Social media has taken over marketing in recent years, with 69 percent of the public using social media of some sort. You may do all your brokerage’s social networking or elect to turn that over to a marketing specialist. Whatever you choose, it’s imperative that you understand the demographics of each social platform to wisely spend your marketing time and money, while carefully branding your brokerage.
Facebook has emerged over the last 13 years as a powerhouse among the social networking platforms. According to Pew Research Center’s Social Media Fact Sheet, 68 percent of adults in the United States use Facebook. Facebook acquired Instagram—a newer social site—in 2012. Its use is becoming more popular at 28 percent of U.S. adults and amassing over 800,000 users to date, trailing far behind but still second to Facebook. Part of Instagram’s growing popularity is the ease of post and paid ad sharing between the two sites.
Facebook may already be central to your marketing plan for its wide range of demographics and the sharing of all types of media—photos, messages and video—across desktop, mobile and tablet formats. Its use is split almost evenly between males and females.
Many view it as a networking forum for older adults, but that’s not a well-rounded picture of this versatile site. While Facebook does attract a larger share of the over 49 crowd than other social sites, Pew Research Center’s data indicates that ages 18-29 are big Facebook users (88 percent) with those ages 30-49 close behind in usage (79 percent).
Content should be engaging in more than one way, so create a mix of videos, images, information and calls to action that elicit user interaction to get followers. A little tasteful fun goes a long way on Facebook.
Facebook purchased Instagram back in 2012, and it has retained most of its unique nature. Both social sites share photos, videos and messages, but Instagram features images first and foremost, allowing the user to add numerous digital filters, as well as use image hashtags and geotags. You can create your own hashtags for events, open houses and more to gain traction. Since December 2017, users can follow hashtags, so your image hashtags need to be relevant, retain your style, and be interesting to grow your followers. Instagram’s newest rollout—Stories—is a Snapchat-like feature that is quickly growing in popularity.
Instagram is primarily intended for use on-the-go with a smartphone, appealing to younger users. In fact, Instagram’s core users are ages 18-29 (59 percent) with a higher percentage of women of any age favoring the site. Ages 30-49 make up 33 percent proving this network is a haven for those ages 49 and younger.
As a real estate broker, structure your Instagram posts around interior design, as that is a favorite topic on this platform. Has a local or national celebrity viewed a listing or sold a home using your brokerage? Snap a photo and post it (with permission), as celebrity and entertainment posts are hot. Visual consistency and imagination go a long way toward building your Instagram following.
Stand-Out Instagram Marketing
Instagram is all about the aesthetics. To leverage marketing on Instagram that plays to your brand and brings in sellers and buyers, it helps to study a few real estate accounts of those who are rocking it in the world of Instagram marketing.
Here are some tips to help individualize your brokerage on the Instagram platform:
- Display great images—it’s all about consistently branded visuals
- Create branded hashtags
- Add multiple hashtags—some of the top posts use 10 or more hashtags
- Use images with your contact information/logo
- Post strictly listings or add a few photos of the team and/or clients for a more personalized appeal
Play Off Each Other
Instagram is a logical choice to add to your marketing arsenal to attract more of the on-the-go Millennial masses and even some older groups. As they play off each other, using Facebook and Instagram together equals a robust social sales strategy.
At the end of the day, a consistent approach to social media usage is just one part of your marketing and sales strategy. At Weichert, we have the systems that can help you pull it all together. Contact us at 877-533-9007 to learn more or go to weichertfranchise.com.