Make Social Media Work For You!

Let’s face it. Social media is something that simply cannot be ignored any longer. It’s a news source, an educational tool, communications and content platform, and an advertiser’s dream. There is unparalleled value in having a strong social media presence.

In the real estate industry, social media can help you generate leads and referrals, showcase listings, broaden your reach, and help you tap into a younger demographic.

At first it may seem like a daunting task. What platforms do I join? Is it going to take up too much of my time? Don’t worry. You’re not going be to able to do everything all at once. Like anything worthwhile, it will take time to develop your social brand, voice, and the various types of social media content you’ll produce.

It’s one of the few advertising tools that allow you to engage in one-on-one conversations with your existing and potential clients. Social media can help you to gauge sentiment, capitalize on trending topics, and provided excellent customer service.  

After you create your accounts and pose 50 different times to get that profile picture that’s juuuuuust right, then you can start following these five keys to success on social media.

 

1. Set clear and realistic goals

Before posting on social media, it’s imperative that you establish realistic goals and objectives. This does two things:

1. It forces you to create a strategy. No matter objective; growth, lead generation, etc., your end goal is what defines your strategy.
2. It allows you to create content with a purpose. Don’t post for the sake of posting. Each piece of content, whether it’s a sales tip, blog, or video, should help you reach your end goal.

 

2. Determine your brand’s voice

1. This is an area that most brand’s overlook or attempt and execute poorly. You need to determine how your brand sounds and is perceived on social media. To effectively create your brand’s voice, you have to ask yourself:
   1. Who is your target market?
   2. What content or information am I providing? Are we funny and edgy or informative and professional?
   3. What are we passionate about? What are our interests and strengths? What can we provide that’s different from everyone else?

A great way to determine your brand’s voice is by holding a whiteboard session with key team members.

 

3. Engage with your followers

As previously mentioned, social media is a great way to gauge sentiment on a certain topic and can act as your most reliable customer service tool.

Generate two-way conversation. Social media should be a telephone, NOT a megaphone. Ask questions, utilize polls, and take a stand on relevant issues. Establish yourself as an authority in your field and create a community where your followers feel comfortable and want to ask questions!

 

4. Balance your organic reach (SEO) and paid advertising (PPC)

Striking a balance between SEO and PPC can be a difficult challenge for even the most seasoned social media vets. Don’t look at them as competing forces, but instead as complementary to one another.

Look at it this way: PPC provides short-term benefits. You spend X number of dollars on advertising and receive Y in return. That’s where it stops. On the other hand, SEO acts as a long-term strategy to ensure you will continually stay top of mind and grow your following.

The main takeaway from this is don’t make a large commitment to PPC without a strong SEO content strategy.

Here’s some more insight on SEO vs PPC!

 

5. Educate yourself

Like anything, there’s always room to grow. The world of social media is constantly changing, so you need to do your research to stay up-to-date on current trends. Don’t be afraid to look outside the real estate industry for inspiration.

Check out Hootsuite’s list of 14 blogs to get you started!

 
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