When you create killer content for your real estate marketing — specifically, for your real estate website — you don’t simply finish it and say “All done!” (At least we hope you don’t.) That content has to be promoted through multiple channels so it can do what it’s intended to do: Make buyers and sellers aware of your business, build your audience, and engage those interested in your services. A great place for you to make a name for yourself and generate leads is on social media. After all, 91% of Realtors use social media to market their businesses for a reason.
Publish a blog post on your website, share it on social media, watch it get liked and shared — that’s the simplified version of the formula for success on social media sites. However, not all content types perform well on every social outlet in terms of pageviews, clickthroughs, and other metrics.
To help you figure out a plan of action regarding where your content should go and exactly how you should share it, we’ve got tips to help make your social media marketing work for you, including what, where, and when to post for each major social platform.
Facebook: Your Ideal Social Forum
Let’s start with the reigning King of Social Networks. Facebook is a prime digital tool that allows professionals and brands to connect with their audiences. Your followers and fans can interact with you by commenting on and liking your posts — and you can keep them coming back to your business page by responding right back at them. Just be sure to publish content that sparks interaction, like photos.
When visitors applaud (or even criticize) your posts, take the time to respond to their messages. Even negative comments can spark discussion on your page and bring in others to chime in with their thoughts. Look at Outer Beaches Realty in North Carolina as a prime example of an agency doing things right with its real estate marketing. Countless posts feature replies from the firm in response to visitors’ comments, many of which get thank-yous from those who initially commented:
It’s important to reply to comments ASAP. Provide immediate homeownership tips or additional property details to commenters and you could end up with a valuable lead. Facebook has proven to be the top lead generator of all major social networks for B2C businesses, so use the site wisely to generate a database chock-full of prospective buyers and sellers willing and eager to work with you.
Other Facebook Marketing Tips
Remember to include a high-resolution, professional photo of yourself to use as your avatar.
The same content you post on Facebook works well for Twitter too. The only difference is the lifespan of a Facebook post (peak engagement ends after a few hours) is generally much longer than that of a tweet (18 measly minutes). This means you have to post far more often on Twitter than on Facebook and just about every other major social network. The good news is that there’s a way to do so without seeming repetitive and to boost your following and engagement.
The first step is to develop a schedule for how often you want to tweet. This will give you a clear idea of what’s already been tweeted in the days and weeks before and what can be thrown into the mix in the future. As for how many times to tweet daily, data from Social Bakers shows engagement tends to drop off after your third tweet of the day. However, research your tweet schedule with software like Hootsuite and Buffer to determine what seems to work best for your real estate marketing needs.
When you get retweeted and followed by fellow Twitterers, respond in the same fashion as mentioned for Facebook: Thank them for reading your content and add them to your lead database. Consider reaching out to ones who engage often to see if they’re in need of representation. Even if they aren’t at the moment, continue nurturing them on Twitter by following them. If they follow you, you can then private message with them and send them content regularly.
Whereas Facebook and Twitter are ideal for posting your blog content, LinkedIn can also serve as a means to participate in community discussions with fellow professionals and those interested in real estate. Contribute intriguing, original thoughts on the topics being discussed in these groups and you can position yourself as a thought leader others recommend and reach out to.
Take the “Today’s Real Estate Agent” community, for instance. It has 6,000+ members, many of whom add their two cents about the latest agent rules and regulations and industry trends:
Your discussions on LinkedIn can be shared on your site and your other social channels, but even on LinkedIn itself, and you can gain attention as a critical thinker and a professional who knows what you’re talking about. Just be sure to find local groups in addition to general, broader ones. Finding people in your market who partake in these communities is more likely to lead to actual business than conversing with those who may be far away from you.
Other LinkedIn Marketing Tips
Tag connections, like qualified leads, in posts you publish so they’re aware of your content.
Share and comment frequently. When you do, you’ll appear at the top of the news feeds of those connected with you on the site.
“Engaging with your fans and building a community are not the same thing.”
— Mitch Joel
Google+: Maximize Your Content with Multimedia
Many presume Twitter to be the second-largest social network out there today, but a closer look at the data reveals it’s actually Google+ as the runner-up (for now) behind Facebook. The site grew by 33% in 2013 and has roughly 360 million monthly users on average, according to Search Engine Journal (well above Twitter’s average of 215 million). In other words, the social media channel is here to stay, and one you should add to your repertoire of real estate marketing tactics.
On top of posting blog content, revamp those posts into short YouTube videos. The video service integrates with Google+ — not a surprise given Google owns the YouTube. All it takes is your smartphone or tablet camera, a stand to hold the device, and some space in your home or office to create real estate marketing videos in which you summarize a recent blog entry.
YouTube isn’t the only cool feature on Google+, though. Hangouts on Air give you the opportunity to hold webinars and discussions with your followers and potential leads. The awesome thing about Hangouts is they can be recorded and automatically added to your YouTube channel, so buyers and sellers can view Hangouts live and after the fact.
For the written content you publish, along with any other posts you share on the platform, the goal is to get as many +1s and comments as possible. This means you need to make your posts as appealing as possible and targeted to specific audiences. Share top-of-the-sales-funnel content, like how-to articles and advice posts, with leads you’ve just secured. With leads further down the funnel, share content that offers more info about your business. These leads can be separated into different Circles on Google+ so you can keep your lead database organized.
Other Google+ Marketing Tips
Monitor who +1s your posts and engage with them on the site and add them to segmented ‘Circles,’ so you can keep different lead types and connections separated.
I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.