6 minute read
Networking in the Digital Age
Make Social Media Work for You
By Tyler Helms, Technology Manager and Mckenzie Hamrick, Communications Specialist NC Association of REALTORS®
The shift to the digital age is here. Real estate searches on Google have grown a whopping 253% in the past four years according to a study from the National Association of REALTORS®, and 89% of those in the buying market are likely to conduct a real estate agent search. The fact that the internet plays such a vital role in the home buying and selling process goes to show that the digital footprint of a REALTOR® has never been more important.
Home buyers and sellers have another tool in their arsenal: social media. Currently, 90.5% of REALTORS® are using social media to some extent and those who do take the time to integrate it into their daily sales efforts are seeing notable benefits.
Social media is redefining how we interact with people. And let’s face it, real estate is a business built on relationships. It is all about who you know and how many new people you can meet. REALTORS® have mastered this networking skill offline, through face-to-face interactions, but how can it be applied to the online world? Easy: with social media.
There are five major platforms to consider when approaching a social media plan. Take a look at the basics behind each and discover best practice tips for ultimate success.
Facebook can be a very valuable real estate tool, producing a substantial return on your investment in the form of likes, shares and comments – the currency of influence. Each helps to increase your sphere of influencers, spread your marketing reach and ultimately, generate more leads.
There is some debate as to the type of Facebook account REALTORS® should use: personal vs. business. A business page doesn’t give the opportunity to monitor your friends’ activity, which removes one of the greatest benefits of Facebook. On the other hand a business page does give you access to advertising and loads of demographic data through insights. It is up to you to decide which method works best for your brand.
Facebook is a platform for cultivating relationships, not generating leads. It is a means to engage your sphere and establish yourself as an expert. Remember to post more than just listings, but when focusing on your available properties, use these tips.
• Focus on one or two features of the house that really stand out.
• Include a link from your website, MLS listing, blog, etc. to add credibility.
• Include photos of the house and key features you want to promote.
• Keep the description of the post brief; give just enough information to get someone interested to click through.
• Engage your audience (Have them guess the listing price, give their opinion on decor, etc.).
Twitter gives you the ability to speak in real time, to areas even outside your sphere of influence. It does take time to build an attentive audience and it is sometimes difficult to see an immediate impact, but because you are limited to just 140 characters per tweet, it takes very little time to create content. Just think of tweeting as text messaging online.
To tweet or not to tweet? Make sure to plan a messaging schedule working on the premise of 80% newsworthy content and 20% sales messages. Follow these simple rules when tweeting for your real estate business.
• Retweet other followers’ content several times per day to strengthen the relationship and show thoughtfulness.
• Tweet unusual properties.
• Tweet a featured property of the week.
• Tweet local house prices.
• Tweet home improvement hints & tips (especially videos).
• Do not tweet your frustrations about a vendor/buyer etc.
• Do not tweet every single listing.
Instagram is a free mobile application that allows users to instantly share their life through photos on a variety of social platforms. Unlike traditional pictures snapped on mobile devices, Instagram offers a variety of “filters” which allow users to quickly modify the color treatment of their photos. Similar to Twitter, hashtags are used to categorize photos which allows a broader audience to find the photo.
In June 2013, Instagram announced video integration. This is an additional way to share your stories in a visual way. with this new feature you are able to create videos up to 15 seconds long and apply color filters to give it an extra creative look. Here are just a few ways you can use this new feature to your advantage:
• Give a quick tour of the home.
• Have the homeowners explain what makes their house their home (or let their kids do it, with permission of course).
• Capture special moments that make you love your job. Things like handing over a set of keys or putting up a sold sign show you care and that you are successful in helping clients.
Pinterest allows users to share and organize photos and videos on virtual bulletin boards. Photos and videos are called “pins” and when shared are attached to boards with associated themes or topics. One of the greatest joys of home ownership is making your house a home. Pinterest is becoming the go-to place for inspiration, doit-yourself projects and design ideas.
As a Pinterest user, you should be focused on getting your images and videos repinned and driving traffic back to your site. In order to achieve these two goals, your pins should be aesthetically pleasing and “findable” in a Pinterest search. Unlike Twitter and Instagram which thrive on hashtags, Pinterest users search for photos in a way similar to Google searches. Keywords in pin descriptions are key in reaching the largest audience.
One of the best ways for REALTORS® to utilize this platform is to share home listings. Here are a few suggestions to make your Pinterest account help your business.
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• Pins with prices get 36% more likes than those without.
• Pin the listing from the site it came from rather than uploading the picture and describing it. Pinterest is the 3rd largest web traffic driver, so take advantage!
• Optimize descriptions by thinking about what some one might search. Mention town and state, color, décor and design terminology along with common adjectives.
• Try a variety of descriptions, pin at different times and always measure your results.
• Create community boards and showcase the culture of your listing areas by pinning places, events and things to do in nearby towns and cities.
• Create a board which includes interests and hobbies, so that potential clients can get a sense of who you are and possibly connect on a more personal level.
• Educate your consumer by creating a board dedicated to real estate resources including infographics, blog posts and industry news.
Youtube
Nearly every video on the Internet today is channeled through YouTube. Videos are a great way to showcase a listing to attract potential buyers and three out of four home sellers are more likely to list with a real estate agent that uses video. YouTube also connects directly with Facebook and Twitter, creating a simple solution for crossplatform marketing. But deciding what kind of content to post can be challenging if you’re new to this platform. Here are a few ideas to help get started:
• Testimonial videos. Ask your best clients to say a few words about what it’s like working with you to help showcase you and your working style.
• Pre-listing presentation video. Explain your value proposition, expertise and skills on videos and send to potential clients before meeting them in person.
• Open house promotion. Give your clients and YouTube subscribers a sneak peak of a new property to help promote an open house event.
• How-to videos. Provide navigation through the home buying and selling process with informational videos to help answer common questions.
What about google+?
Google Plus has become the second largest social networking site in the world, having surpassed Twitter in January of 2013. while there are many layers to Google+, one unique feature is Hangouts. This video chatting tool is great for video meetings with clients who may be relocating and cannot meet face-to-face.
As you can see, social media was made for REALTORS®. Remember it is just a tool in your arsenal – and when used effectively and efficiently it can help you cultivate business. Use these final tips as best practices for time spent on any platform in the social media world.
• Mix up your postings. For every marketing or branding-type post, there should be three to four unbranded posts meant to create conversation and position you as an expert.
• Post listings, photos, industry trends and other important information frequently. This keeps your page fresh and current.
• Add social media buttons on your website and in your email signature to grab more likes, followers, friends and engagement.
• Remember, first impressions count, and people do business with people they trust so be sure that your profile picture conveys ideals of your brand.
• Follow reputable local companies – and create a supportive network. There’s strength in numbers.
• Allocate time in your day for social media and stick to it. Consistency is key to attracting more followers and fans, and encourages frequent interaction.
• Consider privacy settings on each platform. It is up to you to decide how comfortable you are with people finding you online and seeing what you share. Never post private information such as home address.
• After connecting with a current or prospective client on a social network, it is important to stay in touch. The more responsive you are to your connections the more responsive they will be with you. v
By BRIDGET MCCREA
