How Should Real Estate Agents Measure Results of Social Media Marketing?

Agents want to see their marketing efforts working, and streamlined into their business processes. Simple processes and automation, ease of implementation and reporting with substance and visibility are crucial to allow an Agent to know what is working and what isn’t (plus the ability to make the necessary changes).

Digital marketing is incredibly transparent. An enquiry from your website about a listing has clearly come from your website. 10,000 views on Facebook means 10,000 views. There is much less guessing and estimation of results on digital, plus clear attribution for results.

For those who are looking to maintain a healthy sales funnel online, there are 4 key metrics that you should measure:

  1. Targeted Reach
  2. Clicks to a Listing
  3. Brand Awareness
  4. Enquiries

Amongst your various digital marketing campaigns, platforms and assets, online offers second to none capacity to not only reach goals for these metrics, but also the ability to measure the results.

Targeted Reach can be measured within analytics dashboards of each social media platform like Facebook.

Clicks to a listing are easily identified on your social media channels, but also verifiable on your listings on realestate.com.au, domain.com.au or on your website (you can use Google Analytics, if you aren’t already).

Enquiries can be measured simply by the number of genuine leads you have seen come through to your inbox!

By tallying your reach, clicks and enquiries for each listing or month, you’ll be able to identify over time which of the various online activities are affecting each metric, and whether or not certain refinements to your strategy are leading to better results.

Finally, brand awareness is an important metric to assess how many people are seeing your brand on a regular basis, not just your listings. Seeing where this awareness is coming from will allow you to determine whether or not your brand is likely to be noticed and acknowledged.

You’re Not Using Facebook Right If You Aren’t Advertising

Facebook in Australia has over 15 million monthly active users. Facebook as well as many other social media channels has been the opportunity of the century for businesses globally to speak to a wider and/or more targeted audience.

In terms of accuracy in message distribution and transparent results, Facebook is second to none. But if you think that just putting up a photo of your latest listing or some happenings around your office, then you are going to be disappointed with the results.

With the rise in popularity of the Facebook platform gave the opportunity for it to be monetised with the advertising mechanism. Businesses have now really taken a hold of this opportunity and as a result, the competition has led to dramatically reduced organic reach and engagement.

It has now become a pay to play landscape.

5 Social Media Content Creation Apps to Make Your Social Media Stand Out

As a real estate agent, you are always looking for ways to stand out amongst the crowd. Well, for social media, we’ve compiled a list of 5 social media content creation apps to help you do just that. Photo editing, video creation and more – this is the list you need!

Canva

Canva is a photo editing and graphic creation tool, making design simple for everyone.

Entirely online-based and featuring free designs, layouts and graphics, Canva makes it easy to whip up Facebook advertisements, social media posts, flyers and presentations. Available on desktop and mobile.

canva - social media content creation tool real estate agents

Adobe Spark

Adobe Spark is about creating ‘impactful social graphics, web stories and animated videos’. It is available on both web and mobile, allowing you to complete edits and create content that is slightly more complex than free services. The application requires download and offers a free trial before full commitment.

adobe spark - social media content creation real estate

Wordswag

With Wordswag, you can add cool text, words and quotes onto your photos, creating custom text layouts and fresh content within minutes. It can be accessed on iOS and Android mobile phones but does not have a desktop site. The app has an initial price, and requires in-app purchases to allow access to more than the basic features.

wordswag - social media content creation

PicMonkey

PicMonkey is a web-based option for content creation, offering filters, fonts, overlays, frames and collage abilities to alter or enhance your own images. There is a free trial and a free version, both with limited options and advertisements.

picmonkey

piZap

piZap is another web-based photo editing option. It offers capabilities to edit, collage, design, create emojis and social media covers – content from complete scratch or building on images you upload. The application has a free trial period before suggesting an upgrade to the paid ‘Pro’ service.

pizap social media content creation

What are the advantages of integrating social media marketing over solely using traditional marketing?

The advantages for agents integrating social media marketing over solely using traditional marketing efforts are endless, however I’ve summed up below the main advantages below.

#1: Your Prospects Use Social Media

There are over 15,000,000 monthly active users on social media in Australia. As a result, when prospects are searching for their next/first property you are bound to see them on social media. This provides a unique opportunity to reach your audience on a platform that they are actively engaged in. However whilst there is 15,000,000 monthly active users on Facebook, this is not the be all and end all. Instagram has surpassed the 5 million monthly active users in Australia, and Linkedin has 3.4 million. Each of these channels has it’s own mechanism in peoples lives, which means you can segment where you promote certain messages to tailor to platform expectations.

person-woman-hand-smartphone

#2: You Can Play an Active Role in the Research Phase

Incorporating a digital marketing strategy opens you up to communicating with an audience before, during and after there interactions with your brand elsewhere. If a prospective buyer drives past a house they are interested in and notice the for sale sign, or they see an ad in the paper, then allowing them to naturally flow their research habits to your digital assets (website, social media etc) increases attention on your offering.

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#3: It’s targeted

Digital marketing allows for a much more targeted approach to communication. From Google Adwords, Facebook Advertising, posting on Twitter, Linkedin, Instagram, even your listings on domain.com.au, realestate.com.au or other portals, there is a relative ease in segmenting where your listings and brand is being promoted. Facebook thus far, offers the most intuitive and powerful targeting platform, with abilities to target by location, age, interests, social network, job title and more.

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#4: Tell the Full Story

With the richer media experience that is offered across platforms like Instagram and Facebook (e.g. ability to post 360 videos, 360 photos, Facebook Live and more), you are able to tell a more substantial story about a property, or your brand. By being able to tell a richer story, it makes it easier for people to feel comfortable coming to an open inspection, or making an enquiry.

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Facebook Advertising: How to kick butt with Facebook Ads

Ready to get your hands dirty with some Facebook Advertising?

Facebook Advertising for real estate is the perfect way for you to reach your audience for less money. It is very likely that most of your potential buyers for a property will be on Facebook during their search for the perfect home. As a result, Facebook Advertising is your perfect opportunity to reach them, drive awareness and interest and ultimately reach your clients goals.

The bidding options for Facebook ads have changed slightly over time. They are now at a point where they are now more useful than ever; even thought of as the most powerful advertising engine of our time.

Your choices for controlling bidding and budget are as follows:

  1. what you’re optimizing your ads for
  2. how you’re being charged
  3. whether you’re using automatic or manual bidding.

Let’s start by showing you how to set up bidding for your ad campaign.

Step 1: Choose your objective

To start you’ll need to choose your objective for your campaign. There is a large range of objectives to choose from, including website clicks, conversions and video views.

Below is an example of the stage of creating your ads which you will see. This is where you can choose your objective.

facebook advertising

Select your campaign objective and then click ‘Set Audience & Budget’ to continue.

Step 2: Define Your Audience

Like all ad campaigns, you will need to decide on your audience break down too. If this isn’t your first rodeo, or you are doing these often, we would advise saving audiences. The audience definitions on the right hand side are formulated by Facebook, so it’s often a great idea to follow their recommendations.

facebook advertising - targeting

Now for all properties, you should be easily able to identify the location and age of your audience. However, on specific properties you may find a fantastic opportunity to look into detailed targeting. We’ve used the term ‘real estate’ as an example, but you can use whatever keywords you want. You can have one or 40 keywords if you want! As you can see, Facebook actually provides you with a fantastic array of related interests, and provides you with the total numbers of people who you could reach with a specific interest. These are global stats however, not broken down by whatever location you have chosen. You will see on the right hand side after you have selected an interest, how many people are interested.

facebook advertising - interest targeting

Remember, the narrower the targeting, the more likely you are to reach the right people, even if the audience size is smaller.

Step 3: Choose your Placement

Facebook has a number of different placement options for you to choose from. Facebook has an option for Automatic, which shows your ads where they are likely to perform best.

Alternatively you can opt in to edit your placements, where you can choose for Facebook only, or include Instagram and the extended Audience Network.

facebook advertising - placement

Step 4: Allocate Your Budget

Almost there! The last point before setting bidding options, simple decide how much money you want to set and how you want to spend it.

facebook advertising - bidding

Before dropping $10k on an ad, it’s great to do some A/B testing on a few different ads at a smaller amount (between $10-50), then compare each ad to decide which one is best to move forward with.

Step 5: Optimization Of Your Ad Delivery

Facebook defaults to the goal you selected for the ad campaign, such as Link Clicks to Your Website, Video Views, Impressions, or Daily Unique Reach. When Facebook optimizes your ad, it shows the ad to the people who are most likely to take that particular action.

facebook advertising: budget

If you change any of the options in the screenshot above, like optimization for ad delivery, ad scheduling and so on, your daily reach is likely to change also. Test this out by changing the “Optimization for Ad Delivery” and see which one seems to change the daily reach in your favour, and then assess against various combinations of bid amount, when you get charged, and so on.

For those who are interested in spicing things up for there campaign, then there is two customisation opportunities here that we highly recommend.

  1. Ad Scheduling: This gives you the ability to choose the days and times in which your ad is being shown. If you know when your ideal audience is likely to be looking at this content, then it’s a fantastic way for you to ensure your budget is spent on reaching the people you really want to reach.
  2. Delivery Type: This functionality is about how you want your ad budget to be spent. Standard means that your ad is shown evenly throughout the day, whilst accelerated allows for the budget to be spent as it naturally would, which often means the budget is spent a lot quicker! Up to you, depending on the sales format of a property.
  3. Bid Amount: You can choose automatic or manual for the bid amount for your Facebook ad. For the sake of assisting beginners with getting some results, the bid amount defaults to automatic. Bids are based on the action you want people to take. You can optimize around the goal. For example, based on your average conversion rate from your Facebook ads, and the value of that conversion to you, you can work out a ROI that works for you. Facebook will give you a bid range, and a suggested bid. For most, you usually want to bid in the middle of the range of what Facebook suggests, and you’ll see the reach changing on the right as a result of your choice. For the most part you usually pay lower than your bid amount. As mentioned on socialmediaexaminer.com, “You can bid higher to make sure your ad is seen more. Or you can bid lower if the click is worth less than the amount Facebook suggests, which is a way to decrease costs. However, if you bid too low or are out of the range, your ad won’t be seen at all.” If you are going with manual, then make sure that you are checking this regularly across the course of your campaign for optimal results.

Step 6: Create and Run Your Ad

Once your ad campaign details are set, you are ready to get onto actually creating your ad!

You can choose from promoting a post you’ve already publishing, or you can create a new one. If you are creating a new ad, then there is many formats to pick from, as you can see from the screenshot below.

facebook advertising: creative specs

You can then progress through to adding your image/s, video or other media, then proceed to choosing your page and text. Below is an example of what the Facebook dashboard looks like. You can choose your Facebook page and even your Instagram Account if you have chosen this and it is connected to your Facebook page account. You can then choose a URL, your headline, description, link title and description and a call to action (picture below as “Learn More”).

facebook advertising - create your ad

Bonus Step: Review and Refine

Your Ad Manager will be your best friend once your ad is approved. Here you will be able to see the progress of your ads and have the ability to refine. During and after each campaign, ensure that you are reviewing and refining for effectiveness. Sometimes only reviewing at the end is too late and means that you won’t be getting the results you need.

 

selling real estate with social media

Selling Real Estate with Social Media: 3 Reasons Why it Works

Selling real estate with social media is a great opportunity for real estate professionals. When you’re in real estate, you’ll use just about any tool you can in order to get more homes in front of more customers and more people showing interest in purchasing or renting a property. Yet, many real estate professionals have been slow to implement social media strategies in their businesses.

For those who are in the group of real estate professionals that are hesitant about social media’s ability to help you perform your job better, these 3 reasons why social media platforms are useful for real estate agents should put some if not all of your concerns to bed.

#1 You can reach a lot of people

When I say a lot, I mean a lot. For just $10 boosting your post on social media, you can reach over 10,000 new people, depending on your location and targeting settings. This is quite an affordable messaging channel.

This reason is often re-butted with “well all my listings are on domain.com.au and realestate.com.au so I’m pretty sure that people are seeing my listings”. This is true. 100%. People are seeing your listings. However, in order to do this people needed to decide to open up realestate.com.au or domain.com.au on their phone or computer and browse the listings, of which some of your properties may have come up. The problem is that people don’t look through EVERY property. They use search filters to refine the properties they are looking at to match what they think they are after – but that doesn’t mean a listing you have isn’t exactly what they are looking for.

The benefit of social media platforms is that you can PUSH these messages across to your audience. They are on social media looking for something to inspire, distract or entertain them, and your property showing up in their newsfeed may do exactly that.

#2 People use social media for due diligence

You may have a fantastic network of customers, partners and more that have been very good in terms of new business for you. However there are always those people within that network who won’t blindly follow a referral, or people who haven’t been referred to you, who will check out your website and social media to assess your ability to sell their home.

Seeing that you are using social media to promote properties (and seeing engagement on these posts), can show these prospective clients that you know what you are doing in the digital arena.

Plus, continuously posting on social media allows for subtle extensions of your network through brand awareness, and increasing the people who can say that they have ‘heard of you’, and perhaps more likely to act on a referral given by your network.

Finally, presenting not just your properties but your brand professionally will help your audience understand who you are and how you carry yourself/your brand in the real world.

#3 You can play the long game

Social media requires consistent, high quality and interesting content for your users. As a result, you are allowing people to take their time to make a decision. Unlike many other businesses which can offer sales prices, real estate agents are in the services game which is where it can be a bit trickier to pull such a marketing manoeuvre (and most likely to leave you looking cheap and untrustworthy). Your prospective clientele may take 6 – 24 months to make a decision to sell their property, so social media is the perfect communication form to get your brand on the shopping list for a future sale.

Wanting to know how you can make the most of social media for your real estate business? Check out this article we wrote, giving you our top tips for social media!

Top Social Media Tips for Real Estate Agents

Real estate agents know the power of making connections with people — it’s those connections that when nurtured, provide them with ongoing business and great client referrals. The rise in people’s use of social media platforms for things like sharing, discovering and connecting with others has made them an ideal place for real estate agents to work on growing their sphere of influence. Whilst obviously there is not much better than face to face time with buyers and sellers, social media can allow for an extension of this in the time you don’t have with these people, as well as allowing people to see you and your brand during their discovery and learning phase before picking up the phone.

However, being a success on social media involves more than just creating an account and posting your properties.

Find below are some social media tips for real estate agents…a couple of things that we think that you should be doing to improve your relevance with people on social media, thus catapulting you to success!

Social Media Tips for Real Estate Agents

1. Post about Your Neighbourhood

Show off the neighbourhood in which your listings are based. This not only educates your buyers on the neighbourhoods in which you sell in, but also shows the expertise you possess of where you are selling homes. For example, if you are selling in a community which has lots of little events like markets, fare’s, gigs or even just a lovely community of people who get behind holiday’s like Halloween…then talk about it! Talking about certain happenings, amenities or elements of the culture of a neighbourhood will naturally attract a certain sort of person to join your community – the sort of person who might be a future resident!

Show how wonderful your city culture is. Show all the beautiful features it has to offer. Post about local events in your town. If you’re going to a neighbourly event, tell your Fans, and invite them to join you. Ask questions, too, to spark engagement.

2. Show How You Treat Your Clients

You care for your clients. You already do this in person, so now it’s time to show you care about your clients on social media as well. It could be a picture of your latest homebuyers or happy sellers, it could be a picture of the gift you leave on the kitchen bench for the new owners, it could be a reflection on a lovely meeting you had with someone today. The new clients know who they are, and it shows prospective homebuyers that you genuinely care and follow up.

3. Post The Properties You Have Available.

Yes, use Facebook to post your listings, too.

A lot of other social media experts would suggest that this falls under promotion. But honestly, your community is likely following you for a few reasons:

  • they like you
  • they enjoy what you post
  • the are on the hunt for a house and want to see what you offer
  • they’ve bought from you before and want to support you

As a result, I believe that along with posts about the neighbourhood, how you interact as an agent and so on, that posts about the properties you have available at the moment is just as much about posting interesting content as anything. However, when you post your listings, ensure you keep the personality of you and your brand. This is not an ad in the weekly paper talking to people who don’t know you you are. You are talking to your community! Tell about the home, and what points will sell it. Tell how many bedrooms and bath. Tell the address. Tell the price.  But say it with your charm and style, and it will be engaging.

If you feel like you are getting to dry, try a to ask questions about your new place, like “what do you like about it?”, “what do you like about the neighbourhood?”.

4. Use Facebook Ads!

To round up these social media tips for real estate agents is for you to get onboard with Facebook Ads.

It’s one thing to talk to your current community of followers across your various social media platforms. But Facebook lets you up the ante so to speak, with the ability to reach 1000s more people outside your current audience, as well as target your ads to a suitable audience. We highly recommend posting properties on Facebook, and then running ads with the goal of increasing clicks to your property listing on your website.

You want to make sure that your information reaches home buyers and sellers when they are ready to make a sale or purchase, and Facebook Ads are the perfect way to do that. Facebook Ads allow you to target prospective clients according to demographics, topics of interest, and so much more to make sure that your ad is seen by the right person. Unlike when people are on realestate.com.au or domain.com.au, on Facebook people aren’t just looking for houses, but they are still in a discovery mentality. They are looking for something to stimulate them.

There you have it – our top social media tips for real estate agents! Any that we’ve missed? Feel free to add them in the comments below.

How to make the most of social media marketing through automated scheduling.

In an age of apps, smart phones, instant connectivity and an immeasurable amount of information at your fingertips within seconds; it’s easy to get caught up in the vast world of social media and it’s influence on modern day life. When a whole sentiment to a story can be summarised into a meme or a gif on Twitter/Facebook/Instagram- it is obvious to see how social media and it’s users have adapted to different modes of effective communication.

Perhaps, this genesis and evolution is very similar to the use of social media on real-estate platforms. No longer do we see just the image to a frontage of a property for sale; we see much more: video’s, drone footage panoramas, illuminated night friendly picket sale signs… the list goes on!

With all these social pressures and ever-evolving trends, comes some social media responsibility! There are a multitude of applications to help make your life easier. Scheduling (and ultimately automated scheduling) your real estate listing on various platforms can be both monotonous and tedious; almost always having to do a similar job multiple times can sometimes compromise the effort/time you give in presenting the property you want for sale.

HouseQ makes your life easier with automated scheduling your property listing on various social media mediums. (Click here to see what HouseQ is all about). You can add your properties either manually or through your Listing Management Software (LMS) like My Desktop or PortPlus. You can set your automated content to post out on Facebook, Twitter, Linkedin and Instagram, and you can even publish and schedule posts separately.

Whilst your scheduling is taken care of, you can place time into client liaison and ultimately customer satisfaction (from the user to the business). In a busy market with different advertising trends, it’s absolutely imperative to be visible on all social media platforms. HouseQ can help you do just that.

Social Media for Real Estate: How can you use it?

 

In modern day marketing, ‘social media’ is a buzzword. It gets tossed around along with words like ‘awareness’ and ‘reach’, but unlike traditional forms of marketing and despite its fluid adaptability, many industries are still yet to embrace the ever-evolving medium. For real estate agents, social media presents a million opportunities and a million chances to reach new people and generate new interest.

 

HOW CAN YOU USE SOCIAL MEDIA FOR REAL ESTATE?

Social media is accessed daily by millions of people. Facebook has 1.71 billion monthly active users, Twitter has 313 million monthly active users, Instagram has 500 million monthly active users, and they’re just some of the available platforms useful to businesses and professionals. With so many people active on social media every day, it offers a number of opportunities for both organic and paid advertising and marketing. For free publicity, simple creating and updating pages and accounts on social platforms can reap rewards. Not only can you share content through social, but consumers can respond to what you’re posting with comments and reactions, letting you get on a personal level and engage one on one with the exact people you’re targeting.

 

WHY SOCIAL MEDIA FOR REAL ESTATE?

The real estate industry has been active for many years and for many agencies, marketing strategies have been the same for the whole of their lifetime. This means that agents and brokers can be rooted in traditional marketing ideas and mediums, only now starting to consider other avenues for expansion and lead generation. Social media is the ideal modern platform to refresh real estate marketing campaigns, with a broad audience and infinite possibilities for interesting and unique content. These social platforms are another place to post new house listings and showcase properties for sale, offering the ability to attach one or more images, links, videos and exciting copy designed to engage readers.

 

YOU DON’T NEED HOURS TO KEEP VIEWERS ENGAGED.

Although creating and maintaining social media accounts may sound like a lot of time and effort, social media planning tools make updating and engaging super easy. Platforms like Knackmap are perfect for entering each post, but HouseQ is ideal, as it has been specifically designed for real estate agents. HouseQ allows users to add in several property listings and will automatically run through them, randomising the order every time it reaches the end. The only maintenance required is removing sold houses and uploading new ones for sale. With social media and a scheduling tool, you can be getting so many more new, prospective customers in so much less time. This is why social media for real estate is a must.