There’s no question about it: social media is good for business. Need proof? A 2018 study by the National Association of Realtors revealed that having a social media presence is an increasingly important component in sourcing and closing deals. Check out these other key findings:
- 47% of real estate businesses note that social media results in the highest quality leads versus other sources
- 99% of millennials (and 90% of baby boomers) begin their home search online (as opposed to in-person referrals)
- 77% of Realtors actively use social media for real estate in some capacity
At a time when the Covid-19 pandemic is demanding digital acceleration, the importance of having an online presence has never been greater. Last week, we had the pleasure of discussing this very topic at the first of many #TuesdayTalks to come: “Social Media Strategies to Grow Your Real Estate Brand.” Read on to learn actionable social media tips from top performing Realtors Bill Davis, Amanda Webb, and Angela Thompson.
1. Post with authenticity in mind
How are real estate agents supposed to maintain business-as-usual in an industry built on relationships when it’s no longer safe to meet in person without a mask? Remember that your social media channels pose the unique opportunity for you to create and maintain relationships with past, current, and prospective clients. As cliche as it may sound, being yourself is the best policy. At the end of the day, customers buy from people they know and like. Feeling unsure about how to start posting authentically? Here are some ideas to get you started:
-Don’t be afraid to share personal content in addition to professional content. Whether you want to share a few fun facts about yourself, a glimpse into your second-job as a parent, or you want to give your significant other a shoutout, remember that professionals are people too.
-Be weary of generic content. While inspirational quotes (so long as they are relevant to the real estate industry) and listing updates serve a purpose in that they provide value and engage your audience, be sure you are balancing out these types of posts with those that feature the real you. Shoot a selfie-style, 60 second or less video with your smartphone right now and introduce yourself to your followers. Remember, your video doesn’t need to be fancy, it just needs to feature you!
-Online, perception is reality and consistency matters. If you are truly open for business and expect your audience to engage in a reciprocal relationship with you on social media, you must deliver. Everyone must start somewhere. If you can’t commit to posting everyday, commit to posting three times per week and build from there. Most of all? Don’t allow the fear of striking out keep you from playing the game. While there are general best practices you should follow, there is no such thing as the perfect post. What’s more, the secret to getting ahead on social media is getting started. Don’t be afraid to create and publish your first post, even if you don’t have a fully fleshed out strategy. Even influencers with thousands of followers once had humble beginnings.
2. Maximize your time
In business, it’s no secret that time is money. With this in mind, it’s important to work smarter not harder. Moreover, our panelists advise taking advantage of free tools and tech to enhance your efficiency online. Here are some tips to help you make the best use of your time on social media:
-Panelist Bill Davis treats social media like an exercise regime. Like a muscle, your social media skills will get stronger the more you work them out. Can you fit in a daily “social media workout”? Build a daily habit that will serve your business exponentially. Start out by dedicating 20 minutes and see if you can work up to 45 minutes and eventually, up to 1 hour per day.
-In an industry where relationships are everything, it’s important to stay present when you are with your customers. Next time you are at an open house, try recording a 15-30 second clip of yourself and post it at a later date, whether that’s in a few hours or the following week. What matters is that you take the time to capture the content.
-You don’t need to use an expensive scheduler or complicated content calendar to find the time to generate and post content consistently. Take it from panelist Angela Thompson, who’s pro tip is to utilize Instagram’s free drafting feature.
-Panelist Amanda Webb’s favorite hack is finding ways to use a single piece of content in different ways. For example, she uses a handy, inexpensive tool called Temi to transcribe videos and webinars into blog posts, email blasts, and more.
-Check-out Canva, a free and user-friendly tool that allows you to easily create high-quality, graphics for sharing across your digital platforms. Our panelists swear by it and so does our team here at Radius Agent!
3. Strategically Convert Followers Into Leads
As fun and distracting as social media can be, it’s important to keep your eye on the ball: the rationale behind utilizing social media for business is to build a pipeline and generate revenue by strategically converting your followers into leads. Here are some pro tips from panelist Amanda Webb to convert followers into leads by building trust with free resources:
-Make it easy for followers to opt into your email list by providing a link in your bio or About Me.
-Utilize “Lead Magnets.” A lead magnet is the bait you offer to your leads in exchange for their contact information. Your lead magnet can be as simple as an article converted into a PDF, or as extensive as an ebook, industry report or infographic.
-Now that you’ve captured the contact information of your followers, contact them via email once per week.
We hope you will find these insights helpful. Remember, dedicating time to social media isn’t about instant gratification, it’s about pipeline generation. With consistency and creativity, you can and will rise above your competition with the help of social media. Have other social media tips for real estate? We want to hear them! Drop us a comment below.