How to Market Real Estate on Social Media

One of the main problems of real estate agents, is getting listings. To make it work, you shouldn’t just focus on your website. Social media and the online world, overall, could be a marvelous extension of the brand you present yourself as offline. If you take advantage of its options, you’ll reach more people, build trust and most importantly - sell.


Here are a few things you should know about social media marketing for real estate. 


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Photos

It’s important to say that high quality photos are the KEY when marketing real estate. Unless you have someone who walks by the house and immediately falls in love (and that is not how it usually goes), you have to create an appealing offer which starts with beautiful photos. 


You have two options: Take your own photos or hire a professional. There are definitely pros and cons of both of these, but it’s completely up to you as to which option is better. If you decide to be your own photographer, there are some things you should know before starting. You should learn how to work with different lighting, what are the differences when shooting indoor versus outdoor and so on. There are many tips for beginners that will help you out.    


On the other hand, hiring a professional photographer is almost always a win. You won’t have to worry about the quality because they know (or should know!) what they’re doing. Just make sure you clearly explain your expectations and the look you want them to capture.



Videos

It doesn’t matter if it’s your website or any social media profile. Videos are getting more and more popular. As a real estate agent, you have an amazing opportunity to use them. Of course, personal tours are the best, but video tours are right behind them. There are many ways to create great real estate listing videos.


An appealing video with nice lighting and creative close-ups can be a powerful weapon. Videos allow you to be more personal and actually talk to people. However, videos will be another expense, since they have to be professional to catch people's attention. For that reason, you may have to hire a videographer, so it’s important to make sure it fits into your budget.


Here are some nice examples of listing videos:


Social Media

The need to keep up with recent trends of the internet has never been more important. That includes social media. The best real estate marketers use social media to reach more clients. You should leverage platforms like Facebook, Instagram, Pinterest or even Twitter and LinkedIn. 


Facebook


Create a business page through your personal account. It’s good to use a professional-looking headshot or a logo as your profile picture, because you want people to get the best first impression possible and that means your page should be in high quality - photos, posts, everything. Of course, the same goes for other social media sites. 


Be creative and give a good thought to design. It’s an element that always enhances users’ experiences with a brand. Don’t just focus on the design of your website, do it on social media, as well. Portray your own brand with professional and polished photos and graphics. That is often a great way to grow user engagement on your page.


Interact. Facebook allows you to create and host events (e.g. to invite your Facebook followers to open house), create an album with descriptions (to showcase the best photos of each property) or add videos. 


The ‘About’ section should catch your audience's attention and include strong key phrases that describe your company values. Facebook gives you 155 characters to do this. Most searches pull information exactly from this section, so try to use these few words well and explain your company’s services and main benefits briefly, but distinctly.


There are so many groups on Facebook - lots of them regarding real estate. Join these groups, interact with people, promote yourself, share properties for sale.

Instagram


Not every real estate agent has discovered the magic and power of Instagram. Yet, it’s a great place to market properties. Why is that? Firstly, Instagram is all about beautiful photos, eye-catching designs and aesthetic profiles. And what's a better way to visually promote properties than with pretty pictures? 


Instagram added the business profile option some time ago, so now you can use it to promote your posts and advertise. Besides that, you can add a category that best describes the type of your business’ (such as an Estate Agent). This category is shown right under your name on your profile page. 


Many social media platforms are used very formally with businesses which isn’t wrong, but Instagram should be creative. Using complicated language and salesy phrases will seem boring for those people who use it for fun. Instead, write catchy captions, tell a story…


Hashtags, hashtags, hashtags. Hashtags are very important for the system of searching on Instagram. You should use generic and local descriptive hashtags. This will expand the reach of your photos. In case you decide to use a lot of them, write a short caption and then add hashtags into the comment section of your post. That way your followers won’t feel overloaded with hashtags. 


DON’T buy followers for your account. Having a huge number of followers might feel nice, but it’s absolutely useless if it’s not real people with real needs who actually decided to follow your profile, because it has some kind of value for them. 


Instagram can really be very useful for marketing your company, showing off its culture, values and brand, overall. It will also give you the possibility to reach new potential clients.



We’ve written a whole article on Instagram for real estate here. You can check it out for more tips.

Pinterest 


What is Pinterest? Very simply put - it’s a social media platform that’s spinning around pretty, aesthetically-pleasing photos - similarly to Instagram. But it’s not just that. Pinterest has shown to be a good place for generating real estate leads. 


On Pinterest, you can create boards of related images, and you can use each board for a different property. It doesn’t only have to be photos. You can add articles, reviews of local cafes and restaurants, nearby attractions and interesting places or just any tips for people who are looking for a new home. Remember that Pinterest is about being creative and playing with the different options this site offers. 


LinkedIn


We use LinkedIn to make valuable connections. Connect with influencers, your local residents (the Advanced Search feature can help you with finding local leads) or even other real estate agents and create an audience. 


Publish content every day to show consistency. Post your listings, but try to include something more in your feed. Write interesting articles about your field, provide information and tips that will be new and helpful to people.

 

You can create a LinkedIn Showcase Page to really spotlight your brand. Add your main listings into this feature and show the most important content. 


Spend some time creating your bio and make it authentic, include information that’s good to know about your services or that send the message of your brand. 

 


These things go for every form of social media:

Don’t copy anyone. You’re your own person and your own brand. The differences make you interesting. 


Engage with your followers and other users overall. Like, comment and follow. That’s exactly what helps you grow your audience organically. 

Real estate on social media is a lot about paying attention to details. Don’t stop observing which posts have the best responses, which photos are the most liked or which video is your followers’ favorite. There is much more to dig into when it comes to the things you can do with social media. 

Develop a strategy and stick to it. Stay consistent and keen. 

Many people use social media to get inspired or even to find new properties. All you need to do is be active and wait for them to find you. 

What do you think about using social media for real estate? Do you have a strategy that’s been working for you? Let us know!

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Do Your Marketing Right in 2020

Marketing is an ever-changing field and the methods that work aren’t usually long term. Are you having a hard time navigating the latest trends and the most efficient ways to optimize your content? Don’t worry, because most people struggle with the exact same thing. Here are 10 up-to-date tips for online marketing.

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5 Features You’d Expect in Your Perfect Marketing Automation Software Solution

You are probably on a path to choose the best marketing automation software for your business. In our latest post, we've covered all you need to know about marketing automation when you are a small business owner. Automation is a trend. And every small business can embrace this – it's not just a game for the big players. In order to choose the right tool, there are some things to keep in mind. There is not just one category of automation tools. Some help enterprises with their robust database and multi-channel campaign orchestration, others help small businesses get rid of the daily marketing routine. Let's dig into the 5 features you'd expect to find in your perfect marketing automation software solution.

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6 Reasons Your Online Advertising Brings No Results

Let’s be honest — some online ads simply don’t work. At least we think that they don’t. Or better put, we judge them before knowing the real reason they don’t… Now, there are almost unlimited ways to reach your target audience on the internet: targeting people who search on Google with your search ad, capturing people’s attention with your promoted social media post, direct messaging on LinkedIn or creating a short video on Youtube. There are many channels and many types of ads that can use to target your potential customers.

But why the heck don’t they work for you? Many businesses have rapidly grown thanks to online advertising and yours hasn’t. What is it that makes your campaign inefficient?

First of all, be clear on the problem you are facing. What metrics say that your campaign is not working? Is it the ROI (return on investment — easily put, how many dollars are you making out of 1 dollar you invest in the ad), cost per lead (in case of lead generation campaigns) or number of people your campaign reached? When reporting on your marketing efforts, make sure to be as precise on the desired metrics as possible. “Thoughts” are the worst reporting tool.

Secondly, who is running your ads? Is it you who has access to all the important metrics and reporting or do you outsource ad management to someone else? If so, are they fully transparent on the process of a campaign setting? Do they let you “watch the chef while cooking”?

Let us be clear: this point is crucial. Online advertising is not a black box. It truly works and increases the ROI if done well. But if not, there is no positive ROI, just money thrown out of the window… What I am trying to say is, that there will be plenty of companies charging you for the ad management who are not truly willing to help you. As a result, your campaign ends up being inefficient.

Let’s say you are running the ads on your own and still suffering from lack of efficiency. We won’t let you down. We’ve prepared a few points which — when done well — will increase your ad efficiency.

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Beginner's Guide to LinkedIn Advertising

LinkedIn connects more than 630 million professionals. Its main focus is to build strong and long-lasting career connections and quality content. The platform is definitely on the rise and there are plenty of ways you can leverage it for your business or personal brand.


Knowing the fact that the organic reaches for business pages for Facebook and Instagram are decreasing, LinkedIn offers a chance to reach your audience more effectively.


So, how can you get the most out of the biggest social network for professionals? First of all, know the basics. LinkedIn (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don't try to understand everything. Choose to learn what matters to your business the most.


We have prepared content that will help you get to know the very basic idea behind advertising on LinkedIn. We call it the Beginner's Guide to LinkedIn Advertising and within it we cover the following topics:

  • What LinkedIn is really about
  • Get to know the LinkedIn interface
  • Types of LinkedIn accounts
  • Setting up your profile
  • Introduction to Campaign Manager
  • Setting up the first campaign
  • Choosing the right objective
  • Setting up your target audience
  • Introduction to Ad formats
  • Setting up your budget
  • Tools to make your life on LinkedIn easier


Dig into the LinkedIn advertising by downloading the e-book below and let us know how it helped you boost your business.

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How to Choose the Right Online Channel for Your Business

The benefits of online marketing are: marketing perspective (obviously) which leads to customer engagement, building the brand, product discovery and all of these increase the amount of purchases. Online marketing can be done almost everywhere on the internet, so the question you may have is should you go for email, Facebook, Linkedin, Twitter or Bing? Is the “I don't know where to start” holding you back?


Most businesses have already begun to harness the unique features of social media marketing. These businesses spend as little as 6 hours per week and over 66% of businesses enjoy lead generation benefits with social media. So do not wait! A properly executed social media strategy can improve your business' search rankings, drive more website traffic and increase conversion rates. 


“Internet access has become vital for communication, obtaining information, job-searching, and participation in an ever-changing world economy. The United States, the fourth largest country (by land mass) in the world, is no exception. With over 312 million internet users as of 2018, it is one of the largest online markets worldwide” says Statista.com


It's obvious you are supposed to boost your business online, as well! So how do you find the best online channel for your business? 



Find out:

1) Who is your target audience? Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customer behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain valuable knowledge about your audience. You will discover the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product. Learn how to create your buyer persona.


2) What are your social media strategy objectives? Being able to link your social media channels to your strategy’s high level objectives is essential. If you can’t explain why or how a particular channel will help you achieve your goals, then it’s more than likely you shouldn’t use it. It would be a waste of time. Always remember that the purpose of your chosen social media channels is to support the achievement of your strategic goals.

3) What channels are the people from your target audience using? After you’ve set social media strategy objectives, you need to consider where your audience is interacting online. For instance, it could be deemed wasted effort if your largest customer segment is composed of retired people and you chose Tik Tok as your prime channel.  


Similarly, it may not be very effective to establish your brand on Facebook if you’re only targeting teenagers. The most effective social media strategies are informed by social media demographics. 


Use data-driven insights to ensure that your strategy, and the channels you choose, facilitate the most relevant, targeted approach possible. This will help increase the chance for conversions. 


To sum it up, when choosing your social media channels, always base your decisions on demographic data, don't just go with the flow of trends. 


Define: What kind of content do you want to create? This is a relevant question as there are a bunch of different content formats you can use – some of which will complement your business goals and brand identity, and some that won’t. Certain content formats will be more suited to particular social channels than others. 


At the end of the day, personas tell you where buyers prefer to get their information. Are they bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. The same goes for your creatives. Some of the people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively. 


Don't stick to one channel!

As social media has become more integrated into daily life, people are starting to use more than just one network. According to Pew Research Center, more than one-half of adults have their profiles on various social platforms. Most of the brands also administer more than one channel.


If you haven’t yet chosen any channels, or you’d like to expand into other platforms, the Pew Research Center have conducted an analysis that outlines the key demographics for a number of social media platforms. 


Let's talk about the most common channels, so you have some ideas when picking the right ones for your business.


Demography 

Facebook -  very common! 72% of adult internet users and 62% of the entire adult population. 70% of Facebook users visit the platform daily.

Pinterest - It's growing! It's mostly used by women. 31% of adult internet users and 26% of the entire adult population. 27% of Pinterest users use the site daily. 

Instagram - online women are more likely to use Instagram than online men (31% vs. 24%) and 28% of internet users. 59% of users visit the platform daily.

Linkedin - 25% of adult internet users. And 41% of LinkedIn users earn a salary over $75,000! LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. 22% of daily users. 

Twitter - 23% of all internet users. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older. 38% of those on Twitter use the site daily.


Are you interested in more information about the demographic of the channels? Check this analysis.


Ask yourself: What is my product/ service? Who is the ideal buyer? Where are they? What content do they like?


Once you know who you are targeting, it's easy to find out which channel or channels to use. 


Also, you can adjust your content to that channel as well as to the audience you are talking to. Once you know who you are talking to, focus on your target audience’s needs and preferences. Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need.


Remember:

Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona. 


Don't try to manage every single channel out there. It will be exhausting, chaotic, time consuming and, most likely, your audience is probably not active on every channel. Pick two to three of them, that are most suitable for your buyer, aka marketing persona, and stick to them. Manage them continuously, engage with people! Plan your posts, represent your brand identity, and track important metrics! When you're ready to manage your growing community, check out this article.

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10 Marketing Books You Shouldn't Miss

Books have been a main source of information for a long time and although we can’t exactly say that today, they’re still very important. Lots of people still read books to educate themselves.  Even though the internet is now overshining our good old books, it doesn't mean that there aren't great works of literature anymore. If you keep on walking around the marketing section in your favorite bookstore and you just can't decide which one you should read, here's your new TO READ list.

Maybe one of them is exactly what you're searching for.


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