Social Media Marketing: How to Make the Most of Your Platforms
Fifty-five percent of all buyers go online when they first embark on their home buying journey. When they get there, the gaggle of real estate agents vying for the home buyer’s attention is real. As an agent, your digital marketing efforts are critical if you want clients to notice you. Digital marketing and, more specifically, social media marketing has become a powerful tool to reach and convert clients in recent years. Although some three out of every four real estate agents use social media marketing, so many do not use it correctly, or to its full potential.
Consider both ends of the sales funnel when you are constructing your real estate marketing strategies. Use top-of-the-funnel tactics like content marketing, Facebook Live, and SEO to get awareness for your brand and business. Use bottom-of-the-funnel tactics like carousel ads, free trials and user communities to drive conversions, land sales, and add to your bottom line.
CRMs And Your Marketing Spend
It's easy to wade into the land of digital marketing for your business with some social media posts, website SEO optimization, and maybe a Google AdWords campaign or two. But, your digital marketing campaigns can quickly spiral into a full-time job. And you may start wondering if you’re a digital marketer or a real estate agent. You could hire a marketing assistant, but nowadays it can often be a better investment to partner with a CRM that can help spearhead some of your marketing efforts, so you can focus on what’s important for you and your brand – transacting in real estate.
Lookalike Audience Marketing
The term may be new. But, the idea isn’t. If your real estate brand resonates with a certain demographic, market to group of people. What’s new here is the technology that enables you to implement this strategy en masse. Facebook algorithms identify people similar to your clients, with astonishing accuracy. With Facebook ads, you can get in front of these people and make your case. It's targeted advertising, at its best.
You can pixel potential clients. What does that mean? A Facebook pixel follows leads who click on your Facebook or Instagram ads that lead them to your site and tells you what they’re doing from that point. Are they filling out a contact form? Are they reading a blog article? With the Facebook pixel, you can get a better handle on who is going to respond to your ad, target those people, and better measure and understand the results of your ad campaign.
Video Marketing – A Low-Tech Idea! (Sort of)
Did you know that 45% of people watch an hour or more of videos a week on Facebook or YouTube? And 55% of people say they pay close attention to videos, as opposed to just skimming them. Video marketing, as an advertising platform, is a great resource to build your brand, and take your message out to the masses. It also enables you to connect with your audience, establish yourself as a living, breathing human being, build trust, and ultimately land conversions.
Content may be king, but it also costs money and your time to construct and perfect. Keep the content fresh, but remember, if something performed well on one social media platform, spread the love to other platforms. You can also recycle content over time too. Just make sure to keep it updated.
Nearly half of real estate firms told the National Association of Realtors that they find it difficult to keep up with technology. In that same 2018 survey, realtors who were asked which technologies were the most valuable to them included social media platforms in their top-three responses. Obviously, there’s a huge benefit, and a learning curve, associated with social media marketing strategies. However, to real estate professionals who invest the time and retain the right resources, these strategies can build your brand, your business, and your client base so you can continue doing what you do best: guide clients through the purchase of their next home.