Is social media for real estate agents? Do you want to establish your real estate brand on social media? Years ago, potential homebuyers would have to check local newspapers for properties for sale or they would have to grab a phonebook and call a local agent. But, those days are long gone. The 2016 NAR (National Association of Realtors) report showed that every year about 15% of the population will move and more than 50% of these property buyers will start their property search online.
How to use social media for real estate agents? If you want to establish your brand on social networks you need to join platforms such as Pinterest, Instagram, Facebook, and Twitter. On each of these platforms, you need to create engaging content and interact with your audience. Social helps you to boost your marketing efforts, build trust, and establish a strong brand.
If you’ve been looking for tips for social media marketing for real estate agents, chances are you have come across some marketing ‘experts’. These so-called experts make social marketing sound like rocket science. Social media marketing is not rocket science. But to excel you need to understand how to use each platform and the right timings. So how do you do it?
Tips that every realtor should adopt
Instead of a blanket article on the best tips, this article will focus on the 4 best platforms for real estate agents. We will take an in-depth look at each social site and what you should do to connect with your audience. Before we get started here are some statistics that you should keep in mind
- 85% of realtors use social media
- 12% of agents have YouTube accounts
- 72% of people likely to work with an agent providing video content
- 29% of homeowners found an agent on social media, 45% of homebuyers walked through a property viewed online, while 21% viewed the property.
Here are the best social networking sites for real estate agents.
Boasting of over 2 billion users, Facebook is a tool that any serious realtor cannot afford to ignore. To get started on Facebook you need to
Create a business page: This is one of the most ignored rules. Yet it is the most important. You need to create a page for your business. Your personal account won’t cut it because it lacks some very important business features and professionalism.
Make sure to optimize your profile using relevant keywords, add the URL to your website and contacts, and then write your bio. Remember, keywords are important.
Regular updates: You need to update your page regularly. For this, we recommend you use the rule of 3:1. What is the rule of 3:1? For every one post you make about your listing make 3 posts that are fun and informational. Do not spam your page with your ads. To keep your audience engaged make posts about cultural events on your neighborhood, news from NAR (National Association of Realtors), new projects the neighborhood, and finally your listings.
Show off your neighborhood: Next, you need to show your target audience that you are well versed with the neighborhood the property is located. For example, you could post photos of the nearest park, restaurants, schools, and more. Remember, you are showing them why living in that area is beneficial to them.
Be human: People hate canned responses. The only way you can show your clients that you care is by responding to them in person. Every time a client comments on your page, whether positively or negatively, ensure to respond with utmost professionalism.
Another way you can win potential clients trust is by engaging new homeowners on your page. What I mean by this is have a post sale social media strategy that makes the new homeowners feel appreciated and wins the trust of potential property owners.
For example, you could post a photo of your closing gift with a subtle caption such as “Welcome home Sue” This simple post would make the homeowners feel appreciated. A potential buyer would likely trust you with their business since you have proved that you can deliver.
Utilize Facebook contest App: Do you want to see more engagement on your posts? Then use the Facebook contest app frequently. This app allows you to run sweepstakes and contests.
For example, you can run a video contest. Ask your fans to pick the best video from your recent listing. From this contest you will to learn which videos your users prefer and then you can create similar videos for your other listings. Want to get more photos on your page? Just run a contest.
Use ads: Finally learn to use Facebook ads. Facebook allows you to create ads that target users from age, interests, income, profession and area. This is one of the easiest ways to get the right eyeballs for your real estate business.
YouTube for real estate agents
In the statistics above, we saw that about 85% of real estate agents are online. But only 12% of the 85% have active YouTube accounts. A big percentage of homebuyers are likely to work with someone with videos. So, for your business to succeed on social networks you need to give a voice and a face to your brand.
Another reason why creating videos is important is for SEO (Search Engine Optimization) purposes. When people use Google to find answers to their questions, most people will only click the first three results on the first page. More often than not, the top three results are held by big real estate agencies such as Redfin, Zillow and Realtor.com. It will be hard for your website to outrank these giants. The only way you can beat them is by using YouTube.
Google owns YouTube and when relevant, Google gives the first spot on the search results to YouTube videos. So, when you create great videos, you get the first spot. Here is what you need to do.
Sign up: Create an account and add links to your other real estate profiles. Use a keyword-rich username.
Create videos: Next you need to hire a videographer to shoot the videos. Make sure you maintain eye contact, dress well, and be yourself. Here are a few videos you should create to get the ball rolling
About me/us: Just like you introduced yourself on your website with an About Us page, you need to do the same on YouTube with an About Me video. On this video, introduce yourself, your niche, and your services. Talk about what sets you apart from other realtors. Remember to smile and throw in a joke or two.
Home tours: Create a video for every listing on your website. Your sellers and buyers will appreciate it.
Neighborhood: As much as homebuyers are interested in the property itself, most people would love to see videos of the neighborhood. Create videos of the community. If possible, have a few neighbors contribute. Show the amenities, such as schools and malls, around.
Marketing news: Once every month make a video on the current market trends and prices. This video series would target people looking to sell their homes. This series would help you standout as a marketing guru and chances are when people want to sell, you will be the first realtor they will call.
FAQs: Just below your YouTube videos, you will find questions and comments from your subscribers. List down all the questions. Every time you have a bunch of 5 questions, do a video and give an in depth answer to each question.
Remember to share your videos on your other social media platforms. If possible, hire a transcription agency to transcribe your videos. Upload the transcripts on your website. Also, once in a while encourage new homeowners to shoot videos of their new homes and put them on your channel for testimonial purposes.
Twitter for real estate marketing
Is Twitter a good platform realtors? In terms of keeping tabs on the local market, Twitter is a great place for realtors. In terms of lead generation, Twitter is slower compared to other social sites. Twitter is hard work and I’m going to show you some marketing tactics for Twitter.
Create an account: Twitter is different from other social media platforms in that people prefer to engage with personal accounts rather than business accounts. Your first step is to create a personal account with your photo and name. Before you tweet, ensure you understand your ideal clients.
Finding your clients: After you join this platform, use the first few days to get a feel of the site. During this time you can learn how to tweet and retweet. Next, you need to find your clients. Twitter has two different ways you can use to find people in your local area.
Type in the search box and see the people tweeting about your neighborhood
You can find them using the search advanced feature. Then fill the places settings.
What you need to do next is start a conversation. Your first tweet should not be about your listing. Your first tweet should compliment the other person or add some useful information to a thread.
Create content: This is your next marketing tactic. Make sure your tweets have a high-quality image. Photos increase engagement. Secondly, remember the rule of 3:1; 1 tweet about your listing and 3 fun, informational tweets.
Use hashtags: These are the trending topics. Content that includes hashtags gets at least 2X more engagement.
Twitter Market Research
Use Twitter to keep tabs on what is happening on your neighborhood in real time. Look out for tweets about events, complaints, or breaking news and create content around these topics. Also use Twitter to research about renowned realtors. Learn how they interact with their audience and use the same tactics.
Pinterest for real estate agents
Pinterest is not just a social site. It is not a crafts and recipes only site. Pinterest is a powerful search engine that gives you access to millions of active users. This is a great tool in your marketing arsenal. Here are some interesting statistics on Pinterest
- Over 250 million users each month
- There are about 175 billion pins
- 80% of the users are female
- Millennials are very active on Pinterest
Pinterest can give your blog/website the much-needed traffic in a shorter period of time compared to Google. To convert Pinterest traffic into leads you need to:
Website: You need to have an active website. By active I mean that you post regularly.
Sign up: Next you need to create a business account. With a Pinterest for business account you get access to rich pins, analytics, and can link to your website. Ensure you use keywords on your bio and username.
Canva.com: Pinterest loves vertical pins. And to create vertical pins you will need to learn how to use Canva. This tool is ideal for a beginner since you do not need to be knowledgeable about graphic design. All you need to do is use the images available to create your own pins. The best part, it is a FREE tool.
Your images should be consistent. Use the same colors and fonts. By being consistent users will be able to recognize your brand fast on their feeds. Add your logo at the bottom of the pin
Pin images: Once you have created your pins, upload them on your boards. Boards are categories on Pinterest. Ensure that each post on your blog has at least three pins (different images). Once uploaded, fill out the description (use relevant keywords) and add the URL. You need to pin at least 20 pins per board.
Increasing engagement: You will notice some traffic after you filling your boards. To increase traffic join some relevant groups boards and repin other users’ images. Make sure to follow local business owners, potential clients, past clients, and home improvement sites.
Which tools can I use to automate social media?
You need to invest lots of time on social media marketing for your real estate business to succeed. There some awesome tools that you can use to make the process easier.
- Twitter: Use Buffer or SocialOomph to schedule posts and Quuu and Dlvr.it for content organization.
- Pinterest: Use Tailwind to schedule posts. Canva for pin creation and PinGroupie to pin on group boards.
- Facebook: Use Buffer and HootSuite to schedule and update posts
- YouTube: Use Selenium web driver
How often to post on social media?
- Twitter: At least 10 tweets per day. Remember to use hashtags.
- Facebook: 1 post each day. Best time to post is between 1 and 4 pm.
- Pinterest: 10 pins per day. Use keywords.
- YouTube: Post 1 video per week, same day, same time. This way your subscribers will know when to expect new content from you.