Real Estate Marketing on Social Media
What is Real Estate Marketing on social media?
Marketing your real estate business on social media has never been more important. In today’s day and age, social platforms, trends, and community guidelines are changing rapidly. However, the fundamental real estate social media trends have not changed. In this post, we break down the most important tips and tricks, that no one is talking about, to grow your real estate business on social media.
Create a Brand on Social
If you search, ‘real estate marketing on social media,’ you will see a lot of content around picking the right platform and posting content endlessly. Don’t get me wrong, posting content and platform selection is important. However, if you do not take time to develop a unique brand, your posts will land flat and have little engagement.
Brand Identity is often ignored by realtors looking to grow their social media following. However, without a brand, your social media following will plateau. Crafting a brand storyline gives your agency a story for potential homebuyers to relate to. Furthermore, with real data and customer input, a brand identity gives your name instant credibility and authority.
With this said, if you do not create your own narrative, consumers will craft a narrative – especially on social media. People are quick to write you off or call out unauthentic behavior. If you come across fake, your social media following will never get off the ground.
Homebuyers tend to identify individual realtors and real estate agents as synonymous with the rest of the industry. For real estate marketing on social media, this is not a good cadence. You do not want to be swayed by the rest of your industry; instead, it is important to have a loyal following that views you as different or set apart. To grow, you need to stand out with a unique brand identity
Deciding on a brand for your real estate social media marketing plan comes down to audience and message. Below are a few questions that can help craft your brand:
- Who is your target homebuyer?
- What is special about your real estate business?
- What unique value to you bring homebuyers?
- What separates you from other loan officers?
If you work through the above questions, your brand will be authentic and targeted towards your customers. Furthermore, ensure your brand is authentic to your core values and consumers’ motivations. This process will ensure that your real estate marketing on social media will be authentic. At the end of the day, being real to your customers is the most important aspect of brand development.
Without this unique brand, you will be just another realtor in a large sea. However, with a unique brand and content strategy, you will build a loyal following for years to come. Now that you have a basic understanding of brand development, I want to dive a little deeper into finding a target audience on social media.
Target Audience For Real Estate Marketing on Social Media
Selecting the right target audience is vital to your success as a realtor on social media. A target audience is the specific group of potential homebuyers you will try to serve. As a realtor, you can have multiple ‘target audiences,’ however, it is important not to spread yourself too thin. Find a group, or groups, of people that you understand or are active in that community. Fundamentally, every person within a target audience will share something in common so that one message can align with multiple people.
For example, if you are a veteran, targeting military communities is a perfect fit. You will already understand their buyer motives, messaging techniques, and be able to build a following quickly based on people you know. Another common target audience can be first-time home buyers. Both target audiences have focused buyer motives that can be easily addressed through real estate marketing on social media. However, dig into your community and find a niche audience that you resonate with.
Either way, the target audience, or audiences, you select will have a major impact on your content, brand name, website, and referral business. Therefore, select your niche with a long-term vision in mind.
Now that you have selected an audience, it is time to understand why people should choose your real estate business over the competition. This is called a value proposition and will guide your content for years to come.
Value Proposition For Real Estate Marketing on Social Media
When crafting your real estate marketing plan on social media, the value proposition is usually never discussed. However, understanding your value to the homebuyer is the key to long-term social media growth.
A value proposition is simple the reason why a customer should use your service. It’s as simple as that. However, understanding the core motivations of your audience and your business is key to developing your own value prop. Below is a canvas to help craft a value proposition that resonates with your audience.
By understanding your benefits plus your customer’s needs, you can create a tailored service that outperforms your competitors. Another way to think about this concept to help your real estate marketing plan grow on social media is this: What problem are you solving for the average consumer? In this example, you are helping people find their dream home. Is the market saturated? Are offers harder to get selected? Find the core issues in the industry and solve them. From there, create content for your audience about your value prop. This will give your content unbelievable value.
Additionally, real estate can often be viewed as commodities to the average homebuyer. However, that is far from the truth. Any realtor knows that picking the right agent can completely change the outcome of a transaction. Do not be shy about showing why your business is a better solution than the competition. Be firm and authentic with your value proposition and your content will stand out. Now that we have discussed branding, target audience, and value proposition, it is time to discuss content.
Content For Real Estate Marketing on Social Media
When creating content on social media, there is one golden rule: create value for your audience. Consider how you consumer social media. Chances are that the businesses and influencers you follow give you something in return: maybe it is unique cooking tips, discounted offers, or a good laugh from a viral post. These are all great examples of digital value. As a realtor, consider what valuable content you could offer a social media following. If you want to be the authoritative realtor on social media, give in-depth tips on buying a home.
These should be unique and catered to your market. Additionally, if you want to be the local guide realtor, offer up the best restaurants, parks, and weekend getaways. Honestly, there is no singular format for content. You could mix and match from authoritative, to informative, and even the occasional meme. As long as every piece of content you post gives value to your target audience, you should be in a good place.
After you have decided on the basic format of your content, it is imperative that you create a content schedule. Before you can decide how often you post, you need to figure out what social media platform you want to target. Like I mentioned earlier, platforms will come and go, however, I recommend following the platforms that your target audience engages with the most.
This may be Facebook, Instagram, YouTube, TikTok, Reddit, and the list goes on. Find a combination of platforms that you can commit to growing your brand and cater your content to that platform. Ideally, it is important to post content a few times a week. Carve out a few hours to develop your content, edit, and post. Depending on the platform, you may not have to spend much time in the editing process. However, ensure your content always has a purpose and always brings value.
Once you have a good content formula, it is important to optimize and scale. There is no perfect strategy. There will be posts that fall flat that you expected high engagement. Inversely, there will be content that was rushed but suddenly explodes. Be flexible to the needs and wants of your followers. If a certain type of post gets a lot of likes, comments, and shares, create more content in that vein. Optimizing your content to your followers is one of the most important tips for real estate marketing on social media. Now that we have discussed branding, strategy, and content, I want to delve into a few tools that can help your success on social media.
Tools For Real Estate Marketing on Social Media
For any realtor looking to build a successful following on the internet, it is impossible to do it alone. Therefore, we have come up with the top 3 tools that are essential to real estate marketing on social media.
Yext: Yext is a unique tech platform that is often neglected when it comes to social media. However, it is a vital brand management software that helps keep your information accurate across all social media platforms. As a realtor, it is vital that when someone clicks on a website, phone number, or address, it is accurate. If you have ever changed your website or phone number, this tool is a must. At the end of the day, the entire goal of social media marketing is driving leads to give you a call or sign up on your site. If your information is wrong, they will find another realtor before you even realize it. Specifically, Yext’s listing management feature allows you to keep track of all information from Facebook, Yelp, Google My Business, and hundreds of websites and platforms in one place. If you have been a realtor for at least a year, I highly recommend Yext is a one-stop-shop for brand consistency across the entire internet.
Canva: If you post regularly on Facebook, Instagram, or even YouTube, Canva is a powerful marketing tool. Canva is a simple design platform to create stunning graphics for people that do not have any graphic design skills. With thousands of templates and an easy-to-learn platform, Canva has a low bar to entry for any realtor looking for fresh social posts. Additionally, Canva has an entire library of templates for Instagram stories, Instagram posts, Facebook stories, Facebook posts, YouTube cover art, and LinkedIn banners. These templates are the perfect size and format. All you have to do is edit the verbiage, colors, and add a unique picture. The most unbelievable aspect of Canva is that the software and templates are free to use. While there is a paid version, most realtors can use the free version forever. Fundamentally, this is one of the best tools for real estate marketing on social media.
Unsplash: This platform is self-described as, “the internet’s source of freely-usable images. Powered by creators everywhere.” If you have ever needed custom photos for a post, your website, or an ad, Unsplash is an amazing resource. Unsplash is a directory of hundreds of photos that can be easily downloaded, edited, and used across platforms. All you have to do is search for something along lines of home, family, or anything that you are looking for and thousands of custom images populate. Unlike iStock or Shutterfly, every image is free to use for commercial purposes. Ideally, Unsplash and Canva are a great duo for social media posts.
Success on Social Media
At the end of the day, there is no perfect plan for real estate marketing on social media. However, there are fundamentals to marketing that can easily be translated to success on social media. Specifically, creating a brand identity that resonates with your audience is the first tip to long-term success on social media. Without a digestible brand, it will be impossible to grow a following. From there, understanding who your audience is and why they want to buy a home is vital to social media success as a realtor. Lastly, developing content that is value-oriented is the final pillar to marketing success on social. When brand identity, target audience, and valuable content align, your social media following will explode.
If you are interested in more marketing topics, dig into the following posts:
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- Zillow Mortgage Leads Review
- Digital Marketing Plan for Mortgage Companies
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- Mortgage Automation: Zapier for Loan Officers
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- How to Generate Mortgage Leads
Henry has spent the bulk of his career working for mortgage companies and marketing agencies. He uses his experience in the martech industry to guide his strategies and insights in the mortgage and real estate world. He firmly believes that marketing success in every industry boils down to a technology-centered strategy.