Remember realtor’s social media is about context, content, and clients.
There are millions of real estate agents on social media but not all of them are giving home buyers and sellers what they want or need.
Buying or selling a home is an important financial (and emotional) decision. Most people are full of questions when they undertake this endeavor. Your clients want more than someone with a real estate license. They want an agent who will protect their interests and help them navigate the complexities of property ownership. It’s important that the agent they choose is someone they’ll feel confident having by their side throughout the process.
And, if you follow the next commandments, you can show through social that you are all of those things and more.
- Promote the town, not just the house.Home buyers want to know the good, bad, and ugly of each town to which they’re considering a move. Yet most real estate blogs simply give buyers basic demographic statistics and perhaps some flowery language about the area. Use your social media channels to give potential clients a far richer understanding of the markets you serve, letting them know the pros and cons of each neighborhood.
- Let your clients know you.I’ve heard of many realtors who pay a ghostwriter to write their marketing copy, yet this approach has its shortcomings. The copy simply doesn’t ring true; it fails to give clients a sense of who you really are. Studies show that consumers want to make a personal connection with those whom they do business with, and there’s no shortcut to writing your own authentic social media content that resembles who you are as a real estate agency. Let your personality shine through across each social network you’re on. It’s a great way to open a dialogue with a client before they ever pick up the phone.
- Educate your buyers.Social media is the perfect outlet for this. If you have a blog, consider writing articles about home-buying tips, and use social media to promote them.
- Talk to your clients, get to know them, connect with people.
Home buyers today expect instant responses to their questions, but where they ask those questions has changed. Home buyers are calling real estate agents much less than they used to with questions about a property or neighborhood. They’re going online, using Facebook’s Recommendations feature, and tweeting at real estate offices on Twitter. Be ready for this outreach, answer them, and use these questions as an opportunity to start a dialogue with followers who might be in the early stages of the buying process.
- Respond to comments, as soon as possible.
Respond promptly and courteously to engage readers who post comments on your social media sites. A lot of people who reach out to you are simply looking for more information about a listing — or a listing they might’ve thought was still available, but has been sold or rented. Absorb their frustration and use their comment as an opportunity to pivot their interest to other properties.
- Shouting about your home listings.It’s fine to let people know about the homes you’re marketing, but don’t make the house itself the primary topic of your conversation. Think about common questions home buyers and sellers ask you and turn these into posts. Provide valuable content and you’ll keep people coming back.
- Make videos.
Today, 45% of people watch more than an hour’s worth of Facebook or YouTube videos a week. It’s tempting to skip the expense of shooting and editing a video, but online video is an important element of home marketing. Think about it: Home buyers are visual buyers, and if done well, a video creates an emotional connection with them that they might not have from just a photo-based listing.
- Don´t assume you’re only connecting with first-time buyers.Social networks like Facebook are great places to engage “fans” and learn what they’re looking for from their agent, but keep in mind they’re not all new to the buying process. Have content suited for all levels of home-buying experience ready to serve up to your fans and followers — you never know whom you’ll be connecting with.
- Don’t make content only for yourself.A post, link, photo, or tweet on your profile might look nice to you, but it means very little if it doesn’t resonate with the people who are following your page. Social media is more about listening than about talking. Pay attention to what people are saying about you and your brand. This will ensure each and every piece of content you share on social media reflects the interests of your customers.
- Don’t Ignore your existing clients.
Invite your previous buyers and sellers to join you on social media. That way, your sites becomes richer communities of shared experiences and objective advice from those who recently completed the home buying/selling journey. At the end of the day, your followers might prove themselves to be your strongest property advocates.