Today, homebuyers are looking online more than ever for listings and realtor options. Consequently, social media provides real estate agents with a platform to market themselves and connect with current and prospective buyers.
Across platforms, the 80/20 rule is key. Post 80 percent of your content about lifestyle, audience interests, and other updates; post 20 percent of your content about you and your product. This ensures that your social media is consistent, relevant and engaging.
Here are best practices across platforms to boost visibility for your business and listings:
Instagram is extremely user friendly and provides a visually-engaging platform to promote listing photography. Therefore, it is very important to post beautiful images on your account and stick to a certain aesthetic/filter for feed consistency. Posting video clips in Instagram stories is an added strategic advantage, helping prospective buyers really get a sense for the flow and space.
Facebook is a great platform to engage with current and prospective clients by posting about your neighborhood, and showing off your listings. Prospective buyers want to know that you’re knowledgeable about where you’re selling homes. Post about events in your neighborhoods and invite fans to join you in attending. Ask questions to engage with your audience and spark conversation, and share posts that illustrate how much you care about and value your clients.
Facebook is a great place to hold contests to develop client relationships, create engagement on your page, learn more about prospective clients and to promote and market yourself as a realtor. Use geo-targeted ads and promoted posts so that your posts are seen by other Facebook users in your geographic target market. Promote CSR initiatives, such as donations to Children’s Miracle Network and other relevant charities, and use testimonials and reviews to instill trust in your services. Additional tips include bringing your properties to life with video and targeting those “likely to move.”
Be sure to compliment your Facebook page with a blog – did you know the average blog can convert 2-10 percent of its visitors into leads? Facebook is where you can share your best articles, and then the traffic from Facebook turns into leads once your readers hit your blog. Infographics also perform very well online – use them on your Facebook page to give value to your audience and share data in digestible nuggets.
Create a Twitter account, or take what you are already doing to the next level, and use the platform to strengthen relationships with your followers. Tweet about local news, new store and restaurant openings in the communities where you have listings, share polls to garner interest and future story ideas, provide tips about moving and staging, and be sure to use hashtags and @mentions. Similar to Facebook, promote contests and offers, and tweet about your listings.
Use your LinkedIn page to share listings, stay connected with clients and ask for referrals through the site. Join local groups and participate in them. Write long-form content as LinkedIn Pulse articles, share housing reports as well as articles from the National Association of Realtors, and consider adding social sharing plug-ins to your Company Page to drive traffic.
An expert in breaking down New Jersey’s housing trends, Steven Kempton, Associate with RE/MAX Community, is always at the ready to share his knowledge of the New Jersey area. His commentary on New Jersey inventory trends was recently featured in NJBIZ, New Jersey’s leading business journal, and his comments and tips about how to market houses without garages were included in Realtor Magazine.