The idea of using social media to leverage your real estate business is probably something you hear in your sleep at this point. But knowing you should be doing it and actually doing it are two different things. If you’re like a lot of agents, understanding the world of social media, much less how to generate leads on social media, can feel overwhelming. It can also be time consuming, especially if you try to start with too many platforms. Following are ways to better understand social media and the ways you can generate more leads with social media.
BRAND AWARENESS, CONTENT AND VIDEO
Social media is a dominant force in our lives with about 4.70 billion worldwide users. According to the Pew Research Center 7 in 10 Americans use Social Media. With that in mind your crucial goal when marketing through your social media channels is to double-down on “brand awareness,” intriguing, relevant content, and do this primarily using short-form video (3 seconds to 1 minute).
Other things to get right:
- Optimize your Profile.
- Give clear instructions for how to contact you.
- Give a clear “Call to Action” (CTA) like a free consultation, signing up for a newsletter or a link to your website.
- Consider using a Landing Page to drive traffic to your website and increase your SEO (Search Engine Optimization).
- Consider using paid social media advertising to generate more leads and create offers targeted to your audience’s interests.
- Enlist the services of a social media specialist to get you started in the right direction.
A QUICK BREAKDOWN OF SOCIAL MEDIA CHOICES
If you’re just starting out with social media marketing (and even if you’re not), start with no more than one or two platforms. And then very consistently and methodically post and advertise through your chosen media. For example, start with just Facebook, or just Facebook and Instagram. Do your research, learn a few things, and then post regularly.
A tried-and-true favorite, Facebook has been around since 2004 and roughly 1.96 billion people actively use Facebook everyday. One very important reason you will want to use Facebook to generate more leads is because it appeals to older users (Babyboomers, GenX) and those are some of the users most active in buying and selling real estate. Some must-dos when it comes to marketing yourself through Facebook: Post Shareable Content and use Facebook Live videos.
Instagram is the darling of Millennials, which represents the largest block of active real estate buyers and sellers today and 90% of these users follow a business. Why not your business? Leverage your Instagram account by creating reels, prioritizing visuals (like pictures of a new listing, open house or neighborhood.) And don’t forget to explore targeted ads for Instagram to bring in more leads in addition to your organic traffic.
YouTube is incredibly popular and generates over 1.7 billion unique monthly visitors. If you’re not shy and have a lot to say about real estate, jump in by creating a branded channel and make sure to put links into your videos.
LinkedIn is best used for B2B marketing and also for communicating with colleagues and other professionals. That being said, it can be a great platform to establish yourself as the real estate professional in your area and thereby make yourself familiar to other professionals who may be wanting to buy or sell a home.
Twitter is used by 23% of adults in the U.S. and is typically the place to air opinions and have public meltdowns. It can also be an effective platform to establish yourself as someone in the know in the world of real estate by posting articles that are relevant to your market.
Favored by GenZ (ages 10 – 29), Tik Tok is used by more than 100 million Americans. It’s also Chinese owned, which has been problematic due to increased concern over the security and privacy of its users. Numerous countries around the globe, including the U.S., have banned Tik Tok from being used by government. Several well known university campuses have also banned Tik Tok. Because of the age group demographics and the security concerns, it may not be worth your time and energy to pursue marketing through this platform.
GIVE IT THREE MONTHS
Regardless of your personal feelings about social media, it should be pretty clear that it’s a must for your real estate business. If you’re reluctant (or maybe just shy and a more private type of person), begin with just one platform and commit to making your profile as clean as possible. And then post relevant content at least twice a week on a regular basis. In addition to business content, remember to add some personal content too, so that people can feel like they know you a bit. In about three months, you should begin to see some noticeable results. And hopefully, you’ll even have some fun with it.