Have you ever wondered how some realtors find so many clients to connect with and trust them online while others, try as they might, simply can’t get the same results?
According to a poll by the National Association of Realtors, up to 77% of realtors regularly utilize social media for real estate.
However, not everyone has been able to properly capitalize on this market to benefit significantly. Keeping up requires a lot of effort.
The secret to winning more leads is in the social media marketing plan you implement. The fact is, you could double your sales simply by having an effective and well-thought-out marketing strategy.
In this article, we’ll share a complete social media marketing plan for real estate agents in detailed steps and with valuable tips so you can immediately put it to work and start seeing results.
Go through the article because you don’t want to miss a single step. As you can expect, each stage of this marketing strategy is required to get the intended outcomes.
1. Research Customer’s Persona
The first thing to do is to figure out who your target audience is. This is perhaps the most crucial step in making a plan. Think about the people you’re trying to reach and how you would classify them as a group. Gather information about your target customer, such as what you would expect their average age, income, and lifestyle to be. Envision what their needs and even challenges may be.
For example, if your company markets high-end luxury listings, you might classify your target audience as high-net-paying executives. Once you can identify your potential customer, you can determine the type of posts not only attract them but also keep them interacting and interested on social media.
Take things a step further by looking at scoping out the competition. What they are doing can give you a clue into what is working and where the potential is. The point is to use all of this information you’ve gathered to identify where you should focus first and what content works the best on which social media platform. It can also come in handy for spotting gaps in the industry that you can utilize as opportunities. Once you can fill these gaps, you will be able to gain better reach and relevance.
2. Map Social Media Objectives
Hold your horses; it’s still not time to get to posting!
What’s next is to identify your expected goals from social media marketing. These goals will help you establish a strategy and decide how much time, energy, and resources you need to put in.
While we encourage you to be ambitious with your goals, do remember to be realistic as well. Set goals that are S.M.A.R.T – Specific, Measurable, Attainable, Relevant, and Time-bound.
Keep your goals simple and precise. Make sure to set social media goals that have metrics and key performance indicators (K.P.Is) so you can keep track.
Your goals also are as practical to attain as they are challenging. Setting goals that matter to the current state of your business efforts is essential. Finally, ensure you give each objective a deadline so it can motivate and shape your targets today.
3. Identify the Best Real Estate Social Media Networks
We’re getting closer. Now that you have a strategy in mind and a good idea of what works, you need to figure out where you want to post.
Each social media platform requires different resources and strategies to get good results from your posts. They each have several routes of social media marketing for real estate, and each one takes time and money. By being able to choose the media networks that would be best for your business, you ensure that your efforts and resources are channeled towards maximizing the return on your investment (R.O.I.)
Let’s talk about a few of these social media networks and how they best function for your real estate marketing.
Facebook: First, there’s Facebook. Facebook stands undisputed as one of the most dominant platforms used for realtor social media marketing. It possesses both the perfect demographic for the industry and great posting and marketing tools. You can set up a page on this platform, join local real estate Facebook groups, and use Facebook Marketplace for your real estate business.
Instagram: When one thinks of captivating images, Instagram comes to mind. Naturally, stylish property photos go hand-in-hand with the most popular types of content on Instagram. This platform is quickly gaining traction as the best way for luxury or boutique real estate businesses to advertise. To make great use of this platform, you need an optimized bio and popular real estate hashtags in your posts.
Here’s a trick for you. There’s only one secret to boosting your Instagram presence, and that is getting more engagements per post. The more likes, saves, and comments you earn on a post, the more likely it will appear in user feeds. So, how do you get more engagement? The trick is simply to post engaging captions and not just images.
YouTube: YouTube is also an effective social media. Having a real estate channel on YouTube allows you to show a true sense of the properties and surrounding neighborhoods.
4. Make High-Quality Content with a Personal Touch
Social media marketing for real estate businesses doesn’t require you to be shy about what you’re selling. Given the amount of saturation in real estate, you must ensure that you stand out on social media and provide people with something that boosts your trustworthiness and brand values.
Don’t underestimate the visual. Make use of breathtaking property photos that not only encourage “likes” and “shares”, but also drive your followers to contact you. You can also use client testimonials to boost your credibility.
Have a theme that aligns with your brand image. Your content should be personalized and tailor-made for the customer persona that you defined earlier. You can also get access to our done-for-you social media content by clicking the link below or go to https://soldouthouses.com/365doneforyoucontent to learn more!
5. Actively Engage with Your Target Audience
Your job isn’t done just because you have posted on a platform. There’s still plenty of interaction left to do! Being able to continually interact with the online community offers a personal touch and boosts engagement. All this is crucial for visibility.
Make sure to respond to comments on your channels, explore forums, respond to people’s queries that are relevant to your industry, and even reach out to potential clients through personal messages. Do your best to start conversations and build trust with potential customers.
6. Advertise Smartly
The best way to boost your visibility is to advertise. While it may involve some costs, the fastest way to grow and increase reach is through real estate social media advertising by using Google, Facebook, LinkedIn, and Instagram ads that can generate new clicks to the website as well as to your social media.
An effective advert attracts interested people to your business by factoring in location, interest, and likelihood of conversion. This also keeps uninterested clicks or people from your site. The key is to run an ad that offers value and actually makes someone want to learn more.
Set it up to capture their contact information so you can add them to your database to nurture them. Also, utilize engaging calls to action like “Fast selling homes under $X” OR “FREE home selling consultation” to spike interest.
7. Take Advantage of Video Marketing
Realtors who utilize video marketing are able to expand their business 50% faster than those who do not. The use of videos in your social marketing plan will not only help you increase leads but also help you to stand out from your competition and, at the same time, showcase your listings.
Video content is the most effective way to grab attention anywhere online. Not just any kind of videos though; we mean short-form videos!
These videos usually last for just a minute and can be seen on TikTok, Youtube shorts, and Instagram reels. Most consumers have a low attention span, and as such, you have to master the art of cramming as much information as possible in these short videos. This way, you will capture your audience’s attention and keep them interested without wasting their time.
8. Analyze, Optimize, and Repeat
Now, we’re at the final and most crucial part of this marketing plan. You’ve put in all this work, and now what? Well, now is the time to figure out what’s working and to filter out what’s not. This is why data measuring your progress on social media is important.
It demonstrates if and how your efforts and resources are delivering the expected results. Then, you can tweak your social media marketing plan accordingly to optimize your marketing potential.
I became a realtor when I was 25, Right now I’m a digital marketing expert helping realtors, brokers and real estate agents generate more leads online.