real estate social media marketing Archives

Real Estate Agents – Grow Your Engagement

If you want to have success with your social media marketing, you need to grow your engagement. But before you can properly grow engagement, you need to know who your audience is. Otherwise your efforts will be lost. With growing an audience being one of the hardest tasks for a business, it only makes sense to do it right. When you deliver the right content and message to the people you know are your audience, your message will resonate.

That’s why we put together this guide on how Real Estate Agents can grow their engagement on their social media platforms. Success with these efforts will not happen overnight. Which is why it is important to keep consistent with your efforts and be patient. Think of it like taking care of a plant. You water it on a schedule, give it proper light, and over time it grows and grows and grows… Social media engagement and getting a return on that investment is the same!

Reach The Right Audience And Deliver The Right Content

Know Your Niche

It’s important to know what your real estate brand is all about and how you want to communicate to your niche audience. Your audience should be the people you want to target for the type of real estate you deal directly with. Think about the price range, sellers, buyers, and the interests of these people that fall into this niche. Do they fall within a certain demographic, socio-economic status, etc…You don’t want to be overly specific, but you should explore who you are and what you stand for. If you don’t already have a mission statement, this would be a good way to solidify this. If you do have a mission statement, does this correlate with your niche?

Be Consistent With Content

This is a crucial step in growing your engagement. Not only do you want to be consistent with content, you also want to make sure it is quality content.

When you share things on social media, before you hit post think to yourself “Does this properly represent your brand?” and “Is this delivering the right message to my niche audience?”. Most importantly, “Does this provide my users with some value?”. Not every post needs to do this. But you want your followers to trust you and take you seriously.

Which is why you should provide them with valuable data on the real estate market. So they can then in turn see you as the expert when the time comes for them to need an agent. Market snapshots and updates are an excellent way to do this as they are very informative and lead to high engagement with followers and give people a reason to want to follow you.

To help you keep consistent and produce quality content we strongly suggest using a social media content calendar. You can create one yourself in a spreadsheet, or if you can use one of the many social media planning tools that are available on the internet.

You should use a variation of types of content to grow your engagement. With all of it you want to make sure you are also 100% consistent with your branding. Doing this will keep your audience from getting bored with your content which in return will boost engagement on your posts. More engagement means that you will grow your organic reach as social media platforms base their algorithms on this factor. Your content schedule should alternate between all of the following.

Images of homes, nice interior decorating, you in action, clients in front of sold signs, etc.
Infographics that inform your audience, like “How To Prepare To Buy A Home” or, “Top Repairs That Help Your Home Sell”.
Video of Local Market Reports, Listings, Customer Testimonials, General Marketing Videos and behind the scene style videos. *Click highlighted links to see live examples.
Data Snapshots to raise awareness about the areas you focus on. “Are sales up, down? What about listings?”
New Listing and Open House Flyers to showcase the properties you have on the market.
Customer Testimonial images are a great way to showcase positive reviews from past clients and influence others to choose you as their agent.
Memes and Quotes about real estate to showcase a bit of humor and keep your audience engaged.

Connect With Your Audience

No matter how many followers you have, it is important to engage with them in order to grow your engagement. With our lives revolving around so many scrolling screens, diverting attention, it’s important to connect with your audience so you don’t get lost in the noise. If your audience is small, don’t think you should wait to do this when it becomes larger. Learning who is listening will help you better connect and help you become really good at this as your audience does grow.

Here are ways you should connect with your audience, starting today if you are not already doing so.

Respond to all your message comments, this shows you care and are responsive. When people are looking for a real estate agent, being responsive is a quality that will help you win everytime. Share stories, show behind the scenes of open houses you might be doing along with other things that are relevant to your brand that your niche audience would find interesting.

Don’t be afraid to be yourself, your personality is part of your brand. Be sure you don’t have a constant sales approach and are providing your followers with valuable information. You can also run polls using the story feature on social media to grow your engagement. This is a fun way to engage with your audience and also learn more about what their interests are. You can ask questions like “What color should a garage door be?” “What is the #1 thing you are looking for in a new home?”. Avoid questions that are irrelevant to your brand.

Real Estate Agent Social Media Polls | Zentap — Image credit TomFerry.com

Show Up In Searches

This part is the secret sauce for growing your engagement. You want to make sure you show up as much as you can on the discovery page and hashtags that are relevant to content that your niche audience is looking for.

Use of geotags for Instagram is a great way to grow your following and boost your interactions. Adding a geotag to a new listing post will pin that location and anytime a user searches that location your photo will come up in the search results.

Use hashtags and make sure they are relevant to the post you are using them with. Examples of proper hashtags would be #newlistinglosangeles #homebuyingtips #bestrealestateagentLA. Below is an example of a post using proper geotagging and relevant hashtags. Make sure you are not always using the same hashtags and are incorporating new ones so you can grow your following as people use hashtags of a way of searching for information.

Geo Tagging And Hastags | Zentap — Example of Proper Geotag Use and Hashtags For Growing Engagement

We understand that this all can seem a bit overwhelming at first. It is indeed time consuming and to those who are new to the social media game, this can be complicated. Which is why more and more agents are choosing Zentap for a solution to create content and grow engagement. We provide our users with access to a multitude of branded content. Such as Local market data, unlimited video templates and all the types of content mentioned above.

If you have questions about this blog or want to find out more about Zentap and how you can leverage our products and services for your content creation we encourage you to email [email protected] or checkout zentap.com/real-estate-marketing-pro and start getting zen with your real estate marketing.

By now, most real estate agents have a social media presence — but there is usually a disconnect between the content they are posting and what their followers would like to learn and see from their posts.

People who are considering buying or selling a home are emotional and often full of doubt and questions. They want to be sure they are making the right decision, as financially this will be one of the biggest and most important investments of their life!

Yes, they may come to you because of your experience and a license that backs up your credibility, but they also want someone who they know can help them navigate this complex process and reassure them that they are making the right decision for themselves, and usually for their families. Being able to do this effectively is what is often overlooked in this industry and can give real estate agents a true competitive advantage. Think about it – a client is much more likely to refer you if they feel like you had their best interest at heart and went the extra mile to truly be by their side throughout the process.

What most do not realize is that if applied effectively, social media is an excellent tool to provide that extra support. It is where you can share tips, advice and create an open dialogue with your prospects so that you can build their trust and ultimately have an ongoing relationship with them.

Here are 10 specific tips to help you execute:

1. Promote the area, not just the property.

Buyers want to know the ins and outs of the neighborhood they would be moving into and most agents specialize in specific neighborhoods and already know this information. Plus, the info is so easily accessible through social media – follow their Instagram, Twitter or Facebook pages and re-share content that you find interesting. Most cities have a “@CityOf Instagram or Twitter handle that you can repost. This could include be events in the area, stats on the neighborhood, milestones or city improvements.

2. Be Authentic.

Take the time to let your voice come through in your posts and make a personal connection with those who are following you. If you have a good sense of humor, add some wittiness to your copy and give users a taste into your personality. Always remember that consumers may be following a business but it’s the person behind the business that drives the decision on whether or not to do business with you!

3. Provide Users with Educational Content

Social media is the best outlet for this and it’s your content that will set you apart from others. You cant be only posting about listings and trying to only “get a sale.” If you want users to pay attention to your posts, you MUST give them content they find valuable. Tips, advice, facts and other content they can learn from. Infograhpics are a great way to do this and can help with making content that is hard to digest easily digestible in a visual format.

Also, the better the content, the more users will engage with it. This means they are more likely to share it, like it or comment on it. The more this happens, the higher your relevance score will be. The higher your relevance score, the more Facebook will share your content organically and the more eyeballs you will have to your posts. This is HUGE! Facebook wants users to stay on their site and the best way to do this is to give more relevant posts priority and make sure they are shown on the top of users’ feeds.

4. Take Time to “Chat” with your Followers

Social media has drastically shortened the duration of time that users expect to receive a response and most users are accustomed to instant (or as close to that as possible) when they ask a question.

Less people pick up the phone to make a call and expect that messaging you on social media will give them a faster and better response. Make sure you are ready for this and are receiving your notifications on your phone so that you do not miss out on an opportunity, or disappoint your users. Use the platform to build the dialogue and always be sure to answer their questions in a timely manner. Another way to do this is through automated Facebook messages called chatbots.

5. Respond to comments, good and bad.

This seems obvious but I am often surprised at businesses that fail to do this – respond promptly and courteously to your followers. Not just to ones who have questions, but those that post comments and you can comment back, like or engage with. You don’t need to respond to every single one, but the more you do, the more you show that you are invested in social media and in your users. It is also important to respond to negative comments so that you have a chance to share your side of the story, just make sure to do it in a non-defensive way. Don’t ever get into a battle with a disgruntled user and always be sure to take the high road and act professionally.

6. Overly Posting About Your Listings

Yes, you need to post about your listings and you need to use social media as a way to raise awareness and interest for them – but make sure you are not abusing this. We recommend a 1 to 5 ratio. For every 1 time you post a listing, you need to post 5 pieces of valuable content to keep people coming back and interested in your content. This goes hand in hand with tip 3 and making sure you are staying consistent with the Facebook algorithm.

7. Forgetting video

According to WireBuzz viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text!

Yes, videos can be costly but there are many affordable solutions out there (including ours!) where you can incorporate video into your social media content and get a lot more exposure and interest than you would with just a static photo. This is especially true for property listings, which can generate a lot more interest when showcased with a vibrant and branded video.

Another added benefit: YouTube videos can improve your website’s ranking in search engines like Google — a common place where prospects start their search for a new home.

8. Only Posting Content for One Specific Demographic

Homebuyers and sellers come in all ages. Yes, a majority of your followers are probably first-timers — but not all are. Make sure you occasionally post content that connects with a more savvy audience and does not just “dumb down” the process for all.

According to a recent PDF by the National Association of Realtors (NAR), 36% of home buyers in America are 37 years old or younger and about 66% of them are first-time buyers.

9. Not Posting Frequently

The two most popular social media platforms – Facebook and Instagram — reward accounts that post frequently. This does not have to be daily but you should be posting at least three times a week. The best way to do this is to map it out monthly and start with your content pillars. Then decide how many of each you want to post weekly. For example – if you want to post tips, can you do it twice a week. If so, now you have eight dedicated posts a month. This makes the process much easier.

10. Invite your existing friends to your Facebook Business page and Instagram Account

First of all, make sure you have a business page on both Facebook and Instagram and are not posting to just your personal profile. Second, make sure you have invited all of your friends to like your business page. Why is this important? Remember that friend from high school that you have lost touch with but follow on Facebook? Well they probably don’t know you are a real estate agent and this makes it certain that they do AND makes it certain that you stay top of mind when they are looking for someone to buy or sell their home.

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