Have you ever done a quick Google search for “social media marketing tips”, and then been bombarded with over 56,000,000 articles to choose from? Yep. We’ve all been there. Despite all the tips and advice that the internet has to offer, the only constant when it comes to social media is “change”. There is no one-size-fits-all social media marketing plan, which is why many real estate agents fall into the trap of tactical strategies instead of strategic strategies.
Effective real estate marketing on social media is important, but knowing what not to do can save you a major headache in the long haul. If you feel like your social media marketing isn’t working, you might be climbing an uphill battle by making one of the following top 5 mistakes:
The Problem: You Don’t Know Your Audience
You wouldn’t talk about the latest video game strategies with your grandmother, would you? The same concept applies to social media and real estate marketing. One mistake real estate agents make over and over again is NOT looking at their demographic data. 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.
How To Fix It:
Look at your analytics. 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.
The Problem: You’re Not Engaging With Your Followers
Social media is a two-way conversation, so make sure you’re engaging with your followers! Respond to their comments, answer their questions, and show them that you value their opinions. This will help you build a relationship with your audience and create a loyal following.
How To Fix It:
This one is simple: just engage with your followers! Treat every social media interaction as a potential lead. Carve out a simple 5-10 minutes every single day to respond to comments, answer direct messages, and engage with THEIR content as well. Even liking a potential client’s picture of their new dog, family photo, or latest Starbucks run can help you stay relevant and top of mind.
The Problem: You Think “Posting” Is Marketing
Imagine your social media content as a billboard. You could have the most flashy, brilliant, captivating billboard in the whole entire world, but if it’s in the middle of a stranded desert where nobody will see it … does it even matter how great your billboard is in the first place? The same concept applies to social media. You may think you’re doing enough with your content, but if nobody is seeing it, then you’re wasting your time.
How To Fix It:
We’d all love to get something for nothing. Social media (whether you love it or hate it) has become a pay-to-play marketing tool. As social media networks focus more and more on increasing ad revenues, it’s very clear they don’t want you to reach your target audience for free … or, at least, not easily. Thankfully, social media advertising is one of the most cost-effective marketing tools at your fingertips! Only a few dollars added to your social media marketing budget can get those eyeballs on your content.
The Problem: You’re Not Posting Video Content
I’ve said it more than once, and I’ll say it yet again: 2023 is not the year to sleep on video content when it comes to your marketing strategy. Let’s be real, nobody wants to sit and read a boring block of text that takes half an hour to read. If a picture is worth a thousand words, a video must be worth a billion! If you’re not posting video content, you’re falling behind.
How To Fix It:
This is another easy solution: Post. Video. Content. Long cinematic tours are great to attract buyers (and to win sellers’ hearts in listing presentations). However, if you’re looking for the golden ticket to ultimate discoverability, make sure to be posting short-form video content. It’s no secret that various social media algorithms usually favor new and shiny features to promote. 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 is by posting short-form video content.
The Problem: You’re Not Positioning Yourself As The Community Expert
If you’re only sharing new listing and home valuation posts, you’re making a huge mistake. The content you share serves as an example of your expertise, so unless you’re consistently sharing your unique knowledge about the community and neighborhood around you in the form of blogs, market data updates, local videos, or other content types, you’ll never establish yourself as an authority in the real estate space.
How To Fix It:
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! 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 polish your whip and prepare you 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.
If you’re reading this, you probably already know that 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. Back At You understands it’s not a real estate agent’s priority to come up with creative content, 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. If you want to learn more, feel free to email us at hey@backatyou.com and ask how you can get started!