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Infographic: Real Estate Social Media Marketing Strategies

by Elizabeth Hines | Nov 27, 2018 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

Social media for real estate marketing is one of the most powerful tools out there. Our infographic will help you figure out the best social media marketing strategies—and the mistakes to avoid. 

We’ve said it before, and we’ll say it again: real estate marketing and social media are a match made in heaven — when used correctly. With the right strategies, using social media for real estate marketing is a great way to start a conversation, exchange advice, and create a lasting relationship with prospects.  

We can’t stress enough that to be effective, social media needs to be done right. Bubba Mills, chief executive officer of Corcoran Consulting & Coaching advises, “done right, social media can increase your trips to the bank. Done poorly, it can drive you to the poor house.” Take a look at our infographic with social media do’s and don’ts for real estate marketers.  

What you should be doing: social media marketing strategies

Promote the community, not just your properties

Renters, buyers, and investors are looking for more than just a property — they want to know something about the place they’re considering living or investing in. Too many real estate blogs just skim the surface of what communities have to offer. Making use of social media platforms to give potential buyers a nuanced understanding of your community is a great way to engage with prospects and promote your properties. 

Be authentic

Social media for real estate marketing is all about the personal. Users on these platforms are looking to connect with the real people behind the brands they follow. Part of building your brand is about discovering and cultivating your “corporate personality,” particularly when it comes to social media. Find your brand’s voice, and let it shine through. 

Educate your prospects

You may not expect it, but social media users actually like educational content. According to the 2018 Sprout Social Index, 59% of customers express greater trust for “posts that teach” on social media. Educating your audience is also at the core of content marketing — at the end of the day, your knowledge and expertise is your most valuable commodity — even more so than your properties. Use your social media for real estate marketing to share content that’s valuable to potential buyers and renters, whether it’s buying guides, case studies, or local statistics. 

Engage with your followers

It may seem painful obvious, but too many real estate marketers forget that social media is just that: social. When followers engage with your posts, always reply! Encourage comments and shares, and join the conversation. Not only is it a great way to cultivate a loyal following, but you can also gain valuable insights into your audience’s preferences. 

Diversify across platforms

While Facebook still reigns supreme in the social media universe, if you aren’t connecting with users on other platforms, you’re missing out on huge opportunities. While each platform requires its own content and posting strategy, you’re essentially presenting your brand identity from the various angles allowed by different platforms. Not only that, using multiple social media platforms helps improve your search engine rankings.   

Steer clear of these practices 

Overzealous advertising

Nobody likes pushy sales language, especially on social media. Steer clear of posts that do nothing but overtly promote your properties. Instead, focus on educating your audience, and answering their questions. 

Forgetting the visual

Social media is all about the visual, especially video. Be sure to include relevant images with posts and use video whenever possible.  

Assuming that just because you’re online, offline rules don’t apply

It may seem obvious, but it’s all too often forgotten. This is a good rule, and an easy metric by which to judge any content before posting: Your interactions online should measure up to professional interactions you would have in person. 

Reposting without checking

Re-posting content that’s of interest to your audience is a great way to promote discussion and engagement. But don’t get sloppy. Remember that even if content didn’t start with you, if it’s posted on your company’s social media accounts, it represents your brand and properties. Make sure content is well-researched and from reliable sources. Want to re-post something controversial? Just be sure to include a disclaimer or explanation in your post. 

Forgetting about emotional intelligence

Never forget that behind every social media account is a human being. The bottom line: bring emotional intelligence to your social media management. Take the time to address any issues with compassion and understanding.

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The takeaway 

With the right strategies, social media is an extremely effective tool for real estate marketers to promote their brand and properties. But it does require a significant investment of time, resources, and creativity. Start connecting with your audience, and watch your brand grow.

Related posts:

• Social Media Can Be a Strategic Weapon in Real Estate Marketing
• 5 Tips for Building a Successful Real Estate Social Media Marketing Program
• Must-Know Social Media Strategies for Real Estate

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Announcing Fronetics Real Estate’s Official Launch

by Elizabeth Hines | Sep 12, 2017 | Blog, Content Marketing, Current Events, Real Estate Marketing | 0 comments

Fronetics Real Estate brings digital and content marketing expertise to residential and commercial real estate clients.

It’s a big day for Fronetics! We’re officially launching our new brand, Fronetics Real Estate (FRE), offering digital and content marketing services to residential and commercial real estate clients.

Over the last two decades, real estate has seen a major shift in buyer behavior, with buyers now conducting the majority of their research online. Content marketing is an approach that puts real estate marketers in charge of the way prospective buyers and tenants perceive and interact with their properties. The strategic creation and distribution of content helps properties:

• Build brand awareness
• Generate prospects
• Lower cost per lead
• Increase occupancy
• Drive sales
• Improve retention

As content marketing experts, Fronetics Real Estate is uniquely positioned in the real estate industry. Firstly, we have a proven history of success with content marketing for real estate. Our clients benefit from having a dedicated account team that works exclusively with real estate clients — they know how to help them succeed.

Secondly, our approach is unique in that it starts with data and ends with measurable results. We design and execute a strategy that aligns with your business objectives. That way, our clients see movement where it matters: lower cost per lead, higher occupancy, and faster sales.

Real estate marketing services

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 about how Fronetics Real Estate can help you reach today’s prospective buyers and tenants. Schedule a free competitive analysis, subscribe to our blog, or contact us for more information.

Read the official press release.

Related posts:

• When Traditional Real Estate Marketing Methods Stop Working, Try Digital Marketing
• How Content Marketing Increased Real Estate Sales by 37% in 90 Days
• 5 Tips for Building a Successful Real Estate Social Media Marketing Program

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Twitter and Real Estate Marketing: 3 Tips to Get You Started

by Katie Russell | Apr 23, 2019 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

Thinking of using Twitter to market your real estate brand? The social media platform helps build brand awareness and boost engagement. Here are three tips to get you started with Twitter and real estate marketing. 

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Highlights:

• When real estate brands are looking to grow audiences, increase brand awareness, and boost engagement, social media is an ideal place to start.
• It’s key to have a strategy that outlines the methods by which you will target, reach and engage prospects. It also helps to keep tweets in line with brand messaging. 
• using social media for real estate marketing is a great way to start a conversation, exchange advice, and create a lasting relationship with prospects.

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When you think about social media, you think about people. Social media platforms have skyrocketed in popularity due to its ability to connect people, and this is why social media has become such a valuable asset to marketers.   

When real estate brands are looking to grow audiences, increase brand awareness, and boost engagement, social media is an ideal place to start. But it’s not as easy as signing up and pushing out a few tweets. Here are three tips every real estate brand needs to know about using Twitter to market your next project.  

Three tips to get real estate marketers started on Twitter 

1. Start with a strategy

Marketers are often tempted to jump right in and start shooting out tweets. But as with any digital marketing effort, it’s best to start with a plan. A strategy outlines the methods by which you will target, reach and engage prospects. It also helps to keep tweets in line with brand messaging. 

Make sure your Twitter and real estate marketing strategy includes a content calendar that’s full of valuable, informative content. Don’t be afraid to think outside of the box when it comes to marketing. The largest percentage of users on Twitter are millennials (not surprising), so make sure your content calendar includes topics that readers find interesting: hot spots in your property’s neighborhood, seasonal community events, and features from your property. 

2. Use visuals (including video)

Twitter is all about the visual. In fact, tweets with pictures or videos receive 18% more likes and 150% more retweets. Since video is the most popular and most widely shared form of online content right now, it’s smart marketing to incorporate video into your tweets. Think about supporting your content through visually appealing videos, such as quick interviews, breaking news updates, or even how-to demonstrations, infographics and pictures. You’ll be making a lasting impression, attracting new followers and driving traffic to your website. 

3. Engage

Don’t be shy! Once you’ve started tweeting and gain followers, get in there and start engaging. Ask questions, like, and re-tweet posts. Just remember to keep your engagement informative by focusing on insightful and interesting content.  

We encourage our real estate clients to show what makes their brand unique when engaging with followers. This honest view into your company allows followers to feel comfortable with your brand and easier to engage with. Like I mentioned before, social media and real estate share the ability to connect people. Don’t be afraid to show the “human” side of your brand.  

These three strategies will help get you started with Twitter and real estate marketing. With the right strategies, using social media for real estate marketing is a great way to start a conversation, exchange advice, and create a lasting relationship with prospects. Looking for more tips on creating or updating your social media strategy? Shoot us an email.  

Related posts: 

• The Top 3 Social Media Mistakes Real Estate Brands Still Make 
• 5 Tips for Building a Successful Real Estate Social Media Marketing Program 
• Infographic: Real Estate Social Media Marketing Strategies 

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Infographic: Best Video Distribution Channels for Real Estate Marketing

by Katie Russell | May 21, 2019 | Content Marketing, Real Estate Marketing, Social Media | 0 comments

Knowing the right video distribution channels for your real estate marketing videos can go a long way toward driving traffic and getting your content to your target audience. 

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Highlights: 

• Choose video distribution channels that match your marketing goals. 
• Don’t underestimate the power of your own network — use this network as the starting point for distribution. 
• Paid ads can give video an extra boost. 

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You made the leap and embraced video marketing, the latest trend in digital marketing. The videos are informative and show what makes your brand unique, BUT they are not getting the views or shares you were expecting.  

After dedicating your time and hard work (not to mention, marketing dollars), you want to make sure your real estate marketing videos are getting in front of your target audience and helping move buyers down the sales funnel.  How can you do that? The answer is distribution.  

Choosing the right platform (or platforms) to distribute your videos will help boost reach and ROI. But how do you know what platforms are right for you? Platforms and marketing trends are constantly changing; it’s hard to know which distribution channels are best for your target audience. Let us help. 

Here are the four best video distribution channels for your real estate marketing videos. 

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1. Your network

Don’t underestimate the power of your own existing network. Send your videos, via email, to your primary contacts and everyone in your current database. In a recent study, emails with video had a 96% higher click-through rate than emails without video. With such increased engagement numbers, including video in your emails is surely a homerun.   

2. Social media

Platforms like Facebook, Instagram, Twitter, Snapchat, and — of course — YouTube are great to reach your target audience. Within the social media category, you want to consider which platforms suit your content best. YouTube is a great place to start, but there are also many real estate specific online forums and social groups that can benefit you as well. 

And don’t worry if you have longer videos that won’t work for platforms like Instagram. You can easily create teaser videos for promotion on Instagram that link to your long-form videos embedded on your website or video channel. 

3. Blogs

Blogs are one of the easiest ways to drive organic traffic and increase lead generation. Promote your video on your own blog to reach your followers and boost your SEO. Blogs are also a great place to experiment with different types of marketing videos. Whether video tutorials, interviews, or even “Get to Know Us” videos, your blog is great place to capitalize on your videos by integrating them into your existing marketing efforts.  

4. Paid ads

While the first three video distribution channels that we discussed are organic, sometimes it is well worth it to use paid ads to give your videos a significant boost, such as Google Ads. Paid ads help get your videos in front of prospective buyers and renters faster than would happen organically. Pair quality video with a comprehensive digital advertising strategy, and you will be in a position to drive more traffic, create more brand visibility, and sell or lease more properties. 

Bottom line  

We live in a highly visual world. Real estate marketing with video is an immediate and effective way to reach your audience and show them what makes your brand and properties special. Using the right video distribution channels helps you get the most out of your video marketing efforts.  

Related posts: 

• 6 Simple Tools for Creating Animated Real Estate Marketing Videos 
• 4 Real Estate Blogging Tools You Should be Using 
• 3 Ways to Boost Your Real Estate Marketing with Video 

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Start Your Property’s Social Media Program in 6 Steps

by Elizabeth Hines | Oct 24, 2017 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

When launching a property’s social media marketing program, make sure you’ve thought through strategy, content, and audience.

Social media marketing for real estate is a must-do. The reality is that’s where the average American is spending his/her free time — nearly 2 hours a day, according to a recent study. Using platforms like Facebook, Twitter, and YouTube to market your property, you can:

• engage potential buyers
• build brand awareness
• elevate brand position within the market
• decrease cost per lead
• increase occupancy or sales
• improve retention
• and more

Sounds great, right? But where do you start? Which platforms should you use? How will you ever convince your boss that this is a valuable use of your time?

Starting your property’s social media program can seem like an intimidating task, especially if company leadership is skeptical of the benefits. Here are six steps to launching a real estate social media program that will grow your business to its full potential.

6 steps to start your property’s social media program

1) Speak in the right terms.

Convincing management that you want your team to spend more time on social media to gain “followers” or get “shares” could be a hard sell — even though that kind of engagement is key in real estate sales and rentals. To win support, focus your argument around the factors that are most important to them. Lead generation, lead nurturing, conversions, sales, ROI, profits: this should be the vocabulary with which you approach this conversation.

2) Create a strategy — and put someone in charge.

Only 11% of companies without a documented content marketing strategy find their efforts to be successful, compared to 60% of companies with a strategy in place. And that number rises to 86% when the company designates someone to lead the strategy.

Develop a content marketing strategy — inclusive of social media — that aligns with your goals for the property (e.g., more visits to the website, increased occupancy, better retention rates). And whether someone on your team heads up execution or you outsource that responsibility, the leader should continually monitor analytics and tweak the strategy accordingly to ensure the property’s social media program is meeting the designated marks.

Which brings me to…

3) Determine which analytics to track.

In real estate social media, shares, likes, and impressions speak to your brand exposure, so they’re important to track. But it’s important that you’re looking at more than just these surface metrics. (Read more about so-called “vanity metrics” here.) Leads generated, conversion rates, sales, and ROI are going to tell you if your efforts are helping your bottom line. If you have a good, flexible strategy in place, these metrics will help you adjust your efforts to ensure you’re achieving your business objectives.

4) Develop quality content.

Twenty-seven million pieces of content are shared every day — and a large portion of it is crap. A social media presence could be pretty pointless unless you’re not using it in a way that your followers find valuable. Good, quality content is the alpha and the omega, the key to engaging your followers.

One of the biggest mistakes real estate marketers make is using social channels to push a blatant sales pitch. You’ll quickly lose your audience that way. Your property’s social media should be about engaging target buyers or tenants, building brand awareness, and offering valuable and interesting information.

5) Decide which channels are right for your business.

Who are you trying to reach, and what are you trying to tell them? These are good questions to ask when trying to determine which platforms will comprise your social media program. You need to know who your target buyer/tenant is, and you need to know what kind of information you’re going to offer them.

There’s a wealth of data out there about who uses which channels and when. Most social media platforms also have their own built-in analytics tools that can help you determine the best time for engagement with your followers.

Another thing to consider: You’ll want to choose channels that you’ll be able to maintain regularly and which play to your strengths. If you don’t have the time, skill, or interest in taking regular photographs of things around your property, for example, Instagram probably isn’t for you. Remember, you’ll likely want to work through several different channels to reach a maximum number of potential customers.

6) Follow your competitors.

Following your competitors is a great way to stay up to date on what they’re doing, especially if you don’t have a ton of time or money for competitive research. And when I say “follow,” I don’t mean “copy or imitate.” I mean subscribe to their blogs, engage with them on social media, and like and share their content that you find meaningful for your audience. This way, you become part of the local conversation happening online, and you know exactly what your potential buyers and tenants are seeing from (and how they’re reacting to) your competitors.

Related posts:

• The Metrics You Should Be Measuring in Real Estate Marketing 
• 6 Marketing Tasks Real Estate Marketers Can Outsource
• Social Media Can Be a Strategic Weapon in Real Estate Marketing