07 Oct 3 Things to Include in Your Social Media Strategy for Real Estate
It’s 2020 friends and if you haven’t noticed you need to focus on creating a brand that people remember. Here are some tips I give to my clients (agents, brokers, and loan officers) to create a great social media strategy for real estate to ensure your brand stays top of mind when it comes to potential clients.
How Can You Grow Your Business Through Social Media?
To do this, I create strategies that include practical, actionable advice for how to improve a loan officer’s, brokerage’s or agent’s social media efforts and most importantly, their revenue.
Real estate agents who understand how to harness the power of social media marketing can grow their business, increase their visibility, connect with new people and help them build their social brand.
Because social media can take months to build, it’s best to hire a professional to help you. Your social media strategy for real estate can include a wide variety of content, including:
- Social media posts
- Video content
- Posts to your personal profile
- Engagements on Facebook, Instagram and LinkedIn
- Facebook ads
- Promotions on your website
- Other online assets
- Relevant blog posts
For example, a real estate agent might create a Facebook post to market a home they have for sale. Once they post the ad, they can run a paid Facebook post about it.
Or maybe you are starting a series each month focused on different topics in your field and you want to base your strategy around it.
3 Questions to Encompass in your Social Media Strategy for Real Estate
I would recommend focusing on developing a long-term, diversified strategy that includes multiple channels. That way, you can increase your chances of converting leads into leads and customers. I would pick 2 or 3 channels to focus on.
For example, a real estate agent may use Facebook as their main social media channel, posting regularly. But that doesn’t mean they should stop posting on Instagram or LinkedIn.
Your social media strategy should encompass the following so that can start converting “eyes into buys” as I like to say.
Here are 3 main questions with a lot of sub-questions to consider:
1. Who is your ideal client and how does your brand draw them in?
Okay, so I know this is a loaded question, but it is so important to recognize that agents and lenders aren’t a one-size fits all.
And let’s face it, WHAT you sell is no different than the other thousands of agents, lenders, and brokerages out there. But HOW you sell is different – and if how you sell isn’t different, we’ve got a larger problem to address.
Finding Your Niche
Here are some questions to ask yourself so you can identify who your ideal client is:
What does your ideal client look like? Who are they? What do they like to do? Why would they choose you?
I talk about it time and time again on how important finding your niche is.
Does Your Brand Draw that Niche and Client In?
So you’ve identified your niche – and if you haven’t yet, that’s okay. You have a little time.
Now let’s look at your brand, how you present yourself and what people see within the first 30 seconds of meeting you. Maybe even 10 seconds (I can tell a lot about someone in the way they approach me before even uttering a single word).
Does the way your brand presents itself fit with your target client? Will they be drawn to it?
Your strategy needs to keep its eye on the prize (in this case, your ideal client). That doesn’t mean you shouldn’t incorporate a broader content strategy into your overall, but it does mean that when your ideal client arrives to your page, they know what they are getting and why it is perfect for them.
2. How will you keep your audience engaged?
To be successful, you need to remember that social media is a two-way street. You need to build an audience and keep the audience engaged.
I recommend including high-quality call-to-actions (CTA), that engage the audience without asking too much of them.
Your social media strategy for real estate can be fluid and vary by month or quarter – not drastically, but enough to see positive changes.
Maybe your focus this month is LEARNING about your audience or maybe it’s just ensuring they see your posts. Make sure your strategy focuses on that.
You also need to check out other agents on social media and watch what they are doing. It’s a good idea to join the groups they belong to and to interact with them to find out what’s working for them and what isn’t.
3. What type of quality content will you use to generate leads?
Two of my favorite social media platforms to attract leads from are Instagram and Facebook. I am really getting into TikTok as well, but it is definitely a long-game as I’ve only seen a small conversion and there is not enough data out there to back it up yet.
For any platform, you have to create content that is engaging and let people know about your social media presence.
This could include posting when your listing is for sale, posting photos of open houses and using Instagram or Facebook Live to talk about the homes you’re selling.
If you are on social media to generate business, then your strategy should zone in on this. I recommend an 80/20 split when it comes to pushing sales on your social media – we want to sell 20% of the time or less.
Ready to Get Your Strategy Going?
Lucky for you, Change Media Co. offers content ideas for all niches of real estate that you can incorporate into your social media strategy for real estate.
Aren’t sure about what that strategy looks like or where to start? We’ve got you covered. Get in touch with us and let’s chat about what your strategy might look like and how any strategy can use our content library to build their brand.