Social media is a cost effective way to reach homebuyers. And, according to the California Association of Realtors, they want to hear from you: “91% of buyers are receptive to receiving information about the home buying process directly from their agent via social media.” Homebuyers use social media for buying tips, neighborhood information, and viewing their agent’s Facebook Page, among other reasons.
(Source: California Association of Realtors)
Because realtors’ number one source of new business is referrals from past clients, it’s important to stay in front of them. In fact, 74% of clients will give you a referral if you stay in touch.
The below infographic further demonstrates why it’s important to be active on social media, but how can you be a successful social media marketer? Let’s explore.
Optimize Your Profile
So, you’ve created a few new social media profiles; now make sure to optimize them. Choose your profile image carefully as this is how your followers will be able to quickly identify you, and use a high resolution cover photo that you think defines you (possibly your city’s skyline or a picture of your team). Complete the “About” section to include a bio, contact information, your website, and other social media profiles. Make it easy for people to know get a feel for who you are.
One way to lose followers is by solely posting your listings. This is not relevant for past clients who recently purchased a new home, and if they decide to stop following you, they’re likely to forget you (see statistic on this in the above infographic). Instead, post useful articles, such as:
- Home trends
- Information, news and events about local neighborhoods
- DIY home improvement projects
- Home maintenance tips
- Beautiful pictures of your city
- Original blog posts linking back to your website
This makes your posts valuable to the majority of your followers. Posting a new listing is fine from time to time, but follow the 80/20 rule as closely as possible: only 20% of you posts should be self-promotional and 80% should be dedicated to content that really interests your audience.
Facebook’s advertising is very robust and allows for targeting by location, interests, behaviors, language, net worth, gender, age and more. This is great way to ensure you are putting yourself in front of the right people. You can boost specific posts, attract people to your website, gain more followers and more. Read more about Facebook Advertising here.