How much has changed for real estate professionals since print newspaper ads? Pretty much everything. In the space of a few years, real estate went from buyers suddenly having access to homes for sale on the internet, to now having available homes dropped right into their laps via social media.
- 77 percent of realtors use social media for real estate in some way, shape or form.
- 47 percent of real estate businesses note that social media result in the higher quality leads versus other sources.
- 99 percent of millennials and 90 percent of baby boomer begin heir home each online, as opposed to in-person referrals.
So real estate agents who use social media – and use it well – have the advantage of fast and productive communication with their clients and potential clients. How to use social media well as a real estate agent? Here are some tips from the pros.
Real estate is one of the more visual fields, so be sure every one of your posts has a photo or illustration to accompany it. In general, social media posts with photos command a 37 percent increase in engagement on average, over posts with just text.
Really use video
Real estate is primo for video. Post listing videos, even if they are slide shows of photographs of homes for sale. Create a short portfolio video about yourself to let potential clients know more about you. Does your community have a promotional video about the highlights of living there? Post that, especially when business is slow. Mary Beth Breckenridge, real estate agent with Howard Hanna Real Estate in Akron, Ohio, says she uses video walk-throughs of homes she has listed. “I occasionally do Facebook Live videos where I just walk viewers through the house, and those always get a lot of views,” she said. “If I’m organized, I post in advance the time I will be doing the live video so people can ask questions while I’m showing the house.”
Sell the town
Speaking of community promotional videos, remember you’re not just selling a house; you’re selling the town. Post on social media town events, fundraisers, socials and positive news about your community.
Know what hashtags will get your social media posts in front of as many people as possible. Hashtags are particularly important on Twitter and Instagram. Here is a list of top hashtags for real estate posts.
Share your knowledge
Buyers and sellers welcome information and education on interest rates, obtaining mortgage loans, home inspections and the ins-and-outs of the buying and selling process, Breckenridge says. “Tackle only one small topic at a time, and keep the informational posts short, simple and to the point.”
What do people like more than listening to you talk about homes? Talking about their own home. Encourage your clients to post on your page (or tag you in) posts about their beautiful new digs. Engage with your clients on moving day and as they make their new purchase their own.
Be cognizant of privacy
Your clients might not appreciate their home and all of their belongings plastered all over social media. But then again, they might just love it. Be sure to get their OK first, and keep it classy.
Broaden your scope, with your audience in mind
Don’t limit your posts to buying and selling real estate. Post content about home decor, landscaping, lighting, home organization, home renovation and the like. And don’t forget moving and relocation tips! The one thing your buyers and sellers have in common is that they’ll soon be moving. People in the midst of relocating say their buyer’s agent is their number one source of help for moving.
Don’t just post it and forget about it. Respond to comments and reach out to those who are seeing your posts. Use your social media audience to get feedback on ideas.
Show off your personality
Megan O’Neil writes in Animoto Blog that agents should let their personality show through. “Find an interesting angle and be yourself. Don’t try to be something you’re not. Be the most authentic you possible. Being authentic makes you more personable and potential clients will see you as someone they’d like to work with.”
Stay open to all platforms
Don’t write off any social media platforms for your real estate posts. Facebook is a must, Twitter is great for connecting with others in your field, and Instagram and Pinterest are where a huge demographic will go to see pics of beautiful homes.
Want more? Here are 107 more tips for real estate pros posting on social media.
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Diane Laney Fitzpatrick of Digital Content and Services helps small businesses DIY their social media and digital media. She can be reached at firstname.lastname@example.org.