In the last decade, social media networks have more than tripled their entire user base. In 2010, there were 970 million users of various social media platforms like Facebook, Tumblr, Twitter, etc. By the end of 2020, that number had risen to 3.81 billion. Right now, there are 3.96 billion social media users worldwide - roughly 50% of the global population. Real estate companies, like most companies, have started to take advantage of social media platforms to reach out to customers.
Unlike traditional marketing, social media marketing has no uniform strategy that every business can use. There is no one-size-fits-all approach when it comes to social media marketing. All of the strategies and decisions are taken depending on the objective in mind. There are scores of amazing social media platforms - and there are scores of great strategies you can commit to. To do so, you need to understand your target audience.
Social media marketing is not an easy task, especially considering the immense competition globalization has brought upon the world. The task is a successful one only when businesses start with clear and achievable objectives in mind. It is also very important to come up with creative and compelling content. Lastly, it is extremely important to pick the right social media platforms so that your brand can reach the target demographic. This is how a robust social media campaign works.
Social media, once utilized properly, can be a godsend for businesses. Client-facing businesses such as real estate companies can reach out and connect with a large demographic by using the power of social media. Your brand can now present itself to the world and interact with the billions of potential customers well within your reach. Here are some of the benefits your real estate business will enjoy if it uses the power of social media -
There are two types of social media marketing - organic and paid. Paid social media usually comes with a larger budget, whereas organic social media is more cost-effective and flexible. Let’s take an in-depth look at the differences between them.
In this kind of social media marketing, brands use the free features of social media platforms. They share posts, images, post stories, videos, etc., in an attempt to engage with their audience base. It is the best practice for small and independent businesses that have a shoestring budget. In this type of marketing, all businesses raise a community and then attempt to redirect them to the business website.
Contrasting deeply with organic social is paid social media marketing, where businesses pay the social networking platforms to promote their posts. This is a platform where businesses invest to ensure that paid and targeted ad campaigns reach the ideal buyer. Targeted ad campaigns are run with the help of search engine cookies and other tactics. Ads can also be sent to users depending on location.
There are various strategy options out there available for businesses when it comes to social media marketing. Depending on what their end goals are, the right strategy needs to be picked. However, the primary goal of every strategy is to ensure that conversations started with customers last over time and convert into leads. Here are the best social media marketing strategies out there -
Like prospecting for gold, a prospecting campaign is where brands reach out and try to interact with people unfamiliar with their product or service. This kind of social media marketing campaign is accomplished by engaging content that makes people stop and want to learn more. Here are some prospecting campaign tips -
Unlike a prospecting campaign, a retargeting campaign is where the brand reaches out to users who have interacted with the brand but didn’t go the distance. A retargeting campaign aims to weed out users who have expressed interest in the past but didn’t make a purchase. Then, you have to approach these users and see if you can persuade them to take an interest. Here are some customers that you should pick for retargeting -
Here is some advice and some useful pointers that will help you to structure your website and formulate a robust retargeting strategy ASAP -
A wonderful way to convert a window shopper into a paying customer is to get them to engage with your brand. You can do so by using the “conversion” campaign strategy to take users and convert them into paying customers. Apart from paying customers, they can also be converted into some other role, such as -
A conversion campaign is very important since it will allow you to collect business-critical information such as email addresses and phone numbers. You can also collect a lot of other data, which will be instrumental in your targeting strategies. You’ll be able to portray your real estate brand to the world as trustable, familiar, and worth engaging with.
Before you take a running leap into the world of social media and audience engagement, it is very important to have a proper strategy in place. To do this, you have to invest time, money, and effort to understand your audience properly. Here are some of the advantages you’ll enjoy by establishing a formal social media strategy -
The average internet user spends almost 2.5 hours (144 minutes) every day using social media platforms like Facebook, WhatsApp messenger, and Instagram. Picking the right social media platform to spread your brand’s presence will give it an amazing boost. You will see that most of the leading social media platforms have business-friendly features. Business accounts come with a host of amazing features - such as access to insights and analytics. In the second quarter of 2020, Facebook had more than 9 million active advertisement users - making it their single biggest source of revenue. Your brand needs to pick social media platforms and go about creating a user profile.
Here, you will take a look at some of the major benefits that a business profile on a social media platform gives you -
Here are the different social media platforms you can choose -
With more than 2.7 billion monthly active users, Facebook happens to be the most-visited platform globally. Facebook has 1.785 billion daily active users, which means that more than 66.09% of the monthly user base logs into the platform every day. Behind Google and YouTube, Facebook is the third-most visited website in the world. Your business and real estate ad campaigns can reach a population of almost 2 billion people monthly.
Facebook is also an amazing tool for social media ad campaigns because it is very business-friendly. It is full of features that allow businesses to optimize their strategy, glean insights, and expect a pretty great ROI. Using the Facebook platform as a playing field, even the smallest independent business can give an established multinational corporation a run for their money. Here are some of the tools that Facebook will offer -
Another member of the Facebook family is Instagram, one of the most popular social networking platforms in the world. "Insta" is meant for sharing photos and videos - and can now be used to make short video content called "reels" as well. It's a hugely popular social media platform, with more than 1 billion active monthly users. A survey revealed that 25% of all smartphone users use the Instagram app pretty actively.
Did you know that Instagram is also an amazing choice for businesses and advertisers? In 2020, almost 30% of Facebook's entire ad revenue was due to this platform alone. Instagram has 2 million advertisers on it, and each can reach an estimated 928.50 million people with their ads. The business profiles on Instagram have access to many amazing tools, which help them design a personalized social media marketing strategy. Here are some of the Instagram tools -
With more than 187 million monetizable daily active users, Twitter is a solid choice of platform for a social media marketer. It is also one of the most trusted social media platforms since 59% of people get their news from Twitter. With their 280 character limit, a Twitter account can be a great way for your real estate business to reach out to clients and engage in conversations. Here are some of the best Twitter social media tools -
YouTube is the best choice of social media platform if you are interested in publishing useful video content. It is one of the most preferred platforms for social media marketers - since it's the second most-visited website in the world. Also, it will interest you to know that 18% of users use YouTube to keep up with all of their favorite brands and businesses.
YouTube also allows the advertiser to choose different kinds of ads for their platform. One of the most effective ads is the pre-roll skippable ads that come on the screen just before a video starts. A recent survey discovered that 29% of marketers think that these ads score the most engagements. By 2022, YouTube estimates that it will have 210 million users from the US alone. Here are some of the most effective ways to assess YouTube performance -
YouTube is also an amazing lead generator for social media marketing. The video cards feature on YouTube is one of the best ways for you to link to other videos, outbound links, and other places. After a customer watches a video, they can directly travel to your website and purchase or cause conversions. You can also use YouTube to figure out who is watching your videos and playlists.
LinkedIn is a professional social media platform, and it is oriented towards professionals and students who want to interact at a professional level. With the rise in student internships, it is slowly becoming one of the world's most popular social media platforms. It has 660 million users, with more than 50% of this number being active daily. LinkedIn is also one of the only platforms majorly used by most of the Fortune 500 companies out there. It's the best platform used by companies/individuals when they're looking for leads or employees.
LinkedIn advertisements can be used to reach more than 727 million people all over the world. Your real estate brand can use LinkedIn to collaborate, share best practices, and market effectively. You can also use LinkedIn to run prospecting campaigns and generate some new leads. Here are some LinkedIn mechanisms -
With more than 293 million active users today, Snapchat is one of the main targets of businesses. However, in recent times, Snapchat has declined in terms of usage. In 2019, the growth rate of this social media platform dropped to single digits for the first time since its launch. Despite the viral face filters and other content, Snapchat hasn't been doing so well lately. However, your brand can still use Snapchat's "My Story" and geo-filters to locate a target demographic. Snapchat also introduced ads known as 3V, or Vertical Video Views, that integrate seamlessly into the app itself.
Pinterest has more than 450 million monthly active users, and it's one of the best image-sharing social media platforms in the world. It is mostly used by creators and designers looking for inspiration and platforms to showcase their work. Here are some of the innovative ways in which you can use Pinterest to promote your brand -
Many social media marketers have applied data analytics to understand how social media algorithms work. Facebook, Instagram, LinkedIn, and Twitter all use sophisticated algorithms to determine which content their users want to see at the top of their feed. These algorithms are a fiercely guarded secret, and you can't know the details about them. However, one can "hack" the algorithm with the help of analytics.
For example, here's how the Instagram algorithm works -
Here is how Facebook's closely guarded algorithm works -
Similar but not identical algorithms are used by other social media platforms as well. The common link is that all social media platforms emphasize content that invites users to engage and interact with it. It is also important to ensure that 80% of your content is native to the platform and not outbound links to other sites.
Creating Content To Uplift Your Social Media Marketing Goals
Suppose you've determined the type of social media campaign, strategy and platform you want to use for the efficient execution of your marketing plan. In that case, you'll have to prepare the correct content creation for getting everything into action. Social media content that runs effectively helps provide value to the users in every stage of the buyer's journey.
If you want your content to be unique, appealing and better than the never-ending amount of content in social media, you have to make it:
There are several types of content choices available similar to the choices of social media platforms. Some of the contents that work best for the real estate ventures for their marketing campaigns are as follows:
The photos and videos content plays a vital role in the marketing aspect of real estate businesses. The real estate agents can take help from these images to tell their version of stories as well as provide recorded documentation of special events as proof or display to their clients. When compared to the conventional method of text-driven content, photo and video content helps marketers in better ways. Some of the ways are as follows:
Knowing The Aspect of Timing To Post Marketing Content For Real Estate
There is no perfect timing in a week or month when you will feel it's best to post the image, text or video-driven text. Some apparent reasons bind marketers to respond immediately to the comments, queries or concerns on posts as that's the best way to win the trust of their users.
You must focus on consistency in the timing of your social media plans and strategy. Users will get accustomed to noticing your content if they get posted at a particular time of the day.
However, the coordination of those posts is essential to bring the users on a convenient journey.
This pattern or rule helps the marketer to convey the feeling of over marketing to the users when they scroll through their feeds on social media.
You have to ensure that the contents are rolled out in such a manner that they trigger the engagement rate of the users in social media. Your content must engage the users so that their expectations rise to see the next post.
If you become successful in engaging and enhancing the user experience through your content, you can consider that you've established a connection that is dynamic, unique and sustainable.
We hope that this guide for Real Estate Agents to boost their social media marketing is helpful and enjoyable. Social media can be the most effective and powerful tool to develop your personal brand, generate seller leads and homebuyers for your real estate business.
If you have not adopted the use of social media as a crucial segment of your marketing plan, then a proper guide or Real Estate Agent's Social Media Toolkit will help you. You can get the best guides and access the tools as well as strategies required for the successful execution of your social media marketing campaign for the real estate business.