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How Social Media is Killing Your Real Estate Brand Buzz - and it’s entirely your fault!

By Ben Shepardson | June 30, 2017

How Social Media is Killing Your Real Estate Brand Buzz - and it’s entirely your fault!

Real estate professionals have long discovered how powerful social media can be in crafting your brand image. From generating new leads and showcasing properties to connecting with buyers and sellers in your community, most agencies have embraced their social channels as a necessary part of their marketing strategy.

But social media isn’t all sunshine and rose gardens for the real estate agent. Just as platforms like Facebook and Instagram can build your brand buzz, they can just as easily tear it down - if you don’t know how to use social media effectively.

4 Ways Social Media Might Be Killing Your Real Estate Brand

Your social media feed is outdated or blank.

It isn’t enough to simply exist in the socialsphere. Rather, social media is only effective when you use it regularly. Visitors who see your last post is from two years ago, or that you haven’t posted at all may wonder if you’re still in business. Perhaps they’ll believe you’re just too busy selling houses to be bothered with updating your Facebook status, but that’s not likely.

You post too much content.

On the other side of the posting spectrum, there is such a thing as sharing too often. If you bombard your followers with a post every hour, you could come off as seeming too aggressive or desperate for attention. There is a balance you need to strike, and it may not be the same as other socially active agencies.

Your content doesn’t provide value to your followers.

One of the biggest missions of using social media for real estate is to show buyers and sellers in your area that you are the best choice for their real estate needs. To do this on social media, you can share ideas, tips, and tricks geared toward homeowners or home shoppers that give them actionable insight into your field of expertise.

Figuring out what kind of content will impact your followers can be tricky. It helps to understand who your followers are, where they live, how they found you, and what they’re interested in. But if you don’t have that data available, you can glean some insight from the likes, shares, and comments of your previous posts. See which ones performed well, then try to find similar content to share.

You don’t engage with your followers.

Social media has moved from business sharing platform to direct business-to-client communication outlet. Where communicating directly with customers and prospects via Facebook comments and messages was once a competitive advantage, now may consumers expect that a business’s Facebook page is an extension of their customer service.

If a customer asks a question or posts a comment on your social media channels, make sure you acknowledge it. This type of openness and communication shows that you’re listening to your followers and can make you seem more human than corporate.

What are you doing to keep your social media real estate buzz alive and thriving? We’d love to hear from you! Leave us a comment below.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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