by Having a well rounded online real estate marketing strategy means taking the time to incorporate your social networking efforts with your overall marketing plan. This doesn’t mean that you will market your real estate business the same way on your social networks as you do on your blog and through your other organic content via SEO as there are different techniques that you will need to implement to achieve success.
With social media marketing for real estate one of the most essential methods is to understand that you need to provide value before your network will be able to engage with you where there is an opportunity to help someone buy or sell a property. Providing value to your network doesn’t take massive amounts of effort, it just takes a focus on the needs of those you are connected with.
Here are four methods to focus on that will help you to provide value and to turn your social networking efforts into a powerful real estate marketing machine.
- Understand Your Audience on Each Platform – On each social networking platform (think Instagram, Twitter, YouTube, TikTok) the audience can have different needs. Yes, your truly raving fans will end up following you on each platform and that is why on each platform you should offer something unique. For example, country star Luke Combs, shares detailed stories on Instagram of the inspiration behind his hit songs. Usually it’s a single powerful photo but for the actual song he will direct his audience to popular platforms such as YouTube or Spotify. Understanding what your audience craves on each platform will help you to create the right content for each one which can increase your overall engagement.
- Content Schedule – Social media works at a rapid pace and your next customer is going to consume content on their way to purchasing or even selling their next property. When many real estate professionals start out they are energetic about their first 6-12 posts but then get discouraged when they can’t “think” about what should be next. To help you avoid content creation fatigue, create a larger content schedule that spans a month or even two. Before you initially launch, consider creating your first two weeks of content ahead of time so you don’t feel like you are forced to do content creation daily (even if you are releasing it daily). Remember content creation can take many forms such as sharing links of new websites you have found, commenting on the inventory in your area, or just sharing something interesting you did over the weekend. A balance of updates will keep the conversation and allow those in your network to show interest in the topics that they connect with the most.
- Reach Out – Taking a marketing approach to your social networking means more than just sending out updates. Social networking allows you to easily connect and determine what the needs are of those in your network. Take time to reach out to those in your network through commenting, quizzes, and direct emails to determine what their true needs are. Their needs may not be something you can solve, but take the time to listen, and maybe even connect them with someone in your network who can solve the problem.
- Understand the Funnel for Conversion – In the online world people have the opportunity to gather greater volumes of information than ever before. Research has shown that there are now 24 touch-points that people can engage with on their car buying journey. Now think, if someone is going to engage in 24 touch points on a car purchase, how many are they going to engage with when purchasing a property? While it is unlikely that you will be to be every touch point for someone on their research path before buying or selling a property you can cover a good number of these touch points when you understand the path to conversion which can tie in with your content creation schedule. Your social media real estate marketing can provide different pieces of content that contribute to conversion and give prospects deep meaningful information (i.e. like a unique 10 page “Buyer Report” that has unique neighborhood information, stats, etc. that can’t be found anywhere else). Think about how each piece of content is getting someone closer to meeting with you and then you are on the path of understanding your funnel for conversion.
Real estate marketing within your social network means balancing your needs with those you are connected with. Having an overall focus on providing value will allow both strangers and those who you are connected with to help you with your real estate goals.
