Having a website and running a blog is not enough to launch your real estate business in 2021. Social media marketing has become increasingly important in recent years and the COVID-19 pandemic has further accelerated this trend.
As a real estate agent or broker, you need to get on social media if you want to compete in the industry and keep generating leads. The good news is that this segment of digital marketing does not require any specific technical skills or previous experience. All it takes is to come up with a strategy and start executing it diligently and systematically.
To get you started, we’ve posted this guide on how to develop the ultimate social media marketing strategy as an agent.
Decide which social media networks to use
The first step in creating a real estate social media marketing strategy is to select the platforms you want to create accounts on. Each network offers different pros and cons, meaning you need to be on some of them to maximize your benefits. Marketing your business on different social media platforms will help you reach the broadest audience of potential home buyers and sellers.
When deciding which sites to focus on, keep in mind that 17 years after its launch, Facebook remains the most popular social media network across all industries, including real estate. As an agent extending his/her digital marketing strategy to social media, you just have to make use of Facebook. The 2.8 billion monthly active users mean that basically all your prospective real estate clients, or anyone related to them, have an account on Facebook. Plus, Facebook marketing is relatively easy and quick to implement.
Another must in social media marketing for real estate agents and brokers is Instagram. In recent years, Instagram has established itself as a leader in photo and short video posting, making it a perfect fit for the real estate industry. High-quality photos and videos of real estate listings are integral to capturing the attention of real estate leads. You should already have professional photos and virtual tours of the homes you sell, so all you need to do is post them on Instagram.
While many so-called experts claim that marketing on Twitter will be dead by 2021, this is not the reality at all. Twitter still maintains its position as one of the most popular social media networks. In addition, it is very suitable for real estate marketing. You simply upload a photo or video, enter up to 280 characters of text, and you’re ready to tweet your most recent entry. Like Instagram, Twitter gives agents a powerful tool: the ability to add your location. This will help you attract the right audience to your real estate tweets.
As mentioned above, Instagram is very popular for short videos, but YouTube remains the best platform for posting long videos. Under the new reality of virtual tours, you have to share videos of your properties on YouTube to compete with other real estate agents in the local housing market. So, this is yet another network that should be part of your social media marketing plan.
Another social media site that you as a real estate agent cannot ignore is LinkedIn. Unlike the rest, LinkedIn is an established network of professionals. Your personal LinkedIn profile and your brokerage’s company page are the ultimate proof that you are a reputable and reliable agent that clients love to work with. Before contacting you, most leads will look at you on LinkedIn to review your experience, skills, and endorsements. That’s why you need to put in the extra effort to build a solid LinkedIn profile. This includes asking past and current clients, as well as fellow agents and brokers, to endorse your skills and share their experiences with you.
Focus on visual content
Once you’ve created your accounts on the platforms mentioned above, it’s time to think about the content you’ll be sharing. The visual content you create is the bread and butter of your social media strategy.
With the millions of new posts daily, it’s hard to grab the attention of potential customers. The only way is to post amazing photos and videos. As a real estate agent, you’re in luck because you should already have eye-catching photos of your listings. So, real estate photos are the first type of visual content to plan on social media. Make sure the photos highlight the best aspects and qualities of the homes you are selling. Also, make sure the photos you post feature your agency’s logo.
Another type of digital content that is a great choice for social media marketing is videos, including those showing the exteriors of homes for sale as well as virtual tours of the interiors. You can post these videos to your YouTube channel and share the link on your accounts on the other platforms.
In addition, to establish your reputation as an expert on the local real estate market, you can create and publish infographics. For example, you can use infographics to share updates about the local market and recent real estate trends. Leads will appreciate this knowledge and understand that you are an expert on local real estate.
Research and use the best real estate hashtags
The third essential aspect of a successful social media marketing strategy for an agent is the hashtags associated with your posts. If you are already familiar with content marketing, consider hashtags as your keywords. That’s essentially how new social media users can find your posts and follow your accounts. That’s also how existing followers keep coming back to your social media accounts.
There are hundreds of real estate related hashtags, so you should always pick the most relevant one for your post. It is important to keep in mind that the most popular hashtags vary from one social media platform to another. That’s why you should thoroughly research the best real estate hashtags on each specific network.
One way to do your research is to go to each network, look for competitors in the field, and see what hashtags they are using. In addition, Twitter, where hashtags are particularly important, suggests relevant hashtags when you type a message and shows you how often they have been used recently. Another way to research hashtags is to use some specialized third-party tools.
Once you’ve created a list of top hashtags, make sure to include 5-6 of them in each of your social media posts.
Share content regularly
The best social media strategy should include a schedule or a calendar. This simply means planning ahead what content to post when and where. Before you get into this kind of marketing, you should know that posting to Facebook or Twitter every now and then, if you have a little extra time, isn’t enough. You must commit to posting regularly to build an audience and generate new leads.
If you’re wondering what is a good frequency to post content on social media, it means at least a few times a day, on every channel where you have an active account. You should take this into account when deciding which networks to join. Don’t create more social media accounts than you can manage while continuing your main job of buying and selling real estate as a real estate agent.
You can also consider social media management tools that can help you reduce the time it takes to post. In addition, such tools allow you to schedule posts in advance. This means that you can spend a few hours preparing your social media posts for a few weeks so that you can spend the rest of your time on your other tasks.
Engage your social media audience
Last but not least, when working on your social media strategy, keep in mind the need to engage with your followers. There’s a reason it’s called social media social. It’s all about being social and engaging with your audience.
As an agent or broker you already have superior social skills and social media marketing is the right place to use them. For starters, respond to comments and questions you receive as quickly as possible. Communicating with users who have expressed an interest in connecting with you is a proven way to generate leads on social media.
In addition, you should consider posting content that invites users to participate. Some examples are posting questions and posting contests.
Social media is definitely the future of real estate marketing. So you have to start sooner or later to stay ahead of the competition and stay there. Now that you’ve read our guide, you know everything you need to know to build a successful strategy for marketing your real estate business on social media.
About the author: Zach Saadeh is the CEO and co-founder of Studiorific, a social media management platform that helps you streamline your marketing processes from a single platform. Turn hours of scheduling posts into 15 minutes.