Social media ranks top among the best tech tools that generate high-quality leads. 74 Percent of all buyers frequently search social media for homes. More than three fourth of licensed realtors use social media for real estate marketing (National Association of Realtors, 2018 report) . So it is clear that social media is an integral tool for real estate business yet with huge competition among realtors to win high-quality leads.
So, to stay ahead in this competition, having a powerful social media marketing strategy for real estate marketing is essential. In this strategy, adhering to the best real estate social media marketing practices and adopting social media optimization (SMO) methods will help to attract high-quality leads fast.
Use these guidelines to build your social media strategy.
1. Define your customer persona
A customer persona is a fictional character that represents the features or the characteristics of a larger group of customers. Personas help to identify your target audience. You have to do some research to customize your customer persona.
To create a buyer persona, collect information about the customers, and analyze. This information includes,
- Customer demographics (age, gender, location, etc.)
- Their economic status
- Their experience in home buying
- Social networks they use
- The time they are active on social media
- Types of content they like most
2. Set your social media goals
Identify what you want to achieve through your social media strategy. Goals help you to stay motivated. Apply the SMART goal framework.
Specific: What goals are you trying to attain, and why?
Measurable: What is your intended outcome? How do you know that you've achieved the goal? How much/many?
Achievable: What actions you take to ensure you achieve the goal?
Realistic: Is it relevant to your role? Is the goal reachable?
Timely: By when you need to achieve the goal?
3. Establish brand awareness
Choose the best social networks depending on the customer personas, overall popularity, features they offer, and the goals you want to achieve.
Optimize your social media profiles
First impression matters. So, optimize your business profile to generate brand awareness.
Profile picture:
Add a high-quality, professional photo of yourself, use your company logo, or something that represents your brand.
Cover photo:
Add a high-quality picture that represents your business, such as an attention-grabbing image of a property. You can update this frequently.
Username:
Username is how people find you on Facebook. Use your business’s name or some variation of it.
Business details:
Remember to fill all the fields in the account. Write a unique and attention-grabbing description. Add keywords to the description. Select the most relevant and specific categories which describe your real estate business. Include all the contact details (telephone number, e-mail, and web address). Include your company location and working hours.
Optimize your content, and content posting schedule
Content drives Facebook. Create useful content for your target audience. Consider your customer personas when creating content and go beyond posting property. Post customer testimonials, success stories, neighborhood tours, educate the audience, location benefits, and industry information.
- Image posts: Use high-quality photos. When you want to add text in an image, do not add too much text. Add descriptions about the image, but make it short.
- Video posts: Use the best quality videos. Add short descriptions, use music in the videos when appropriate.
- Text-based content: Make sure to keep written content short when possible. For instance, when posting a customer success story, don't post the whole story if it is too long. Post only a few important lines instead.
- Use Hashtags: Hashtags improves engagement with followers and aid in promoting your business.
- Add keywords: Keywords help customers to find you. Do keyword research and find the right keywords for your target content.
- Tag others: Tagging others allows many people to see your content.
- Add your website link and social media links: It’ll increase traffic to your website and increase social media followers.
Engage your followers
Social media offers many features to improve customer engagement. There is no use in having many followers that ignore you, or they won't be with you long if you do so to them. Consistently connect with them to gain their trust. It’ll attract new customers as well as improve customer loyalty.
Tips to improve customer engagement
- Respond instantly: Be friendly yet professional. Provide links to where they can get more knowledge, and provide valid info
- Reply to comments: Reply to both good and bad comments. Try to initiate a conversation and add appropriate humor.
- Post content: Post content consistently, but don't post too much content at once. Mix content appropriately and post according to a schedule. Try using social media automation.
- Join social media groups: Share your expertise. Reply to comments. Initiate conversations on useful topics.
Monitor the results, analyze, and improve
Don’t just follow your social media strategy without evaluating it. You have to monitor your social media performance and analyze it. You can use a social media monitoring tool for this.
Analyze what you share on social media (Post likes, Reach, Post engagement, Page followers, and Page likes). Find out the types of content that perform well. Discover what worked and what did not. Make changes and improve your strategy.
Always do research and stay updated. When social media add new features, find if you can use them for digital lead generation. Update your social media strategy as the technology improves and when changes occur in customer demography or any other area.
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