Real Estate Agents often dismiss social media as part of their marketing plan but when used strategically, it will build community, generate leads, and grow your business. This doesn’t happen by accident. It takes research and planning to identify your ideal client,
All too often I hear from real estate agents that social media isn’t getting them the results they desire and I will ask:
- What is the local area on which you’re focused?
- Who is your ideal client?
- Where is your ideal client spending time on social media?
- Where are you spending time on social media?
- What kind of content are you sharing?
- How often are you sharing content?
Answering these questions gets the conversation started so that you can align social media with where your ideal clients are spending time.
Before identifying who your ideal client is, you need to decide where you’re building your real estate business. It’s not enough to say you’re focusing on Phoenix or even the East Valley.
You’ve got to be hyperlocal to gain the trust of the local community.
Once you’ve selected an area (Gilbert, North Chandler, Ahwatukee, etc.), you can begin to share and develop content specific to that area that speaks to residents and showcases you as the expert in the area:
Not only is it important to share what others are saying about the area, it’s important to create your own content as well.
Mesa-based professional blogger Anne McAuley of McAuley Freelance Writing says, “It’s great to share other people’s content but if you’re not creating your own, you’re just sending your social media connections to other people’s websites.What’s the point of making the effort? There is none. Your social media effort isn’t going to grow your business or showcase you as the expert until you’re creating and sharing your own original content in addition to the best of other’s content.”
Creating your own content means sharing the answers to the most commonly asked questions about your business or your knowledge of the market, neighborhoods, and local events.
Hyperlocal blog post topics like these will help you establish yourself as the real estate expert:
- Places to Eat in North Chandler
- What Arizona Real Estate Trends mean to Ahwatukee Homeowners
- The Four Economic Corridors of Gilbert (source)
- Real Estate Investor Resources for the Dobson Ranch Area
Identifying your target area doesn’t mean you can’t have clients in other parts of the valley, it simply focuses your social media, blog, and newsletter content on one area.
Now that you’ve focused on one geographic area for your social media efforts, think about your ideal client. Anyone who wants to buy or sell a home in the Phoenix area is NOT an ideal client.
Focus on buyers or sellers or a niche like these:
- Newlyweds without children looking to go from rental to owning their first home
- First-time homebuyers looking to purchase a condo
- Families with children looking to buy a home after a foreclosure or short sale
- Home buyers or sellers in life transition like divorce or retirement
- Retirees looking to downsize
Then you can gather and create content that speaks to your ideal client located in your ideal geographic area.
Social media is a waste of time.
I don’t get results from social media.
Social media isn’t good for real estate professionals.
What happens when social media isn’t getting you the results you desire? You get frustrated and stop posting. We hear that a lot.
Once we take a deeper look, there are three common reasons social media isn’t working:
- You don’t have a social media goal or strategy.
- Posting is not consistent.
- You’re not on the same social media sites as your ideal clients.
When it comes to having social media goals and strategy, you have to be realistic. Using social media as your primary lead generator will yield you little to no results. That’s not to say social media won’t generate leads, only that lead generation isn’t your primary goal.
Social media for real estate agents is about more than generating leads and posting is about more than adding your listings. It’s about creating a community of people who know, like, and trust you as their real estate agent of choice.
Is your ideal client a first-time buyer between the ages of 25 and 35? They’re likely spending time on Instagram and Twitter and livestreaming on Periscope, Meerkat, or Blab. If they’re on Facebook, it’s to say hello to Mom or Grandma and not to find a real estate agent.
Is your ideal client a Gen X-er between the ages of 35-45? They’re likely on Facebook and LinkedIn. If they have teenagers, they’re also on Instagram and Twitter.
Don’t worry about figuring out the right social media sites. We can help you with that.
What you share on social media is as important as where you’re sharing it.
While many industries do well creating written content, real estate is a unique opportunity to use photos and video to grow your business. In addition to listings, use photos and video to show your social media followers your community – the Heritage District in Gilbert, downtown Phoenix, or the lightrail in downtown Mesa are just a few ideas.
Where do you find content?
You can find content almost anywhere.
Share only the best and if you can’t find the best content for your topic, create your own. Mix this content with listings and video tours of your properties and community to create a consistent social presence.
- Check your email inbox for emails from industry experts.
- Set Google Alerts to receive emails with the latest news and blog posts about topics you want to share with your community.
- Share other people’s posts and add your own comment; don’t just post a link.
Add your own commentary to content from sources other than yourself. Use an article about Gilbert for a starting point for your own blog posts, newsletter articles, and videos.
The most important part of social media is to be consistent so your community gets to know you and associates you with real estate, not your competition.
At SocialTech Consulting, we work with real estate agents to develop a social media strategy that helps you meet your goals and creates a community where you’re the expert.
We want you to be able to focus on your business while we handle social media.
It’s frustrating to make an effort on social media and only see minimal results.