Social media is about much more than keeping up with old friends. It’s a gem for marketers everywhere. It connects businesses with customers on a more personal level, allowing them to develop key insights into customer demographics and personas.
When used correctly, social media spreads the word about your business and helps to generate loyal customers. Whether you’re looking to market a rental vacancy, find clients for a real estate agency, or share listings online, social media can pave the way.
According to the National Association of Realtors, 91 percent of realtors are using social media to some extent, but many use it sparingly. More still use outdated tactics that don’t offer the same ROI as if they were using the most recent trends.
In 2017, good real estate social media marketing is all about becoming more visible and making real connections with clients. If your social tactics need updating, start incorporating these current real estate trends.
1. Follow Millennials
Millennials currently hold the most power in renting. Millennials are beginning to mature, and many are looking to buy a home either now or in the next five years. The market will be dealing with thousands of first-time homebuyers who love to spend time on social media. If you’ve tailored your social media strategy to include rather than exclude this group, you’re more likely to develop strong bonds with these future clients.
Going where the millennials go means having a presence on both Facebook and Instagram, by expressing your brand rather than marketing it, and using visuals. Entertainment is a huge draw for the millennial generation, and if you can develop social posts that connect with that innate desire, you’re more likely to win the agent bid.
2. Use both Live and Recorded stuff
Social media is no longer a stagnant platform for still images and posts. It’s about videos now. According to research from Buffer, Facebook videos receive an average of 135 percent more organic reach than a Facebook photo. Additionally, more than 50 percent of marketers use video effectively to increase brand awareness, online engagement, and lead generation.
Video is very important for any marketer, and real estate agents can take advantage of that in their own social strategies. Recorded video can be utilized for things like video walkthroughs of a property, sharing tips and tricks with your clientele, and providing information about a specific area. Live video can be incorporated in the same way, as well as provide live feeds of open houses and share information about other events in real time. If you want more clients to attend your open house or event, live video on social media is a great way to get them there.
3. Showcase Your Authenticity
A 2013 study from the Boston Consulting Group examined the importance of authenticity on a brand’s ability to influence customers. They discovered that authenticity was among the top qualities that attract clients and customers to a brand. It’s not always easy to trust brands in this digital age, so if you can show that your agency is genuinely interested in a client’s success, you’re much more likely to win clients.
One of the best ways to show authenticity is to limit the promotional posts and increase the valuable and entertaining ones. As you use video and blog posts to offer tips and information to your clientele, you’ll be able to show them that you have their best interests in mind.
4. Target Your Content
Real estate professionals have no choice but to market to a niche audience, since their area of expertise is specific to certain demographics living in a certain area. Using targeted tools on social media is one of the best ways to connect your audiences with the content they crave.
There are many ways to target your content, including using geo-targeted ad options through Facebook. For a fee, you can promote your agency and listings to a certain age level and neighborhood using clients’ browsing history.
You can also use timeless tactics like blogging about niche-specific topics, taking a video tour of properties and neighborhoods, providing guides to area-specific market listings, mortgage information, and other high-value content that your audience will seek during a home transaction.
Social media is the number one online activity for consumers, so it’s important to be where they are. More importantly is utilizing up-to-date strategies that add value to the consumer and promote your business. As you incorporate more of these trending opportunities into your marketing scheme, you’ll see higher ROI and greater client engagement.