I’ve created a list of ten simple tips for real estate social media marketing success. While each Realtor’s marketing brand and messaging will be different, here are a few safe guidelines for most agents:
1. Be intentional
I cannot stress this point enough. While posting once a day or twice a week or once an hour to social media platforms will produce different results, it doesn’t matter as much as the content of the post. You must be thoughtful with your message in each post or it will be a waste of your time and your audience’s.
For example, if you post a photo of a house that is for sale that you’re showing and just say “Wow this house is beautiful!” in the caption, then you’ve already failed.
To be successful at marketing yourself online, your content has to persuade and provide direction. Each post needs a hook, value proposition, and call to action.
For example, if you post a photo of a listing you should hook them in with something eye-catching. Think of the reasons you click on news articles or Buzzfeed quizzes.
😲 This home has a stunning backyard!
🌴 My clients loved the lot size and sparkling pool.
🏠 Looking for your own staycation-worthy yard? Give me a call at 123-456-7899
2. Be specific
One thing I observe on a lot of Realtor’s social media is that they can be very scattered in what kinds of topics they post about. I always suggest sticking to 2-3 “affinity” categories. (This does not apply to story features such as Instagram Stories and Facebook Stories, which can have more variety and entertainment)
For example, if your client base is typically young families in the $200-$400 range then post content that attracts them. So you could make sure your content centers on family events in the area, buying/selling a home when you have kids, and school district news. That way, when potential clients visit your Facebook page they can instantly relate and understand who you work with.
The wider you cast your net, the less likely you will gain traction with a specific audience. You can’t strive to be everything to everyone!
3. Automate where you can
While social media generally benefits you when you are engaging and organic, there are times and places to schedule content. I recommend trying to schedule posts once at the beginning and once near the end of the week.
Your primary job as a Realtor is to help clients buy and sell homes, marketing is a secondary role–so don’t make it more complicated than it has to be! Plan ahead.
For example, if you primarily work with luxury sellers in Scottsdale then schedule out fun graphics of home selling tips and home upgrade photos twice a week using your hook, value prop, and call to action formula. You can do this the month before, so you are set for an entire month ahead of time!
Everything else such as just sold homes and happy client photos is extra, but you’ll be covered 2x a week. This can take a TON of pressure off of you during your work week and make social media a fun experience.
4. Use social proof
You can’t be humble online. While you can always be subtle, keeping your accomplishments to yourself won’t work on social media!
Nowadays with feeds and timelines, your potential clients (and past ones) are looking to see what’s new with you. Don’t be afraid to post client signings, testimonials, awards, and mentions in publications. These will add credibility to your online profiles.
5. Set (reasonable) goals
Don’t be discouraged if you begin to start posting to Facebook and Instagram consistently, only to see a few followers trickle in once and a while. We can’t all be GaryVee and Grant Cardone.
To be successful online you must also understand KPIs (Key Performance Indicators) and what they mean for your business.
Here are a few I would recommend paying attention to:
- Follower Count
- Click Through Rate (CTR)
6. Execution over perfection
You could spend hours and days planning a post, but in the end, execution means more than perfection. In social media, you can’t be afraid to try and fail.
The great thing about most of the social media platforms is that you can archive or delete content that no longer works for you. Don’t be afraid to post something and delete it later if it doesn’t perform the way you want it to.
7. Don’t throw money at the problem
I have seen many clients jump straight into running ad campaigns on Facebook, only to claim that it just doesn’t work. While I understand that putting money into social media marketing can be a risky venture, you can mitigate risk by having a strong organic reach and consistency.
As you know, throwing money at the problem rarely works.
There are a few things you can do to avoid spending too much money on social media marketing:
- If you hire someone to manage your profiles make sure you vet their past clients’ profiles and don’t trust reviews as they can be paid for
- Always have a clear message and goal in mind for your ads, set a lifetime budget and stick to it
- Make sure you have conversions tracking (FB Pixel, Google Analytics)
8. Don’t trust every expert
While it’s tempting to pay for expensive “insider” courses or expensive social media managers, you may want to understand the back end of their job before you hire anyone.
If any social media speaker says they have the secrets or algorithm to a social media platform such as Facebook or Instagram RUN AWAY. These “influencers” and “social media gurus” do not have your best interests at heart. Not one social media expert will suggest the same things. Beware of anyone who claims their way is the best.
9. Follow the rules
The unique aspect of marketing on social media as a Realtor is your commitment to follow Housing and Urban Development advertising guidelines as well as NAR, local associations, and RESPA guidelines.
For a free HUD advertising guideline and example guide, click here.
10. Expect the unexpected
In the world of online marketing, be aware of upcoming changes and best practices. This often requires paying attention to platform announcements, social media news outlets, and more.
You can also get free personalized help and education as a client of First Arizona Title Agency.