If you’re looking for ways to freshen up your real estate marketing plan this year, social media could be the answer. While it’s certainly not the only element you need to become a top-performing real estate professional, growing an audience on social media can be a great way to promote your current listings, showcase your skills as a marketer, and connect with your local community.
Social media platforms like Facebook, Instagram, YouTube, and Twitter, are firmly established as part of some of the biggest companies in the world. As far back as 10 years, marketing experts were signalling the importance of social media “Social media nowadays, is no longer a curiosity on the horizon but a significant part of the marketing mix” (Scott, 2010). It’s the next iteration of our globally-connected media landscape, with the third wave likely to come in the form of AR and VR.
As these channels continue to dominate media consumption, there’s increasing pressure on businesses in almost every industry to actively market on these platforms. With all that being said, social media is, in many ways, dominated by independent influencers who have built an audience by being authentic, consistent, and providing value to viewers. It’s a real trial and error style of communication, where feedback is essential. Many brands are still massively missing the mark, often because they’re failing to dedicate the resources required to consistently post high-quality content to their chosen platforms.
Here are four simple principles you can apply to step-up social media efforts this year:
Just as with a fitness routine, regularly flexing your social-media-muscles is essential to making progress. The Instagram algorithm is based on machine learning, so it’s changing all the time, but consistency is well established as one of the key pillars of a winning social media plan.
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Connect with potential customers well before they enter the market, and ensure you’re top-of-mind when they eventually do need the services of a property professional.If you’re putting the time, energy, or resources into marketing yourself on social media, it’s worth treating your posts as a conversation. Show your personality and put some thought into your replies.
Don't be afraid to put a bit of budget behind some of your posts. Experiment with different objectives like growing your audience, increasing interest in a listing, or getting entries for a competition.
Make sure you use the targeting options available to narrow down your audience as much as you can.
Quick tip: If you’re boosting a post on Facebook, just be careful you don’t cover more than 20% of your image with text.
Mix it up
Add value for vendors and buyers that go beyond just sales content. Make ‘em laugh, make ‘em cry! Inspire your community. By all means, showcase each listing as it comes in - just don’t forget to mix it up and offset the pure ‘sales’ content with some points of interest. You could post about everything from current affairs, to tips for home buyers, or, as Kath would say, “just a bit of ’umour”.
Until next time,
Get social and happy listing!