The average real estate agent or broker
probably doesn’t have any social media tricks are tips up their sleeve. The
reality is there aren’t too many working professionals in the real estate
industry that are that savvy. Most people hire a local digital
marketing agency to get the job done, or they do very little on
their own and thus get very little traction in terms of qualified leads or
signed and dotted contracts.
If you’re reading this and you’re focused
on finding those leads and closing those deals, but you want to be social media
savvy enough to build your brand, consider this post your shortcut. Learn from
some experts giving you the inside scoop on all their secrets.
The Top Social Media Marketing Tip for Real Estate Agents
10 years ago if you wanted to be successful
on social media, Facebook was the only website you would have to worry about.
All you would have to do is create a personal page and promote yourself to all
your friends and family (there were no fan pages back then). The difference is
that back then, Facebook was only accessible to college students, so while it
didn’t take much to gain traction on the platform, you would’ve had to be a
very forward thinking young adult who could see the future of the social media
industry before it took shape in order to actually capitalize on branding
Conversely, if you’re not on social media
today pumping out value constantly, you’re falling behind. That’s why you
absolutely, positively need to be on Facebook and Instagram. The bottom line is
it’s for all millennials are hanging out these days. A
millennial is technically anyone born from the 1980s onward that
would be in their 30s or 40s right now. Think about it. Those people at the
prime earning years in their careers. They’ve likely paid off their student
debt or almost paid off their student debt, and they have built up their
savings. They may have their parents helping them, but the point is they are
ready to buy their first home.
CEO of Clever, Ben Mizes agrees.
“According to our study about marketing to Millennials, Facebook is still the best social media channel to reach the widest
audience, but if you’re looking for a
younger audience Instagram is the best platform to use. Millennials are 25% more likely to buy a product
because of a social media ad than older
generations, so focus your social media campaigns toward Millennials; they typically prefer funny and
An Easy Content Strategy for
Facebook and Instagram
For any realtor or broker trying to get
started with posting on Facebook and Instagram consistently, coming up with
fresh content ideas can be difficult. You need to evaluate who you are as a
person and how you can convey your core values through these mediums using your
content. That takes some personal reflection.
That being said, there is a really simple
formula that anybody can follow in order to make sure that they’re always
providing value to their followers, who will eventually become homebuyers that
do business with you.
Keverne Denahan recommends considering your
content through three different lenses. Mixing quotes and memes, personal
posts, and professional posts together let your prospect know that you’re
serious about helping them. Taking this approach also brands you as an expert.
You can do all this without coming off as a sleazy salesperson. Yes, the
foundation of all business is to be able to make sales, but the focus of your
social media strategy should be more related to content marketing.
Content marketing is not just the promotion of content, it’s the promotion of content
that isn’t necessarily designed to sell. You need to spend a lot of time
creating content that builds a relationship with potential clients well before
they become your clients. This means you’re reaching out to people at all
points of their customer journey. You need them to be aware of you before they
consider using you as their real estate agent or broker. Once they start giving
you thoughtful consideration, only then can they be converted into a client.
Here’s what Denahan has to say about each
of his pillars:
Personalized Content for Real Estate Agents and Brokers
“Make it personal, but not too personal. When
you look at your own feed, ask yourself this. Would I do business with this
person? Do I want them to sell MY house? If you hesitate for one second, then
you need to change what you’re doing. No photos of you in the gym, but you
standing in workout clothes near the water or a hiking trail is interesting.”
Using Quotes and Memes as a Real
Estate Agent or Broker
“Use the several editing apps out there to
create a word graphic of your favorite quote and then marry that to the # day.
#MotivationalMonday is a good one or #ThoughtfulThursday People like quotes and
the quotes you choose are a reflection of your personality.”
Real Estate-Focused Content for
“People like success. When you close that house,
do a selfie and tag them (if your Buyer/Seller allows, otherwise show yourself
in front of the house) Going out that night to celebrate a Closing with your
significant other? Take a photo of your champagne toast. Celebrate the wins and
recommends putting a bit of your personality into your professional real
estate-focused content. That means going above and beyond promoting an open
house when you have one.
“Show yourself as a well-rounded individual who
LIVES and LOVES the community that they sell in. Yes, put posts up about an
Open House you are having or something that comes from your company about
market stats, BUT show people that you actually live where you sell. Go to that
great restaurant and show, tag, share.”
Getting Deeper Into Facebook
If you’re first starting to create your
content strategy for Facebook and Instagram, you may not want to jump into
Facebook advertising right away. It can be intimidating and it’s a quick way to
lose a lot of money. The best thing to do might be to hire an
agency to handle it for you.
The reality is even if you plan and
implement a robust content strategy, you just may not have the time to
implement it all.
Realtor Christopher Pagli recommends using
video ads. Video is very powerful because you can craft a sales pitch, teach a
lesson or show off a home:
“Video sequencing is also a great advertising
strategy. If the agent installs the Facebook conversion pixel on their website
they can create a custom audience of people who have visited it (up to 180
days). I recommend adding people who have visited their FB/Instagram Business
profiles to the audience as well. These people are a warm audience and easier to
convert. From there, they can retarget those who watched a certain percentage
of their first video, anywhere from 3-10-15 seconds. I would target people who
have watched at least video 50% because they are most likely interested in what
you are offering.”
For those that
don’t want to get into advertising but still hope to make an impact, there’s
always an opportunity to do that through live video. Facebook ranks live video
higher in newsfeeds because they want more people to use that feature. And the
bottom line is that live video is just more engaging than other forms of
from Ripe Marketing chimes in:
“Live stream open houses and walkthroughs that
incorporate valuable information a potential
buyer or seller would need to know when going
through the process. Be consistent but understand that there is a lot of noise that you are fighting against to get their
attention. One video will not be
sufficient in quantity.”
Consistency really is the key. For a real estate agent or broker one qualified lead or sale per year is probably worth enough to spend the entire year branding yourself. But it takes commitment. A consistent effort to make things happen and to engage with people over and over again. The reality is if you’re trying to sell a home, it’s a big life decision. The classic idea that it takes seven points of contact to make a sale and close a deal may not necessarily apply to such a big purchase. It might take 10, 12, 15 or more points of contact to get a new client.
over the long term branding yourself is always worthwhile. Develop an early
game plan, come up with a few posts per month you can get started with an in
the beginning worry just about that. Getting started. That’s all.
Now take what
you’ve learned and go find somebody that will be the next buyer at your latest