Real estate agents are always looking for new and effective ways to use social media. I know this from my experience as a marketing consultant. I also know that a lot of real estate professionals start a social media campaign, only to stall out after a few weeks.
They don’t attract very many followers. They don’t spur interaction or start conversations. And they don’t generate any leads.
In many cases, these problems stem from having the wrong mindset or perspective about social media. Many real estate professionals think of it as a marketing tool, when they should be treating it like an information service.
So, let’s put mediocrity in the rearview mirror and talk about how you can take your real estate social media strategy to the next level…
The Best Strategy for Real Estate Social Media
If you find yourself in a situation similar to the one described above, it’s not because social media is “broken” or unworthy of your time. In fact, social media can be an incredibly powerful tool for real estate professionals. It’s the technique that’s usually missing. Let’s just call it operator error.
In this article, I’ll explain how you can turn your real estate social media account into a valuable information service your target audience. This will help you attract followers, initiate conversations, generate leads, and grow your business over time. All good things!
And it’s really not that difficult. The first thing you have to do is change the way you think about social media. If you want to use these platforms to grow your real estate business, you have to go above and beyond occasional “home buying tips” and property photos. In the highly competitive world of social media, that not enough to make you stand out.
Creating an Information Service for Your Followers
There’s a recurring theme mentioned throughout this article, and I want to highlight it now before we go any further.
Here it is in a nutshell: You will attract more followers, enjoy more interaction, and generate more leads if you turn your social media account into a valuable source of information for your target audience.
I’ve been advising real estate professionals on social media and other forms of internet marketing for many years. And I can say that this is how you take your social media strategy to the proverbial “next level.”
In theory, the idea is simple. In practice, it requires ongoing dedication and work. It’s a long-term commitment. A marathon, instead of a sprint.
But the fact that you’re reading this article shows that you’re probably already committed to the idea of using social media to grow your real estate business. Now, you’re just seeking the best way to go about it.
Example: The ‘Atlanta Market Advisor’
Step out of your real estate agent shoes for a moment. Imagine you are a home buyer, seller or investor in the Atlanta area. Consider the difference between these two real estate social media accounts, and tell me which one you would want to follow:
Account #1: Published by a real estate agent in the Atlanta area. His posts are somewhat random in nature, and they don’t seem to follow a set calendar. He shares some occasional tips for home buyers, information about local events, etc. Occasionally, he’ll link to a report published by someone else that mentions the Atlanta real estate market. He currently has 43 followers for his account, some of whom include friends and family.
Account #2: Published by a real estate agent in the Atlanta area. But instead of using it as her own personal social media account, she has turned into a news and information service dedicated to the local market. She has branded it as the “Atlanta Market Advisor.” This agent curates relevant information from other sources, and also provides her own data and commentary. She covers every aspect of the market to keep her followers informed. As a result, her following grows day by day and currently numbers into the thousands.
Now ask yourself…
If you wanted to keep up with the Atlanta real estate market, which one of these accounts would you follow? It’s a pretty easy choice, isn’t it? In fact, for anyone who is interested in the Atlanta real estate market, following Account #2 is something of a no-brainer. It provides a valuable service, giving you a single source for comprehensive real estate market information and news.
Giving People a Good Reason to Follow You
This fictional social media account is based on actual real-world experience. I have seen real estate professionals achieve this kind of success online. I’ve even helped a few of them establish this kind of presence. And I’ve shared all of that insight with you in the e-book featured below.
If you really want to succeed with a real estate social media campaign, you have to ask yourself some hard questions.
- Am I giving people a darn good reason to follow my account?
- Am I providing useful information to help them succeed, when buying or selling a home in the area?
- Am I doing this on a regular basis, going above and beyond what other local agents are doing?
When you can answer “yes” to these questions, you ha