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3 Social Media Mistakes Real Estate Companies Still Make
Social media is a valuable tool for real estate businesses, but only if they use it to their best advantage and avoid these three common mistakes.
Highlights:
- By 2019, there will be an estimated 2.77 billion social media users around the globe.
- It’s imperative for real estate businesses to have a clear strategy that includes types of content, frequency, and pillar topics.
- Real estate companies need to focus on creating content that leaves their users wanting more.
As many as 81% of small and medium businesses use a social platform. And we all understand why. By 2019, there will be an estimated 2.77 billion social media users around the globe. That’s a lot of potential customers.
So, there’s no question as to why real estate companies are jumping on the social media bandwagon. And there’s no disputing social media is an effective way to increase brand awareness and generate leads. But it can be fairly useless if your company isn’t doing it right.
Top three social media mistakes real estate companies still make
Mistake #1: Using objectives instead of strategy
Social media platforms are continually making changes and updates to improve the user experience. In order to weather these changes and keep your audience engaged, it’s imperative to have a clear strategy that includes types of content, frequency, and pillar topics. Posts should reflect your real estate brand, so make sure posts follow style guidelines and reflect your specific tone.
A strategy will also help prove ROI. Social Media Examiner’s 2018 Social Media Marketing Industry Report found that only 44% of marketers agree that they know how to measure social media ROI. That means two-thirds of marketers don’t know whether or how much their marketing efforts are paying off when it comes to the use of social media. A strategy that incorporates defined goals, tracking and measuring will help prove data-driven ROI and improve your social media presence.
Mistake #2: Using the most popular social media platforms
Not all social media platforms are created equal. In fact, all social media channels have different qualities that make them appeal to specific audiences. Start by identifying which platform your target audience is the most likely to seek out. For example, 81% of millennials view their Twitter account on a daily basis. If your company is looking to capture millennials as leads, your social media efforts should certainly include Twitter.
Once you’ve determined where you should be posting, concentrate on creating content that caters to those specific platforms. Lots of companies post the same content across all of the apps they use. We understand how easy that is for marketers, especially with automation tools. But the foundation of social engagement is authenticity, something that is hard to achieve when posts are the same across all channels. Work to create content — including video and images of properties — that caters to specific platforms to build brand awareness and loyalty.
Mistake #3: Promoting instead of connecting
Social media is all about engagement. Users don’t want to engage with brands that are pushing their properties. Users want informative, interesting, and yes, even fun content. Real estate companies need to focus on creating content that leaves their users wanting more.
Companies that are succeeding on social media are finding innovative and creative ways to relate to users. When you engage and get users involved in your story, you create long-lasting customer relationships. Storytelling creates an emotional bond with your company and drives brand loyalty.
Greg Hadden, executive creative director of Motive Made Studios, sums up the power of connecting with users: “What often gets lost is the fact that good storytelling is potent stuff. It has the power to make people want to believe and to belong, which is the goal of all storytellers. We’re all selling something, be it an idea, an exploration of the human condition, or say, a vacuum cleaner. It’s no mistake perhaps that good stories often create products.”
Final thoughts
Social media platforms are a powerful resource that can help your real estate business grow. But they have to be used correctly. Creating a documented strategy will help shape your brand’s social media presence and give you milestones to test and tweak your progress. Need help creating a social media strategy? Let us help.
Related posts:
- Infographic: Real Estate Social Media Marketing Strategies
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
- A Visual Guide to Social Media Posting Frequency for Real Estate
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5 TED Talks for Real Estate Marketers
Need a little inspiration? Check out our top 5 TED talks for real estate marketers.
The popularity of TED Talks seems to have increased recently. A decade ago, the lecture series focused on technology, education, and design wasn’t a household name. Today, the number of views totals well over 1 billion.
TED Talks can be inspiring and full of useful information from thought leaders in all aspects of the field. Here are 5 that we think real estate marketers should watch right now.
5 TED Talks for real estate marketers
Co-founder of Fundrise — an investment platform for creating a simple, low-cost way for anyone to access real estate — Ben Miller discusses the role technology will play in how people invest in real estate in the future. He offers his perspective, gleaned from 15 years in real estate and finance, in which he has acquired, developed, and financed more than $500 million in property.
You may have heard the phrase “The Golden Circle,” coined by Simon Sinek. It starts with the question “why?” and examines the emotional core of what makes employees and customers buy into a company. In his extremely popular TED Talk, Sinek discusses the connection between The Golden Circle, marketing, and consumer behavior — a must-watch for all content marketing professionals.
Prolific author and marketing guru Seth Godin offers his insights about creating remarkable stories. He posits the idea that when it comes to getting attention, bad or bizarre ideas are more successful than boring ones. Ultimately, he advocates for a tailored, specific message spread passionately to those who want to listen.
Gunnar Branson is the CEO of the National Association of Real Estate Investment Managers. His TED Talk applies Moore’s Law (which predicts that technology will get exponentially smaller as it advances) to real estate. He predicts that the physical space we live, work, and play in will transform in front of our eyes, and discusses how those changes will impact the real estate market.
This one is good for the soul! Author, scholar, and speaker Kio Stark says, “When you talk to strangers, you’re making beautiful interruptions into the expected narrative of your daily life — and theirs.” Her talk explores the benefits of pushing through discomfort with strangers, and embracing what can become profound moments of genuine connection. It’s an inspiring listen for real estate marketers, in a field that’s all about connecting and telling a story.
What TED Talks for real estate do you recommend?
Related posts:
- 10 Social Media Statistics for Real Estate Marketers 2018
- 4 Real Estate Marketing Trends 2018
- 10 Must-Follow Blogs for Real Estate Marketers
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4 Things to Do in Light of Facebook News Feed Changes
As users will see less content from businesses, brands, and media, you need to adjust your strategy to appear on your followers’ Facebook News Feed.
Mark Zuckerberg once again rocked the world on Jan. 11 — at least for businesses — when he announced that the Facebook News Feed was evolving to include less public content, meaning content from Pages of businesses, brands, and media. The algorithm will now prioritize posts from friends and family (over public posts) and those that “spark conversations and meaningful interactions between people.”
Not surprisingly, businesses balked at the thought of seeing their organic reach, video watch time, and referral traffic take a nose dive.
The fact is, this is not a huge surprise. Facebook has long been taking steps in this direction, including the testing of Explore Feed last year. Even though you may have anticipated that some changes to Facebook for businesses were coming, you may be tempted to suddenly stop maintaining your Facebook Page. Is it worth posting content to Facebook if it is not going to reach your followers after these new changes?
Our answer: Facebook is still worthwhile for your properties. But Facebook’s recent changes do merit your close attention to — and perhaps a revisiting of — your Facebook strategy. We’ve compiled a list of things you need to know/do in light of the new changes to Facebook News Feed. Take a look:
1. Focus on news-worthy Facebook News Feed content that drives engagement.
Zuckerberg says, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” That means that engagement will now mean more than ever before for content visibility.
In other words, posting your blog content to Facebook is no longer going to cut it. If your posts don’t garner comments or reactions, it’s time to go back to the drawing board. You’ll 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).
Scheduling multiple posts ahead of time, though convenient, will probably land your content further into the depths of oblivion. You’re going to have to pay attention, actively seek to generate conversation between users with your posts, and fight to win space on your followers’ feeds.
2. 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.
While some proactive followers may do this on their own, we encourage you to explicitly remind your community to do this. Remember that people are most likely to do what you want them to when you make it easy, exact, and clear. So, send them an email with directions. Or put it in your newsletter or a blog post. Just tell them to do it.
One thing you don’t want to do: goad people into commenting on your posts to increase your content visibility. Facebook has explicitly stated that it will demote “engagement bait,” or posts that ask for comments or reactions. You will actually hurt your content and properties by doing this.
3. Get your executives and agents on social media.
Your executives and agents can act as brand ambassadors for your business and properties on social media, and Facebook’s latest announcement underscores the importance of them doing so.
Your company’s executives and agents are the most visible people in your business. For many of your industry peers and buyers, they are the face of your brand and properties. Get them active on Facebook to add meaningful thoughts to your company’s posted content, to engage in discussions, and to share newsworthy content of their own.
It’s important to note they should not do this in a superficial way. Rather, they should actively seek to add value to your Facebook content. By engaging on Facebook, your people emerge as thought leaders, which boosts your brand’s visibility and reputation.
4. Consider your ad budget.
In the past, we have recommended adding some social media advertising to a traditional content marketing strategy as a way for clients to boost their efforts. It speeds things up. But those companies that are just starting out or that rely heavily on referral traffic might want to consider reallocating budget to sponsored ads.
Final thoughts on the new Facebook News Feed
This is a shift, yes. A challenge, for sure. But not one that’s insurmountable — or even contrary to the basic principles of good, data-driven content marketing.
Remember, Facebook is not eliminating Page content from News Feed altogether — just limiting it. The most relevant, engaging Page content will win that space. So, seek to understand your target audience and produce high-quality, original content that engages those people, and you’ll come out on top of the new Facebook News Feed.
Related posts:
- 10 Social Media Statistics for Real Estate Marketers 2018
- Infographic: Real Estate Marketing Trends 2018
- How to Measure Social Media ROI with Google Analytics for Real Estate
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Survey: Social Media Use in Luxury Real Estate
We want to hear from you!
Take our luxury real estate marketing survey.
Luxury real estate doesn’t exactly sell itself — if you’re a real estate marketer, you’re well aware of this fact. The relatively limited customer base and competitive marketplace make it crucial for luxury real estate brands to set themselves and their properties apart.
When it comes to marketing luxury real estate, social media can be one of the most effective tools in your toolbox. Since real estate is inherently personal, even at the corporate and luxury levels, marketers can use social media to cultivate productive relationships with leads. The problem is, there is a lot of misinformation out there about best practices in social media marketing for luxury real estate.
That’s where you come in. We need your help to get the latest information on how real estate companies like yours are using social networking to move luxury real estate. We want to know: which networks are you finding to be the most helpful in generating leads? What’s working? What’s not?
If your company markets luxury real estate, we invite you to take the survey. It should take less than 5 minutes of your time. Responses will be reported in aggregate, and no identifiable information (individual or company) will be shared with anyone.
Responses are due June 30, so act now so your voice is heard. Provide your email address, and we’ll share the results so you can see how your company compares to the industry at large.
Please contact [email protected] with questions.
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Wellness Amenities are the Biggest Trend in Luxury Real Estate
The latest trend in luxury real estate focuses on peace and tranquility. Here’s why wellness amenities, like meditation gardens and yoga decks, are growing in popularity.
Highlights:
- Modern luxury residents are trending away from the traditional flashy displays of wealth, and toward the peace and tranquility of wellness amenities.
- Luxury condo residents are just as likely to look for meditation gardens and yoga studios as gyms and on-site spas.
- Lush plantings, meditation studios, and sky-lit seating areas attract residents and require very little maintenance because of their simple, inherent beauty.
When most people think about luxury real estate, extravagance comes to mind: car elevators, helicopter pads, two-story gyms, and fine–dining restaurants inside glassy residential towers. However, modern luxury residents are trending in a different direction, away from the traditional flashy displays of wealth, and toward the peace and tranquility of wellness amenities.
The Rise of Luxury Wellness Amenities
Personal wellness is a cultural trend on the rise. Now, that focus on the soul-body-mind connection has also reached luxury residential communities across both the United States and the globe. While private theaters and state–of–the–art lobbies are still a big part of the equation, we are seeing increased demand for amenities that promote tranquility.
These days, luxury condo residents are just as likely to look for meditation gardens and yoga studios as gyms and on-site spas. They treat peace of mind as a precious commodity — and luxury residential communities have been racing to adapt to the change.
Some of the biggest names in luxury real estate are leading the way:
Providing Tranquility and Communion with Nature
In Hallandale Beach, Fla., 2000 Ocean has created a tranquility garden where residents can take a walk or relax in their very own lemon tree grove. At 1030 Kings in West Hollywood, an outdoor yoga deck has been constructed to offer a breathtaking place to breathe and unwind. And, in New York City, One Manhattan Square recently opened one of the largest private parks in the city, reserved exclusively for residents and their guests.
Using the Space You Have to Create Luxury Wellness
An interesting aspect of this new trend is that buildings don’t necessarily need access to large outdoor areas. You may not have an expansive courtyard or an open lot nearby to transform into a tranquility park. Or, perhaps, your outdoor areas are already dedicated to family-friendly amenities like a dog park or playground. The good news is you can use existing space to include wellness amenities — although not every community has the resources to go as far as Gramercy Square in Manhattan.
Gramercy Square has forgone the idea of the open-air retreat and built an 18,000-square-foot subterranean amenities club with a sky-lit pool, yoga room, and studio staffed by reps from a Manhattan meditation center. Other high-rise luxury buildings are using their upper floors and roof access to provide outdoor serenity, including features such as private, sunlit spas and planter gardens.
Luxury Real Estate and Wellness Amenities
If you are developing or managing a luxury condo building, this trend cannot be ignored. Not only are today’s luxury residents clamoring to live in buildings that provide wellness amenities, but these amenities often come with very reasonable overhead. Lush plantings, meditation studios, and sky-lit seating areas attract residents and require very little maintenance because of their simple, inherent beauty.
Are you raising awareness around your wellness amenities? If not, let us help.
Related posts:
- Using Content Marketing to Market and Sell Luxury Real Estate
- The Role of Social Media in Luxury Real Estate Marketing
- 5 Luxury Real Estate Brands that Use Content Marketing to Sell Property
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