Social Media Marketing for Real Estate Checklist. Social media marketing is one of the cheapest and easiest ways for real estate agents to advertise their services and properties. And, realtors working for small and midsize agencies may actually have an advantage in this area. For them, real estate social media marketing is an important tool that can help build up their business. The Gartner Hype Cycle for Digital Marketing and Advertising, 2. Mike Mc. Guire and Andrew Frank (available to Gartner clients), notes that for large, enterprise- level businesses, “many marketers struggle to establish and effectively communicate the business value being created from their social marketing efforts.” For this reason, Gartner places social marketing in the “Trough of Disillusionment” portion of the Hype Cycle for big businesses. Your small agency can use this disillusionment to your advantage. You’ll be able to directly see the return on investment (ROI) for your social media strategies and campaigns, and you can quickly adjust those campaigns to achieve the best results. However, there are ways to go about social media marketing for real estate that are proven to succeed, and others that are not as effective. SMS Marketing and Marketing Automation software for Mass SMS, internal communications & emergency alerts. #1 Text Messaging Service used by Fortune 500s. Social media marketing is a proven way for realtors to create leads and generate business for themselves. This checklist will show you how to do it! We talked to several realtors and marketers to find out what works for them, and distilled their advice into this handy checklist, which we’ll review in detail. Download Checklist. Post Regularly. The best way to find success through social media marketing is to build up a following on a variety of platforms. The best way to do that is by posting regularly. You need to post frequently enough that your followers are aware of your presence, creating brand recognition for yourself. This means posting multiple times a day. However, you don’t want to post too often, flooding your follower’s feed to the point that they decide to unfriend or unfollow you. Carefully schedule when you will make your posts, and what type of content you will post during the course of each day. Kelly Jacobson, junior content creator at marketing and PR firm Illumine. As a result, “it’s important to put quality content over the quantity of it, and time posts well. Use analytics on Twitter and Facebook to see when your followers are most active, then schedule quality posts at that time.”You don’t want to just post the same types of content over and over again, or your followers will get bored and start to ignore it. Instead, make sure you’re mixing it up with different content including: Promotional posts. Personal posts. Editorial posts. Shared content. Jacobson advises that, “it’s best to mix sales- driven and evergreen content,” such as “how- to” blog posts and your agency’s contact information. Carolyn Brundage, the co- founder of social media marketing company Oak St. Social, recommends the rule of thirds: “one- third of your content should be promotional, one- third should be editorial style original posts and one- third should be great content that you’re sharing from someone else.”Leverage Each Platform’s Strengths. Discover the latest social media marketing trends and how to apply them to your own business in order to promote your product or service. It is vital that there is a way to process all the information we have into something tangible and usable. This is where big data comes into play. ![]() The best content will take advantage of the social media platform that you post it to. Here are what the experts consider to be the advantages of each of the leading social media sites: Facebook. Facebook remains the top social media platform, but most people use it to connect with friends and family rather than to seek out content. Thus, your own posts need to be unique and to- the- point. If you post listings on Facebook, for example, you want the post to be as brief as possible, directing customers to your own landing page for the full details. Ryan Ruud, digital marketing consultant and founder and CEO of digital marketing firm Lake One, recommends utilizing the new, immersive 3. Facebook: “This feature lets prospects feel like they’re in a room and taking a virtual open house tour.”For an even more immediate, direct experience, you can use the Facebook Live feature to provide interactive tours of properties or to host Q& A sessions (which we’ll talk about in more detail later). Facebook also provides you with the most advertising options of the major social media platforms. Its Carousel Ads let you showcase multiple images, and its fine- tuned user metrics enable you to target your paid content very specifically.A Facebook post from Kevin C. Lawton. Kevin C. Lawton, a realtor at Coldwell Banker Schiavone & Associates, explains that on Facebook you can “target the people you want with paid advertising. You are cutting out people that would just be a waste of time because they are not looking to transact or are unable to transact.” Facebook ads are generally inexpensive, with an expansive reach for maximum exposure. Twitter. Like Facebook, Twitter has millions of users across various age groups, and is thus a good place to get a large number of eyes on your posts and content. Because of Twitter’s inherent limitation—each individual Tweet can only be 1. Rather, you should use Twitter to maintain a presence with your followers and enable them to publicly and directly ask you questions that you can answer for the benefit of all of those followers. Emily Mort, graphic designer and marketing specialist at S& D Real Estate Services, warns that, “Twitter is not that place for you to post your new listing, it is the place to answer questions, talk to people, share tips and more.”A creative promotional use of Twitter by Rent. Spree. It’s best to think of Twitter as an ongoing conversation with your followers and customers, rather than as a publishing platform. It’s a great place for you to develop your online personality and presence, an important topic that we will return to later. Snapchat. Our experts are somewhat divided on whether or not it’s worth your time and energy to invest in a Snapchat presence. Some think that any social media network can be leveraged to create leads, while others think you need to stop and take a look at the platform’s user data. For example, Annie Ives, CEO of listing service The MLS™/CLAW, notes that “6. Snapchat users are under 2. However, Snapchat shares many of the advantages of Facebook Live, enabling you to create quick, immediate, immersive video content. For example, Ryan Ruud suggests that the best way to connect to potential clients on Snapchat is to “take them on short video walkthroughs. In real estate, it’s critical to create emotional connections and connect people to properties through media.”Keep in mind who your customers are, though. If you sell small, fixer- uppers to young, first- time buyers, then Snapchat will likely be more successful for you than if you cater to an older, wealthier demographic. Instagram. Instagram is all about pictures, which makes it an ideal space to post the most gorgeous, professional pictures you have of your properties, promoting the highlights. Instagram is particularly suited for industries like real estate that are reliant upon images to build leads. As Emily Mort explains, “this is where you would showcase a room of a house, or the front or back view of a house, sharing home decorating ideas, even little behind the scenes shots.”An Instagram post from S& D Real Estate Services. In addition, as with Facebook, on Instagram you can create targeted paid advertisements that will be seen by your specified demographic rather than blanketing a larger, and largely disinterested, audience. Showcase Your Personality. No matter what platform you’re using, remember that being a successful realtor relies upon personality and salesmanship. Showcase those traits in your posts, and create a persona that your followers trust and enjoy. Michael Lucarelli, realtor and founder of Los Angeles real estate website Rent. Spree, recommends that you post shareable content first and foremost, in order to gain a follower base: “Post funny pictures and videos not necessarily related to real estate. Build a following of people who are interested to see your posts by posting interesting things.”“That way,” Lucarelli continues, “when you want to market a property, you have a built- in base of viewers. You’ll never get the following you want if you just promote listings all the time.”However, you want to stay within certain limits. Posting pictures of baby animals is one thing; posting political memes is another. Stay funny, cute and non- offensive so you don’t drive any potential clients away.
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November 2017
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