Social Media Can Be a Strategic Weapon in Real Estate Marketing

Real estate marketers should embrace social media as a strategic tool for brand positioning, reputation management, and market intelligence.

Is your business cheating itself out of a major marketing advantage? It’s all too common for companies in the real estate industry to be stuck in traditional marketing methods that don’t reflect how modern buyers and tenants are searching for properties: online.

The real estate industry is built on relationships, partnerships, cooperation, networks, and communication. Being social is a key part of forging a successful real estate marketing strategy. It’s time for the industry to embrace the tools that social media platforms offer.

In addition to starting their searches online, buyers and tenants often write reviews about properties and agents online on social media sites and user-review sites like Yelp. Increasingly, your prospects will evaluate you based on what they read on sites like this.

So what can you do to leverage these resources? Real estate marketers can meet buyers and tenants where they are by using social media as a tool for brand awareness, lead generation, reputation management, and market intelligence.

4 ways to use social media as a strategic weapon in real estate marketing

Here are four ways you can make social media a strategic weapon for your business or property.

1) Distribute content and communicate

Social media is a natural way to communicate news and updates with your followers. Distribute your content as well as third-party curated content to share information with them. You’ll establish your brand as a valuable resource and enhance your property’s position within the marketplace by doing so.

2) Gain market intelligence

Potential buyers and tenants are online, sharing news and information with friends, colleagues, and — it turns out — you! So are your competitors, brokers, potential business partners, and important people in the community that have influence over various aspects affecting your property. There’s lots of valuable information that you can mine from social media. Use it to your advantage.

3) Control the conversation

Something people are talking about online? You and your property. Be an active participant in that conversation as a means to facilitate reputation management and to promote good customer service.

4) Listen and respond

Relatedly, taking the extra step of reading and responding to comments, posts, and reviews is what really makes social media such a valuable tool for the real estate industry. This way, you engender lasting and meaningful relationships with your buyers or tenants — and there’s no better way to build your brand and grow business than that.

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