Make Social Media Marketing Work For You

If the last few years have taught us anything, it’s that digital marketing is imperative for success. In a world where the majority of people are spending time in front of their digital screens, social media marketing ranks as one of the most effective methods for growing audience engagement, developing a strong brand voice and ultimately, generating new business. Here at Back At You, we have a lot of insight about social media marketing for real estate professionals, so we put together a few tips on how your online presence can help you achieve your 2023 goals!

For the majority of home buyers, starting their search on the internet is simply a part of the purchase process. It’s no secret that posting on social media can help combat the age-old expression “out of sight, out of mind”, and it can be a powerful tool for real estate professionals to leverage. In fact, a recent National Association of REALTORS® Technology Survey says that social media was the highest-rated technology tool that provided REALTORS® with the most qualified leads. But we don’t need shiny data to convince you of the importance of a strong social presence; you already know it matters.

After analyzing your current social media situation, choosing the best platforms for you and curating high-level content that performs well, you’ll be set up for success to attract those quality leads. However, getting those leads isn’t as simple as posting your listings on the internet and expecting people to magically start contacting you. First, take inventory of your current social media situation. If you have business accounts — and if you don’t, you should! — you’ll have access to some handy data when it comes to your audience. Ask yourself: Am I reaching the right people, in the right age range, who are in the right location to use my services?

Social media platforms like Facebook, YouTube, etc. all offer high-level analytics that not only offer you the data above, but also insights about which content your audience responds to best, and what time you should be posting it.

After looking at your analytics, you may notice that your social media strategy needs adjusting. One major issue that could be affecting your success is where you’re posting your content. Demographic data is key to understanding which social media networks deserve your attention and marketing dollars. Pew Research tells us that Snapchat, TikTok and Reddit tend to lean toward a younger audience, while Facebook, YouTube and Instagram are more common in generations where people may already be homeowners or move-up buyers. While it’s true that Gen Z will eventually be home buyers and sellers, it is much more lucrative to invest the majority of your time on platforms like Facebook, YouTube and Instagram where home buyers and sellers spend their time. Whether you want to target those selling luxury or vacation homes, couples with families or those looking for the perfect upgrade from their starter home, it’s likely you will find your audience on these platforms.

Now that you know where to post, let’s chat about what to post – the content that works. When it comes to social media, the only constant is change. Just when you think or feel like you’ve found your niche with Facebook or Instagram, there’s a new trend of flashy content coming around the bend. Since it’s impossible to predict the next big social media trend, the best strategy is to post a variety of different content and see what resonates best with your target audience. With that said, there are two tips that seem to remain evergreen when it comes to social media: video and local content.

Let’s talk about videos. On social media, we’re looking for ways to easily and efficiently consume information. That’s where video marketing comes into play. From long, cinematic listing tours to those vertical, catchy, short form videos that have taken the social media world by storm over the last several years, video marketing remains king. Let’s take Instagram Reels as an example. Instagram’s algorithm notoriously favors new and shiny features on the Explore page.

In fact, if you’ve scrolled through the platform recently, it’s likely that you’re seeing Reels more and more often from brands and content creators that pique your interest. Even Instagram admitted that adding Reels into your content mix is a great way to be discovered by people who don’t follow you, meaning the key to getting visibility and growth to your Instagram account is by posting video content, specifically Reels.

The content you share serves as an example of your expertise, so it’s important to consistently share your unique knowledge with potential clients in the form of blogs, market data updates, listing videos or other content types to establish yourself as an authority in the real estate space. If you’re stuck on what content to post that week, focus on ways you can showcase yourself as a professional and expert about your community. Whether you’re posting a video or a long-form blog, one other tip has proven the test of time when it comes to success for REALTORS® online: put the “social” back in “social media.” Because in real estate, it’s not just about the beautiful homes, but rather about the people that occupy them!

Homebuyers want to know what it’s really like to live in your area, and sellers want to work with professionals who are experienced and knowledgeable about a neighborhood. Do you go to a specific coffee shop before listing presentations? Or do you utilize a certain bakery’s goodies for your open houses? Maybe a local car wash helped get your car polished and ready for a day of showings? Film a video showcasing your favorite local hot spots and tag them when you post! More likely than not, they’ll love your shoutout and repost your content.

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Katie Callaway

Marketing Manager, Back At You