Social media marketing has become an essential aspect of a real estate agent’s lead development strategy. It is one of the primary lead generators for realtors because the majority of buyers are online. But capitalizing on social media is more complicated than simply posting to Facebook or Twitter randomly a few times a week.
In order to realize the full potential of this marketing tactic, real estate agents must develop a social media marketing strategy. In doing so, agents can increase and maximize their reach; build their brands directly with potential customers; strengthen their networks; and, ultimately, generate more leads.
Here are some tips for creating an effective social media marketing strategy.
Choose the Right Channels
It isn’t feasible to try to maintain a steady presence on every available social media channel. What’s more important is identifying the right channels based on the targeted audience. Twitter, Facebook, Instagram, Pinterest, LinkedIn, and YouTube are all popular channels with real estate agents. When trying to decide where to focus, research them all and choose those that reach the demographics being targeted.
Also consider the amount of time you are willing to invest in social media marketing. Maintaining a social presence takes up a lot of time, so decide how many hours a day or week you are willing to give and how many social media channels can feasibly be maintained in that time.
Consistently Post Relevant Content
Silence is deadly on social media because the more engagement you get with your posts, the more your content will be seen and the more potential leads you reach. So it’s crucial that you post regularly once you get started on a social media channel because it delivers the message to both potential leads and the platforms’ algorithms that you are active and your business is thriving.
How often you should be posting on different channels varies and each offers their own suggestions for maximizing exposure on their platforms. That’s why being selective of which channels you choose is important. If you struggle to keep up with posting, automating your posts with tools such as Hootsuite and Sprout can help.
When it comes to content, the more pictures and videos you share, the more engaged your audience will be. But don’t fall into the rhythm of sharing only property photos and videos. Tell stories with your posts and connect with people on a human level. Share photos of happy clients who closed on a property or your philanthropic efforts. Create educational videos that don’t seek to sell but offer solutions to client pain points. Also be sure to respond to users who leave comments or ask questions.
By positioning yourself as a go-to source of information, you build trust with users that can turn into leads.
How do you know if your social media efforts are paying off? By tracking your data. Each platform provides a wealth of information regarding content performance and audience engagement. Don’t let that intelligence go to waste.
Use data regarding interactions – whether through likes, comments, follows, or whatever else a platform may name their engagement metrics – to guide your content. This intelligence will tell you what content your audience is responding to most so you can adjust your content strategy to maximize your return and generate leads.
Social media marketing can boost real estate leads. The key is to develop and execute a strategy that works for your own individual business needs.