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.
Most millennials (99% actually!) searched the internet to research listings. What might surprise you is 89% of Boomers also refer to the internet first! So how do you best connect with all these users? Give ‘em what they want!
To optimize your social media strategy, you have to provide answers, not just ads.
Here are three areas where you can step-up your social media game
Blogs are the ideal platform for giving more in-depth information to your viewers. Your blog isn’t necessarily where you want to advertise listings; instead, informing your viewer and answering 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
Up-and-coming real estate locations
Tips for staging your home
Blogs are also a great source of content for social media pages. Sharing your blog posts to Facebook, Twitter, or LinkedIn will connect you with a wider audience, improve your visibility and SEO, and increase traffic to your site.
Respond to messages
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 more than making a sale, and you actually care about informing your buyers.
Whether good or bad, responding to comments…
Shares more information
Clarifies what you’ve told viewers
Encourages others to comment
Increases the popularity of a post or topic
Builds your credibility and authority
How else can you use video on social media?
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,