In this day and age, social media is a no brainer for real estate. It’s free, easily accessible, easy to use and gives you access to a huge potential audience.
However, despite a lot of social activity, many agents are struggling to see results. Usually, a lack of success is not connected to a lack of effort but can be attributed to one or more of these seven common but easy to avoid mistakes….
1. Not having a social media strategy
Think about how social media fits into your wider business goals. Be clear about what you’re hoping to achieve with each social platform ie do you want to drive new prospects, increase brand awareness or both? Once you know this, document what sort of content you need to achieve this. Plan content ‘themes’ (don’t just rely on listings) and set measurable goals you can track over time.
2. Making it all about you
Social media is not another channel to push out sales-related communications. The secret to success on all social media is to treat them as you would a two-way conversation offline. If you were to meet somebody new at a party, or on a blind date, would you talk about yourself non-stop, or try to judge what that person might be interested in and find a common topic that interests you both? Social media is no different to this. If you constantly ‘sell’ yourself, you’ll be quickly ignored.
3. Not being customer-centric
This point connects back to the point above. To engage your audience, you need to put them at the heart of your social content. Ask yourself, what do you really know about your audience? Where do they go for information? What can you offer to add value to their experience, even if it doesn’t immediately result in an opportunity for you?
4. Trying to be everywhere
Your choice of social media channel should be driven by where your audience is. In real estate, the obvious choices are Facebook and Instagram. But should you also be active on Twitter, Pinterest, Tik Tok, LinkedIn, etc? Managing social media takes time, so focus on the platforms where you can reach the largest population of your target audience rather than stretching yourself too thin over platforms that are unlikely to yield the results you want.
5. Expecting overnight results
Launching a social strategy and expecting to see results in the short term is unrealistic. Building a brand on social media is a cumulative exercise and takes time. Focus on being consistent and you’ll start to generate a consistent stream of prospects as your online reputation grows.
6. Not measuring and optimising
To ensure you’re heading in the right direction, take the time each month to look at your social media analytics. Is your reach increasing or decreasing? Is your engagement consistent or non-existent? What has been your most popular content? Use these insights to tweak and experiment with your social media so you can keep tracking on a growth trajectory.
When managed correctly, social media can be a lucrative channel for real estate success. Many of the common mistakes listed above can be easily fixed, so now is a great time to review your social activity and ensure you’re not letting these errors impact your social media marketing success.
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