Firstly, let’s get clear on why you want social media ideas, um duh I hear you say to win more business! And by using social media to do this, you would be in good company….
A recent study conducted by real estate website, The Close, found that 44% of agents said that they gained a new client in 2020 due to posting on social media. In fact, social media was only second to referrals for obtaining new listings last year.
Perhaps more interestingly, when asked to pick where they’ll focus on growing their business in 2021, 82% of agents chose “improve social media presence.” Social media reigned, even over email marketing efforts.
Of course acquiring new leads is the ultimate aim but before you nose dive into getting followers, I suggest that you have some very clear aims about why you’re doing social media.
This honestly will help you to make sure that you only post stuff that your prospective customers want. As well as being clear about what you want those followers to do whilst they’re drooling over your content.
How to put a social media plan in place
Take the time to create a social media plan upfront. This ensures all your social efforts support your business goals. A social media plan is encompassed by a marketing plan, and a marketing plan is encompassed by a business plan. Make sure you have a detailed business plan in place, as it will influence what platforms you advertise on, and who you target.
Base your goals on metrics that will have a real impact on your business.
For example, you could aim to acquire customers or raise your conversion rate, rather than simply racking up likes.
Because really is the number of people that like your posts going to help you to win more business? Btw the short answer is no!
1. Research the competition
How are your competitors using social media in your local area? While you don’t want to copy them, learning from what others have done is a great way to reduce the steepness of that learning curve. Conduct a thorough competitor analysis, and it will help you identify what works, what doesn’t, and where there is an opportunity to stand out from the rest.
2. Conduct a social media audit
If you’re already using social media, now’s the time to take a step back and review your existing efforts.
I suggest you use Twitter to share the latest local news and real-time alerts, while you can use Facebook to get the human property stories and customer testimonials out there.
3. Create a social media calendar
A social media calendar helps you post the right content to the right social channels at the right time. This means you’re not having to think about this every week.
Imagine how much easier it will be to manage your social media when you have already done most of the planning.
4. Track and refine your performance
As you start to make your social strategy a reality, it’s important to keep track of what works and what doesn’t. You can then fine-tune your efforts and improve results.
Are there certain posts that people are sharing more than others?
Have certain posts brought in more enquiries?
It may seem obvious that you would continue to do the thing that is working but without making time to look at what has worked well, this can easily fall to the kerb – pun intended!
If you’re doing this, please stop!
5. Stop posting from your company page
First things first: whether it’s LinkedIn or Facebook, you won’t get a large following and business results through your company page.
This is because Facebook is more likely to show posts to your followers when you publish from your personal profile than from your business page.
And without an advertising budget, growing your following on your business pages will be a slow and gruelling process.
And if you don’t already have a large personal social media following, you’re relying on someone to organically find your business page, and then click “Like” or “Follow”.
And THEN, you are at the mercy of the algorithm to show your posts to your audience.
This is why you need to have a personal profile page that has a strong following.
Remember: people do business with people, NOT logos!
6. Copying what other Estate Agents are doing
Firstly, how do you even know they are doing the right thing and whether this is the right approach for your future customers?
Exactly, this is a reason alone to leave the competition where it is and let them do what they are doing and find your own niche.
7. Not letting your email marketing list know you’re on social
If you have a newsletter or email list, then be sure to give a shout out about your social media accounts in each email you send, as well as follow buttons, to make it super easy for them to find you.
You can even do this the other way round; promote your newsletter or email list on your social media channels.
8. Ignoring your existing clients
Invite your previous buyers and sellers to join you on social media. That way, your social channels become stronger communities with people who have used your service and can share their experiences.
This objective advice from those who recently completed the home buying and or selling journey is one of the best sales tools at your disposal.
9. Every post is salesly
You and I know that you are in this for the sales but you really don’t want to come across like that to future customers.
Be interested in them first, show them that you are knowledgeable and that they would be in safe hands with you. Then give them your best sales lines.
And DO this!
Why should people follow you? They need a reason right? Give your future customers a reason to stick around after they find you.
Here’s lots of ideas here to get you started.
10. Blog and you’ll get noticed
Something that is often overlooked by Estate Agents, when it comes to building a social media following is blogging.
Because so very few do it, you will be ahead of the game if you do.
11. You can blog on your own website and become a contributor on other platforms.
This allows your name and social accounts to be noticed around various websites online.
12. If you aren’t blogging yet, I highly recommend it.
Even starting small like once a month until you start getting a hang of writing consistently. Then bump it up to twice a month.
13. Hold a contest
You give something away and people have a shot at winning by sharing the contest on social media. This can build engagement and a following.
Make sure that it is something that can be presented to the winner easily.
You can include in the terms and conditions that the winner needs to allow you to share their win on social media which gives you another opportunity to promote your Estate Agency.
14. Chat online
You need to post multiple times a week with content that your audience will enjoy.
Not only post content, but also respond to comments and engage with your future customers. Keep it all professional and relevant.
15. Be Regular and Consistent
Part of social media’s effectiveness is being able to keep your name and message in front of your followers. A post here and there a couple times of week will get lost in the millions of other posts.
Whatever tactic you decide to use is pointless unless you aim for consistency. We know how practise makes perfect, consistency may very well equal customers too.
Perhaps you could build your social media so your followers count on you for guidance on property news in the area. .
16. Create Your Own Videos.
I’ve uncovered these exciting facts about using videos for your content;
98% of respondents like to watch an explainer video to learn more about a product or service. And as many as 74% of those who have seen a video make a positive purchase decision immediately afterwards.
If you don’t believe that, go look at your Facebook wall right now. Count how many posts have videos compared to just pictures or written posts.
Alright, you get the point. Videos are everywhere.
When it comes to following someone online, people like to put a face to a name. And people like following other people.
If you want to gain a massive social media following online, really simple – start posting videos.
One of the content pieces that you can put out there is ask your followers what they would like to see videos on.
So you don’t get asked to do a heap of weird and wonderful things (which you may feel obligated to follow through on) create a poll which again gets people interacting with you.
Of course, shooting videos will be nerve wracking the first few times but then you’ll wonder why you hadn’t done it sooner.
And then sit back in awe as your followers rise and those new leads come in.
17. Use photos and infographics
This is a great way to engage with people and they provide an easy way for your readers to view your content. If you’re looking to highlight stats, creating an infographic, I recommend, is the way to go.
18. Do Facebook ads
Facebook makes it easy to create an advert, taking you through steps where you can select the type of advert, decide who you want to see your advert, how much you want to spend and over what duration.
Even though it’s simple it can take many attempts to perfect it and the options are endless from a pay-per-click model, pay per impression, pay per like, or even pay per action and even more.
Make sure you understand it all before you leap in or get an expert to help you.
19. Try Facebook Marketplace
Gaining in popularity, Facebook marketplace is a great place to post any properties for sale or rent.
It gives you direct contact with people that are interested and makes it easier for them to contact you and visit your website.
20. Share high-quality visuals on Instagram
Instagram stories are actively used to share updates related to new properties and open house viewings.
The platform has heaps of easy-to-use features like hashtags, 15-second story updates, and direct messaging, done well you can expect Instagram to be bringing in more leads.
Make yourself easy to find – set up a business account, make your bio interesting and engaging, include your website link and contact information.
Popular Instagram hashtags are #Homeforsale, #Househunting, etc.
Can I help you?
Whether it’s support with blogging or to find out more how our Facebook ad service can guarantee you leads, do get in touch. It’s good to chat.
