If the last few years have taught us anything, it’s that digital marketing is imperative for success. In a world where the majority of people are spending time in front of their digital screens, social media marketing ranks highest as one of the most effective methods for growing audience engagement, developing a strong brand voice, and ultimately, generating new business. Here at Back At You, we pride ourselves on being the only company that is both a partner in the National Association of REALTORS®’ REALTOR Benefits® Program and an official Meta Marketing Partner with Facebook and Instagram ad Technology, FBX specialties, and Instagram Auto-Publish capabilities. Needless to say: We know a LOT about social media marketing for real estate professionals, so we put together a few tips on how your online presence can help you achieve your 2023 goals!
For the majority of home buyers, starting their search on the internet is simply a part of the purchase process. It’s no secret that posting on social media can help combat the age-old expression “out of sight, out of mind”, and it can be a powerful tool for real estate professionals to leverage. In fact, a recent NAR Technology Survey says that social media was the highest-rated tech tool that provided agents with the most qualified leads. But I don’t need shiny data to convince you of the importance of a strong social presence; you already know it matters. After analyzing your current social media situation, choosing the best platforms for you, and curating high-level content that performs well, you’ll be set up for success to attract those quality leads.
However, getting those leads isn’t as simple as posting your listings on the internet and expecting people to magically start contacting you. First, take inventory of your current social media situation. If you have business accounts (if you don’t, you should!), you’ll have access to some handy data when it comes to your audience. Ask yourself: Am I reaching the right people, who are the right age, who are in the right location to use my services? Social media platforms like Facebook, YouTube, etc. all offer high-level analytics that not only offer you the data above, but also insights about which content your audience responds to best, and what time you should be posting it.
After looking at your analytics, you may notice that your social media strategy needs adjusting. One major issue that could be affecting your success is where you’re posting your content. Demographic data is key to understanding which social media networks deserve your attention and marketing dollars. Pew Research tells us that Snapchat, TikTok, and Reddit tend toward a younger audience, while Facebook, YouTube, and Instagram are most common in the oldest group. While it’s true that Gen Z will eventually be home buyers and sellers, it is much more lucrative to invest the majority of your time on platforms like Facebook, YouTube, and Instagram where home buyers and sellers spend their time. Whether you want to target those selling luxury or vacation homes, couples with families, or those looking for the perfect upgrade from their starter home, it’s likely you will find your audience on these platforms.
Now that you know where to post, let’s chat about what to post: the content that works. When it comes to social media, the only constant is change. Just when you think or feel you’ve found your niche with Facebook or Instagram, there’s a new trend of flashy content coming around the bend. Since it’s impossible to predict the next big social media trend, the best strategy is to post a variety of different content and see what resonates best with your target audience. With that said, there are two tips that seem to remain evergreen when it comes to social media: Post video content, and post local content.
Let’s talk about videos. It’s no surprise that we are lazier than ever, and we’re looking for ways to consume information with minimal effort. That’s where video marketing comes into play. From long, cinematic listing tours to those vertical, catchy, short-form videos that have taken the social media world by storm over the last several years, video marketing remains king. Let’s take Instagram Reels as an example. Instagram’s algorithm notoriously favors new and shiny features on the Explore page. In fact, if you’ve scrolled through the platform recently, it’s likely that you’re seeing Reels more and more often from brands and content creators that pique your interest. Even Instagram admitted that adding Reels into your content mix is a great way to be discovered by people who don’t follow you. There you have it straight from the horse’s mouth: The key to getting visibility and growth to your Instagram account is by posting video content, specifically Reels.
The content you share serves as an example of your expertise, so unless you’re consistently sharing your unique knowledge with potential clients in the form of blogs, market data updates, listing videos, or other content types, you’ll never establish yourself as an authority in the real estate space. If you’re stuck on what content to post that week, focus on ways you can showcase yourself as a concierge and expert about your community. Whether you’re posting a video or a long-form blog, one other tip has proven the test of time when it comes to success for REALTORS® online: put the “social” back in “social media”. Because in real estate, it’s not just about the beautiful homes, but rather about the people that occupy them! Home buyers want to know what it’s really like to live in your area, and sellers want to work with professionals who are experienced and knowledgeable about the area. Do you go to a specific coffee shop before listing presentations? Or do you utilize a certain bakery’s goodies for your open houses? Maybe a local car wash helped get your whip polished and ready for a day of showings? Film a video showcasing your favorite local hot spots, and tag them when you post! More likely than not, they’ll love your shoutout and repost your content.
Social media is the best place to find new leads, maintain relationships, and expand brand awareness, but doing it well and staying up-to-date on best practices is time-consuming and often confusing. Here at Back At You, we understand it’s not a real estate agent’s priority to come up with creative content and film yourself dancing to the latest Taylor Swift bop. So look no further if you’re feeling a little overwhelmed or confused about how to make social media work for your real estate business! Our entire platform was designed to help agents stay a step ahead of the competition by canvassing your market with automation and the latest marketing strategies. From branded blogs and local market data to educational videos and buyer or seller guides, we do EVERYTHING for your agents while making it look like they’re curating their own social media content. Instagram, Facebook, YouTube, LinkedIn, Twitter…wherever your audience spends their time, they’ll see you! If you want to learn more, feel free to email us at hey@backatyou.com and ask how you can get started!