Social media networks present a powerful opportunity for real estate brokers and agents to grow their business, but like all marketing efforts, it’s not a medium where you can just “wing it”. By managing your brand effectively and approaching this sphere of marketing with a clear plan, you can position yourself for optimal brand development, exposure, and lead generation with minimal financial expense.
Always have a strategy
We’ve all heard the saying that “failing to plan is planning to fail”. This is exactly the case with managing your business on social media. It simply isn’t enough to create accounts on several different social networks and then post content a couple of times a year when you remember. In fact, this can do more harm than good, as it shows viewers that you are not engaged with the social world.
Having a strategy in place before you take action, will help you define what you are trying to achieve through social media marketing and help you accomplish goals in manageable chunks. Are you trying to increase followers? Are you trying to attract recruits or sellers? Are you trying to increase brand awareness? Are you trying to stay top of mind with your followers? Having specific goals will prevent your business from becoming overwhelmed with different options, keep you on track and focused, and ensure that you are connecting with optimal results for the time you have to spend on it.
Don’t spread yourself too thin
Social networks are incredibly popular! It seems like there’s a new one launching every week! But this doesn’t mean that your brokerage should be on it. Instead of taking up valuable time and resources by trying to be on every single trending network, limit your choices to the ones that suit your business and are likely to yield the best results. If you’re unsure of what platforms to choose, here are the top three most effective for real estate professionals.
- Facebook. Both agents and brokerages should have a presence on Facebook and work to create a following. If you only have time for one, this is the one to start with.
- Instagram. While owned by Facebook, Instagram reaches more Millennials.
- Twitter. This can be better for professional to professional communication (recruiting, networking) than buyer/seller engagement.
Develop your voice and style
Before starting your social media campaign, think about the voice of your brand and how you can express this online. Are you trendy and quirky? Are you looking to appeal to Millennials? Are you targeting upscale clients? Depending on how you want to be perceived should shape the voice in which you communicate to the world. All your content should have a voice that appeals to your target market: use media that prioritizes this group and engage directly with their interests, concerns, and priorities.
Professionalism and consistency
All social media content, from videos and blogs to comments on posts, should be delivered consistently and with professionalism at all times. Stay away from posts regarding political, religious or social issues. Three recommendations:
- Posts should be made regularly (at least once a week),
- Messages should be replied to, and
- Any negative feedback dealt with sensitively and in line with company policies.
Realize the potential for business growth through social media marketing
Social media represents one of the most effective channels for real estate agent marketing and, when approached correctly, can attract agents as well as buyers/sellers. Don’t let this opportunity pass your business by, and remember, slow and steady wins the race. At Weichert®, we stress the importance of social media to our offices and real estate agents as part of a balanced marketing plan and provide support through real estate coaching and training, our approved supplier network, content, listings promotion and more.
To learn about other ways Weichert can help your brokerage get to the next level, contact a member of our team for more information at weichertfranchise.com or 877-533-9007.