With the ubiquity of social media, it can be hard to remember the days before Twitter, Facebook, Pinterest, and LinkedIn. It has fundamentally changed the way we communicate – and the way we work. According to the 2015 Emerging Trends in Real Estate Report from the Urban Land Institute, “Real estate companies that can harness the power of social media to manage and market property will gain enormous advantage over laggards in this arena.”
So, how do you stop lagging and start leading?
- Commit. Often, professionals launch social initiatives with great enthusiasm – and their profiles quickly become ghost towns. While you don’t want to “blow up” your audience’s newsfeeds, you do want to post frequently enough to stay on their radar. There is no hard and fast rule about frequency but aim for one to two posts per day per platform.To make it easier on yourself, use an automated tool, such as Hootsuite, to pre-schedule posts. This way, you can devote a few hours to developing posts for an entire week or even month.
TIP: Not every post should be promotional; in fact, keep those to a minimum. Instead, share content that has value, mixing original pieces with curated content from respected sources. Remember, web users, and homebuyers in particular, find images incredibly useful. Use photos, videos, infographics, and other visual content to engage them.
- Share localized content. Local content is great for your search rankings, and it can help you reach a targeted audience on social media. In addition to listings, share information related to the local area, shout out to local “followers” or “fans,” and answer questions as they come up. Do not ignore comments – this is your chance to engage your audience while establishing authority and credibility.
- Ask questions – and listen to the answers. What are people interested in? What do they care about? What do they need to know? What do they want in a real estate agent? What do they want from the process? Ask them! Questions get the conversation started and allow you to guide it. Additionally, they provide a wealth of information and feedback that you can use to improve your social presence and business as a whole.
- Add value. People don’t follow you on social media because they want to hear endless sales pitches. They follow you to learn, to connect. Add real value to their days with great original and curated content, advice, and interactions. When you do so, you become their top choice when buying or selling a home – because you have already provided them with a useful service.
- Monitor your social media ROI. Use analytics programs (such as Google Analytics) to track your social media progress. Which posts resonate? On what topics do people get fired up? On which do they go silent? Do certain posts perform better on Twitter while others are more effective on Facebook? How many leads are converting? How many people visit your website or book an appointment or viewing? Using this data, constantly revisit your social strategy to ensure you’re hitting your targets and seeing a return on your investment.
Ready to harness the power of social media? Supercharge your web presence and reap the benefits to your business.