estate web marketing strategy just because you want it might not be the best solution.

Be aware and well prepared on how to distribute your videos: you will have to upload and manage the videos of your client’s homes on suitable platforms such as, in this case, YouTube.

How to make your YouTube videos native to Facebook

Now a rhetorical question, which mainly concerns real estate agents used to self-produce videos to advertise their properties, or institutional videos about their agency and their real estate team: have you ever shared a YouTube video on Facebook? Are you satisfied with the interactions (likes, comments and shares) you received on it? We’re pretty sure the answer is No! The reason this happens is that they are not native Facebook videos, therefore they have a very different layout from what users who use the social network are used to.

In fact, instead of large-format and captivating videos, which immediately capture the attention of users, the videos shared directly from YouTube are small and accompanied by a description in thumbnail, certainly a not very stimulating view to the interaction by the other users. Do not worry, for this kind of “problem” we come to your rescue by proposing to use a free tool, which will allow you to view videos from YouTube as if they were created directly on Facebook: YT2FB.

For copyright reasons, it is not always possible to download and then reload YouTube videos on Facebook. This tool, however, allows you to share videos on Facebook from YouTube without giving up the possibility of creating an optimized preview for this social network. Using this software you will have the possibility to capture the attention of your audience in a much more effective way, managing to increase your interactions on the videos (try it for yourself!) While sharing from YouTube.

Conclusions

Online videos have given real estate agents the opportunity to take advantage of more options to get noticed completely for free. Videos are popular with customers interested in your market, and your clips can help them find you easily, as well as add value to your market experience. Add a good YouTube real estate strategy by following our advice, the results will be tangible.