Although something may be popular and shared often, it doesn’t mean it will be successful in the long run. In order to create hot leads and maintain a strong presence on social media, we need to focus on consistent growth. Here’s how to do it.
A big difference exists between viral social media posts and consistent growth on social media platforms. If you want to be successful on social media in the long term, it is much better to be consistent than to just rely on getting lucky with a few viral posts. This will help you generate leads that are interested in what you have to say now and in the future. Keeping your brand growing steadily will help improve customer relationships and increase your ranking on search engines.
Maintaining social media presence is not always easy and many users who have initial success find that it does not last long. There are ways to keep track of your social media profiles and use them effectively to promote your real estate brand. These methods have been tested and proven to be effective.
Why social media marketing is so crucial in real estate
We won’t bore you by repeating the most recent social media data. You already know this stuff matters.
In real estate, the price of paid leads is increasing. Finding ways to get leads for free that are also organic is becoming increasingly difficult. If your competitors have more money than you, they will likely win if you both use paid strategies.
Now, the good news.
Social media marketing is F-R-E-E. You do not have to join every social media platform to be successful in real estate.
To be successful, you just need to identify the channels that will work best for you and develop a consistent strategy for each one.
Here are three simple questions to help you focus your social media marketing strategy:
- What do you want to accomplish? Do you want to generate leads? Keep the convo going with your sphere of influence (SOI)? Promote listings? Different goals call for different social media channels and strategies.
- Who do you want to reach? Millennials use Instagram more than baby boomers do. YouTube has the largest user base, but Pinterest users tend to be older and more affluent. Your choice of channel should depend not only on what you like, but also who you want to reach.
- What kind of content will be of interest to your audience? Do they want real estate advice? Trend insights? Community info? You’ll want to make sure your content aligns with your audience’s top interests and the type of content best-suited for the specific channel you’re using.
There are some key differences between Facebook and YouTube that you should be aware of if you want to be successful on either platform. For one, Facebook is all about connection and community, while YouTube is all about discovery and education.
Here are the 5 key elements necessary for social media marketing success in the real estate industry.
1. See Yourself as a Content Creator, Not Just an Agent
If you don’t think of yourself as an influencer, understanding what an influencer does and how they create successful social media strategies can help you develop a plan for your own social media usage.
Focus on Your Target Audience
The first step is to understand the person you are communicating with. You may specialize in a certain type of real estate, like vacation homes, or mostly work with families. If possible, you should develop buyer personas that represent the typical interests of your target clients. Be aware of the qualities your clients are interested in by observing their behavior on social media and other factors.
Maintain a Consistent Brand Image
Who is your target audience? Once you establish that, you need to be confident in your real estate brand so that it is identifiable. On image-based social media platforms, such as Instagram or Tik Tok, having a distinctive brand aesthetic is the most important thing to make sure your audience remembers your brand.
This brand identity also includes choosing your primary and accent colors. You can make your business stand out in your local market by using cohesive design elements, typefaces, and post templates.
Maintain Your Brand Tone
While the overall tone of your social media brand should be consistent, that doesn’t mean it can’t be dynamic. Use various tones to keep your content fresh, interesting, and engaging. Do you use “I” or “we” to refer to your online brand? What slang feels natural for you? The voice you use on your social media accounts should be consistent with how you and your business are identified. This consistency will help your audience to emotionally connect with your brand.
2. Bulk Up Your Content Strategy
One of the biggest problems for agents who haven’t been successful on social media is that they don’t have enough time. Having a consistent posting schedule is important for keeping a large following and having a lot of prospective clients who are engaged. One way to manage your time when you are a busy agent is to create social media content in batches in advance.
Batch Your Posts
If you’re worried about what to post online, plan your content in advance so you’re not scrambling every day. This way, you can create quality content that is scheduled out ahead of time. Making a social media content calendar will save you time and help you make sure you are not posting redundant content or missing the mark with your audience. If you cannot think of every detail of a social media post weeks in advance, preparing the wording for captions, themes, tips, and images for posts will make it much easier to complete when the time comes.
You will still need to invest some time in this solution, even if it’s not a lot. Batching posts, for example, takes a bit more time than usual (even if it’s just a concentrated amount), and you need to be consistent. Don’t mistake consistency for frequency. Posting a lot of content in a short amount of time and then disappearing is not what we consider to be consistent. You should establish a rhythm to your posting that is compatible with what your audience desires and what you are capable of.
Don’t post several days worth of content at once if you don’t think you’ll be able to keep up with that pace in the future.
You can create batches of posts using your own Excel or Google Spreadsheet for free. There are many automated social media channels that can help you to schedule and post on any main social network.
Audit Your Social Media Profiles
Now that you are posting regularly, you may want to switch to maintenance mode. A goal-oriented real estate agent’s worst nightmare is an over-crowded and messy social media page that deters potential leads. It is important to regularly check your old social media posts to ensure that the information in them is still accurate and relevant.
3. Don’t Strive for Perfection
Do not allow your desire for perfection to prevent you from being successful on social media. It is easy to get discouraged when looking at other real estate agents who have successful social media marketing campaigns and assume that you will never reach their level of online success. Just because someone has a lot of followers or likes on social media does not necessarily mean they are successful in the real estate industry. What we’re looking for is genuine, relative engagement. People who are engaged with your content are more likely to interact with it, share it, and trust you when they are ready to buy their own property. An engaged audience is much more beneficial than a large group of uninterested followers when it comes to maintaining increased production.
While it may seem like everyone is using high-quality video cameras and drones to record their social media posts, you don’t need to spend a lot of money on recording devices to get good results. Some of the most memorable content on social media was recorded on a phone. When creating content, it is important to focus on the quality of the information, not just the video quality.
4. Keep Content Fresh
It’s hard to come up with ideas for social media posts, especially when you’re feeling pressure to post at a certain time. It turns out that coming up with new content does not have to be so difficult.
Grab Ideas from the News
If you’re in the real estate profession, there are bound to be some real estate publications that you follow religiously. Your followers that are professionals in other industries may not have the same amount of knowledge when it comes to the real estate market. If you’re wondering what’s going on in your local real estate market, a good place to start is by looking at the headlines of your favorite publications.
If you want to stay up to date on what’s going on in your industry, follow some key media resources on social media and add them to a list. That way, you can easily see what they’re saying about the industry and get information from a variety of sources in one place.
If you are smart and have a time crunch, there is no problem with reusing content. You can use your blog content to create posts on Facebook or a series of videos on TikTok. You just need to think about how you can change the format to make it work for each social media channel.
5. Always Engage with Your Audience
You should have a reciprocal relationship with your audience. Audience engagement is a crucial part of social media marketing in the real estate industry. There are other ways to interact with your followers and create hot leads besides just liking, following, and commenting on their posts.
Grow with Your Audience
As your followers grow up and their interests change, they will be less interested in what you have to say. Make content that your followers will want to see and hear from you. You can use surveys, polls, ask me boxes, and other interactive tools on your social pages to get content feedback. If you take into account what your readers say, you will not only create content that is more useful to them, but they will also feel that your brand is tailored to them. This level of trust and growth is difficult to generate using other social media techniques.
You’re embarking on an exciting social media journey in real estate. You’re consistently gaining new followers and coming up with post ideas. If you’re not patient enough to play the long game with social media, your success will eventually dwindle.
The tips in this article will help you to be successful in your social media marketing. We all know that time management, relevance, and consistency are crucial for social media growth. You can now use all of these tips to improve your work efficiency. By following these steps, you can make sure that you are working effectively and continuously improving your work habits.