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Our infographic breaks down the ideal social media posting frequency for properties and real estate companies on Facebook, Twitter, Instagram, and LinkedIn.
“Content is king, but distribution is queen and she wears the pants.”
These are wise words from BuzzFeed’s Jonathan Perelman, indicating that creating interesting and pertinent content is just half the battle. To reach your target buyer or tenant, raise brand awareness for your property, and drive sales, your content needs to be delivered consistently over time, at the right time, and on the right platform.
But keeping pace with where to distribute content, let alone how often, is no easy task. With social media networks changing daily, and countless studies trying to solve the social-media-frequency equation, things can seem hopelessly confusing.
To help you navigate these murky waters, we’ve assembled this infographic, based on our assessment of best practices. Of course, audiences vary widely across price points and regions, but we hope this resource will give you some general guidelines.
Social media posting frequency for real estate: An infographic
A few points to consider
Here’s a little more information on why we came to these conclusions for social media posting frequency for each platform.
After looking at various statistics from other brands, which suggested an ideal frequency far lower than our own, we conducted an experiment, using our supply chain brand, Fronetics. After dropping our post frequency for a month, we confirmed that our engagement, web traffic, lead generation, and other key performance indicators are at optimal levels when we tweet 40 times per day.
Facebook’s algorithm favors quality over quantity. This means that the more engaged your followers are with your content, the more likely they are to see your posts. So posting content that doesn’t facilitate engagement can actually decrease the likelihood that your audience will see your posts.
It’s also important to remember that the lifespan of a Facebook post is about 5 hours — much longer than that of a tweet. We’ve determined that for optimal Facebook engagement, you don’t need to provide a constant stream of content to get your audience’s attention. Instead, your focus should be distributing the most relevant, interesting content you can, at a time when most of your audience will be on Facebook.
We’re in agreement with most Instagram experts in that we find that, as with Facebook, it’s best not to overwhelm your audience with a constant stream of content.
Additionally, your posts have a long lifespan on Instagram. A Union Metrics study found that many Instagram posts continue to receive engagement for days — even weeks — after posting. We’ve found that focusing on compelling images with strategic messages, posted at a low but consistent frequency, you’ll get the most bang for your buck on Instagram.
LinkedIn is generally acknowledged to be the elder statesman of social networks. A more formal and technical social media network, it’s a platform for serious business-related content. It’s a place where users seek information about potential investments, as well as market information — and that’s a goldmine of opportunity for you.
We’ve found that posting just once per workday, or even less, and posting content that’s less promotional and more heavily focused on market trends and insights is the best practice for LinkedIn. Your goal is for followers to come to consider your company or property as a go-to resource about the real estate market, local amenities and attractions, and investment opportunities.
The numbers you see in our infographic reflect what we’ve found works best for us and our clients in terms of social media posting frequency. Your company, or your marketing partner, should conduct due-diligence and determine what the right social media posting frequency is for your business.
Experimenting with different social media networks and posting frequencies will give you greater insight into your ideal distribution approach. Maintaining a dynamic and fluid posting strategy will ensure that your social efforts drive followers to action, rather than drive them away.
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In the ultra-competitive field of luxury real estate marketing, social media can be your secret weapon. Here’s how these platforms can help set your brand apart, and drive conversions.
- Social media is an ideal place to create and share your brand narrative.
- With social media usage consistently on the rise, these platforms help lead users to your website.
- The visual nature of social platforms like Facebook and Instagram is ideal for marketing luxury real estate.
Luxury real estate doesn’t exactly sell itself — if you’re a marketer, you’re well aware of this fact! The relatively limited customer base and highly competitive field make it crucial for luxury real estate brands to set themselves and their properties above the pack. When it comes to marketing luxury real estate, social media can be your best friend.
Of course, social media marketing and real estate are a match made in heaven. Real estate is inherently personal, even at the corporate and luxury levels, and marketers can use social media to great effect in cultivating productive relationships with leads. Here are four ways social media can boost your luxury real estate marketing efforts.
4 Ways Social Media Can Help with Luxury Real Estate Marketing
1. Tell the story of your brand
Luxury real estate marketing depends on telling the unique story of your brand — your brand narrative. Social media provides an ideal platform for creating and sharing your brand narrative. Facebook, Instagram, and Twitter are all highly visual networks, perfect for giving your followers and inside look at your authentic luxury brand.
Use photos and videos to show off your luxury properties, and to capture the look and feel of your corporate personality. (If you’re looking for some extra inspiration, these 5 Instagram accounts are killing it at Instagram marketing.) Let your brand’s identity and unique personality shine through in both your visual and written social media content.
2. Cultivate relationships
When it comes to marketing luxury real estate on social media, perhaps the most important, and most often forgotten aspect is the “social.” The amazing thing about these platforms is that they allow marketers not just to share branded content, but to interact with followers, building lasting relationships.
Take advantage of this tremendous opportunity that social media offers. Encourage your followers to engage with you through comments, photo competitions, and questions. When your followers interact with your content, be sure to reply! Go above and beyond by taking the time to interact with content posted by your audience, peer brands, or luxury real estate influencers. Trust us, these small efforts will pay off in a big way.
3. Drive traffic to your website
Used effectively, social media is a great way to drive organic traffic to your website. Consider this: while relatively few people spend time online browsing luxury real estate websites, the average person spends about 135 minutes per day on social media. Like it or not, these platforms are becoming our primary sources for news, socialization, and branded content.
An active social media presence lets you meet your luxury real estate clientele where they are and draw them to your other digital assets. The content you post should be entertaining and engaging, and help guide followers to your website, generating leads and conversions.
4. Boost SEO
Getting people to your website depends largely on search engine optimization (SEO). What many real estate marketers aren’t aware of is that SEO can actually be improved by your social media presence. Yes, the content on your website is critical, but having a well-rounded online presence also factors into search engine algorithms and can help you move towards that coveted top spot.
Sharing your content on social media, for example, helps to build up a network of backlinks, which are one of the top factors that algorithms use to determine search engine rank. Not only that, social media platforms are ideal places to share information about your luxury real estate brand, such as name, address, and phone number. Believe it or not, keeping these simple pieces of information accurate and up to date in multiple locations online strengthens your SEO.
The bottom line
Luxury real estate marketing is a fiercely competitive field, but used effectively, social media offers a key set of tools to set your brand apart. Invest in a strategic social media marketing campaign, and watch your brand awareness, reputation, and conversion rate grow.
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- The Top 3 Social Media Mistakes Real Estate Brands Still Make
- Infographic: Real Estate Social Media Marketing Strategies
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The latest social media statistics show growth of Instagram, social messaging bots, and video content.
We joke around here that one thing that will always stay the same is that social media will always be changing. 2018 has been a remarkable example of that thus far, particularly in regards to platforms like Facebook.
Every so often, we like to take a step back and look at what the data is telling us about where social media is heading and what that might mean for real estate marketers.
Social Media Examiner’s 10th annual study, 2018 Social Media Marketing Industry Report, surveyed more than 5,700 marketers from across the world in a variety of industries — including real estate. It offers a really comprehensive view of what’s going on in social media in our industry and beyond.
I’ve pulled out 10 social media statistics from this report that I want to talk about in more depth. I think they say a lot about where social media is headed and what real estate marketers should be paying attention to.
10 social media statistics for real estate marketers
1) For 64% of marketers, social media management is just one of their job responsibilities.
This one blows me away, knowing how much time and effort it takes to run a company’s social media program. Only about one-third (36%) of marketers manage social media full time. The other two-thirds have to do that on top of their other responsibilities. That’s crazy!
Developers, property managers, and real estate marketers: it’s time to recognize how important social media is for marketing your property and dedicate the appropriate resources to social media management. If you can’t afford to hire someone to do it full time, consider outsourcing this task.
2) Only 44% of marketers agree they can measure their social media ROI.
Only 10% of survey respondents “strongly agree” and 34% “agree” with the statement, “I am able to measure the return on investment (ROI) for my social media activities.”
Again, I’m kind of blown away. As a firm that relies on data and analytics to inform our processes and strategies, including social, it seems irresponsible to not know if your efforts are effective.
Ok, on one hand, it’s actually really difficult to measure social media ROI. That’s in large part because so many of the benefits are intangible. You should really be thinking of social media investment in terms of potential, not dollars.
BUT there are some ways to calculate ROI for all your content marketing and social media efforts. Here are a few resources:
- What Metrics Should You Track in Real Estate Marketing?
- The Metrics You Should Be Measuring in Real Estate Marketing (Hint: Not Vanity Metrics)
- How to Measure Brand Awareness: A Guide for Real Estate Marketers
3) 75% of marketers have seen a decline in organic Facebook reach over the last year or don’t know if they have.
A significant 52% of marketers surveyed said they saw their Facebook reach decline in the last year. Plus, 23% of marketers surveyed were unsure if it had or not — probably not a good sign. Yet 97% of B2C marketers are using Facebook. Something’s not adding up for me here.
As we’ve written about a lot recently, businesses need to be keeping a close eye on Facebook in light of all the recent changes. While we at Fronetics Real Estate are not ready to write off Facebook for business (especially real estate companies) completely yet, it’s time to start doing things a little differently.
Here are a few things you should do immediately to ensure you’re still reaching your target audience:
- Focus on newsworthy content that drives engagement. You need to start thinking of Facebook as a place to post and discuss active news items, hot-button issues, and highly shareable content (content that is educational or entertaining, for example).
- Tell your community to access the See First feature. Users who still want to see posts from certain Pages they follow can choose “See First” in News Feed Preferences. So, quite simply, we suggest asking your followers to choose to see your content.
- Consider your ad budget. Especially for new properties or those who rely heavily on referral traffic, you might want to consider reallocating budget to sponsored ads.
Stay tuned to the Fronetics blog as we continue to gather information and offer suggestions.
4) 87% of marketers rank more exposure for their businesses as the primary benefit of their social media efforts.
Building brand awareness is a key benefit of social media use for real estate. The Social Media Examiner survey respondents said that increased traffic was the second major benefit, with 78% reporting positive results. These top two benefits have remained virtually unchanged for 4 years.
5) 78% of marketers who have used social media for 2 years or more report increased traffic to their websites.
Also to note, 83% of those who have used social media for 5 or more years “strongly agree” or “agree” that traffic has increased to their websites because of social media activity.
I wanted to pull these social media statistics out because they reinforce the time-honored truth that content marketing (including social media management) is a long-term solution — not an overnight fix. The benefits, especially in terms of metrics like traffic, grow exponentially over time.
You have to allow time for prospects to find you and for your audience to grow organically. Use your social media platforms as a means to distribute meaningful information to your target audience and to communicate with prospects and residents, and it will pay off.
6) 66% of marketers are now using Instagram.
In 2016 and 2017, we answered a lot of questions about Snapchat. Founder of the Content Marketing Institute Joe Pulizzi named Snapchat one of the next big trends in content marketing for 2017. Everyone thought this platform was going to be our new social media darling.
Instead, Instagram has surpassed Twitter and LinkedIn to be the second-most-used social media platform. (It was fourth in 2017.) Use is up dramatically from 54% in 2017. Those are numbers worth paying attention to.
Most of our real estate clients use Instagram with great success. If you’re not on this platform, it’s time to join.
7) 63% of marketers use video content in their social media marketing.
One real estate marketing trend everyone got right? The growing prevalence of video.
Not only do nearly two-thirds of marketers use video content in their social media marketing, 23% use live video. What’s more, 77% plan to increase video content and 63% plan to increase live video in the next year.
The real estate industry is embracing the power of video marketing. And the good news is, you don’t need expensive camera, lighting, or a production studio — your smartphone can be just as effective for creating video content for your social media outlets.
8) 70% of marketers want to learn more about messenger bots.
Here’s a big takeaway from the survey: Everyone’s talking about messenger bots/social messenger apps. While adoption is still pretty low (only 15% are using Facebook messenger bots now), 51% of survey respondents plan to include them in future marketing.
It’s time to start reading up on marketing automation tools like chatbots and social messenger apps. We’ve got a lot of information about these things scheduled on our blog in the next few months, so keep coming back for more information on how these tools apply to real estate marketing.
9) 39% of marketers are working with influencers.
Influencer marketing is another trend we’ve been talking about lately. It makes sense: Buyers value the opinions of peers and colleagues. In fact, 82% of Americans seek recommendations when making a purchase of any kind. Such a major purchase like real estate can be greatly influenced by what buyers’ peers think of the neighborhood, community or building, etc.
In real estate, it’s important to consider other people who might influence buyers and renters. Aside from family and friends, financial advisors, brokers, interior designers, and celebrities (be they local professional athletes or social media celebrities) can have an impact on buyers’ opinions of a property.
10) 76% of B2C marketers use Facebook ads.
Interesting that more than three-fourths of B2C brands advertise on Facebook. On one hand, if you’re not doing it, do you lose your seat at the table? But on the other, are there opportunities on other advertising platforms that aren’t so crowded?
The survey also found that 72% of B2C marketers are interested in learning about Instagram ads. This is likely because of the platform’s phenomenal growth and, no doubt, brands’ success with it thus far. It’s something to think about when planning your social advertising.
If you’re interested, I recommend reading the whole 44-page report from Social Media Examiner. There are a ton of really interesting social media statistics that offer great insight into how marketers are using social media and how it’s changing — both over the the last few years and in the short-term.
What social media statistics are most interesting to you?
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- Social Media Can Be a Strategic Weapon in Real Estate Marketing
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Facebook Lead Ads allow prospects to leave their contact information without ever leaving Facebook or Instagram, increasing the chances of conversion.
On pace to hit 2 billion users this year, Facebook obviously has reach. Yet only 45% of B2C marketers feel that their Facebook marketing efforts are working. So why is Facebook advertising not showing a greater ROI for your business?
Well, what kind of ads are you running? Are you using lead ads? If not, that’s probably one of the reasons.
How Facebook Lead Ads work
Facebook lead ads allow you to run lead-generation campaigns on Facebook and Instagram. This kind of social advertising shows an ad for your property within the newsfeeds of potential buyers and renters. Just set the parameters (e.g. demographics, location, etc.) for your target audience, and the network’s algorithm will identify who sees the ad based on information they’ve provided in their profiles.
But here’s the real kicker: Unlike other ad types, lead ads include a contact form that lets prospects show their interest by filling out the form with their details without ever leaving Facebook (or Instagram).
Need more convincing? Here at Fronetics Real Estate, we find Facebook Lead Ads one of the most effective for generating leads. Because they streamline the process through which prospects sign up to learn more about your property, it’s more likely they’ll convert to leads. Besides, you save time and money because you don’t have to create extra landing pages to get their contact information.
Lead generation made easy
These days, people expect that everything from shopping to job searching can be done on their handheld devices. Facebook Lead Ads make that true for people wanting to learn more about potential properties.
Here’s how it works: Prospects click on a lead ad, and their contact information automatically populates based on information from their profile. No leaving Facebook to visit the property’s website or taking the time to provide contact information necessary. Lead ads make submitting information as easy as two taps on a phone: one to open the ad, and one to submit the information.
“If you want to iterate through lead forms quickly, Facebook Lead Ads are a great way to collect the information without building new landing pages and creating tons of copy,” says Tony Adams in Visible Factors. “The contact forms appear natively on Facebook and Instagram. You can easily use them to sign people up to newsletters for drip marketing campaigns.”
In a prime success story, news and information site theSkimm wanted to expand its reach and increase its conversion rate, with the ultimate goal of attracting more highly qualified leads and significantly increasing its subscriber pool. After testing a number of different tactics, theSkimm created a series of Facebook Lead Ads. The ads featured the company logo to reinforce its branding and a ‘Subscribe’ link inviting people to sign up on the spot. The result was a 22% increase in lead quality at a cost per acquisition of just $1-2.
Creating and modifying your ads
As buyers continue to turn to their handheld devices for quick, easy information, Facebook lead ads will give your property the opportunity to capture new leads with the click of a button. But just like any form of lead generation, you need to monitor and tweak your Facebook Lead Ads for optimal results.
Through Facebook’s Ads Manager reporting interface, you can obtain reports about cost, impressions, and clicks. As with all marketing tools, consistent refinement is the key to success, particularly in real estate marketing. Lead ads can easily be fine-tuned to cultivate a larger target audience.
Facebook Lead Ads provide real estate businesses an opportunity to gain leads and a larger reach. If you haven’t tried this yet, we highly recommend switching over some of your social advertising budget.
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- Social Media Can Be a Strategic Weapon in Real Estate Marketing
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Remember these best practices when deciding how often your company or property is going to post on each of these social media platforms.
Creating engaging, relevant content in a strategic and consistent manner raises brand awareness for your property and drives sales. But as BuzzFeed’s Jonathan Perelman said, “Content is king, but distribution is queen and she wears the pants.”
It’s not enough to just create interesting and pertinent content; you have to put it out there to reach your target buyer or tenant. Moreover, the content needs to be delivered consistently over time, at the right time, and in the right place.
With social media networks changing daily, it’s hard to keep up with where to distribute content, much less how often. Countless studies have attempted to solve the social-media-frequency equation. And while audiences vary across price points and regions, best practices give us some general guidelines.
Here’s our assessment of social media posting frequency.
How often to post on social media
Twitter: 40 per day*
*Big caveat here: 40 tweets per day is what we’ve found works for us and most of our clients. Let me explain.
Socialbakers suggests that posting to Twitter three times per day is the ideal frequency for brands. Buffer posts to Twitter 14 times per day. Fronetics, our supply chain brand, happens to tweet 40 times per day. So recently, after seeing the Socialbakers and Buffer stats, we conducted a month-long experiment to see how dropping our posting frequency closer to their benchmarks would affect our engagement.
As we’ve written about before, it wasn’t pretty. We confirmed that our engagement, web traffic, lead generation, and other key performance indicators are at optimal levels when we tweet 40 times per day.
Your company, or your marketing partner, should conduct due diligence and determine what the right frequency is for your business. For Fronetics Real Estate, we’re currently tweeting 6-10 times a day, working up to more as we are able. The strategic growth of your social media program is also an important element to consider when determining a posting frequency that’s best for your company or property.
Facebook: 1 per day
Most companies find that posting 1 time per day is their sweet spot for most social media networks. Facebook is no exception: The network’s algorithm values quality over quantity, so the more engaged your followers are with your content, the more likely they are to see your posts. This also means that posting content that does not facilitate engagement can actually decrease the likelihood that followers will see your posts.
One sure way to encourage disengagement is by overwhelming your audience. We all have that friend or company we follow that posts too much — don’t be like that person.
Remember that the lifespan of a Facebook post (about 5 hours) is significantly longer than that of a tweet. So you don’t need to provide a constant stream of content to get your audience’s attention. Your focus should be distributing the most relevant, interesting content you can, at a time when most of your audience will be on Facebook.
Instagram: 1-2 per day
There’s an unwritten rule among Instagramers that a user shouldn’t post more than once per day. We generally agree for the same reason we don’t think brands should post more than once a day to Facebook: Don’t overwhelm your audience because the lifespan of your posts is pretty long. In fact, a Union Metrics study found that many Instagram posts continue to receive engagement for days — even weeks — after posting.
Most brands end up posting 11-20 posts per month. If you focus on compelling images with strategic messages, that’s probably a good benchmark to stick with. It’s important to note, however, that another Union Metrics study suggests posting consistency is more important than frequency. Again, taking the time to test the Instagram posting frequency that works best for your business is a worthwhile endeavor.
LinkedIn: 1 per workday or less
A more formal and technical social media network, LinkedIn is a platform for business-related content. But users also seek information about potential investments and market information — and that is where your opportunity lies.
Consider posting on LinkedIn only during the workweek, or even less. To provide the most value for your LinkedIn followers, content should be less promotional and more heavily focused on market trends and insights. Followers will come to consider your company or property as a go-to resource about the real estate market, local amenities and attractions, and investment opportunities.
At the end of the day, optimal posting frequency for your company or property rests heavily on the audience you want to reach. Experimenting with different social media networks and posting frequencies will give you greater insight into your ideal distribution approach. With these best practices as a guide, let your own analysis be your guide. Maintaining a dynamic and fluid posting strategy will ensure that your social efforts drive followers to action, rather than drive them away.