How Real Estate Professionals Can Use Social Media to Stand Out and Beat Their Competition!
In the words of Gary Vaynerchuk (and I paraphrase):
“In the future, all businesses will become media companies. You must view your real estate business as a media company that specializes in real estate.”
Whether you like it or not, that’s the way we’re heading! If you don’t have an online social media presence, and you’re not producing content every day for your real estate business, you will be crushed by your competition and get left behind.
Therefore, you need to stand out, build your personal brand, and add as much value as possible to the marketplace. The good news is, it’s not as daunting or as scary as it might seem at first!
You just need to be consistent, and make sure your number one goal every day is to serve your community in the best way you can.
In this post, I want to give you a couple of strategies that you can start implementing right away to start building your social media presence and your brand, and become the go-to real estate agent in your local area.
Produce Content on a Daily Basis:
You need to be producing at least one piece of content each day and posting it on social media. There are many social media platforms you can post your content on (Twitter, LinkedIn, Instagram, YouTube etc) but the best platform to start with is Facebook.
This is because with Facebook you can upload the whole spectrum of media forms. Short form video, long form video, voice recordings, pictures, written posts - short and long. Once it’s all on Facebook you can then distribute it out to the other social media platforms.
For now, lets keep it simple and stick to Facebook. You're on it now reading this, so it's safe to say you know how to use it and should have a Facebook business page. To start with, just post all of your new content onto your Facebook business page.
The sole purpose of the content is to add value to your marketplace, and actually help people. Put yourself out there and add value to the local community by providing as much valuable content as you can.
The three main content mediums are video/images, written word and audio. This could be through video created on your phone, a blog post, even a podcast! The content should be informative and it should solve the main problems faced by buyers and sellers.
A great way to create content whilst your on the move is by documenting your day. You could document yourself in the local community, going to meet buyers and sellers etc.
This can simply be done using your phone to film yourself, or you can write a post, 'A day in the life' style. It really doesn’t have to be very professional, in fact the more raw it is, the better people will resonate with it.
Just be you! People like people, so just be as natural as you can and show your true personality.
You could also interview sellers that you either currently have as a client or those who have sold their home through you in the past. If you have a good relationship with them, ask if they wouldn’t mind answering a few questions for you on camera.
You can then ask them what it was they were most worried about when it came to selling their home, and the problems they encountered.
Then either post these interviews directly on to your business Facebook page or use the interview answers to create lots more pieces of content aimed at addressing these key issues and fears, and the ways to overcome them.
To resonate more with potential buyers, you could make a post every day reviewing local amenities. Post about great local restaurants, shopping centers, public transport, local schools, churches etc.
You can even use your local knowledge and discuss any upcoming projects or developments in the pipeline in the local area which will likely make the area more sought after. A new school or shopping center for example.
Once this content is on your Facebook page, you can then boost this content to the people you most want to get in front of (your target audience), and get them to engage with your content.
By doing this, you start to build awareness and trust in the marketplace and you will be at the forefront of their mind when it comes to either buying or selling a house. As you’ve helped them so much already, they will come to you.
Also, by putting out a lot of valuable content you will start to get people commenting on your posts and may get people asking about what listings you have. Or they may highlight to you that they are considering moving house and may want to sell soon. You will start to get warm leads reaching out directly on your content the more you do it.
Targeted Facebook Advertising:
Facebook advertising is still pound for pound (or dollar for dollar) the best marketing platform there is for real estate professionals. If you want to get yourself in front of your ideal client, or you want to get your clients home in front of potential buyers, Facebook is the best place to do it.
If you can get a decent understanding of Facebook advertising and use it in the right way, not only will you have clients queuing up to do business with you, but you will also be able to create a steady stream of potential buyer leads, so that you can focus all your time on setting appointments and closing deals!
Ideas to attract sellers:
Market your content to the local community to build awareness. Run engagement campaigns to generate as much engagement in your content as possible. Use the seller interviews we discussed and the content that addresses the fears most sellers have.
Create a video or long form written Ad that states why you’re the best real estate agent in the local community and run it to a targeted audience of those people you most want to work with in your area.
Use that same Ad and re-target everyone who has engaged with your content in any way. This means anyone who has liked, commented on, or shared your posts. You can even re-target to anyone who has watched at least 50%, or 75% of your videos. As you can imagine, they are a very warm and engaged audience.
Ideas to attract potential buyers:
Market your content (E.g. your posts reviewing local amenities) to those who are most likely to buy. You can easily do this within the Facebook platform and can use things such as age range, geographical targeting, income bracket, recently moved etc.
Once someone has seen your content (say 5 or 6 posts), and have either viewed it or engaged with it in any way, you can then show them your listing. Instead of being just another listing that pops up in their feed, it’s a listing that is coming from the same person who has shown them the best local amenities and has already added tremendous value. It’s very powerful.
The key is to combine content and advertising together. Add as much value to the community as you can before you hit them with any kind of advertising. Most people out there will just be advertising directly, without having built up any trust or adding any value.
Be different and show that you actually care, and you will stand out in a crowded market.
I hope you found this useful. Please give it a try and put this into practice. Even if it's just one post a week, it's still better than nothing!
I can guarantee most real estate agents aren’t doing this and if you start doing it, you’ll stand out head and shoulders above your competition and you should start to see the benefits.