The following is really a guest post by Leslie Mann, an agent with Gibson Sotheby’s International Realty associated with Weston, MA.
Buying or selling a property is an important financial (and emotional) decision. Most people are full of questions if they undertake this undertaking.
Your clients want more than somebody with a real estate license. They want an agent who will protect their interests and help all of them navigate the difficulties of property ownership. The agent they will choose must be someone they’ll feel self-confident having by their side throughout the process.
That’s where social media comes in. If applied correctly, it’s rather a great way to open a dialogue, share recommendations, and forge a continuous relationship with purchasers, sellers, and renters. In this post, learn the advantages of using social media regarding real estate, a helpful list of do’s and don’ts for agencies to follow, and examples of posts you can incorporate into your real estate social media strategy.
Ryan Tombul, Nashville Realtor, J. D., says, “Social media increases as an avenue free of charge marketing that allows agents to supplement publicity for listings within their own personal network and beyond. ” Continue reading to discover real estate social media marketing strategy tips, in addition to things you should prevent.
Suggestions That Agents Need to Embrace
1 ) Promote the town, not merely the house.
Property owners want to know the good, bad, and ugly of every town to which these people considering a proceed. Yet, most real estate blogs simply give buyers basic market statistics and perhaps a few flowery language in regards to the area. Instead, use your social media channels to give potential clients a far richer understanding of the markets you serve, allowing them to know the pros and cons of each neighborhood.
A lot of cities have a “@CityOf… ” Twitter deal with, which you can mention straight in your own tweets. Use these handles to promote properties you have classified by that city. City accounts on Tweets tend to be receptive to these shout-outs and may retweet you — increasing your post’s reach to their followers.
Instagram Business accounts can also be prime real estate (no pun intended) so that you can post beautiful photos of the town in which your properties are listed.
second . Be yourself.
I’ve heard of several realtors who pay a ghost article writer to write their advertising copy, yet this approach has its weak points. The copy just doesn’t ring true; it fails to provide clients a sense of that you really are. Studies show that consumers want to make a personal connection with all those whom they do business with, and there is shortcut to creating your own authentic social networking content that resembles who you are as a real-estate agency.
Let your personality glow through across every social network you’re on. It’s a great way to spread out a dialogue with a client before they ever pick up the telephone.
3. Instruct your buyers.
Some of the most trying times as a real estate agent prove to be great lessons we can share with our customers. Talking about common property pitfalls makes your own buyers smarter, providing them with a smoother browsing experience and qualifying them to work with a person.
Social media may be the perfect outlet for this. If you have a blog, consider writing articles about home-buying tips, and use social media to advertise them. Perhaps you can tweet a “Real Estate Fact of the Day, ” hashtagging #realestate while you are at it.
4. Chat with your own followers.
House buyers today expect instant responses to their questions, but exactly where they ask those people questions has changed.
Home buyers are calling real estate agents a lot less than they used to with questions in regards to a property or neighborhood. They’re going online, using Facebook’s Recommendations feature, and tweeting from real estate offices upon Twitter. Be ready for this outreach, answer them, and use these questions as an chance to start dialogue with followers who could be in the early stages of the buying process.
5. Respond to responses, good and bad.
Respond promptly and courteously to engage readers who have post comments on the social media sites. One particular caveat: Don’t really feel compelled to respond to those who post harassing comments. Social media will lure its talk about of online bullies, and not every comment aimed at your is worth your breath.
Resist the temptation to get into battle with your own harshest critics, and acknowledge those who compliment your service. Many people who reach out to you happen to be simply looking for more info about a listing — or a listing they will might’ve thought was still available, but has been sold or even rented. Absorb their particular frustration and make use of their comment being an opportunity to pivot their own interest to other properties.
Practices That Agents Should Prevent
6. Yelling about your home entries
It’s great to let individuals know about the homes you’re marketing, yet don’t make the home itself the primary subject of your conversation. Consider common questions house buyers and retailers ask you, and turn into these into articles. Provide valuable content and you’ll keep individuals coming back.
7. Forgetting video
There are more than eight billion daily video clip views on Facebook.
It’s attractive to skip the cost of shooting plus editing a video, yet online video is an important element of home marketing and advertising. Think about it: Home purchasers are visual purchasers, and if done properly, a video creates a good emotional connection with them that they might not have through just a photo-based list.
YouTube videos also improve your home page’s ranking in search engines like Google — a common place where home buyers and renters start their search for a new house.
8. Assuming you’re only hooking up with first-time buyers
According to a current PDF by the Nationwide Association of Agents (NAR), 24% associated with home buyers in the united states are 41-50 years of age or younger. About 22% of them are usually new customers. If you think you’re just talking to first-time house buyers on social media, think again.
If you feel you think you’re simply talking to first-time house buyers on social media marketing, think again.
Social support systems like Facebook great places to engage “fans” and learn what she or he is looking for from their agent, but keep in mind she or he is not all new to the particular buying process. Have got content suited for all of levels of home-buying encounter ready to serve up for your fans and followers — you never know whom you’ll be connecting with.
9. Talking to yourself
A post, hyperlink, photo, or twitter update on your profile may look nice to you , but it means hardly any if it doesn’t speak out loud with the people who are following your page.
Social media is more about listening than regarding talking. Pay attention to what individuals are saying about you and your brand. Solicit plus gather feedback via informal polls or via free study services like Survey Monkey or Search engines Forms. This will ensure each and every piece of content you discuss on social media displays the interests of your customers.
ten. Ignoring your current clients
Invite your previous customers and sellers to join you on social media. That way, your sites becomes richer communities of shared encounters and objective advice from those who lately completed the home buying/selling journey.
Using Social Media for Real-estate
It may not seem like the right channel to use for your industry, but using social media for real estate has various benefits. Most considerably, there are more than 3 or more. 78 billion social networking users globally, as well as the average person spends close to 2 ½ hours using social media everyday. So , statistically speaking, your audience is on social media — why not meet them where they already are?
Second, social networking also offers targeted marketing options tailored in order to audiences in particular locations — isn’t that just what agents look for?
Lastly, having a social networking presence helps you create brand awareness and generate trust together with your audience. They may not be ready to make a purchase yet or maybe reach out to begin a transformation, but if they find you’re consistently active on your platforms, or they come across one of your advertisements, they may create a mental note associated with what you offer plus come back to you when they’re prepared to begin their process.
COVID-19 has also impacted the real estate marketplace, just as it has to get other industries, therefore leveraging social media will help you stay up-to-date with current trends.
Social Media House-Buying Tendencies from COVID-19
While social media is definitely a tool for agents to leverage, COVID-19 has brought it center stage.
One of the biggest changes is the rise of virtual showings. Some agencies reserved virtual viewings with regard to specific circumstances or even luxury homes, however it has now become a common practice: “We used to keep our digital tours for our high-class homes, but we have found it adds to the home buying experience for the clients, ” says Lisa Alexander, leader of Del-Co Real estate.
As health and safety restrictions are usually lifted, virtual showings are likely here to stay because buyers have noticed a significant benefit from them: reduced costs. Purchasers searching for new houses in locations they’re not in conserve time and money on take a trip costs until they’re sure about their own options.
The length of the looking process is also lowered, as buyers may view multiple houses in a short period through online video or even virtual tour, rather than waiting weeks to have an open house or even for there to be a space for them during a showing.
Given its relevance, let’s go over the various ways to leverage various social media platforms to share real estate content.
Real Estate Social networking Content
Realtors can benefit from using most of the same platforms that most businesses can benefit from — Facebook, Instagram, and TikTok. Let us discuss how you can utilize them, and then go over content ideas to share upon each platform.
Facebook for Realtors
Facebook is an excellent tool for real estate professionals. It provides various high-quality options: targeted ads meant for local listings, Facebook messenger for discussions with clients, as well as the ability to share several forms of multimedia: pictures, videos, and even reside video.
Instagram for Agents
On Instagram, Realtors can create a business account and include get in touch with CTA buttons therefore those who land in your profile can send you a message on the system, an email about a residence image they noticed that intrigued them, or other customized options.
The platform is great for expressing high-quality image content, and the image below is an example of a new property announcement.
TikTok for Realtors
TikTok is an rising platform for all industrial sectors, but it can be extremely good for realtors, especially given that the audience favors behind-the-scenes type articles, which is exactly what home walkthroughs are (the video below is an example).
In addition , TikTok users do not expect content to end up being high-quality or professional-grade, which is even better intended for realtors that can just use a phone camera on-site to take a. Below we’ll look at additional content tips to post on social media marketing.
Real Estate Social Media Ideas
Going live for open home and virtual showings.
Real estate agents can do this upon Instagram, Facebook, and TikTok, and a benefit to going reside is that the videos could be saved and later on shared to your profile, acting as an extra form of content.
Responding to audience questions.
All of social media platforms are a great place to answer market questions, as you can engage with your audience plus develop a rapport leading to a working relationship. The TikTok beneath is an example of an agent answering an market question about funding a home.
Another benefit to answering queries publicly is that it is open public , and everybody can see your reactions. This can help interested buyers approach you along with qualified, further-down-the-funnel questions.
Share customer testimonials and success stories.
All platforms are a great place to discuss customer testimonials, assisting you use user-generated happy to establish legitimacy plus credibility with your market. The Facebook write-up below is an sort of a client testimonial.
Property or home photos.
Property photos are a must for realtors on social media, especially on Instagram plus Facebook. You can give clients a sneak peek of what to anticipate from the property and entice them to get in touch with you to learn more through a virtual or in-person tour.
Here’s an example of high-quality property photos on Instagram:
You can share property photos on TikTok as still images, however the platform is better suited to video.
Property video clips and tours.
Most of three platforms are great for video, as it gives your own audiences an online way to learn about various properties. If they are still curious after watching the video, they can click on a CTA button on your profile to ask for more info.
Here is an example of a property tour on TikTok:
And here is an example from Instagram:
Relationships between agents and customers are important, as they trust you to take to center the things that they worry about and point them in the right path. As a result, using social media marketing to share realtor bios is worth considering. Your own audience can find out more about what you offer plus reach out if it feels like a good match.
If you’re looking for more supporting information, the statistics below will further emphasize the importance of using social media with regard to real estate.
Real Estate Social Media Stats
- In 2020, 44% of real estate agents generated the most clients via social media, just topped by recommendations.
- 82% of agents intend to improve their social media presence to grow their company in 2021.
- The National Association of Real estate agents 2021 Realtor Technology survey found that will 53% of participants say that social media is among the most valuable technology equipment they use.
- 74% of realtors use Facebook intended for professional purposes.
- Clubhouse, a social media app that prioritizes audio, offers real estate conversation night clubs with over 50k followers.
- 81% of older millennials, 80% of younger millennials, and 78% of Style X found their house on a mobile gadget.
At the end of the day, your followers might prove themselves to be your strongest residence advocates.
If you take the time to build a social media presence that includes high-quality photos of the properties you sell, you interact with customers, and you follow a constant schedule, you’ll likely find yourself generating new clients and closing upon more homes.