Invest in Social Media to Grow Your Real Estate Business
If you rewind a decade earlier in the real estate industry, you’d find brokers on their phones cold-calling leads and potential clients to crack deals.
Fast forward to today, where cold-calling has taken the backseat and been replaced by social media.
Well, the answer is simple. Social media is a goldmine for realtors. According to the 2022 Real Estate Agent Marketing Survey by The Close, social media is only second to referrals in helping real estate agents get new clients.
Clearly, social media is one of the easiest and fastest ways to attract clients, assuming you have a concrete social strategy. Of course, you can’t just wing it with random posting tactics.
So in this blog, we are talking about a few key social media strategies that real estate agents can use to grow their businesses –
5 Ways to Leverage Social Media for Your Real Estate Business
1. Use Video to Show Your Expertise
Your prospects are not looking for someone with just a real estate license. They want an agent who has the experience and who they can trust will protect their interests and help them navigate the complexities of property ownership. It’s where your expertise comes into play.
But how about instead of talking about how skilled and knowledgeable you are, you show it through videos? Three out of four marketers say video has a better ROI than photos.
We suggest you use videos to position yourself as an area expert. Talk about potential investment deals or share the ins and outs of the real estate process with them. Videos can also build familiarity and trust as clients get to see your human side.
Moreover, videos improve your website ranking in search engines like Google, where prospects start their broker research.
2. Expand Your Focus From Home Listings
The primary focus of homebuyers is the home they’re interested in. So naturally, home brokers talk about home listings the most. But think about it — do only the home features and facilities affect the buyer’s decision-making process?
Purchasing a home is a significant decision, at both financial and emotional ends. And so, homebuyers want to ensure everything is as per their taste, including their neighbors, locality, and the entire town or city.
If you want to stand out as a real estate agent, go a step further than just promoting house listings on your social channels. Share valuable information about the location, like the demographics, great restaurants, and cafes around, monthly events, or community hostings. The idea is to provide potential clients with a far richer understanding of the markets you serve.
3. Be Yourself and Engage With the Audience
We know not every real estate agent has the time or creative bones to create social media content. Thus, it makes sense to hire a copywriter or ghost-writer.
However, you must ensure the content aligns with your brand, tone, and perception. Remember, your followers will develop a relationship if you showcase the real you. If you aren’t authentic, you lose points. So, hire a writer whose writings let your personality shine through.
Moreover, just posting consistently isn’t enough. You need to be on your toes so that you can indulge in online engagement. Be ready to answer the audiences’ questions in DMs or comments. Think of it as an opportunity to start a dialogue with followers who might be in the early stages of the buying process.
4. Keep Improving with A/B Testing
“That which gets measured, gets improved” – you must have heard this from your gym instructor.
Well, real estate social media experts have the same thing to say.
Social media can cater to everyone if you know what works for you. You see, a content strategy that your competitor uses might not necessarily work well for you.
So, if you want to create a social media strategy, start experimenting with different ideas. And then study its results. Almost all social media platforms, including YouTube, Twitter, Instagram, and Pinterest, offer professional-level analytics. Analyze them to figure out which content your audience responds to and the best time and format for posting it. It will help you draft a strategy that generates the maximum results for your real estate business.
5. Don’t Undermine the Power of Hashtags
Almost every post on Instagram has bundles of hashtags after the caption. Ever thought about why? It’s not a content spamming technique. Instead, hashtags are a great engagement-boosting tool.
Using relevant hashtags helps your content to be found and drives traffic to your content, so you can boost views, likes, and shares. Users follow certain hashtags of their choice, and if you use the relevant ones, you can connect to a larger audience.
Your first instinct will be to use popular hashtags. But remember, it will have more competition too. So use a mix of popular and specific hashtags. The latter ones could be specific to your area or town, people, or event. Also, always include a hashtag that represents your business.
If you invest time and money into generating engaging social media content, you’ll likely find yourself generating new clients and closing on more homes.