What started as one college networking website has spurned the development of similar platforms and evolved into one of the most powerful marketing and interaction tools to date. Social media continues to evolve in form and function, but its purpose as a sales and advertising platform will never waver.
The number of people on social media continues to grow each year. And while those numbers might look like a smorgasbord for hungry real estate agents, the amount of competition makes it difficult, though not impossible, to stand out. Take a look at these five tips to fuel your social marketing strategy:
Tip #1 – Use Facebook Live for a virtual open house.
We live in a visual society, especially in the social networking landscape. Take to the social airwaves with a Facebook Live session that showcases your listing up close and personal. Your followers can journey with you on a virtual tour of a house no matter where they are, and even get answers to their questions in real time. Best of all, it helps you reach more people in less time, and minimizes the muddy footprints on your client’s carpet.
Tip #2 – Don’t just talk sales.
The number of businesses promoting themselves on social media continues to climb, which makes it increasingly more difficult to stand out. But the best way to rise above the advertising noise is to turn down the volume of your own sales pitch.
It’s important not to inundate your followers with sales attempts, lest you risk blending in with other newsfeed filler. Instead, use social channels to offer beneficial information your followers will actually care about.
Stick to the 80/20 rule: 80% of your social content should on value, while 20% can focus on promoting your business (including listings). You can start your own real estate blog, offer tips and tricks for first time home buyers, or share other helpful related content.
Tip #3 – Ask for reviews.
Reviews on social media can make or break a person’s decision to do business with you. The SEO experts at BrightLocal revealed that a whopping 88% of respondents read reviews to gain insight into a business. In addition, 88% admitted they trust an online review as much as a personal recommendation.
Social media is a great tool to corral honest reviews from those who know how you operate. After a successful business transaction, ask clients to share their experience on your social channels. When they do, be prepared to respond.
Tip #4 – Budget for paid ads and boosted posts.
Have you ever wondered how certain content makes its way into your social newsfeed? It isn’t always left up to chance. Businesses can purchase ad space to target users within specific demographics, like age, location, gender, income range, and other factors. With a little careful planning, goal setting, and knowing what qualities make your ideal customer, you can easily craft a marketing strategy that will push your content to potential prospects.
Companies can pay an additional fee to “boost” their posts to further increase visibility. Social channels as a free advertising medium can only go so far. Paid features like these are worth it to make sure the right people set their sights on what you have to offer.
Tip #5 – Share new homeowner stories.
Every home buying experience is unique, but rarely is it ever a stroll in the park. So when your clients have conquered their challenges and finally receive the keys to their future, share an acknowledgment. This can be a picture of the proud new homeowners in front of a Sold sign, or simply a picture of their keys. They’ll appreciate the sentiment, and you’ll get to publicize your role in helping them achieve their dreams.
Take it a step further by doing a follow up interview after the new owners get settled, and ask to share their story on social media. Talk about the challenges they faced while house hunting, how they moved in and unpacked, what changes they’ve made since moving in, anything that readers can personally connect with. Storytelling has major advantages in marketing, as long as you make it relatable to your audience.