Real estate has seen a unique shift in the industry with the advent of the internet. Now, the first step in the home buying process for nearly all prospective buyers is a quick Google search.
People are flocking to Zillow, Redfin, Trulia, and your competitor’s website to do their own research before ever consulting a real estate agent.
Getting the customer’s attention now requires more care and creativity than ever.
And, perhaps another thing that makes real estate a unique industry is this simple fact:
You are the brand.
While this is true of other industries, it is especially important when your business operates in your local community. Competition is your middle name and getting your face in front of your city is your goal.
What better way to find your clients than to be on the platforms they frequent most? Social media is no longer an option for nearly every industry.
It provides an outlet for:
- Quick engagement
- Content publishing
- Brand Reinforcement
- Social Messaging
- Customer Relations Management CRM
Now moving forward it is important to define your goals. A great well-defined goal is both specific and measurable. While exposure is great, your end goal is probably a conversion funnel. An effective real estate social media strategy can set business’s up with a pipeline to bring in new leads, nurture prospective ones, and follow up with past clients.
You are nurturing a platform of people in varying stages of the sales funnel, so it is crucial to be aware of the segmentation in your audience.
Get ahead of your competitors with an unbelievable real estate social media strategy. Dominating social media will have long lasting effects to your bottom line. Gain the edge in the market by employing the winning tactics we will discuss further.
What Platforms Should I Use?
All of them? Maybe.
It really depends on what kind of real estate you conduct. For example, Snapchat and Instagram cater to a much younger audience than does Facebook and LinkedIn. However, Instagram and Facebook tend to be leading converters.
Of course there are always exceptions. So you should try everything until you find what works. However, for your real estate social media strategy, Facebook and Instagram will be your go to. LinkedIn is also very helpful, especially if you are in commercial real estate or in any other B2B setting.
No matter what platforms you use, remember these tips:
- Include your address, hours of operation & area of service on all account bios.
- Have plenty of calls to action on your page. Call Now, Schedule a Meeting, Website Link. You are trying to drive conversions over just traffic.
- Keep it professional. You are representing yourself with a personal account, so be aware of how you will be pictured by prospective clients when you post/share.
Focus on Quality Content
Black hat tactics and gimmicks have little room in an effective real estate digital marketing strategy. Especially on standardized platforms like social media, they fall even more flat. People have an eye for quality and so do most social media search engine algorithms.
High quality, useful content will always rise to the top. Content is king. It brings in visibility, gets people talking, and sells people on your brand.
Traditional marketing focuses on attention grabbing while modern digital marketing focuses on providing the most value in a competitive market.
As a real estate agent, you offer a service to your community and grow by becoming a figurehead in your town. Establishing yourself as someone who is vested in the community and engages in events will fare well in a public forum like social media.
You are an expert in a process a ton of people will have to go through in their lifetime. Most people can benefit from the knowledge you have to share.
Think about these content ideas you can use to promote yourself:
- Posting helpful articles regarding home buying and personal finance.
- Talking about the market in a thought piece on LinkedIn.
- Posting pictures/videos to promote community events.
- Doing live videos to give people and inside look on the business.
- Surveys and interactive content.