Social Media Magic: Quick Tips for Real Estate Professionals
If you want to be better with social media, and even use it to make more sales, here are a few tips that will help you make better use of your time on sites like Facebook, Twitter, LinkedIn, and pretty much any other social networking site.
Real estate firms like Countrywide Scotland know something that many other brokers and agents don’t.
Namely, that you can do things like boost Facebook posts, but you had better have something interesting to say. This is a mistake a lot of brokers make. If you don’t have anything interesting to say, then don’t expect a better response. You’re not going to get it. On the other hand, if you already have a post that seems to do well in your tight little social circle, then boosting it might give you more exposure and make it easier for you to get your marketing message out there.
Another thing to try on Facebook is the audience insights tool. Hardly anyone makes full use of it, but it’s one of the best tools out there for gaining deep insights into your audience. Audience insights lets you break down your customer’s demographics and really hone in on a target within your ideal demographic.
So, for example, you can create a list of potential customers that includes single people, elderly people, or couples with 2 kids. You can figure out what kinds of cars they drive, what they typically spend their money on, and whether they are, overall, responsible people.
Let’s say you look at a target market that includes families with 2 kids. What Facebook will tell you is that these people also tend to have a few credit cards, tend to drive SUVs, and tend to make between $45,000 and $75,000 annually.
More than that, you can also see the types of movies they like and what they spend their money on (e.g. subscriptions vs food vs clothing).
If you know all that, you can start creating a profile for your ideal customer. You could even map out how much their likely budget must be. From there, you can start marketing to people and put, right in your ads, about how much it might cost for a new home. And, you’ll be appealing to those people because you already know the price range they can afford.
How To Market On Twitter
Marketing on Twitter is a lot like marketing on Facebook, with one key difference: things move a lot faster on twitter. You can conduct a Twitter chat with your followers by putting up questions and offering your own insights about the home-buying process. You can also buy ads and target markets based on interest.
Like Facebook, Twitter lets you target your ideal customers. Unlike Facebook, however, the data isn’t as rich (yet) with customer demographic information. But, it’s enough to get you started. You can market to people based on keywords and interests, and even send ads to people who are similar to your current followers.
How To Market On Pinterest
Unlike most social networks, Pinterest is almost exclusively driven by images. But, you can also pin videos featured on your YouTube channel to get more views. The things that work best here are visually stunning. Brands that succeed are ones that have something visually interesting to show others. For example, product demos. That’s good for you because you can give “virtual tours” of homes on the site and then market to people who might be interested in similar homes.
Get people to follow you based on the unique homes you show on the site. Try to do “virtual tours” of unusual homes — things people can’t see just anywhere. Doing this will attract attention, even if people can’t afford them or wouldn’t personally buy them. The point is to get attention on the site, and then move them off-site to your business site.
Google+ is notoriously for techies and professionals. So, how do you make it work for real estate? Well, you use aspects of it, like Google Hangouts, for leads and followers who want to ask you questions.
Marketing Tactics That Still Work
There are a lot of marketing strategies that still work that people don’t use anymore. And, it’s a mystery as to why they don’t. For example, many agents don’t do enough outreach to like-minded professionals, either directly or indirectly related to the real estate profession. They believe that competitors would never want to talk to them.
While this might be true for some professionals, the successful ones are more than willing to help you and share ideas.
You don’t need to be aggressive about connecting with them. In fact, that’s probably a bad idea. Instead, you should just friend them on Facebook and Twitter and tell them that you’d like to become connections. See where the relationship goes. When you could use their help, you’ll have a resource you can lean on.
You could also try to locate influencers that you can become friends with that can help you market your services. People with a large social media following can make promoting your own blog posts and ebooks much, much easier and much more effective.
Orville Hart is a marketing consultant who has started to see more and more real estate clients pass through his doors recently. He shares his marketing thoughts on business blogs mostly.