The biggest downfall I see with social media, especially in the real estate industry, is the content is aimed (not intentionally) at others in the industry.
While there’s no right or wrong to any of this, there are some key takeaway points I’d like you to consider when planning your digital strategy.
Understanding who your market is.
Knowing what platforms you need to be on.
Why is your audience following you?
What content do they want to see?
What content are you strongest with?
Don’t get hung up on likes, comments & followers.
Knowing who your market is and what they want to see from you is crucial to any marketing strategy. Social media however is a different ball game. Simply posting a picture isn’t enough to win in this game.
There’s a lot of time, energy and money that goes into your profiles, so you want to make sure you have your strategy mapped out & understand what your audience wants to see.
Keep in mind when people are on social media, they are looking to be educated, entertained & informed. They are not actively looking for a new home, a new car or the latest fashion trends.
So how do you get people engaged with your content and produce results?
First thing I want to say is don’t put too much emphasis on likes, comments or follows. These metrics aren’t a true reflection of how you are performing online. Personally, I look more at video views (these are generally when a video is watched more than 3 seconds) and reach. I don’t mind getting 3 likes on a post if I know 3,000 people have seen my content. While they may not have clicked the like button, they have still seen it.
Most of my content comes from conversations I have with people everyday. For example, how often are you hearing there’s not enough stock on the market at the moment, or we keep missing out at auction? That right there is a post. Get the buyer in front of the camera and do a short 30 second video with them telling your audience who they are and what they are after. We all say “we’ve got buyers” but how often are we actually showing them we do. If a buyer isn’t comfortable on camera, create an image on Instagram and post it with a story.
The mindset of people on social media is usually one with short attention and seeking a distraction or entertainment. A homeowner/landlord who is not yet in selling mode isn’t going to be impressed by your latest rate, my agent, or $500,000 over reserve, because it doesn’t impact them. Remember, it’s about them. They don’t care about you (at this point) so how can we change that? By finding out what they do care about and creating that kind of content.
Platforms Platforms Platforms
Not every platform is for everyone and people are spending less time on them in certain areas. Given the recent lockdown in Australia, I personally have been bombarded on social media, particuly on Facebook & Instagram when it comes to wearing masks to open homes and hand sanitizer would be available. I appreciate that everyone wants to look out for their community, however, due to everyone posting very similar Canva style images, it’s actually doing more harm than good. I’d expect given the government's stance on the lockdowns that these types of practices are mandatory, however, seeing them non stop is depressing and causes the user to tune out, unfollow or not engage with your content which means you lose them in the retargeting phase. As a result, I’ve found myself starting to spend less and less time on Facebook & Instagram and finding TikTok really entertaining and have even logged back into my Snapchat after a year hiatus.
Because I’m over the doom scrolling & advertising that consumes my pages. I currently follow 1,498 people on Instagram. A mix of friends, family, colleagues, the public and clients. Your audience is the same. You are probably not the only agent they are following. So, if everyone is posting the same thing, just to post. You aren’t going to stand out or make an impression.
Choosing between Facebook ads and boosted posts largely depends on your social media marketing goals.
Each format tends to encourage different outcomes. Facebook ads tend to have a bigger immediate impact and translate directly to campaign goals, like lead captures, app installations, and sales. On certain campaigns, the added functionality of Facebook ads might make them a better fit for your campaign. Meanwhile, boosted posts tend to improve your brand’s social media engagement metrics and overall social presence.
For specific campaigns, the decision between an ad and a boosted post will come down to long-term vs. short term outcomes.
On a wider level, a mix of Facebook ads and boosted posts are usually the best way to break up your Facebook social media marketing budget. Boosted posts will allow you to build your brand’s reach and fan base, while ads can help you translate your brand’s presence into tangible outcomes. This one-two punch will allow you to build likes and fans, then turn your new followers into actual customers.
I know there’s a lot to unpack here, that’s why it’s crucial to have someone at the helm, or at least on call so you can get the right strategy in place.