The Ultimate Guide to Real Estate Social Media Marketing
What is Social Media Marketing?
Social media marketing, a potent instrument in the marketing toolbox, is the technique of leveraging various social media channels to communicate with customers and direct them to your product or service. Nonetheless, don't feel terrible if you don't fully get the idea because the term is frequently used without giving it much thought or providing a precise meaning.
Although social media marketing appears straightforward at first glance, it has several layers that affect the best practices for various kinds of organizations. Although using social media for marketing may appear simple, doing so without a thorough understanding will reduce your chances of attaining the desired outcomes.
Importance of Social Media Marketing in the Real Estate Industry
Home buyers use the internet to search for homes.
For anyone looking to buy a property, the internet has emerged as an essential research tool. Almost all buyers start their home search online in 2021, according to the National Association of Realtors (NAR) Real Estate in a Digital Age report. Furthermore, 43% of purchasers discovered their last property online.
Social media as an effective marketing tool for real estate agents:
Nearly all real estate professionals use social media, and 47% of businesses say it is their main way of advertising, according to a NAR survey.
Social media as a tool to reach potential buyers:
According to the same NAR report, 90% of agents utilize social media in some capacity for their real estate firm, underscoring the value of social media as a tool for connecting with potential customers.
Social Media Used for Property Research:
Social networking is a need if you want to reach millennial and Gen X consumers. The Better Homes and Gardens Real Estate Network conducted a survey, and the results showed that 91% of millennials use social media to search for and learn about houses that are for sale on the market.
Social Media is a significant tool for real estate buying decision-making:
Social networking is one of the most crucial tools for anyone wanting to buy real estate. 71% of buyers agree that social media influences their decision to work with a real estate agent, according to a survey that was published in the International Journal of Marketing Studies.
How Social Media Is Useful For Real Estate
You might be wondering whether social networking is worthwhile for you as a real estate agent. Would this social media platform genuinely assist you in enhancing your company and generating more leads? In the affirmative, The benefits of social media for real estate are as follows.
Get More Leads
You'll attract more attention to your company, which is the primary benefit of using social media for real estate marketing. Also, you'll be able to focus on the group of people you want to attract. More than two billion people use social media each month, and 25 to 34-year-olds make up 31.2% of all social media users. Since millennials make up 37% of the current homebuyer population, social media is the best channel for you to connect with potential customers who are prepared to buy a home.
Foster Trust
It's simple to develop a relationship based on trust with prospects when you use social media marketing strategies. Influencer marketing, for instance, is a very effective marketing strategy because consumers like to utilize things that are recommended by individuals they respect. Someone who follows you on social media is more likely to begin the home-buying process with a real estate agent or company they trust if they are ready to do so – someone like you.
Gain Social Proof
Positive reviews and testimonials generated through social media real estate marketing create social evidence that will attract additional leads to you. 87% of purchasing choices start with online research. Also, 70% of people are willing to believe a piece of advice from a stranger. You may build credibility and trust in the eyes of your audience by effectively using social media to create reviews and testimonials. As a consequence, more homebuyers will come your way.
Digital Marketing: Opportunities for a Competitive Advantage
The COVID-19 outbreak ended up being beneficial for the telecom sector. Customers used their mobile devices to access news, entertainment, and retail opportunities. As a result, lead generation techniques used online are becoming more and more prevalent in marketing trends. The center of all advertising activity is now a website. Real estate agents, therefore, make an effort to acquire and convert as many leads as they can.
According to research, those who adopt new technologies will benefit most from these prospects for a competitive advantage. Building a specific real estate marketing plan can provide you a big advantage over your rivals in any of the country's real estate marketplaces, according to the Virtuance marketing survey, the NAR homebuyer survey, and other sources.
Social Media
Just 71% of the real estate agents surveyed by Virtuance use social media as part of their marketing plan, even though the Pew Research Center estimates that over 70% of American adults use it. We think social media-savvy real estate brokers will succeed more. You may put your name and content in front of your current or potential customers if you are aware that they use social media.
Floor Plans and Virtual Tours
The National Association of Realtors reports that 67% of all homebuyers desire to view a floor plan and 58% desire to view a virtual tour of a listing. Yet, just 30% and 40% of the agents that Virtuance surveyed use floor plans and virtual tours, respectively, as part of their marketing efforts. You can easily gain an advantage over a large portion of your rivals by using floor plans and virtual tours in your marketing!
Single-Listing Websites
More than 50% of purchasers desire thorough information on real estate listings, such as contact details for real estate agents, virtual tours, pictures, and area details, as well as interactive maps (according to the NAR). Just 30% of the agents polled by Virtuance are using single-listing websites, even though they can accomplish all of the aforementioned goals and can be a vital component of a realtor's digital marketing strategy.
Social Media Marketing Techniques That Generate Real Estate Leads
Share Local Events & Cool Stuff to Do:
Some of your readers may be unfamiliar with your town and all of its amazing features. Your followers will like seeing you post about unique events, neighborhood hotspots, yearly celebrations, the weekly farmers market, museum exhibitions, concerts, or a neighborhood sporting event. You have the role of community expert, which includes knowing everything in your city. Upload images and videos of you taking advantage of the greatest opportunities in your area.
You can also ask your followers about their preferred local events. Upload a picture of one of your preferred events or activities, then request that your viewers name their preferred options in the comments. This is a fantastic approach to interact with your visitors and simultaneously offer worthwhile material. Those who are familiar with the area will enjoy discussing their favorites, and others who are not will appreciate having a list of fun things to do right there in your post. Inform your followers that they might want to save your post for later.
Also, purchasers can be selecting where to move while examining several sites. They might be drawn to your town by the advocate you are!
Focus on Variety & Be Your Authentic Self:
Not incorporating enough non-real estate content in their Instagram and other social media feeds is one of the top mistakes I observe brokers making. Humans interact with one another, not with facts. Your Instagram followers are probably not seeking their next real estate agent when they scroll through the app. Yet, it's beneficial to your business if you can establish a human connection as someone who just so happens to work in real estate.
Video clips of your daily activities as a real estate professional should be included. If you want to maintain your feed full of intriguing information, sprinkle in some helpful real estate advice and attractive listing videos. Don't forget to include yourself in your walkthroughs and films so that viewers can see you in action as a real estate agent.
The objective is to provide content that resonates with your audience so they will thank you and want to interact with more of it.
Don’t Get Too Hung Up on Branding Before You Start:
Agents may feel overburdened with branding and marketing, particularly when they are just starting. I've witnessed agents become immobilized merely by considering their branding. Yet, you don't have to allow your brand to get in the way of starting your business. Lean on your brokerage initially until your new real estate venture gets off the ground.
Well, it's wonderful if you already know your branding and emphasis, but the majority of new agents haven't truly discovered their specialty. Don't worry if you're in the second boat. You can leverage your brokerage's existing branding, which it has most likely put a lot of money into until you get things going. You'll gain a better sense of how your branding should feel as soon as you start to identify your ideal clients and develop an understanding of your particular style. At that point, you can begin establishing the foundation for your brand kit.
Yet when it's time to invest in your brand, that's not the time to cut corners. So that your brand appears consistent, polished, and prepared to make a big impression when you are ready to debut it on social media, you will need professional headshots, a professionally designed logo, and some style standards.
Make Video a Priority on All Platforms:
Video used to be optional, but those times are long gone. As video is currently the quickest method of connecting with your customers, it is crucial for your organization. You are passing up a lot of opportunities if you are not producing videos for your company.
Video is the primary means of communication for us now, especially in light of the pandemic. Also, if you aren't generating videos, no one will see you. Not to add, we gain influence and trust among our followers by using video.
The wonderful part is that your videos don't have to be flawless. Pro-style videos are fantastic since they make you appear famous. Yet, the majority of the films on apps like TikTok and Instagram Reels aren't highly produced. Smartphones, a ring light, a phone stand, and a second person are frequently used to create them.
Moreover, the information need not be extremely complex. Look at some Reels and TikTok videos if you don't trust me. They are straightforward, succinct, and direct. You can quickly make a little movie discussing a specific event in the real estate industry, such as the stabilization of mortgage rates.
Talk directly to the camera while seated at your kitchen table, post the video, and use your smartphone and ring light (or even just a desk lamp placed in your direction). Before you press the button, prepare your speech, but try not to overthink it. Just make an effort to be seen. Point. Snap a picture.
And don't worry, your first few videos will be terrible. Yet, the more regularly you perform it, the better you will get. Your confidence will come over as you become more at ease in front of the camera, and your videos will reflect your sincerity.
Conclusion
The real estate marketing sector is evolving quickly. If they wish to establish their companies as serious competitors, real estate agents need to create a successful marketing plan. Based on data gathered by Virtuance and other sources, we forecast that using professional photography, social media marketing, 3D tours, email marketing, and individual property websites will be the most effective approach to compete in your local real estate market.