By Jim Lockerby
In the real estate boom of the ’90s, realtors could stick a sign in the ground and wait for prospective calls to pour in. Now, alas, home sales are much harder to earn. One real estate marketing tool many successful agents use is social media. Twitter, LinkedIn and Facebook are now considered key components in all marketing – and realty is no exception. Below, we explore how realtors use these tools to vend properties. We also provide a competitive advantage by highlighting the most powerful ways to use social media as a real estate marketing tool. First, however, let’s think about why these tools should be such an effectual way of marketing real estate.
It Offers both Expansive and Targeted Reach
The challenge of marketing real estate these days is getting your message in front of as many people as possible while especially focusing on those who are genuinely interested in your properties. Social media is a potent marketing tool because it is both far-reaching (you can place a public message on your profile) and targeted (you can send a message to just those people who might be interested).
Tricks for using Social Media to Market Properties
Step one in using social media as a real estate marketing tool is to set up a company profile at each networking site. Once your profiles are in order, start participating! It is not like traditional “spray and pray” advertising. It is a two-way conversation. Don’t just post your listings – interact with your followers and friends, as well. Your role is to ask questions, leave comments and provide useful information as an expert in your field. Some of the most prosperous real estate organizations in the world succeed online by passing on tips that property owners and buyers will find invaluable. As an example, let’s say one of your clients posts a question to your Facebook page about closing costs. Take advantage of this opportunity to show your deep knowledge by posting a quick, info-packed video response. This kind of user-centric approach to marketing real estate on these sites will earn you fans and sales.
Consider Corcoran Group In New York. They are enjoying booming web traffic and overall business thanks to a robust social media presence. All levels of employees, including CEO Pam Liebman, consistently provide helpful content through social media sites. Liebman herself regularly posts video responses to users’ housing questions. Once a real estate social media page has been established, you can generate new business directly through your Twitter and Facebook pages, as Corcoran proves.
Syndicating Customized Listings on Facebook and Twitter
Some realtors’ social media posts are more engaging than others. A drab, static listing will get far less attention than an interactive, entertaining one. For example, some online services empower real estate agents to create customized home tour videos and eCards. Utilizing such a service ensures that property listing information will be consistent across the web. Moreover, tour videos and eListings are easy to plaster all over the Internet, from Twitter to Craigslist to Facebook. A property tour video features a slideshow of pictures, particulars on each room, charming animation and music. Such packed, engaging content is much more likely to be shared by your followers, extending your social media reach even farther.