There has rightly been a lot of focus on social media marketing among real estate professionals in recent years. It’s relatively simple to use and a great way to connect with potential clients, so agents love it. However, industry experts also caution that there are some ways to go overboard when it comes to social marketing, and these missteps are best avoided.
As every agent knows, there are only so many hours in the day, and while it may not feel as though using social media throughout their work hours takes a lot of time, the minutes spent on it can really add up, according to a report from marketing firm Howard Barker. In a lot of ways, the social media process for real estate agents should be something akin to “set it and forget it.” That is to say, agents would be wise to spend plenty of time up front making sure their pages on Facebook, Twitter, LinkedIn, and other platforms look as good as possible. But after those initial efforts, keeping social use to a minimum is probably a good idea.
When using social media, it can be tempting to scroll a timeline for a few minutes here and there. And while doing so can sometimes be valuable – especially when agents follow industry experts who provide important tips and tricks – there are still other things to attend to at work. As such, it’s important to take some key marketing ideas and move along. For instance, some experts recommend paying nominal fees for targeted advertising that will reach the most interested parties, but agents may find their mileage varies when it comes to converting those ads to real estate sales.
In general, when marketing on social media, experts say it’s wise to make sure all posts have attractive pictures for listings, and links back to an agency’s social page or website. It might be easier to spend a few hours each week creating these postings and scheduling them to be sent out rather than trying to create engaging messages individually over the course of a few days.
Know your audience
The misstep some real estate agents make on social media is assuming that everyone using the site is a millennial. It can be easy to pitch all marketing on Facebook, for example, to a younger audience, but agents should keep in mind that pretty much everyone is on some form of social media nowadays. Some platforms are more popular with certain demographics than others, but almost every demographic group uses Facebook.
With this in mind, it might also be wise to market to older people on these sites, according to Buildium. Typically, reaching baby boomers or late Gen Xers means marketing in the traditional way and having a plan to do so via social. In addition, it would be wise for agents to make sure they know what older people tend to want in homes – security, smaller sizes, etc. – and market those features in certain listings. In addition, it’s also vital to consider that LinkedIn is extremely popular among older social users, so reaching them through that platform is a good idea as well.
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