3 Ways to Accelerate your Real Estate Social Media Marketing

3 Ways to Accelerate Your Real Estate Social Media Marketing

Social media marketing is one of those things that every real estate business owner knows they should be investing in. When it’s done right, it can boost your brand and keep you top of mind. It can be a powerful tool to make sure that your local customer base knows who you are and trusts you, even if they’ve never used your business.

When you consider that millennials now make up 66% of the first-home buyer market, and 99% of them are searching online, is social media really one of those tasks that you want to lump into someone else’s workload?

Let’s face it, social deserves your attention. You need to invest in it right now. Here are the three things you have to be doing to accelerate your real estate social media marketing.

Real Estate Social Media Marketing

Have a plan

Very few businesses survive without a strategy. You don’t make financial decisions without building out a spreadsheet and the same goes with your social media.

Where a lot of real estate businesses fall down is they just post listings and sales. Your feed is going to look pretty boring if it’s just scrolling through listed, sold, listed, sold, new property management, sold.

Social media is not just a list – it’s a storytelling platform. And your strategy has to focus on stories. What story do you want to tell about your business? About your brand, your sales team, your staff, your community?

Of course, you want to give the impression that you are selling lots of properties and getting lots of properties leased. But you also have to make it clear that every single one of those owners is absolutely satisfied with the result.

People love to read genuine stories. If you want to grab their attention, be as specific as possible. When you have a successful sale, get into the journey. Tell your audience about the campaign and how you got your happy customers from A to B.

We already know that people are really interested in what’s happening in their market, even if they don’t currently have any intention to sell. They can’t resist video content of real people and their real stories. Did you move a house in record time? That’s a great hook for a bit of video.

For this reason, don’t be afraid to actually tell the truth. That’s what people want to know. It doesn’t have to just be your blazing success stories. If the average days on market is pushing up to around 90 and you successfully move someone in 90 days, that’s a great story. It’s information that people wouldn’t get elsewhere.

When you’re building out your strategy, keep in mind that social media is not going to convert leads overnight. Even if you go viral – that magic word – social is about creating a trusted brand identity that is immediately recognisable. You want to be known as the experts in your area so that when customers are ready to sell, you’re the first business they think of.

I know of a company in Australia which puts out a market update each month which goes over the fundamental aspects that are relevant in that area. It generates a huge amount of traffic. They are known as the real estate experts in their locality.

So that’s the first thing. Understand what social is and define a clear strategy that is attached to stories and not just listings and sales.

Real Estate Marketing

Have a person

Once you’ve got a strategy that makes sense for you, your customers, and the social media landscape, dedicate the resources to implementing it. By which I mean, give it to someone else.

To be honest, you will quickly discover that managing social media is an arduous task. There is a lot involved, like creating images and text and posting across many different platforms. That’s something you will understand once you’ve built out your strategy. Don’t assume that you can hand it over to one of your staff to get done in their ‘down time’. Find someone else to do your social media.

For example, you can hire a real estate virtual assistant to take all of your social media off your hands. Using programs like Hootsuite or Sprout Social, your VA can schedule posts across LinkedIn, Pinterest, Facebook, Twitter and Instagram to make sure that all your bases are covered.

They’ll also know exactly which format to use for each platform. A common mistake is to assume you can post the same thing to Twitter and Facebook, for example. But they’re two different beasts. With Twitter, you want to focus on snappy text. Facebook works better with a powerful image and a longer story. While for Instagram, you want those perfect pics and the right hashtags.

Real Estate Marketing Process

Have a process

So how are you going to know what to post and where? The biggest companies in the world have the brightest minds working on their social media marketing – and you can do that too. All it takes is a little – okay, a lot – of planning.

This is something that frequently gets overlooked. You build out your strategy, you have a style guide, you have beautiful photos. But it can all fall down if you haven’t invested in training and processes.

Whether you hire someone internally or offshore, make sure your social media marketing person understands your business. They should know what you’re trying to achieve and what stories you want to tell. You can’t just throw the strategy at them and hope for the best. Make sure your social media person is completely immersed in your brand and your stories.

Put clearly defined methods in place so that everyone knows the process of how you tell a story. How many photos should there be? Who does the interview? Who transcribes the quotes? How many pictures do you use on an Instagram story and how many on a Facebook post? Develop a style guide and stick to it.

Don’t forget to give your real estate VA or in-house marketer all the tools they need. Subscribe to the scheduling software that makes the most sense for your business and give them access to a good photo editing suite.

While you’re at it, invest in up-to-date training. If you don’t think you’re up to the task of training your social media marketing assistant yourself, the great news is that this can be done at relatively low cost. There are excellent courses on sites like Udemy, Alison and EdX which are inexpensive or even free. Give your social media guru the time and resources to make your brand the best it can be.

As you can see, social media marketing is like any other important part of your business. Doing it successfully is not rocket science. Take the time to have the right plan, the right people, and the right process, and watch it take off.

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Contributors

With 13 year’s experience in Real Estate, 7 years running businesses, 6 years running offshore teams and importantly the Managing Director of a Real Estate Specific Offshore Staffing Solution for the past 3 years. Stephen Atcheler is an expert in helping businesses implement offshore solutions to help them scale, reduce internal wage costs, create automation and develop an online footprint.

Stephen Atcheler

The Marketing Manager and Coordinator of ShoreAgents, Angie Dayrit has built her career in the Marketing field for 5 years.
Since the early age of 20, she has been exposed to the positivities and possibilities of top career industries.
She’s a firm believer of the power of out-of-the-box thinking–taking in the key things of traditional marketing while openly embracing the technological advancements of Marketing.

Angie Dayrit

CIPS, TRC, Founder and Managing Director of property management business solutions company ireviloution is an international real estate identity who has coached, mentored and trained over a thousand of property management teams and business to success and thousands of individual property management business owners and property managers worldwide.

Jo-Anne Oliveri

A co-founder of LockedOn – a powerful, easy-to-use real estate CRM platform that makes listing and selling simple. With over 15 years in software development experience in the real estate industry, Iain has helped create software solutions that have enabled thousands of agents create lasting relationships with their customers.  

Iain French

He is the Founder of the hugely successful Offer Management Platform, Market Buy, and a career real estate agent spanning 22 years. He has worked in all facets of real estate and has won many awards over the years for Innovation, Sales volume, and office performance. Dave is dedicated to improving the real estate industry and providing agents with the tools they need to survive and thrive in an ever-evolving business environment.

Dave Stewart

She is the founder of Rent Roll Starter and specialises in helping independent real estate agents to start and build their own Rent Rolls, using affordable (and sometimes free) marketing and growth strategies.

Ellen Bathgate

He is the Co-Founder and CEO of the Melbourne-based proptech start-up Rental Heroes. He is passionate about applying innovative digital solutions to help people connect better. Like many Australians, Ben and his co-founder Dom, have been both tenants and landlords. They founded Rental Heroes because they saw an opportunity to speed up issue resolution and automatically handle common tenant requests 24/7 (everything from a broken dishwasher a to pet requests!). Rental Heroes have launched their AI-chatbot “Alex” - who helps property managers by liaising directly with tenants to handle everyday requests and issues.

Ben Burton

With more than 15 years experience as a professional real estate photographer, Brad has a deep understanding of what it takes to showcase a home in its best light. After photographing homes all day and editing them all night, Brad decided to create BoxBrownie.com, which has become the ultimate photo editing portal for everyone from professional photographers, real estate agents, to property managers.

Brad Filliponi

With extensive digital experience spanning over 30 years, He is a full-service mobile marketing business specialist and chatbot ninja. Mike helps empower small business owners and real estate agents to achieve marketing success on Facebook by generating leads through conversation.

Mike has built the marketing platform and designed the Facebook strategy using old school systems so that Real Estate Agency owners can build the most effective marketing lists as well as own the data from advertising and marketing. Following Mike’s vendor paid 12-point strategy over 12 weeks will build a list of over 1,000 prospects segmented into Buyers and Sellers that teaches Facebook who should see your ads in the future.

Mike Hillsdon

A marketing consultant, writer, and a social entrepreneur. For the last two years, he’s been engaged in Australian real estate marketing, media broadcasting, and shared services marketing.

He has a great passion for evolution in terms of learning which develops a holistic facet in his personality.

Ejay Manalansan

Sarah has emerged as a highly sought after speaker and panelist on the intersection of artificial intelligence and human systems in real estate. Sarah is passionate about helping agents and organisations to understand this new technology, simply, so they can make confident and informed decisions about how to adapt to a future of work where human and digital resources collaborate.

Sarah Bell

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