Three Golden Steps to Social Media Success for Real Estate Agents

If you are a real estate agent who works social media as part of your marketing efforts, you will know how long it takes to plan an ongoing marketing strategy.  Let alone, one that delivers you the social media success it’s been dreaming of?

Many agents make it look like a walk in the park, but what is beneath the surface of how ‘cool, calm and collected’ they are, we never truly see the work involved.

What we have below is pretty exciting. It is the three golden steps to social media success for real estate agents. Follow them, and I truly believe that your social media marketing will go from woe, to go!

Three Golden Steps to Social Media Success

Building and ideating a strategy.

Planning and ensuring timing is just perfect for their audience.

Publishing it – then praying that the results can speak for themselves.

What we don’t realise, is how these the pro social marketers stay on top of everything from Facebook and Instagram, to Twitter and LinkedIn.. How they can manage an entire month’s worth of content at a time without breaking a sweat.

It’s not easy – it never has been and let’s be honest, it only ever gets harder from here.

But don’t let that deter you.

Social Media Marketing getting harder is actually a good thing.

Eventually, your competitors are going to give up. They’re going to be swamped with ‘networking’ that they’ll quickly lose their footing online and get lost in the world of social media (as intended).

So how do you prevent that from happening to you?

How do you stay on top of things whilst having the time to run the rest of your business?

And most importantly, how do you and your team stay motivated?

The trick is you build a solution that works for you as closely to automated as possible. Break it down to the simplest steps possible without digging too deep.

That’s how the pro’s do it.

They understand good content buys them traffic, and they progressively get better at applying what they understand and most importantly – how they understand the raw data they see.

Remember these three steps: Ideate, Plan and Publish.

For the most part, there is a strong connection between what you’re sharing and what you’re selling.

As a Real Estate Agent, it’s a matter of being able to separate the two and treat your audience for who they are and how to engage them.

So what do we know about your audience?

Well, for starters – we know they have needs. Real people don’t just look at the face-value of what they’re told.

Your audience (potential and current buyers and sellers), it’s not just about seeing more real estate agents saying how good they are. Your audience will dig, hunt, Google and research the heck out of you. On top of that, they’re quite powerful in vocalising their thoughts too.

That’s why it’s just as important to monitor the effect of what you’re sharing. You need to identify if the content you’re sharing is useful, insightful, purposeful and beneficial to your audience.

Stand taller online and share more than just the cheap likes and basic memes – social media success lies in the effort you put in, not the 5 second meme search a week. As a real estate agents, showing off your knowledge of the location you sell in and the properties, showing how you interact with your clients and more insight into what you do is what get’s your clients interested. Furthermore, your community wants to see the properties that you sell!

Most importantly, never stop posting.

If you and/or your team had only 15 minutes a day to make the most out of your social media campaign, how would you spend it for your social media success?

Of course, this is a great time to mention that with HouseQ, you can automate posting on social media, as well as publish and schedule posts to Facebook, Twitter, Linkedin and Instagram! The perfect tool for Real Estate Agents who are wanting to absolutely smash their online marketing, but aren’t able to spend heaps of time working on it!

After all, as a real estate agent, your time is best spent where the most immediate deals lie.

Now is the time!

Now is the time to push your marketing efforts through social networks (Facebook, Twitter, Instagram, LinkedIn.. you name it!).

Have you ever heard about the Science of Social Timing?

HubSpot’s very own Social Media Scientist, Dan Zarrella spent the better of 2 years analysing into the best times to send emails, update blogs, post on Facebook and Tweet. And here’s a quick break down of what his research says:

– Saturday is the best day to share on Facebook
Noon is the best time to share on Facebook
– Midweek and Weekends are the best days to tweet
5PM is the best time to tweet

So we know that right now is the best time to post, and in case you miss that time slot prepare it for next week.

Marcus Wong from Warrior Forum always recommends preparing your shares 3-4 days in advance on a content calendar. That way you can always pull a last minute switch without worrying too much about breaking your posting streak.

HouseQ now has Social Media Reporting!

You’ve read above and got the point that reporting and best times of day are super important, right?

So let’s start talking about how you can work out what the best times are to post for your brand! I mean after all, every community is a bit different.

We’ve launched a social media reporting tool for Facebook, which allows you to check out the brand activity, audience demographics, post results and also some optimisation tips, including when your brand is posting vs. when people are online (COMING SOON: When are people engaging with your brand). Check back soon as this will be available on HouseQ!

4 Social Advertising Tips for Real Estate Agents.

For Real Estate Agents and Agencies, advertising via social media channels has gone from a luxury to a necessity. Of course, there are obvious advantages, like the fact that most of your potential buyers for a property will be on Facebook during their search for the perfect home.

However, precision and competence are required to ensure that your ads are driving the results that you, as an agent or agency, require.

Facebook Advertising is your perfect opportunity to reach them, drive awareness and interest and ultimately reach your clients goals. You may also find that advertising on Linkedin (whilst no where near as powerful as the Facebook Ad Platform), Instagram (which can be done via the Facebook Ad Platform) or even Twitter (potentially more beneficial for those in the USA as opposed to Australia) can also provide substantial ROI depending on your goals.

If you are new to the social media advertising space, we already have a really handy article on Facebook advertising here. It will break down the steps required to put an ad together.

For those of you  who are looking to enhance the return you’re getting on social media advertising, check out these 5 Social Media Advertising Tips.

#1: Utilise the Facebook Ad Platform, not just the boosting option.

Facebook has a full platform for advertising at your disposal, which provides far greater customisation than simply boosting a post. It also allows you to create an ad based on your goals.

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

If you are running a brand ad for you as an agent or for your agency, then awareness is most likely the goal group that you’ll be looking at. If you are trying to encourage users to check out your property listing, then consideration is most likely your best option.

Conversion can be useful for a number of different campaigns, but requires for you to have your sales funnel appropriately measured, as well as have a clear action you want people to perform on the page you are sending them to. Make sure you have all of this set up before you consider whether this is the right option for your campaign.

facebook advertising

 

#2 Use the audience targeting features

Whilst these features are the next step in your Facebook Advertising process, it is still very much overlooked by many agents or agency marketing teams. Or, the feature isn’t used to its full potential.

You’ll see in the screenshot below that there are a lot of targeting opportunities with the Facebook platform. Obviously, targeting people living in certain areas is a good place to start when looking at marketing a property or your services.

facebook advertising - targeting

Detailed targeting is right at the bottom, and regularly overlooked. 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 so desire! As you can see, Facebook actually provides you with a fantastic array of related interests, and provides you with the total number of people you could reach with a specific interest. These are global stats however, not broken down by whatever location you have chosen.  You will see how many people are interested on the right hand side, after you have selected an interest.

Think about what your audience is interested in – “owning a home”, “investment property”…you could even look-up people who are “married with children” if you thought it might help! Paint a more thorough picture of your audience and then start really breaking down how you could describe these features. Then, you can trial and error adding various targeting options, and see how this affects the reach and total audience on the right hand side.

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.

#3 Experiment with Re-targeting

Re-targeting is a fantastic way to re-capture the attention of your audience and drive them back to your offering.

Let’s use the example of a property that you are trying to sell. You could drive traffic from a broader audience through to a page (on your website). You could then create a re-targeting campaign for everyone who actually clicked on the link and went to the site, with some more direct message.

For example:

“Sign up to hear about open inspection times”

“Get a call back for a private viewing”

“We have an open inspection on Saturday, are you coming?”

Your initial audience may have been 30,000 people of which 150 people clicked through. Your re-targeting ad will be to the 150 people, of which you may find 20-70 people respond or click through again. And so the journey continues.

Having this second touch point allows you to learn more about the intent and interest of your viewers, but also how relevant the ad was to the first 30,000 people.

Running re-targeting can warm up your leads before they even get to see the property, meaning that you could end up with more likely purchasers.

 

retargeting

Image Source: WP Curve

 

#4 Get clever with your creative

Look, you don’t need to think of the next Superbowl ad to take this tip on board.

Whilst all social media platforms have different creative specs (image sizes, video max upload sizes etc), this shouldn’t deter you from experimenting with a few different image styles.

In the image below, we can see a clever set up put together by Ouwens Casserly Real Estate in South Australia.

ouwens casserly real estate

The post very elegantly shows of the house, where to find more information and the agent in charge of the sale.

The fact that the post has creative cut-through is enough to take your hat off to them. When someone is looking for a place to buy, then have probably engrossed themselves in realestate.com.au, other property sites, and are sure to have their social media feeds on all channels full to the brim with property images and offerings. This really is a different take on the social media promotion for a property.

Can you think of some ways that your brand and personality can be projected on social media? Is it videos? Is it one image creative? Multi-image creative? Find out how your competitors operate, then determine the best format for cut through.

 

#4 Bonus Tip: 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 may leave you without the results you need.

Turn Your Social Media Into Your Customer Support Extension

Don’t ever think that anything that your competitors are doing on social media is unattainable.

It’s now the high time for you to be active on social media. There are a number of social media platforms that can take your marketing endeavours way much higher. Furthermore, these same social media platforms can allow you to move from just talking at people, to facilitating genuine conversation and encouraging the start of a conversation with your prospective buyers and sellers.

Social media will not only help you build trust among your clients, but will also aid in flourishing your business to a significant extent.

Find below some of our tips for turning your social media into an extension of your customer service and support function.

Facebook

Facebook has the ultimate set-up for customer service.

Word of mouth is always known as the finest marketing strategy and as the largest social networking site, Facebook has every property to help you get just what you are looking for.

From being able to set up an incredibly professional page, which includes your contact details and branding space.

Here are our strategies for how you can promote your business through Facebook, and use it to extend your customer service.

  • The more you say about your neighbourhood, the greater is the chance for you to have more prospects in business. Always try to adopt several innovative techniques to promote your location. Apart from getting you more leads, it will also act as a great endeavour to make the residents’ living much better.
  • Don’t forget to use images and videos whenever you update anything about the location. Furthermore, create content on your site and then link people back to it from social media. There is more branding and customisation available on your own website!
  • Encourage people to direct message you. You can put a call to action on your Page to encourage messages, and you can even create ads to get people to message you as a first port of call!
  • Take a tone of voice and variance in topics that attracts both your prospective customers but also your current customers. Current customers allow you to

Twitter

Twitter used to be seen as the champion of all channels for customer service. However, with less usage in countries like Australia and the USA compared to other channels, and an increase in business functionality on Facebook, it has had less priority for small business and in particular real estate agents.

Twitter gives a limit of 140 characters, it can still be perfectly used to brace up your bonding with the potential buyers. All it takes is the start of a conversation for a social media platform to provide ROI – it’s your job as real estate agent to keep that conversation alive.

Check these nifty strategies for using Twitter for customer service:

  • While moving properties, one of the most common concerns that seem to bother people is the stress. Nevertheless, you can easily help them with the same by posting links to relevant articles stating exclusive ways for a hassle-free move.
  • Tweeting about the local news is always a smart endeavour and this is how you can promote your area the best. Always be strict about propping up the news as soon as it smacks the platform. Think about things like power outages, events like street parties and other things.
  • Use hashtags to search for conversations that you can chime in on…make sure that you are adding value #nospam.

 

No doubt, stepping up your Facebook and Twitter game for customer service will bring you much better results.

Have anything else that you think would add to the list? Let us know in the comments below!

Australians Use Realestate.com.au and Social Media to Search for Property


If the #smashedavo talks made you think that the only thing happening online was complaining and time-wasting, then you may not quite have your finger on the pulse.

The latest realestate.com.au numbers are in, and it shows that their audience spent 110 million hours looking at property across all of their platforms from 1 January to 30 November 2016.

“Australia’s property obsession peaked in October this year when interest reached the highest levels recorded according to the REA Group Property Demand Index,” REA Group Chief Economist Nerida Conisbee says.

As a result of these findings, plus the likelihood that you are reading this as a back to work kickstart for the year, I hope you are thinking what more and more agents are thinking every single day.

It’s time to take social media off the back burner, and start using it to provide real value to your audience, and start getting real returns.

Need more to convince you? How about the fact that 26% of social media users in Australia access the suite of sites more than 5 times a day! There is endless stat’s like this explaining the social media usage in Australia from Sensis. It’s a long read, but definitely some fantastic insight.

Want to know how easy it is

Until next time!

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.

Selling Property: There is someone who wants to buy one of your listed properties…they just can’t find it.

Selling property? We just wanted to let you know that there is someone who is interested in purchasing one of the properties that you currently have listed…they just can’t find it.

Did you know that almost all of your potential buyers and sellers are using social media? Some once a week, some once a month, some once an hour! It’s a reason why so many people who are selling property are harnessing the power of social media.

The problem is that even though you may be using social media for selling property (or may you aren’t yet!), unless you are posting at the right times to reach your audience, you are at risk of NO ONE seeing your posts. That means no one sees your brand kicking goals for your clients, and interested buyers aren’t seeing the properties you are selling. It’s a lose, lose.

Not only this, but if you are not posting very much, you are at risk of only reaching a few people – and this may not be enough to get the best results for your clients.

Finally, your future clients are probably looking at your social media to assess how innovative you are as an agency or to see how quickly you might sell their house. If you aren’t posting much and not showing off how much interest people truly have in your brand and the properties you list, you are at risk of becoming irrelevant! Now that’s something that nobody wants.

You’ve probably seen some information about our product HouseQ around the place. After a very successful launch we are seeing great results with our users. We think that this is because of some of our products key features, which are helping our users unlock the potential of social media for their business. These features include:

  • Ability to post onto Facebook, Twitter, Instagram and Linkedin: all at the same time!
  • Ability to add your properties straight from your CRM.
  • Ability to automate your social media with our Queue; meaning that your social media will always be updating with your properties!

So if you want to join the many others who are making the most of the opportunity social media holds for real estate agents, then register now for free!