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Social Media Tips

Brand Awareness Demystified

For some of you, the notion of Brand Awareness is something either you don’t think is valuable or simply do not understand exactly what it is and how to increase it.  That‘s why for this week’s blog post we are going to help shine some light on the subject and demystify it.

Let’s start with defining what Brand Awareness is not.  It is not Lead Generation, Search Engine Optimization (SEO), or Email Campaigns.  Those efforts help grow your engagement after you have created the awareness.

Before you look to get people to convert, you need to gain trust and credibility by having a reputable brand. Think of brand awareness as a Super Bowl commercial or a billboard in a prominent area – it helps people become familiar with a product or service by seeing that name and ad and creating repetition, which ultimately drives sales.

Brand Awareness is recognition of your service by your brand name. Creating brand awareness is key when promoting your real estate brand.  Awareness of your brand includes highlighting the qualities that distinguish you from your competition.  Meaning you’re top of mind for buyers and sellers in your area when they think of an agent.

How Brand Awareness Works

Consistency is key in brand awareness.  If you are bipolar with your message and the image you present, then your brand will be perceived as unstable.  Your brand image is your first impression, and we all know first impressions are everything.  Buying and selling a home is a big decision.  The more you can display that you are stable and trustworthy, the more you will be perceived as such.

If you have a cohesive brand image you will easily grow your awareness.  This means everything that represents you on social media, your website, and elsewhere.  For example, your logo, headshot, branded colors, website, and bio’s should all be consistent.

You can create this awareness in person at social mixers (if and when possible) and on social media.  Join groups that align with your brand and things you support in your community.  Be your branded self while being genuine in these situations.  Take every opportunity you can to validate who you are, what you offer, and how you can help.

 

Brand Awareness Vs. Lead Generation

Although these two have a common goal to drive action, they are not the same.  Brand Awareness increases the size of your audience.  Lead generation targets certain people in your defined audience to get them to trade contact information for your service.

If you have properly carried our best practices for establishing your brand, your lead generation will be that much more effective.  This is because once your ad pops up, users will have already had exposure to your name and brand.  Which means they will be a lot more willing to convert. This is exactly why brands spend millions of dollars on brand awareness campaigns.

Ponder this, the more times you see a Pepsi commercial, the more likely it is that you will buy Pepsi when you go to a store or to order a drink  – that’s a fact.  Additionally branded content used with lead generation helps reinforce your audience’s awareness of your brand.

If you would like to get even more information about brand awareness and how Zentap can help you establish this along with exclusive lead generation check out zentap.com/real-estate-marketing or click here to schedule a call with a Zentap team member.

Categories
Social Media Tips

Instagram Stories and Highlights – How To Leverage Them As A Real Estate Agent

Did you know that more than 300 people engage with Instagram Stories every day?  Without using Instagram Stories, you could be reaching about only 24% of your potential client base and if you do use it you greatly increase your odds to practically 100%.

You might be wondering why and even how this is important as a real estate agent.  Consider this…

  • Stories are more raw and real, bringing a human element to your brand/business.  If you want to grow your brand and stand out, connecting with your audience on a human level is key.
  • Posts can take up to 1 day to shoot, edit, and then publish.  Stories are done in a few minutes and there is no need to worry about lighting, properness, etc.
  • Instagram’s algorithm loves stories.  So much in fact that it favors Instagram Stories.  The more stories you share, the more eyeballs it will bring to your account.

When creating an Instagram story, there’s really only one rule of thumb:  Know your audience and deliver them the right content and message.

If you want to get brownie points from the Instagram story algorithm, use the special features they have such as location tag, poll, question, and the “love meter”.  When you use these features that reward user engagement, Instagram favors your content and will push your story to the front of the line in your followers’ feeds, as well as prioritize your static Instagram posts and allow you to get more eyeballs.  This will also make it more likely for you to show up on the discover page where people can learn about you and you gain more followers.

How To Create An Instagram Story

Haven’t created an Instagram Story yet?   Let’s get you started, ???? click here to get a step-by-step guide from Instagram on how to create your first story.  Even if you have created a story before, you should check out the guide to get additional tips and tricks on how to utilize all the features.

Utilize The Highlight Feature To Save Instagram Stories

The Instagram Highlights feature is a great way to save your story on your profile.  This feature is designed for you to save stories and keep them on your profile after they disappear from your story in 24 hours.

Something to keep in mind when you are creating cover icons for your highlights —  stay on brand and be consistent.

There are plenty of different highlight themes that real estate agents can use on their Instagram profile.  Here’s a handful that we recommend and the kind of Instagram story content that would go with each highlight topic.

Instagram Highlight Theme Examples For Real Estate Agents:

  • Buying Tips – Advice on buying a home.
  • Selling Tips – Advice on selling a home.
  • Client Testimonials – Happy past clients.
  • Support Local – Reasons why it’s important to support local and showcase favorite places in your area and mention what makes them great.
  • Market Updates – Monthly market stats and other hot topics about your area.
  • Design Inspiration – Home designs you love and know help a home sell well.
  • Open House Tips – Advice on getting a home ready to sell.
  • Meet Me – Pictures of you behind the scenes.  Personal content but not too personal.  Keep this in line with your brand image.
  • Listings – Pictures of new homes, digital flyers, listing videos, video walkthroughs.
  • Just For Fun – Real estate memes and jokes that amuse you but also would amuse your audience.

How To Create An Instagram Highlight

Follow the easy tips below to create an Instagram Highlight.  If you want to use icons and keep the cover pic for each clean, you can purchase icons from a stock image service such as Adobe Stock Images or Shutter Stock.  We suggest doing this because it keeps your profile clean and more professional looking.

  1.  Open the Instagram app and then tap on your profile pic in the bottom right corner of your screen.
  2. Tap on the + located under your bio, or if you do not see that, tap Story Highlights.
  3. Tap to select the story or stories you want to add to the highlight, then tap Next.
  4. Choose a cover pic or icon, then tap Add (iPhone) or Done (Android).*You can add additional photos or videos to your highlights when you post them by selecting the ♥︎ on the bottom right and says “Highlight” under it.

Time To Start Posting Instagram Stories!

Now you have the basics.  Time to put this new knowledge into action.  Get started with creating Instagram stories and highlights today!  There’s no time like the present, especially when it comes to social media.  It’s all about the now!

If you have questions about this post you can email [email protected] or DM us on Instagram via @zentap.now

Looking to get help with creating branded content and videos?  Check out the branded marketing solutions Zentap offers just for real estate agents!  zentap.com