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Must-Know Social Media Strategies for Real Estate

Must-Know Social Media Strategies for Real Estate

Social media fits real estate marketing like a glove—but only if it’s done right. These social media strategies for real estate will help you effectively tap into new sources of leads.  

Real estate is a people business. That’s why you should leverage a marketing tool that is also all about people: social media. 

If you have not begun developing social media strategies for your real estate business, now is the time to get started.  

Consider for a minute that in 2017, 81% of Americans had at least one social media profile. And the numbers are projected to continue skyrocketing: by 2020, 200 million people just in the U.S. are estimated to be on social media.  

And it’s not just your high school friends, and distant relatives who are all over Facebook—professional marketers are tapping into social media in a big way. A recent survey of marketing professionals found that 41% plan to up their social media marketing budgets “significantly” in 2018.  

Social media strategies for real estate make a lot of sense. But that doesn’t mean that all social media use is good for your brand—the key is to use it the right way. As Bubba Mills, chief executive officer of Corcoran Consulting & Coaching, puts it, “Done right, social media can increase your trips to the bank. Done poorly, it can drive you to the poor house.”  

These three strategies will help you ensure that social media takes your real estate business to the bank. 

1. Know what’s out there 

You’ll often hear people talk about “social media” like it’s a monolithic entity. In fact, every social media platform is unique, and comes with its own set of challenges and advantages. As you think about what content to post, consider what platform will best serve your own social media strategies for real estate.  

Facebook and Twitter are ever-popular, and nearly any content can be tweaked to make sense on these platforms. More visual platforms, like Instagram and Pinterest, are ideal for showcasing properties or visual content like a before/after feature. To connect with target businesses or other industry professionals, LinkedIn is likely your best bet. 

2. Be a resource: a key social media strategy for real estate 

We hardly need to tell you social media is a nexus for the best and worst. When your prospects scroll through their newsfeeds, they wade through a tremendous amount of useless information. Your goal should be to grab their attention with a standout topic, and keep that attention and interest by providing value to your audience.  

“When you write your social media posts, think of yourself as a teacher, not a salesperson,” says Mills. “Educate with solid facts and materials readers can use.” Establishing yourself as a trusted resource ensures a lasting and fruitful relationship with your audience. 

3. Keep your eye on the prize 

As with any marketing endeavor, a crucial first step is a strategy. Social media marketing is no different. A clear, documented social media strategy for real estate, with measurable goals and a mechanism for collecting data on its effectiveness is crucial for success. In the end, it’s all about generating leads—but it’s important not to forget all the steps on the way to this overarching goal. 

Used wisely, social media can help build your brand, engage your potential buyers and renters, generate leads, and establish your reputation as a trusted resource. 

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Archive for the "Social Media" Category


Happy Birthday Fronetics Real Estate!

Happy Birthday Fronetics Real Estate!

One year ago, Fronetics announced the official launch of its sister brand, Fronetics Real Estate, serving residential and commercial real estate clients. 

It has been a big first year for us at Fronetics Real Estate (FRE)! We launched a year ago today, offering digital and content marketing services to residential and commercial real estate clients. It seems like a good time to step back and take a look at our progress so far. 

By the numbers 

We tell our clients all the time about the importance of a data-driven approach to evaluating content marketing success. In the spirit of practicing what we preach, we thought we’d share a few metrics with you, as we evaluate our own strategy at this one-year mark. 

We hate to brag, but we’re pretty proud of the fact that since our launch, FRE’s organic traffic has increased by 1802%. While we can always be working to improve our SEO, this drastic growth in organic traffic tells us that our strategies are working, and people are finding us when they search real estate topics. 

Additionally, direct traffic to our website has increased 101%. When it comes to social media, our traffic has increased 50%, with 48% of that coming from Facebook. In the same way we help our clients to evaluate key metrics and adjust their content marketing strategy, we’re using this one-year mark to look at our successes and shortcomings, and adjust our strategies accordingly. 

FRE Named a Top 60 Real Estate Marketing Blog 

Back in March, our blog was included on Feedspot’s Top 60 Real Estate Marketing Blogs & Websites for Real Estate Marketers. Particularly given that we’d only been live for 6 months at the time, we were honored to be included. 

Feedspot chose the top real estate marketing blogs from “thousands of top real estate blogs in our index” using search and social metrics. They are ranked on the following criteria: 

  • Google reputation and Google search ranking 
  • Influence and popularity on Facebook, Twitter and other social media sites 
  • Quality and consistency of posts 
  • Feedspot’s editorial team and expert review 

Who are we? 

At Fronetics Real Estate, we aim to be a go-to resource for developers, property management companies, and other real estate entities when it comes to all things marketing. Though our blog is relatively new, our team has been creating and driving digital marketing strategies for real estate for many years. We’re proud of our many successes for our clients. 

Fronetics Real Estate’s portfolio of digital and content marketing services includes: 

  • Content marketing: strategy development, content creation, and execution 
  • Social media: strategy, management, distribution, advertising 
  • Email marketing: templates, marketing emails, workflows, and newsletters 
  • Website development: branding, design, maintenance, and content creation 
  • Paid advertising: pay-per-click and social media advertising 
  • Sales enablement: reporting and analysis, sales content optimization, automation 

Whether you have luxury condominiums, for-rent apartments, a planned community, commercial properties, or mixed-use/retail space, we would love to show you how Fronetics Real Estate can help you reach today’s prospective buyers and tenants. 

Fronetics Real Estate

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Archive for the "Social Media" Category


5 Real Estate Instagram Accounts You Should be Following

5 Real Estate Instagram Accounts You Should be Following

Instagram continues to lag behind other social media platforms when it comes to real estate marketing. But these five accounts have it figured out—follow them for ideas on how to use Instagram to promote your brand and properties.

Instagram remains an emerging platform for real estate professionals, and, given its overall popularity, it’s puzzling that it hasn’t taken over the real estate marketing world. With the majority of real estate searches beginning online, social media is an ideal way to showcase listings.

As the average age for other social media platforms rises, Instagram has a lower average user age, and furthermore, much of its success comes from the fact that it keeps advertising much less invasive than its competitors. That doesn’t mean that Instagram marketing isn’t effective though. It’s time for real estate marketers to take advantage of this platform.

Here are five of the top real estate Instagram accounts that are using their profiles to boost their marketing efforts.

1)     realestatelegend

Who doesn’t like a good meme? Realestatelegend has garnered a loyal following by posting memes that give real estate professionals and enthusiasts a laugh. It’s a great reminder that, while we devote a tremendous amount of time and energy to educating and persuading our followers, entertaining them can sometimes be just as effective.

2)     realestate_academy

Boasting over 133K followers, realestate_academy is one of the most popular real estate pages on Instagram. It makes use of the visual nature of the platform to highlight beautiful photography, as well as professional development posts and audience engagement.

3)     beginninginthemiddle

Everybody likes a good before and after story! Beginninginthemiddle is the output of a husband and wife team, dedicated to low-cost/high-drama renovations. They post incredible transformations—a great reference point if you’re trying to show prospects the potential in a fixer-upper property.

4)     galloestates1

Ok, so it might not be for everyone (I don’t necessarily want to see my real estate agent lifting weights), but this Beverly Hills-based realtor has one thing figured out: brand building with a personal touch. His Instagram account is engaging, and a good reminder that real estate is personal. You don’t need to post gym selfies if that’s not your thing, but Instagram is a great place to give your brand a face.

5)     the_real_houses_of_ig

With a whopping 1.8 million followers, the Instagram account of The Real Houses founder and editor Kate Rumson is a visual smorgasbord of her brand. Her posts demonstrate her talents in interior design, real estate investment, development and construction, and social media. What’s most striking is the beautifully composed photography and compelling visuals.

Feeling inspired? Get Instagram-ing, and tell us about your efforts.

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Archive for the "Social Media" Category


4 Things to Do in Light of Facebook News Feed Changes

4 Things to Do in Light of Facebook News Feed Changes

As users will see less content from businesses, brands, and media, you need to adjust your strategy to appear on your followers’ Facebook News Feed.  

Mark Zuckerberg once again rocked the world on Jan. 11 — at least for businesses — when he announced that the Facebook News Feed was evolving to include less public content, meaning content from Pages of businesses, brands, and media. The algorithm will now prioritize posts from friends and family (over public posts) and those that “spark conversations and meaningful interactions between people.” 

Not surprisingly, businesses balked at the thought of seeing their organic reach, video watch time, and referral traffic take a nose dive. 

The fact is, this is not a huge surprise. Facebook has long been taking steps in this direction, including the testing of Explore Feed last year. Even though you may have anticipated that some changes to Facebook for businesses were coming, you may be tempted to suddenly stop maintaining your Facebook Page. Is it worth posting content to Facebook if it is not going to reach your followers after these new changes? 

Our answer: Facebook is still worthwhile for your properties. But Facebook’s recent changes do merit your close attention to — and perhaps a revisiting of — your Facebook strategy. We’ve compiled a list of things you need to know/do in light of the new changes to Facebook News Feed. Take a look: 

1. Focus on news-worthy Facebook News Feed content that drives engagement. 

Zuckerberg says, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” That means that engagement will now mean more than ever before for content visibility. 

In other words, posting your blog content to Facebook is no longer going to cut it. If your posts don’t garner comments or reactions, it’s time to go back to the drawing board. You’ll need to start thinking of Facebook as a place to post and discuss active news items, hot-button issues, and highly shareable content (content that is educational or entertaining, for example). 

Scheduling multiple posts ahead of time, though convenient, will probably land your content further into the depths of oblivion. You’re going to have to pay attention, actively seek to generate conversation between users with your posts, and fight to win space on your followers’ feeds. 

2. Tell your community to access the See First feature. 

Users who still want to see posts from certain Pages they follow can choose “See First” in News Feed Preferences. So, quite simply, we suggest asking your followers to choose to see your content. 

While some proactive followers may do this on their own, we encourage you to explicitly remind your community to do this. Remember that people are most likely to do what you want them to when you make it easy, exact, and clear. So, send them an email with directions. Or put it in your newsletter or a blog post. Just tell them to do it. 

One thing you don’t want to do: goad people into commenting on your posts to increase your content visibility. Facebook has explicitly stated that it will demote “engagement bait,” or posts that ask for comments or reactions. You will actually hurt your content and properties by doing this. 

3. Get your executives and agents on social media. 

Your executives and agents can act as brand ambassadors for your business and properties on social media, and Facebook’s latest announcement underscores the importance of them doing so. 

Your company’s executives and agents are the most visible people in your business. For many of your industry peers and buyers, they are the face of your brand and properties. Get them active on Facebook to add meaningful thoughts to your company’s posted content, to engage in discussions, and to share newsworthy content of their own. 

It’s important to note they should not do this in a superficial way. Rather, they should actively seek to add value to your Facebook content. By engaging on Facebook, your people emerge as thought leaders, which boosts your brand’s visibility and reputation. 

4. Consider your ad budget. 

In the past, we have recommended adding some social media advertising to a traditional content marketing strategy as a way for clients to boost their efforts. It speeds things up. But those companies that are just starting out or that rely heavily on referral traffic might want to consider reallocating budget to sponsored ads. 

Final thoughts on the new Facebook News Feed 

This is a shift, yes. A challenge, for sure. But not one that’s insurmountable — or even contrary to the basic principles of good, data-driven content marketing. 

Remember, Facebook is not eliminating Page content from News Feed altogether — just limiting it. The most relevant, engaging Page content will win that space. So, seek to understand your target audience and produce high-quality, original content that engages those people, and you’ll come out on top of the new Facebook News Feed. 

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Archive for the "Social Media" Category


How Inbound Marketing for Real Estate Works to Improve Sales

How Inbound Marketing for Real Estate Works to Improve Sales

Increasingly, marketers are realizing the benefits of inbound marketing for real estate over outbound marketing, including cost savings and increased lead generation. 

Marketers are constantly coming up with new and trendy ways to attract leads. With endless platforms available to us, it can be overwhelming for even the most seasoned marketers to know where they need to focus their efforts.   

But what exactly does inbound marketing for real estate entail? 

In order to find the right solutions for your real estate marketing needs, you first have to understand the difference between inbound and outbound marketing. And more importantly, how they can help — or hinder — your marketing efforts. 

This is outbound marketing 

Outbound marketing describes any marketing approach that pushes a message onto a buyer or renter. Traditional marketing — TV and radio ads, telemarketing, banner and display ads — are all examples of outbound marketing. 

Another name for this marketing tactic is interruption marketing, as it typically tries to take “attention away from what your buyer is doing and bring it, forcibly, on to your product or service.” 

This is inbound marketing  

Inbound marketing focuses on audiences finding you. Instead of pushing a message onto buyers, inbound marketing allows you to establish your brand as an industry leader and let interested audiences come to you and your properties. This type of marketing attempts to draw in leads through interesting and engaging content. 

Content marketing is a type of inbound marketing. Examples include blog posts, social media, infographics, white papers, and videos. Inbound marketing for real estate, for instance, could include blog posts that talk up the neighborhood in which your property is located, infographics that explain the purchasing process, or a white paper on how to search for an apartment.  

Why is inbound marketing for real estate a good fit?  

Outbound marketing used to be the “go-to” for generating leads, but this is simply no longer the case. Marketers across industries have found that inbound marketing has many advantages over traditional marketing practices. In fact, almost three quarters (68%) of inbound organizations believe their marketing strategy is effective, while more than half (52%) of outbound marketers don’t believe their strategy is effective.  

According to Placester’s Matthew Bushery, “inbound is all about enticing the right buyers and/or sellers through sharing materials and resources that make them want to engage with you, rather than figuratively shoving your self-promotional messaging down their throats with over-the-top, aggressive, and — most importantly — wasteful marketing schemes.” 

That’s why we think inbound marketing for real estate is better for marketers than outbound marketing. 

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Archive for the "Social Media" Category


What You Should Know About Real Estate Chatbots: An Introduction

What You Should Know About Real Estate Chatbots: An Introduction

To reach your future customers, don’t ignore the significance of real estate chatbots in shaping the content marketing landscape. 

Chatbots are the latest trend in artificial intelligence for marketers, and the real estate sector should be taking note. 

Real estate chatbots can help automate and improve some of your marketing and customer service efforts. But to get the most out of these automated systems, you first need to understand what they are and how they work. 

What is a chatbot? 

A chatbot is a computer program that simulates human conversation using auditory or textual methods. Basically, it’s a software that communicates with your customer inside a messaging app, like Facebook Messenger. Chatbots are similar to email marketing, but rather than ending up in your inbox, they communicate through a messaging app. 

Real estate chatbots are typically used to converse with potential clients at the very top of the funnel — people you don’t know, and who might or might not be ready to move on to the next stage of the process.  

Why are chatbots so popular? 

As our mobile devices continue to change the way buyers receive and interact with our brands and properties, messaging-app usage has skyrocketed. In fact, 2017 saw a 69% increase in messaging-app users from the previous year. Business Insider reports the number of people on messaging apps surpassed the number of users on social networks. From iMessage to Facebook Messenger, mobile users are leaning more toward this newer technology to communicate with friends and family. 

Why the big drop for email? Because people are buried in emails. For example, the average office employee receives 121 emails per day. Of those 121 emails, only around 20% are opened — and click-through rates are even lower. More and more companies have stuffed inboxes with repeated emails. Over-communication is the number one reason that readers unsubscribe to your email list. Chatbots have alleviated the inbox drama. 

How can a real estate chatbot help my business? 

Quality messaging without the spam 

Real estate chatbots take the spam out of email marketing. When companies market on a messaging app, they create an easier way for leads to receive educational messages about their brand and properties. Chatbots are an easy and fun way for potential buyers and renters to engage with your brand, getting answers to their questions and quality messaging about your products and services. 

Ease of tracking and segmenting 

Your brand will also appreciate the ease of tracking and segmenting your leads through chatbots. Take Facebook Messenger for example; using messenger bots, you can identify who your potential buyers and renters are in less than a minute. No other platform (email, social media) can get you that information as quickly or efficiently. 

Increased audience engagement 

Getting your audience to subscribe to your real estate chatbots is much easier than email subscriptions. Why? The ease of usage and lack of friction on messaging apps creates a more positive customer experience. Businesses can set up chatbots to message any user who comments on your social media pages. They can retarget people who have left your site, offering special discounts or promotions on your properties. And chatbots can also nurture the sales process by notifying you of potential customers that request a specific action during their interaction with your chatbot. 

How do I create a chatbot? 

There are plenty of chatbot-building platforms available online. Before you pick a platform, make sure you do your research. Here are three of our favorite chatbot-building platforms. 

1. Chatfuel 

This chatbot engine will do most of the hard work for you, ideal for those lacking programming experience. MTV, TechCrunch, BuzzFeed, British Airways, and Adidas are said to have used Chatfuel to create their chatbots, along with almost 20,000 other users across the globe. The user interface is easy and slick, meaning you could create a chatbot in less than 15 minutes! 

2. Chatscript 

Launched back in 2011, ChatScript is a “next generation chatbot engine,” which has won the Loebner Prize (awarded for the most human-like examples of artificial intelligence) four times. It provides an open source framework for developers to build and deploy chatbots. 

3. Facebook ‘Bots for Messenger’ 

At its F8 developer conference in April, Facebook launched Bots for Messenger, a tool which allows developers and businesses to build chatbots for its Messenger platform (which is used by almost a billion people). Developers build bots, submit them for review, and then Facebook decides which ones get onto Messenger. The three main capabilities are its send/receive API, generic message templates, and the ability to customize the welcome screen users first see when interacting with your bot. 

Messaging automation is the new email automation. Brands will be looking to join the chatbot craze for the ease, convenience, and the positive audience experience. Have you tried a chatbot program yet? We’d love to hear from you about your experience. 

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