It's 2018, humans are much smarter and know when they are being 'sold' something on social media. The last thing anyone wants to see on their news feeds is 100 listings of new homes that they are not even in the market for, which may result in an 'unfollow'.
It is vital to keep your audience engaged with your content and loyal to your agency even when they are not in the market for a new home. The aim of the game is to do everything possible to make sure you are front of mind when that moment arrives.
To help you tackle real estate in the forever changing world of social media, we have put together a quick & easy to read guide on 4 pointers that you need to live by!
1. Who are you?
People are always going to be hesitant trusting an agent they have just met with their hard earned cash, thats why this first step is so important.
Here is a few simple questions you can ask yourself,
1) Why did I become a real estate agent?
2) When did I go above and beyond for a client to get them their dream home?
3) What do I love most about the suburb I represent?
Now go film and publish yourself answering these questions and we can assure you the trust this will begin building. Yes, it's nice to see the traditional 'sold' photos where you're flashing a pearly white smile next to a home and its new owners, but it is time for people to get to know the person behind the smile so you can begin building REAL emotional relationships.
2. Involve the local community
The only thing more important then sales is your community, and it is important for your followers to see this too. What better way to convince someone to purchase a home in a particular area then the people who live there?
Start getting out in the community and reaching out to the locals, this could be the local school principal, a local business owner, or a resident who has lived their entire lives in your suburb!
Some questions you could ask in your community interview below:
• Who is (Name of person)?
• How long have you lived in here?
• What brought you here?
• If you had to compare (suburb/region) to another place anywhere in the world what would it be?
• If you could change 1 thing about (suburb/region) what would it be?
• What is your favorite thing about living here?
• What are your thoughts on the future of housing?
• Do you plan on living in a bigger house or a smaller house and why?
• What is important to you in a home today, versus when you first bought yours?
• What does your ideal home look like?
• Are you searching for a home? If so how long has it taken for you to find homes that you love?
• If you were to move, where would you move to next?
This can then be published as a written blog article or a video and posted to your social media pages. Set a goal to get atleast one interview done a month.
3. Offer Value
In order to keep your followers loyal and interested, you need to produce content that will offer them some sort of value to keep them engaged. It is important for someone to visit your social media accounts and leave a little smarter and inspired all thanks to you!
Some quick examples of content themes below:
• Saving tips
• Investment advice
• Home ownership hacks
• DIY home decorating
Organic reach can only get you so far in 2018. Creative ad campaigns on your social channels go a long way, as long as they are done well. This is where Social Media Agencies really get to spread their wings and get you results.
Simply 'boosting' a post doesn't necessarily mean you have just created a successful ad campaign, the goal is to get into the 'back end' of Facebook and create tailored campaigns that align with where your prospects are in their home ownership/rental journey.
1) Want first home buyers to see your ad campaign?
Tailor it to align with proven demographics, such as 30-35 year olds, who have a degree or trade and have shown interest in first home buyer related articles and pages.
2) Trying to sell an apartment in the city?
Try targeting singles or couples, who have shown interest in the city night life and surrounding hot spots, no use boosting the ad to millions and having an older couple with kids living in a rural area seeing it.
3) Want to target an audience who you know is already interested in your real estate agency?
Create an audience segment based on users who have previously visited your website, or who have viewed some of your video content on your social channels and begin building a relationship.
Facebook even has a nifty feature where it creates a 'look alike' audience based on the interests and demographics of all the people who have already visited your website. (Pending you have setup your Facebook pixel)
The influence of social media marketing has had a significant impact on the real estate market. Social media has altered the way real estate agents communicate with their clients and has forced the industry to adopt entirely new methods that they wouldn't have traditionally used.
Focus on adopting these 4 points in your social media marketing strategy and you should see an enormous improvement in engagement and lead generations.