In the next decade, social media is likely to play an even stronger role than it did in the last decade.
A similar sentiment has been echoed in the world of marketing: as user numbers on the most recognised platforms – and average daily usage – increase, so too does advertising spending.
The benefits of social media are well known, and so much money is being dedicated to an online presence that it can be tempting to dive headfirst into the social media marketing world.
Agents can use it to showcase their clients’ properties in a creative manner, and it opens up new channels of communication.
However, presence does not necessarily imply resonance. A social media strategy that doesn’t add value to your brand or listings is pointless. What’s the best place to start?
Maintaining consistency is essential
Maintaining the quality and frequency of your posts is essential once your accounts have been set up. While it can be difficult to keep up with the constant changes in your day-to-day, using automated scheduling tools and creating a content calendar can help.
A #throwback post featuring historic photos of the neighbourhood, or handy DIY renovation tips for the weekend could help people make it through #midweekhumpday.
An inspiring photo or short video of a cute company pet can boost your #staymotivated.
Facebook should be kept up to date
The obvious thing to do here may seem obvious, but that means it must also be done well. It’s important not to use Facebook merely as a mass marketing tool, because it’s a great platform for engagement and interaction.
Keeping things balanced is important, but posts dedicated to customers are more likely to be appreciated than business updates. It can also be helpful to post about your neighbourhood – upcoming events or local news articles – to demonstrate how engaged you are with your neighbourhood.
Give your Instagram a lot of attention
In today’s real estate market, Instagram is the go-to app for visual content, and it is the source of the lifeblood of the platform.
The perfect place to showcase stunning property photos and videos. But even if your photos are eye-catching, don’t overlook the importance of relevant hashtags to boost the exposure of your latest listing.
With polls, Q&A stickers, and GIFs, Instagram Stories are another on-trend way to provide personalised property updates.
Use LinkedIn to its full potential
Some may view LinkedIn as simply a networking tool, but it can also provide a great platform for establishing your reputation or showcasing your experience, as well as connecting with peers and industry heavyweights.
It is a good idea to keep your achievements and your professional interests current, while posting relevant reports and articles from the industry can also help build your social media profile.
Positivity is key
Customer service is demonstrated by responding promptly to genuine comments and direct messages.
When feedback is not positive, what should we do? Negative comments can become positive if handled correctly – like those from unhappy tenants, for example.
Despite mistakes happening, our ability to deal with them determines whether we are deemed a good person or a bad one.
You can react quickly when the time comes if you have a decision tree and pre-approved responses at hand.
Some issues can also be taken offline if they are important. You can then resolve the situation by direct messaging after publicly responding that you’ll be in touch via PM (showing your proactivity and responsiveness).
It’s all about content
Lead generation is fine and dandy, but social media allows you to display your personality as well.
For maintaining a social media presence that is engaging, you need to post photos and videos of your property, but you can also share success stories about clients’ purchases, testimonials from vendors, design tips or even quotes from industry professionals to create a more personal, community-minded atmosphere.
Sharing industry news or market updates shows you have your finger on the pulse – infographics can be used to present the latest market trends or statistics – while posts about company milestones and events such as award nights or charity events can make a lasting impression.
Put display ads to work for your cause
Social media is more than just creating organic content. Using digital display advertising to reach passive buyers who do not visit major portals is a powerful and cost-effective way to reach the right audience.
Users see branded ads in their Facebook feeds, and they can be retargeted to interested viewers across the entire Google Display Network.
Don’t forget to take notes
You can make adjustments and improvements as you go once you establish your online presence by measuring social media and paid advertising metrics.
To gain a deeper understanding of a campaign’s performance and gain insights into prospective buyers’ profiles, you can use your social media platform to track likes, followers, and shares.
With the rapid evolution of online marketing, social media becomes more and more important. Social media can pay real dividends for your brand growth and for your listings when done right.