Social media connects you with your target audience, and posting listings online is a great way to advertise, but are you giving your target demographic what they really want? While showing listings is one way to use social media, your audience is looking for more than just ads.
The latest research shows that, no matter what generation or demographic, the majority of those looking for a home start their search using the internet - in fact, in 2019, 76% of all buyers found their home using a mobile device. People are searching online, and often that search can start on social media platforms.
3 Tips to Make Your Real Estate Social Media Successful
1. Write A Blog
Blogs are an idea way to create fresh content for your website, and to provide valuable information that will drive people back to your website. Your blog isn’t necessarily where you want to advertise listings; instead, providing value to your target audience and answering common questions they might have turns your blog into a hub of information, rather than just a list of advertisements.
Coming up with blog content might seem difficult, but focusing on your target demographic's needs and values can get you started. Think about questions buyers and sellers have and then provide them with the most reliable and helpful answers you can.
Here are a few suggestions to get you started:
Pros and cons of hiring a Realtor
Reviews of the best restaurants near your listings
List of the best apps for buying and selling
Interactive maps with information about the neighborhood
Statistics on local public and private schools
Local kid-friendly events and activities
Tips for staging your home
- Current market trends - what buyers are looking for this year
Blogs are also a great source of content for social media pages. Sharing your blog posts to Facebook, Twitter, or LinkedIn can improve your visibility and SEO, increase traffic to your site, and provide valuable content that you can share on social media to establish yourself as a valuable resource, and ensure that your feed is more than just about sharing your listings.
2. Respond to Messages And Comments
Social media is a great way to connect and communicate with your audience directly, but only 11% of the real estate industry responds to messages online. If you’re constantly updating your social pages with new listings, but fail to provide more information or respond to comments, you’re not engaging with your viewers.
Responding to comments tells your viewer that you are interested in establishing a relationship and being a helpful resource first and foremost. It also sets the tone for how responsive you are with your actual clients.
Whether good or bad, responding to comments…
Provides an opportunity to establish yourself as good resource
Clarifies what you’ve told viewers
Encourages others to comment
Increases the popularity of a post or topic
Builds your credibility and authority
3. Share Videos
You know posting high-quality photos to your social pages brings in the views, but you can take it a step further with video! Current research shows that 50% of consumers want to see videos from brands.
Sharing videos of your listings, your team, your dog (people love dogs) - is a great way to grab the attention of those scrolling through news feeds, and to give them the kind of media that they prefer.
An introduction video can be included on your social pages or website to help viewers get to know you better in a quick and personal way. A video of yourself puts a face to your brand and helps you connect to your audience person-to-person instead of just through text on a screen.
Live videos are a great way to tour a listing and engage with viewers. You can give your viewers a more authentic impression of a property by going live with your tour. This is also a great opportunity to answer questions about the listing and neighborhood. There are many platforms that allow you to go live, but Facebook and Instagram are your best bets.
Customers trust other customers, so including videos of your happy buyers tells consumers that you live up to your promises. Sharing testimonials introduces your viewers to your loyal clients and builds viewers’ trust in your brand. Your clients will also be using their own language without any industry jargon, which can be more informative to potential clients.
Explore the neighborhood
Buying a home is much more than just purchasing a piece of property. To really sell your viewers on an area, get out and explore! Tours of the neighborhood can show off the perks of buying in the area and encourage viewers to check out the listing in-person
Make it 360
Though this may require an additional purchase, 360 videos and photos are the most immersive ways to show a property. You can easily create 360 images right now by shooting a panorama photo on your smartphone and then posting to Facebook. For video, you’ll need a camera with 360 capabilities, but it might be more affordable than you think. Here’s a list of 10 cameras for under $100.
Of course, you want as many potential buyers as possible to see your listings, but social media is an opportunity to provide more to your target market. By sharing information with your viewers and building trust, you are strengthening your brand, building your credibility, and encouraging buyers to come back to you as a source.
Thanks for reading,
Editor's Note: Originally published December 2018, Updated September 2020