It’s no secret that social media is a quick, cost-effective way to promote your business and reach new clients. According to a May report from Social Media Statistics Australia, there are nearly 15 million active Facebook users across the country. That’s over 60% of the population. Instagram boasts another 9 million active Australian users, and there are 6.3 million active users on Snapchat. If you want to reach more people, you need to build a digital presence. However, simply posting whatever comes to mind isn’t enough—you need a strategic approach.
Why real estate agents need social mediaAside from reaching a larger audience, social media offers a slew of benefits for agents:
- Reputation: Your social media accounts are great places to demonstrate your expertise, communicate your experience, and celebrate your achievements.
- Connection: While your main purpose on social media might be acquiring new clients, social media allows you to stay connected with former clients as well, resulting in referrals or repeat business.
- Marketing: Social media offers a more organic way to sell your services and show off your personality, and you’ll have more options to show your listings (i.e. video, live tours, etc.).
Important points to remember
Before you start posting, it’s important to set yourself up for success. Make sure your profile is complete and ready for visitors:
- Enable reviews so new clients can get a feel for your service.
- Describe your services in detail; make it easy for clients to learn about what you do.
- Keep your communication info front and center, whether it’s a phone number, email, or official website, don’t make clients dig for these details.
- Upload a strong professional photo.
- Keep your posts relevant to your business; save your political views for your personal accounts.
Best topics for real estate agentsThe real estate industry is rich with interesting topics to post on your social media accounts. It’s critical that you understand your market and target customer so you can share info that reels them in. But in most cases, the following 3 categories are safe bets:
- Advice: You get asked a lot of questions about the home buying process. While you’re happy to answer them every time (it’s part of the job), social media is a great place to share this information. For example, buyers might ask about financing options. You can answer this question with a thoughtful post that covers the primary ways to finance a home. This not only helps potential clients learn more about what to expect, but it also establishes you as an expert.
- Listings: Ultimately, your objective is to sell properties. Social media is a great place to announce new listings and share information about them. Post high-quality photos and video, and publish any details that are likely to interest prospective buyers (i.e. price reductions, special features, nearby attractions, etc.). This gives buyers a chance to interact with the property and get a feel for your selling style.
- Stories: Sure, you can share testimonials, but they often feel forced or artificial. Instead, share stories about some of your sales. Maybe you helped someone buy their first home, and the experience was especially touching. Instead of a generic testimonial about how great your agency is, share a story about those buyers, the connection you had with them, and how that sale made you feel. Real estate is a people-oriented business, and this personal connection will pull clients in.
Social media is a great tool to promote your business and establish your brand, but it only works in your favor if you post in a strategic way that speaks to your clients.