Real estate social media marketing is an essential process for realtors to reach out to their target audience. In this article, we discuss what real estate social media marketing is, advantages of using social media, and six best practices for realtors to follow while using social media to promote their brand and products.
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What Is Real Estate Social Media Marketing?
Real estate social media marketing is the process of using social media channels by realtors to promote and advertise their brands as well as properties. It is an essential marketing strategy that helps realtors connect with their audience where they spend an adequate amount of time.
Social media marketing has become an integral part of marketing strategies for all businesses, and the real estate sector is no exception to this. A report by the National Association of Realtors suggests that 77% of realtors actively use social media for real estate in some form.
The use of social media channels has increased dramatically over the past few years to include users from every age group, gender, geography, and other demographics. This is why the existence of real estate brands on social media is a no brainer. But what makes social media an ideal platform for realtors, is the ability to connect, engage, and promote to their target audience based on their interests, location, and behavior.
There are multiple channels that realtors can explore to market their services to the right prospects. And while doing so, it is important to follow some best practices to stay ahead of your competition.
Realtors use social media applications such as Facebook, LinkedIn, Instagram, YouTube, Twitter, and Snapchat to engage and connect with their customers and prospects. These platforms allow them to publish content that includes stories, images, videos, and also send messages, respond to comments, and advertise to segmented audiences.
Advantages of Using Social Media for Real Estate Marketing
There is enough evidence available to justify the benefits of using social media marketing for businesses. But let us take a look at some of the advantages of social media marketing, particularly in the real estate sector.
1. Increased outreach
Real estate is a competitive market, and getting the word out is of primary importance to thrive in this industry. Realtors need a platform to reach out to the target audience to showcase their products and services. Social media is just the right tool that guarantees maximum outreach for realtors. It is also a cost-effective platform as compared to most traditional marketing channels.
2. Opportunity for Brand Building
Brand building is an important marketing exercise for realtors that allows them to build a reputation for their properties and services. Social media is a modern platform that allows realtors to build their brand right where their audience is. It enables them to share more information on their brands directly with their customers. This helps realtors build an effective and impactful branding strategy.
3. Enhanced Networking
Networking is said to be fundamental to the success of real estate businesses. Realtors need a strong network not just among customers and prospects but also with industry peers. Social media offers incredible networking opportunities for realtors to connect with prospects and customers. Social media features such as comments and tagging help realtors leverage the network of their own connections for promotions.
4. Lead Generation
While social media is a platform for mass engagement, it is also an excellent source for direct lead generation. The report by the National Association of Realtors, says that 47% of real estate businesses note that social media results in the highest quality leads compared to other sources. This is one of the greatest advantages of social media marketing for realtors.
Learn More: 20 Winning Social Media Campaign Ideas for 2020
6 Best Practices for Real Estate Social Media Marketing in 2020
While social media is a powerful marketing tool for realtors, it is important to follow certain best practices to get the best out of this tool. Try these six best practices in your real estate social media marketing to stay ahead of the game in 2020.
1. Use the Right Social Channels
There are multiple social media networks that can be used by businesses based on their product, service, and audience. You need to identify the right social network based on your audience demographics. Make sure that the demographics and persona of target prospects are represented in the social network demographics. This includes the age group, education, profession, location, and so on.
Example of the Social Media Platforms for Real Estate Promotion
Another best practice is to explore unconventional social networks for real estate. LinkedIn is a business network platform, but also has millions of users with multiple demographics. Make sure to leverage platforms such as LinkedIn to target your audience where they spend their time.
Pinterest is another social channel that can be explored when it comes to the real estate industry. Showcase beautiful pictures of your portfolio properties to engage users, and make sure to share your contact information for direct conversations. Sharing valuable interior design tips can be a bonus to get more users to follow and engage with you.
2. Consistency Is Key
There are millions of subscribers on social network channels that also include brands and businesses. These brands have established their foothold on these networks, making it challenging for new joiners to build their communities. One of the key solutions to this challenge is to consistently publish relevant and relatable content on your social pages.
Whether it is Facebook, Twitter, Instagram, or Snapchat, consistency is a key practice to win followers and create engagement. Every channel has its ideal number of posts per day. For example, Facebook experts suggest 8 – 10 posts per day to garner enough likes, shares, comments, and followers to your channel. Instagram demands even more consistency when it comes to posting content.
As we mentioned earlier, 77% of realtors are already making the best out of social networks.
Hence, consistently publishing 4 – 5 content posts every day will help you build a strong social community and stay ahead of the competition. To make sure you are consistent in posting on social media, plan your content ahead of time with a social calendar. Use tools such as HootSuite and Buffer to schedule your posts for the future.
3. Go Beyond Just Posting Real Estate Pictures
Posting pictures of properties is a mandate for real estate social media marketing. But realtors need to be more creative while publishing content on social media. For example, sharing success stories and customer testimonials is a good way to emotionally engage with your audience.
Example of a Success Story Post Featuring New Home Owners
Another good example of creative content for realtors is to not just share pictures of the property but also some content around the neighborhood and locality surrounding it.
Example of a Descriptive Post
Some other creative ideas include company accomplishments, event highlights, industry and market trends, as well as home décor ideas. Use Snapchat, Facebook, and Instagram stories to share engaging videos of the properties on sale.
IGTV is the video application on Instagram that allows you to share longer videos as compared to regular posts on Instagram. You can use tools such as Story Slicer to create engaging videos of your client interviews, sneak peek into properties, neighborhood walkthroughs, event coverages, and much more.
Content from other social media influencers can also be shared with due credit given to the owner.
4. Constantly Engage with Your Followers
Social networks are an ideal platform to build a community around your brand. And to keep this community engaged, you need to constantly engage with your followers and connections.
Ensure you reply to every comment on your social pages. Also, make sure you respond to all the tags where your page is mentioned. Facebook messenger is another place where your followers would want to connect, which is why you need to be active on this channel. Use your Instagram and Facebook story features to ask your followers questions to understand how to serve them better.
Another way to engage with your followers is to go live. The live feature is available on social networks like Facebook, Instagram, Twitter, and YouTube. Take your audience on a live tour of your next real estate event to garner maximum real-time engagement.
5. Budget Accordingly
The fact that social media is an effective channel to promote real estate business is no secret. Leveraging marketing technologies and solutions through the channels best tailored to key audiences has become essential for real estate marketers to cut through the noise. Social media networks offer a dynamic solution to reach out to the right audience – social media ads.
Social media ads are algorithmically formatted and give insights to real estate professionals into who, what, and where their advertising should be targeted. This ensures the elimination of wasted time, effort, and budget spent on broader, unfocused demographics for real estate professionals. The data collected from advertising modules then determines which advertising initiatives are generating the most interest, where the interest originates from and what demographics have the highest levels of engagement. This offers intellectual, result-driven insights that can be used to optimize future marketing campaigns into smarter, more cost-effective advertising efforts.
6. Monitor the Results
Continuously monitoring data and analyzing results is a priority for those in the ever-evolving real estate industry. Social media analytics helps brands keep track of their content performance. Measuring this performance helps realtors analyze which content type performs better, what are the best timings to post and when do you receive maximum audience engagement, and which channel adds the most value.
Using analytics, real estate marketers should look for answers to the following – what is the 360-degree sentiment surrounding their brand on social; which platforms and advertising initiatives are delivering maximum ROI; and how can it be used to improve both organic and paid social strategies as well as tailor future content and messaging.
Bonus Tip – Social Automation
Another useful practice is to automate your social media efforts. This includes scheduling your posts in bulk, custom report creations, and finding relevant content and brand mentions using social listening tools like SproutSocial.
There are many other automation tools available online to automate most of your social media tasks. Make the ultimate use of these tools to increase the ROI on your social efforts.
Summing it up
As a realtor, your ultimate goal is to generate quality leads from your marketing strategies. Social media is a premium channel to generate leads and build a long-term community where you can connect, engage, and network with the right target audience. Follow these best practices to optimize your real estate marketing with social media in 2020.