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Must-Know Social Media Strategies for Real Estate
Social media fits real estate marketing like a glove—but only if it’s done right. These social media strategies for real estate will help you effectively tap into new sources of leads.
Real estate is a people business. That’s why you should leverage a marketing tool that is also all about people: social media.
If you have not begun developing social media strategies for your real estate business, now is the time to get started.
Consider for a minute that in 2017, 81% of Americans had at least one social media profile. And the numbers are projected to continue skyrocketing: by 2020, 200 million people just in the U.S. are estimated to be on social media.
And it’s not just your high school friends, and distant relatives who are all over Facebook—professional marketers are tapping into social media in a big way. A recent survey of marketing professionals found that 41% plan to up their social media marketing budgets “significantly” in 2018.
Social media strategies for real estate make a lot of sense. But that doesn’t mean that all social media use is good for your brand—the key is to use it the right way. As Bubba Mills, chief executive officer of Corcoran Consulting & Coaching, puts it, “Done right, social media can increase your trips to the bank. Done poorly, it can drive you to the poor house.”
These three strategies will help you ensure that social media takes your real estate business to the bank.
1. Know what’s out there
You’ll often hear people talk about “social media” like it’s a monolithic entity. In fact, every social media platform is unique, and comes with its own set of challenges and advantages. As you think about what content to post, consider what platform will best serve your own social media strategies for real estate.
Facebook and Twitter are ever-popular, and nearly any content can be tweaked to make sense on these platforms. More visual platforms, like Instagram and Pinterest, are ideal for showcasing properties or visual content like a before/after feature. To connect with target businesses or other industry professionals, LinkedIn is likely your best bet.
2. Be a resource: a key social media strategy for real estate
We hardly need to tell you social media is a nexus for the best and worst. When your prospects scroll through their newsfeeds, they wade through a tremendous amount of useless information. Your goal should be to grab their attention with a standout topic, and keep that attention and interest by providing value to your audience.
“When you write your social media posts, think of yourself as a teacher, not a salesperson,” says Mills. “Educate with solid facts and materials readers can use.” Establishing yourself as a trusted resource ensures a lasting and fruitful relationship with your audience.
3. Keep your eye on the prize
As with any marketing endeavor, a crucial first step is a strategy. Social media marketing is no different. A clear, documented social media strategy for real estate, with measurable goals and a mechanism for collecting data on its effectiveness is crucial for success. In the end, it’s all about generating leads—but it’s important not to forget all the steps on the way to this overarching goal.
Used wisely, social media can help build your brand, engage your potential buyers and renters, generate leads, and establish your reputation as a trusted resource.
Related posts:
- 10 Social Media Statistics for Real Estate Marketers 2018
- A Visual Guide to Social Media Posting Frequency for Real Estate
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
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How to Measure Social Media ROI with Google Analytics for Real Estate
Measuring social media ROI can be a daunting task, but Google Analytics can help. Gauge the effectiveness of your social media strategy using these four data points in Google Analytics.
Many real estate businesses struggle with measuring social media ROI. Even for seasoned content marketers, the collection of data is one of the most daunting tasks. But it’s important to get it right, for several reasons:
To understand how your strategy is working.
- To determine where changes need to be made.
- To allocate appropriate resources.
Don’t waste time trying to track down information on your various social accounts to measure social media ROI when you can find the most pertinent information with a single tool. The best part is: You’re probably already using it. (And it’s free!)
You need data to measure social media ROI
Google Analytics is an incredible tool for businesses large and small looking to gain insight into the who, when, and where of their web traffic. And while it may seem intimidating to the novice, it’s very easy to use once you know where to find what you’re looking for.
Here’s how to start gauging the effectiveness of your social media strategy — and measure social media ROI for real estate.
Step 1: Look at where your traffic is coming from.
How much of your traffic is coming from social media? Google Analytics will provide an overview of the overall traffic sources that deliver visitors to your website, including traffic from social media. This high-level view of your traffic includes:
- Search (people clicking through from Google or Bing)
- Social (Twitter, Facebook, etc.)
- Direct (people typing your site in their browser or bookmarks)
- Referral (people clicking links from other sites to get to you)
- Paid search
- Other
To access this report in Google Analytics, go to Acquisition > All Traffic > Channels.
Go a step further and review the volume of traffic that comes from specific social media networks, by clicking on Acquisition > Social > Network Referrals.
It’s important to have a diverse mix of traffic sources, which should be reflected in the traffic sources report. If a large portion of your traffic comes exclusively from one source, especially if that source is not social media, it is time to reconsider your social media strategy. Similarly, if one network is driving most of your traffic, you should examine when and what you are posting in the non-performing channels.
Step 2: Determine revenue derived from posts.
Make sure to include links back to your site when you post on social media so that Google Analytics can track and analyze them. You’ll want to add a UTM code (aka UTM parameter), which is text added to the end of a URL (after the “?”) to identify the success of a campaign. As an example, the UTM code is in boldface below:
You can set unique UTMs for all of your social media, per channel, or even per update. By analyzing your different UTM parameters, you can determine which URLs are most effective in driving users to your content.
Set UTM parameters through Google’s URL Builder. Once your parameters are set, you can go to Acquisition > Campaigns > All Campaigns to see the revenue from any individual UTM tag, like a post or tweet.
Step 3: Look at how your content is being digested.
Analytics allows you to see how long a visitor stayed on your site, (use the Duration goal to find out). Examine how content and properties resonate with the social media audience by using Set up the Pages/Screens per Session goal or learn how many times visitors from social media play website video with Create an Event goal for specific tracking.
Step 4: What is social media bringing you in conversions?
Google Analytics has conversion funnel reports that show how much social media is contributing to conversions. To set up conversion funnels in Google Analytics:
Use the Goals section and connect any type of conversion event.
- Access your funnel report through Conversions > Multi-Channel Funnels > Top Conversion Paths.
These four insights from Google Analytics can help you determine how effective your social media strategy is in terms of traffic, direct revenue, visitor behavior, and conversions. Use this information to continually measure social media ROI and refine your strategy to get the most out of your social media presence for your brand and properties.
Related posts:
- What Metrics Should You Track in Real Estate Marketing?
- Measure Social Media Success in Terms of Potential, not Dollar Amount
- The Metrics You Should Be Measuring in Real Estate Marketing (Hint: Not Vanity Metrics)
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4 Tools for Determining the Best Time to Post on Social Media for Your Property
Determine when and where your target buyers are online to find the optimal time to post on social media.
Social media has changed the landscape for doing business, particularly when it comes to real estate. With the click of a button, companies are able to instantly communicate with untapped markets and potential buyers and tenants. Face-to-face interactions are often overshadowed by live streaming videos, tweets, chats, and likes. For real estate sales and rentals, the possibilities for social media marketing are virtually endless.
But it’s not enough to curate content for your social media platforms. Today’s social media users expect fresh, innovative ideas around the clock. And when this content is being shared is just as valuable as what is being shared.
There’s a lot of research out there that highlights the optimal time to post on various social media platforms. For example, marketing analytics software provider TrackMaven has published its Best Times to Post on Social Media Cheat Sheet, which breaks down posting by industry, brand, and product. It also offers general dates and times that can boost success.
But the truth is, there is no one-size-fits-all social media posting solution.
You need to take it one step further. You need to know the best time for your unique property to post content. You want more than just a general idea of when to post. You want specific information about your target buyers and tenants — when they’re actively scrolling, reading, watching, and liking your content.
As you get a sense for when your target audience is most likely to interact with your content, be sure to keep in mind the ideal frequency for real estate companies to post to each social media platform.
Determining the best time to post on social media
There’s a broad range of tools available that will analyze the personal data of your social media followers and help you compute the best time to post on social media. Here are four that we think offer the most useful information and are easy to use.
1) Hootsuite
Hootsuite is a social media management tool that can do everything from scheduling social media posts to measuring your social media ROI. The AutoSchedule feature lets Hootsuite determine the best time to publish a post or tweet based on when similar content performed well in the past. It also considers the platform and can publish the same message at different times based on audience engagement on each particular network.
2) Tweriod
Tweriod, a free Twitter tool that helps you know the best time to tweet, is changing the way companies approach their marketing tweets. It will evaluate up to 1,000 of your followers and their tweeting patterns, including schedule, interests, and retweets. You then receive an analysis of when your tweets will receive the most exposure.
3) Google Analytics
Google Analytics is a robust analytical tool for determining how web users are interacting with your digital assets, including social media. Three custom reports (Best Days to Post on Social Media, Best Time to Post on Social Network by Hour, and the Social Media Traffic by Date and Hour) offer real-time, in-depth insight. Best of all, Google Analytics is free!
4) SproutSocial
SproutSocial offers a customized dashboard with a quick overview of how your social media channels are performing. You also can gain deeper insight into your customers — like gender and age demographics, crucial information for real estate marketing. And you can assess your customer reach and what will work in your favor.
Creating a strong social media presence is essential for any property. But having a presence is just a starting point in understanding how to fully optimize these ever-changing platforms to work for you.
Using online tools to analyze when and where your content should be posted will enhance the value of your social media efforts. In short, you have the best chance of generating leads and closing deals by pushing your content through the right avenues at the right time.
Related posts:
- 5 Tips for Building a Successful Real Estate Social Media Marketing Program
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Social Media Can Be a Strategic Weapon in Real Estate Marketing
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The Role of Social Media in Luxury Real Estate Marketing
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.
Highlights:
- 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.
Related Posts:
- 5 Real Estate Instagram Accounts You Should be Following
- The Top 3 Social Media Mistakes Real Estate Brands Still Make
- Infographic: Real Estate Social Media Marketing Strategies
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Marketing Real Estate on Social Media: 8 Best Ways to Get More Leads
How do you gain maximum exposure for your luxury brand? Here are 8 tips to boost your real estate social media strategy.
Did you know that 91% of marketers are looking for the best ways to engage their audience on social media? Real estate is a very competitive yet lucrative field, a fact that demands a real estate social media strategy. But only those who know how to utilize the best tools and strategies get results.
When it comes to shifting properties, the game is on another level. Local developers are moving towards visually appealing homes complete with a wide range of wellness amenities — and they let it all shine as part of their real estate social media strategy.
To move towards a positive step in luxury development, successful real estate marketers are using social media as the go-to strategy to get high quality leads. Want to know how to boost your real estate marketing game using social media?
Here are our top tips on how you can make your real estate social media strategy a success.
1. Have a unique social media profile
Do you think it is enough to open a social media account for your real estate company and fill the profile details in a hurry? Of course not. You need to optimize your profile and ensure it stands outs from the rest. You’d be surprised to find out that 79% of the people in the United States have a social media profile. So, while you will need to add relevant information related to your business, such as contact details and address, fill out the story section to make it clear which services you are offering.
2. Share luxury development content for local people
A vast number of people who will view your properties will most likely come from the same area where your real estate company is located. Therefore, it makes sense to focus on posting local content that will drive the locals to your social media platforms. Apart from posting content, you can also target local people by sharing local news, information related to the prices of local properties, and local events your company will be sponsoring. Make sure to share photos that are geotagged.
3. Add videos on your social media pages
YouTube is one of the top search engines for videos. In fact, 86% of home shoppers prefer to use video to get more information about properties. Besides, 52% of marketing professionals agree that video content tends to have the best return on investment (ROI). Uploading a video on social media could be the difference between a home buyer choosing your company or that of your competitor.
4. Use reviews to promote faster sales
Social media provides a platform for consumers to tell their truth about a specific service or products which then motivates other potential customers to take decisive action. Also, 62% of potential home buyers would go for a real estate company that was found online and had excellent reviews. To connect with your customers, share their success story, testimonials, or review on social media. You can even go further and offer an incentive to motivate people to leave a review.
5. Add hashtags to your content
Users on social media are looking to make a personal connection with the people behind the real estate marketing and not automated machines. Create social media content in advance to avoid last-minute rush and add hashtags that clearly shows how your luxury development is unique.
6. Engage with your followers to increase brand awareness
One of the best ways to attract internet users to your real estate company is to educate them and offer free advice. Posting information related to property listing at all times will make you look promotional. You can quickly build your brand and connect with people by giving them beneficial advice, such as the latest real estate marketing trends 2019. That way, people will view you as an expert in the industry and contact you for any inquiries.
7. Find local online communities
While Facebook is a great platform for finding and connecting with local communities, Instagram is one the fastest growing social media platforms with over 1 billion active users. You can use both platforms to build a community and start creating content for them.
8. Make use of Pinterest
People are likely to be more attracted to property listings with high-quality images. In fact, 87% of home buyers find photos of properties very useful in making an informed decision. Apart from social media, you can use Pinterest to pin visually appealing images to popular boards related to real estate.
What do you think will be the most important part of your real estate social media strategy?
Would you like someone else to do the job? We are here to help.
Related posts:
- 10 Social Media Statistics for Real Estate Marketers 2018
- Should I Be Using Facebook Carousel Ads?
- How to Use Social Media Hashtags in Real Estate Marketing
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