Real estate professionals are passionate people. It’s your superhuman power to generate excitement, educate and tap into the emotions of home buyers and owners alike. And there’s no greater vehicle to showcase your property listings, while putting creativity on full display, than through social media.
Most, if not all, agents have a presence on social media, and rightly so. The audience is there, the competition is there, and the opportunity to get front and center is available at the ready, with the right strategy of course. The question is: Are you using social media to the best of your ability? 38 percent of agents post on average, three to six times a week, while another 37 percent reticently acknowledged they post less than two times per week. That’s according to a survey conducted last year by RISMedia, a real estate industry news provider.
So much has changed since then and home shoppers are counting on you now more than ever to navigate them through the twists and turns of property ownership – hence the importance of social media. But, what’s a happy medium to engage with an audience without being obnoxious or too reserved? We’ve curated a list of best practices that’ll help you connect with buyers and sellers to drive more business.
Above all else…don’t just post to post. Have a strategy in place where each post has a purpose.
Optimize Posting Timing and Frequency
There is no “one-size-fits-all” approach to social media posting. That’s because audience demographics vary widely across each channel. Younger homeowners and buyers tend to frequent Instagram and Twitter, while “older” buyers can be found on Facebook and Linkedin.
To best increase awareness and engagement, you should post:
- Facebook: Once a day between the times of 9 a.m. to 3 p.m.
- Instagram: One-to-Two times a day between 8 a.m. and 9 a.m. and at 2 a.m. (Nope, not a typo. Leverage the scheduling tool available.)
- Twitter: Three tweets a day at 12 p.m., 3 p.m., and between 5 – 6 p.m.
- Linkedin: One post a day between 10 – 11 a.m.
- Pinterest: Three pins a day at 2 p.m., 9 p.m. and 2 a.m.
Homeowners are more willing to work with a real estate agent that they’ve made a personal connection with. So, don’t settle for generic social posts. Let your personality shine and write your own original social media content representing you as an agent and individual. Consider lifestyle and community-based content, such as giving buyers an inside look at the areas you serve or providing tips for those new to the neighborhood.
Take Your Own Photos and Videos
This best practice aligns with being authentic. Stay away from stock photos and capture the real beauty of a property listing by snapping your own pictures. It seems everyone has a smartphone today, each equipped with a powerful and versatile camera. Take photos of your properties and of the community. Once you have something you’re happy with, include an awesome caption that goes along with it. Also, strongly consider recording videos. According to HubSpot, 45% of people watch at least an hour’s worth of videos a week on Facebook and YouTube.
There’s a misconception that hashtags are solely used to garner more “likes” on social media. Rather, they serve as a roadmap to connect homeowners and buyers with your content and brand. Social media hashtags are similar to keywords on a search engine. When someone searches for #realestate or #justlisted on a social media platform, posts with the aforementioned hashtags will appear. It’s a good idea then to incorporate hashtags within social posts relevant to the topic, especially ones that are location-based.
Here are some general real estate hashtags to consider adding to posts:
#realestate #realtor #househunting #dreamhome #dreamhouse #homesforsale #homelisting #openhouse #renovated #justlisted #homesweethome
When marketing yourself on social media, plan it out, be reliable and be authentic with everything you post and share. The strategy is to utilize social media to help you attract new homeowners and buyers, keep past clients engaged and be a reflection of your personal brand.
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HubSpot. 2020 Marketing Statistics, Trends & Data – The Ultimate List of Digital Marketing Stats, www.hubspot.com/marketing-statistics.
Real Estate Teams: Here’s How Often You Should Be Posting on Social Media, newsletter.rismedia.com/news/view/106218/.