How to Market Yourself and Your Properties Without Spending Big Bucks
Social media is one of the most effective means of reaching your clientele, whether you’re looking for sellers to list their homes with you or buyers for properties you have listed. We know this to be true, and even if you aren’t totally sold on social media marketing, you should know that your competition is likely using social media to market themselves and their properties.
In the ever-changing landscape of social media, it can be tough to keep up to date with the latest trends and algorithms. These things can have major effects on whether your social media marketing campaigns succeed or fail. Here are some tips to make sure that your social media use benefits you as much as possible, even if you choose not to pay to boost your posts to reach a wider audience.
One of the most effective means of getting and keeping social media followers is to relate to them on a more personal level.
First off, make sure your pages are associated first and foremost with your name rather than with a company name. You’re a person, not a machine.
Make sure you’re presenting a likeable façade and typing up your posts as though you’re speaking directly to followers rather than referring to people in the abstract. Where ever possible, use ‘you’ rather than referring to ‘clients’, ‘buyers’, or ‘sellers’.
Last, make sure that pictures of you on your platforms make you appear approachable. This may mean foregoing a suit-and-tie, formal, buttoned-up headshot for something that’s a little more casual, depending on your clientele. It helps to look like someone your clients could speak to on a more personal level.
One great way to get personal with our audience is to send shout-outs of congratulations to your new buyers and sellers. It shows not only your current clients, but potential future clients, that you care about the real estate buying or selling experience they had with you and that you’re there for them in the future, not to mention that you’ve completed yet another successful transaction.
Know Your Audience
In order to get personal, you’ve got to have a feel for your audience. This will depend a great deal on the area where you sell and the type of people who live there. For instance, if your business is located in a very rural area, it’s likely that you’ll need to implement a strategy different than an agent who sells in affluent, urban areas.
Remember, It’s Not All About Promotion
A social media page that is constant promotion can turn off followers, causing them to unlike or unfollow your page. Many social media experts suggest that only 20% of the content you post should be promotional. Your listings would fall into the promotional category. They also say that the other 80% of the content that you post to your pages should aim to engage your audience. This could mean that it starts up relevant conversations among your followers, or that it provides them with information they need, or that you’re helping keep them up to date on happenings in your area.
Don’t Underestimate the Power of Video
There’s plenty of evidence that suggests that video posts are more likely to be seen on social media platforms, particularly on Facebook. Here are some video post ideas real estate agents can use to get their posts in front of their audiences:
- Tours of homes
- Tours of neighborhoods, subdivisions, or complexes
- Neighborhood events (festivals, charity events, etc.)
- Tips for buyers
- Finance advice
- Area market updates
These videos should be fairly well shot, but you can likely manage them just fine with a quality cell phone camera or inexpensive digital video camera. Livestreaming on Facebook or Instagram is a great way to boost engagement as the platforms set up livestreams to notify followers.
Visuals Are Important
Posts with photos rather than just text tend to up engagement and receive more likes and shares. A great picture can help you get more people to stop and listen to what you have to say. Whether you’re using your own photos or (relevant) stock photos, make sure your posts have a great image to accompany them. Just be sure that you have permission to use any photos that you post; it’s very unprofessional (not to mention potentially illegal) to use images that you don’t have permission to use.
Keep Up Engagement
Just keep posting! Make sure that you keep up with the pages that you actively use so that you continue to drive engagement and stay in the forefront of your potential clientele’s mind. A recent study showed that each platform has a different formula for the optimal amount of times to post (for example, one Facebook post a day, 15 Tweets, etc.), so tailor your approach based on the platform.
Be Present on a Platform, Even if You Don’t Actively Use It
Many realtors don’t see a lot of action on a particular social media platform, and if that’s the case for you, it’s okay to not invest a ton of time into that particular platform. However, it’s important that you create a page for each of the major social media platforms with a completed profile and appropriate contact information. This allows users on those platforms to seek you out, and it also boosts your internet presence in general.
Keep Track of Where Your Leads are Coming From
Most social media platforms give you built-in access to some sort of analytics. Make sure you’re taking advantage of any free analytics you have access to by looking at the stats associated with your page, your posts, and any other information the platform will provide you with and analyzing the impact of each of your posts so that you can post more successfully in the future.
Social media marketing tends to give some agents a bit of a laissez-faire attitude in marketing their business, and while you need to connect to your audience, it’s also important that you retain professionalism. You want likes and follows, but it’s also crucial that your audience knows that you know how to do your job and do it well.