As of January 2014, Pew Research found that 74% of online adults use social networking sites. 74%!!! That means that three-fourths of your online customers can be found using social media.
As a Realtor®, it can be difficult to know exactly how to approach social media. There are so many options, and consistent engagement can be hard to maintain. In this article you’ll find great tips for the three most common social media platforms: Facebook, Twitter, and Pinterest.
No matter what social media platform you focus on, be sure to listen, add value, and interact consistently. Also, follow the 80/20 rule – 80% of your postings should be lifestyle, connecting, and helping. 20% can be about your listings.
Facebook is the most well-known and well-used social media platform. Pew Research found that 71% of online adults use Facebook, so this is a great place to start your social media strategy.
- Set up a business Facebook page focused on your realty business. You want to separate your Realtor® work from your personal life and personal posts. Stay natural though! Have real conversations and make connections. And use lots of pictures! Some ideas include pictures of your target neighborhood, pictures of unique staging or architecture, and of course pictures of your listings and sold properties.
- Using the 80/20 rule, post a lot of helpful information, especially about your target neighborhoods. Post about local events, local news, and local sports. This will make you stand out as a very knowledgeable Realtor® to potential clients in that area!
- Run contests to encourage engagement. Ask what your page followers’ favorite street name in the neighborhood is, or have them vote on a favorite photo of unique or celebrity homes. Award a random winner with a local treat. You’ll build your reputation and strengthen your network!
- Consider targeted local advertising with Facebook. You can have promoted posts offering your services end up in front of locals, encouraging them to contact you if they know someone buying or selling.
Pew Research states that 21% of online adults use Pinterest, and demographics show that these users are largely female and focused on home, food, and design. That makes it the perfect platform for a Realtor® to show their expertise!
- Get ideas for staging properties you sell. Pinterest is full of amazing home décor ideas. You can start a board of home décor ideas – this will allow you to attract followers while stockpiling ideas. Avoid using the word ‘staging’ in titles and descriptions, as that comes off as inauthentic.
- Set up a variety of board that will help you attract followers, such as celebrity houses, interesting architecture, or DIY projects. Not only will these pins teach you facts that make interesting talking points, others may follow you and see your listings and other pins as well.
- Be authentic – post about your own hobbies and interests too. On social media, it’s important to show your real self, not just a professional image.
- Have a board for your listings. Repin listings that have important changes to bring them to the top of others’ feeds. An upcoming open house or recent price reduction can be highlighted this way. Also highlight your sales!
Twitter may be the most intimidating platform of these three. Because it is text-based and uses only 150 characters per tweet, many realtors aren’t sure how to use it to promote their business. However, 19% of online adults use Twitter, so it’s worth learning how to tweet effectively!
- Create the right account. Your handle (name) should have something to do with real estate, and your smiling face can be your image. Be sure to give a quick elevator-style pitch in the bio, add your website address in the links, and create an attractive background.
- Remember the 80/20 rule in your tweets. You can tweet your listings, but also tweet about local events, local news, fun things to do in the area, and tips for moving. Don’t forget to include pictures – you can add a short link that leads to a Facebook photo or pin on Pinterest!
- Use hashtags to expand your reach. A hashtag is a pound sign – # – and indicates a general subject. You might use something like #NYMovingAdvice or #TXHomesForSale. You can make up any hashtag you like, and folks who search for that topic will see your tweet.
- To build followers, find influential people in the area and follow them first. Ideas are local celebrities, news organizations, or community groups. They may follow you back, and in any case you can retweet (re-share) their content. When you do, their followers will see you, and may choose to follow you for more information.
Social media is about being as helpful as possible in order to build connections with others. Whether you choose to focus on Facebook, Pinterest, Twitter, or some combination of the three, authentic interactions are key. The people you help are likely to become customers as they learn to know and trust you. They’ll think of you when they need your services!
Do you use social media as a Realtor®? What have you found to be effective? Share in the comments!!