Do you ever feel overwhelmed by social media marketing as a real estate agent?
In 2018, it was estimated that 77% of the United States population have social media accounts. That number is expected to climb even higher in the next few years.
Driven in part by the digital-savvy Millennial generation, people are flocking to their favorite social media platform to get information and recommendations, and to share content.
In the real estate industry, the strong inclination of potential buyers and sellers to research listings, neighborhoods, and even agents through social media means these platforms are a strong marketing channel for real estate agents that know how to leverage their power.
That being said, real estate social media marketing does not have to be an overwhelming task. With a little knowledge, you can learn how to create content that will attract potential clients and position you as a thought leader in the industry to build trust and engagement with your audience.
Let’s look at some targeted ways you can create a social media marketing plan to boost lead generation, sales, and revenue for your business in the coming year.
Social Media Marketing for Real Estate Agents in 7 Simple Steps
Digital marketing is on the rise, and a social media marketing strategy is in most marketers’ toolkits these days.
A social media platform offers a prime place to meet, understand, and woo your audience through the power of personal connection and authentic interaction.
Crafting an effective social media marketing strategy, however, takes more than just creating a profile on a platform and posting a few photos.
Here are the exact steps you can take to launch a social media-based marketing strategy that will reap results in the coming year.
1. Take Stock of Your Current Profile
Before you launch a new strategy or improve your old one, you’ll need to know the current state of your social media presence.
This is where a social media audit is helpful.
It’s important to take an honest look at your social media presence. Log in to all of your social media accounts and make sure your branding is appropriate and consistent on each platform.
Then, you can identify the social media posts on each channel that have gotten the most interest as well as those that fell short, research the audience demographics for each channel, and determine which channels are performing best for your target audience.
Once you’ve discovered where you currently stand social media-wise, you can jump into goal-setting for the upcoming year.
2. Set Social Media Marketing Goals for the Upcoming Year
You must set hard-and-fast marketing goals at the outset of your social media marketing plan in order to analyze performance and return on investment (ROI) during your campaign.
For your real estate business, it’s important to determine which of the following is most important.
Building Brand Awareness — If you’re new to an area or you’ve just launched a new look for your brand, you might want to get the attention of potential home buyers and sellers in your locale.
On social media, this means working toward developing relationships with prospects through creating valuable content and making yourself both relatable and authoritative.
Creating Loyalty — Once you begin connecting with your audience, you want to develop loyalty and trust. One way to do this is to encourage content created by your audience.
Statistics show that 86% of people want authenticity on social media. Sixty percent of consumers agree that user-generated content is the most authentic.
This type of content can take the form of polls or surveys, customer-generated photos, and videos, or even testimonials.
Boosting Lead Quality — To keep your ROI high, you want to ensure you’re getting targeted leads from your social network. There are several ways to do this:
- including offering links to relevant gated content
- social media lead ads
- offering webinars or live videos
Of course, there are many other goals you could focus upon, including increasing ROI, driving in-person sales, or keeping ahead of the competition.
3. Get to Know Your Target Audience
Playing a guessing game about who your target audience can be a dangerous and costly mistake for marketers. You need in-depth knowledge of your audience’s demographics. This will help you build the kind of influence you need on social media.
Use Analytics Tools
Fortunately, there are many analytics tools for social media available, like:
- Sprout Social
Find Out Where Your Target Audience is Hanging Out
Start with some general demographic information about each channel to narrow down those platforms where your potential client is most likely to hang out.
From there, you can determine not only which channels to concentrate on, but what types of content to create for each. For example:
- YouTube and Facebook have higher-earning user bases, so they’re perfect for luxury real estate agents and also great places to purchase ads for the most impact.
- Pinterest users are mostly women, but Pinterest tends to drive shoppers to purchases and encourages brick-and-mortar sales, a plus if you’re trying to increase your in-person leads.
- Instagram audience members are younger (under 30) and they want show-stopping, eye-catching photos, and videos that showcase your brand’s personality.
- LinkedIn might be a good choice to offer more in-depth, industry-target content especially if your audience is well-educated.
Additionally, you can check your social media dashboard for each account to see who’s interacting with you most and see where your followers are demographically.
4. Establish and Check Your Metrics Regularly
Social media marketing for real estate agents isn’t just about connection and engagement — it’s about ROI and impact.
The only way you’ll know whether or not your strategy is getting results is to measure key performance indicators (KPIs). While there is an almost endless number of metrics you can track, starting with a handful of pivotal objectives is less likely to be overwhelming.
Let’s look at some of the most impactful metrics you should be measuring for your social media campaigns.
Volume is a simple but often underused metric that can help track the effectiveness of your blog posts and social media interactions. It’s a great way to track audience interest. People rarely discuss, comment, or otherwise engage in things that don’t matter to them.
Measuring volume isn’t about counting posts or tweets or comments. It can go levels deeper by determining:
- the number of messages concerning your brand
- how many of your audience members are discussing your brand
- who is posting something to their own accounts about your brand
For your Facebook page, this tracking metric is labeled “people talking about this,” while other platforms may call it something else.
At any rate, tracking what time of the week, month, or the day your posts are getting noticed can help you target your audience more effectively and increase engagement — and ROI.
Engagement helps measure the strength of your connection with your audience. You can track how many times viewers are re-posting, re-tweeting, or starting new conversations about your brand or topic.
You’ll be able to see who is commenting and replying versus who’s retweeting and sharing. If your marketing goals are focused on interaction versus spreading information, this information can be very useful.
Tracking engagement also helps you target and create more of the content that’s getting more comments and shares.
Share of Voice
As we’ll see later in the article, keeping ahead of the competition is key for those in the real estate industry — and that’s where the “share of voice” metric comes in.
The share of voice tracks how much of the social media conversation in your niche industry is focused on your brand versus that of your competitors. The best part is, since social media is public, you can track your competitors as easily as you track yourself.
Measuring reach lets you understand how far your social media conversation is spreading through your audience, which also helps you determine audience size for each potential message.
On its own, reach is a rather simple metric, but coupled with other metrics such as actions like comments, clicks, or retweets, it can give you a good idea of your strategy’s overall engagement power.
Whichever metrics you choose to quantify, be sure to track them consistently using the same tools each time you measure. Pay attention to changes and research them to understand the effectiveness and impact of your campaign over time.
5. Monitor the Competition
Each real estate agent in the luxury market will position themselves in a specific way on social media.
They may focus on user-generated content, high-end photographs or spectacular videos, in-depth questions, and answer sessions, or informative webinars. To determine who your competitors are, do a simple keyword search for targeted keywords in your industry.
For example, if you’re a real estate agent in Miami, you could google “luxury real estate Miami” to find other agents in your area.
If they come up at the top of search results, take a closer look at their social media presence. What types of marketing are they employing in their posts? How are they showcasing their brand voice and offerings?
Next, use a paid competition analysis tool like SemRush, SproutSocial to determine what your competition is posting. Or, you can even use free ones like LikeAlyzer to get a feel for how these tools work. These tools also give insight into the social impact your competition is getting.
Remember, you can learn from your competition’s victories and mistakes when putting together your own content.
6. Create Compelling Content and Post Consistently
In order to attract potential clients to your brand you will need to keep your marketing goals in mind. You’ll want to carefully curate content based on your audit of your own social media presence and that of your competitors.
While you can promote yourself directly on social media, do so carefully. Up to 46% of people unfollow brands who overdo the promotional aspect of their business on social media.
We’ve already touched upon user-generated content as being a great way to drive engagement, but let’s look at some other types of content that can be useful to the luxury real estate agent.
With 52% of professional marketers agreeing that video marketing provides exceptional ROI. Posting videos is a no-brainer for the savvy social media real estate marketer. Clients in the midst of the buying process, love to view lavish videos of outstanding properties for sale.
But don’t stop with house-listing videos — set your brand apart by offering a variety of video experiences for your audience. You can offer neighborhood previews, interviews with local nightspots or event venues, and even how-to webinars or Q-and-A sessions.
High-Quality Photographic Content
As a real estate agent, you may already know that a picture is worth a thousand words. Make yours shine by using high-quality, professional photography when you can.
Even though it may speak for itself, be sure to caption your picture with the information viewers may need when referencing the photo in a personal message, comment, or phone call.
Content That’s Consistent
Whatever kind of content you use, be sure to post consistently. If you struggle with this, you’re not alone. Up to 36.7% of marketers have difficulty posting timely content. Posting at the wrong frequency can seriously impact the number of shares you get.
To avoid this mistake, set up an editorial calendar and plan content at least a month in advance. Creating themed content that coordinates with seasons, holidays, or industry trends can help make curating easier.
For best results, remember to post on the days and times that your metrics indicate are prime times of activity for your audience.
7. Measure and Adjust as You Go
Finally, it’s critical to continue to measure your campaigns’ effectiveness through metrics analysis as you move forward through the year.
Compare the effectiveness of your channels against one another and also compare individual campaigns within channels to fine-tune your efforts.
As a luxury real estate agent, you don’t have a lot of time on your hands to manage marketing. Keep it as simple as possible. To do this, concentrate on the channels that are giving you an acceptable ROI and meeting your marketing objectives.
If you realize in the middle of a campaign that it’s just not getting results, switch gears. The beauty of social media is that you can change course very easily and without losing your audience’s attention.
For example, add new and different hashtags to your Twitter or Instagram account. In addition, you can start a contest on your Facebook page, or even change up your brand’s look (colors, artwork, logo) to increase interest. Remember to keep tracking metrics to make sure you’re on the right track.
Putting it All Together
Social media marketing for real estate agents is definitely a trial-and-error process. Don’t worry if it doesn’t come together immediately. Real success comes with learning to communicate effectively with your target audience, which takes research and time.
Don’t forget that the audience likes and dislikes can change sometimes rapidly over time.
This means you need to keep your finger on the pulse of your prospect’s attitudes, interests, and goals to continue to be effective into the future.
In conclusion, if you apply the actionable tasks outlined above and monitor your results, you can craft a social media plan that is dynamic, organic, effective, and easy to implement.