Social media is a valuable tool for real estate brands, but only if they use it to their best advantage and avoid these three common mistakes.
- Social media is one of the most effective ways to increase brand awareness and generate leads.
- All social media channels have a differentiating quality that makes them appealing to specific audiences. Don’t try to tackle every platform, focus on where your target audience is spending time.
- Real estate brands that succeed on social media are finding innovative and creative ways to engage and connect with their users.
91% of real estate professionals use social media. And we all understand why. By 2019, it is estimated that there will be around 2.77 billion social media users around the globe. That’s a lot of potential customers.
So it’s easy to understand why real estate brands are using social channels to boost their marketing efforts. Social media is an easy and effective way to increase your properties visibility and reach new audiences, but only if you use it correctly.
Top three social media mistakes real estate brands make
Mistake #1: Using objectives
Marketers need to use strategy to effectively utilize social channels. With the constant updates and changes to social platforms, real estate brands need to plan out content, frequency of posts, and pillar topics. Instead of posting with objectives in mind — like increasing leads — try to create posts that reflect your brand, follow your style guidelines, and reflect your brand’s tone.
A clear strategy can also help improve ROI. Almost two-thirds of marketers still struggle to prove their marketing efforts on social platforms are working. With a defined social media strategy, you can create specific goals, track and measure your efforts, and make changes when needed.
Mistake #2: Popularity contest
It’s easy to think that posting on all the most popular social channels is the best idea. Think again. Social media platforms have specific qualities that make them popular among audiences. Real estate marketers need to identify their target audience and find out what social channels they are using.
The next step is to create content that aligns with those platforms. As marketers, we know how easy it is to post the same content across all platforms. The success behind social media is authenticity and engagement, so it’s important your posts reflect this. Create content, like video, that caters to social channels to help build brand awareness and loyalty.
Mistake #3: Sales pitch
Being overly “salesy” will make prospects run – maybe right into your competition. The best way to win buyers on social media is through engagement. Content that helps prospective buyers envision themselves in your property is what will increase your organic reach. Create innovative and informative content that stands out on social channels by telling your brand’s story. This unique perspective will help create an emotional connection will have a long-lasting impact on viewers and drive brand loyalty.
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