Social Media Marketing. A must?
The days when buyers would just open a newspaper to find properties for sale or to look up real estate agents in a phonebook are long gone. Today, everybody is looking online. It’s as simple as that. That’s why the use of social media has become so important. Each and every social media channel has its own pros and cons, and while opening a Facebook or Instagram account might seem easy, it’s not that easy to use them as a tool to send the right message to the right people at the right time. Here’s how we do it.
1. Photos on Instagram to generate leads.
You don’t need to be a rocket scientist to figure out why Instagram is widely considered as a good social media platform for realtors. There are more than 700 million users on Instagram, who press the “like” button on images about 4.2 billion times per day.
Why? Because Instagram is very user-friendly and it is mainly accessed on mobile devices, which leads to higher levels of engagement by increasing views, strengthening branding and creating conversions.
Remember that photos tell the story on this social media platform. So you need beautiful pictures (think professional photography). But it’s not only about photos : video clips that showcase a property will also be a part of a winning strategy. And don’t forget the importance of influencers either : if you gently approach them, they might put your post on their timeline, too.
“It’s all about establishing a realtor’s professional reputation online.”
2. Presence on Facebook.
Facebook is the king of social media. With more than 2 billion users worldwide, it is the first thing that comes to mind when one hears “social media.”
It’s easy enough for anyone to set up an account. But how should a realtors share content?
Well, 80% of posts ought to be customer-centric while 20% should be about the business. Happenings in and around their communities are part of those 80%, because this helps to position thought leadership, rather than just salesmanship.
3. Tweets on… Twitter
Twitter may not be as widely used as Facebook, but it’s still a social media platform that realtors should be on.
The volume of tweets will greatly boost a realtor’s exposure. The more tweets sent, the more leads can be generated. In addition to sharing listings, there are other types of content or pieces of information worth tweeting.
Hashtags are also very important, as they are used to search for particular topics. And just a reminder : Twitter is not the only place to use them…
4. Making a mark on LinkedIn.
When it comes to professional networking online, LinkedIn is the top platform. Even with less members than Facebook (467 million users worldwide), the platform provides a robust marketing and engagement system.
It’s all about establishing a realtor’s professional reputation online.
Sharing content including photos of new and exciting projects is one way to do so. A social media-savvy realtor also posts relevant and interesting reports, articles and whitepapers that can be shared online. And if these respond to what is actually happening in the real world, performance gets even better.
5. Managing these social media accounts.
Once a business social media account is opened, the next step is to post consistently and strategically.
Using HootSuite is a good way to manage social media accounts without spending too much time. It can schedule posts in one place and far in advance.
An important one : always respond to authentic comments or messages on your social media channels as quickly as possible. It proves professional engagement.
6. Videos and photos.
Sharing images and video clips on your social media platforms will greatly enhance the engagement level. The good news is that it is very easy to incorporate photos and videos on social media sites. If you know how ;-).
7. Measure. And measure again.
Finally, social media metrics should be identified and tracked to gain a better understanding of what is working and what should be replaced or tweaked. The number of “likes” per share, the number of followers and the level of engagement all matter. They can guide realtors toward what they should to do with their social media campaigns. Facebook audience insights will tell you which kind of posts generate interest, and which kind lead to unfollows.
So this was just the top of the iceberg. Want to get Ali Baba’s cave opened? We know of a fine team that can take good care of yours…