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Social Media for Real Estate: 5 Social Media Hacks to Grow Your Business

by Elizabeth Hines | Nov 6, 2018 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

Social media and real estate are a natural match. These five strategies will help you make the most of this powerful set of marketing tools.

Social media for real estate marketers is a powerhouse. These are free platforms that marketers can use to share their businesses with the public, generating plenty of returning customers in the process. These five social media hacks are a great place to get started growing your real estate marketing business.  

1. Find your brand identity using social media for real estate 

One of the top frustrations among new social media marketers happens when they try to create a strong following based solely on name recognition. In order for your target audience to be reached and engaged, your brand’s identity needs to be fully fleshed out and presented in your online profiles. Presenting a strong brand identity gives potential buyers the tools to find you, and to decide that you’re the right match for them.  

2. 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.  

3. Get social—connect with relevant groups 

We’ve written before about the value of guest blog posting when it comes to real estate marketing. The same holds true for your social media for real estate strategy. Finding relevant influencers for your brand, and affiliating with them on social media is a great way to reach a broader segment of your target audience. Reach out to influencers to ask them to share your content—it’s a win for both of you. 

4. Keep up with the latest 

Staying up with what your audience and community on social media is talking about helps ensure that your content is relevant and engaging. Follow hashtags that are relevant for your real estate business, for example, and when you see content that resonates, share it on your own profiles, along with some analysis. 

5. Use SEO tools 

SEO tools (like Google Trends, Similar Web, and more) aren’t just for websites—they’re an excellent way to boost your reach when you leverage social media for real estate. These tools can help increase your follower counts, as well as your post visibility. In turn, your search rankings will get a boost. 

Building your real estate brand can seem like a daunting task, but social media for real estate provides real estate marketers an easy-to-use set of tools. Be strategic about your content and strategies, and watch your business grow and develop. 

Related posts:

• Must-Know Social Media Strategies for Real Estate 
• 10 Social Media Statistics for Real Estate Marketers 2018 
• Social Media Can Be a Strategic Weapon in Real Estate Marketing 

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by Fronetics | Feb 23, 2016

Fronetics Real Estate Digital and Content Marketing for Real Estate Buyers are looking for a property like yours.And we know how to help them find you. We create and execute real estate marketing strategies that drive target buyers or tenants to your website. But...

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4 Ways to Scare Away Real Estate Buyers with Content Marketing

by Elizabeth Hines | Oct 31, 2017 | Blog, Content Marketing, Real Estate Marketing | 0 comments

If you’re committing these content marketing don’ts, you could scare away real estate buyers instead of attracting them.

As a real estate marketer, your job is to attract prospective buyers and tenants — so the last thing you want to do is misfire and scare people away. Yet, only a third of content marketers rate their content marketing strategies as extremely or very effective.

You want — and need — to be a voice that steers your company through a side of the business that is ever-changing. But even with the best intentions, you might be approaching your audience with the wrong tone, and that can cost you sales.

We’ve got just the plan to make sure your content is in check with what buyers and renters want. Here is our list of content marketing don’ts — the top four offenders that scare away real estate buyers.

4 content marketing don’ts

1) Don’t be generic.

Understand your audience and what makes them click. Real estate buyers want to feel a special connection with the property they buy. If your messaging isn’t personable and personalized, you run the risk of disengaging potential buyers.

Create content that is audience-focused, honing in on what your audience wants to read, not what you want to tell them. Do your research and position your content marketing strategy to focus on prospective buyers’ wants and goals — not yours.

2) Don’t try to sell, sell, sell.

Trying to pass off a blatant sales pitch as content will only hurt your content marketing efforts. Readers view content that isn’t sincere, informative, or authentic as disingenuous, and they’ll quickly turn away.

The same goes for content that’s filled with excessive keywords and multiple links meant to boost SEO results.  Everything should be done in moderation so the potential buyer — and search engines — isn’t turned off.

Don’t expect your content marketing strategy to result immediately in increased dollars. Building rapport with your target audience takes time with an often-delayed payout.

3) Don’t sacrifice quality.

If your content is shoddy and low quality, potential buyers won’t bother with it. By and large, your prospects value quality, consuming content that offers value and is relevant to their needs and interest in private or commercial real estate.

Rather than publishing many low-quality blog posts, stellar content that stands out will go a long way in improving the buyer’s perception of your property. And adding a variety of media (e.g., photos, videos, infographics) to posts contributes to their value and boosts credibility. Video is an especially powerful medium in real estate marketing. Images and videos take extra investment, but they go a long way in helping the buyer visualize themselves in a property.

4) Don’t go unplanned.

Ensure your content is relevant by documenting a strategy, following it, and adjusting it as needed. An editorial calendar is a great place to start.

Brainstorm ideas for content with colleagues and buyers. Document your goals and methods, and create a plan for attaining them to give your marketing plan organizational clarity. Consistency is king — haphazard content marketing won’t get you anywhere.

Related posts:

• Start Your Property’s Social Media Program in Six Steps
• 6 Marketing Tasks Real Estate Marketers Can Outsource
• Social Media Can Be a Strategic Weapon in Real Estate Marketing

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4 Steps to Building a Successful DIY Content Marketing Strategy for Real Estate

by Elizabeth Hines | Nov 7, 2017 | Blog, Content Marketing | 0 comments

Looking to DIY a content marketing strategy? Get started with these steps.

Are you trying to create a content marketing strategy for your property but don’t know where to begin? Even the language around content marketing can seem foreign to newcomers.

Setting your content marketing strategy is a crucial first step in trying to reach your target buyers or tenants. Before you begin writing blogs, creating video content, and posting tweets, you need to set goals.

A content marketing strategy outlines the methods by which you will target, reach, and engage potential buyers. Here are four steps to creating a successful foundation if you’re planning to begin a DIY content marketing strategy.

Steps to building a DIY content marketing strategy

1) Identify your buyer persona(s).

Trying to write compelling content for an unidentified audience is like taking a shot in the dark. Knowing who your ideal buyer or tenant is allows you to create content that is informative, educational, and entertaining to that specific person.

The more detailed you can be with your buyer persona(s), the more specific and effective your content can become. The personal connection is particularly crucial for real estate buyers, and understanding your target audience is key to making that connection.

2) Define goals and objectives.

Your content goals should be a direct reflection of your business goals. What do you want your content marketing efforts to accomplish for your company?

Top marketing goals for content marketers include converting contacts/leads to sales, growing website traffic, and increasing revenue. Make sure you include short-term and long-term goals and that you frequently refer back to these goals to make sure your strategy is on track.

3) Develop and distribute content.

Once you have identified your audience and defined your content goals, you can begin to educate yourself about the distribution platforms that will work best for introducing buyers to your property.

Let’s face it: Social media is not a one-size-fits-all solution. It’s imperative you know not only what to post, but where to post it. Buyers and renters of different demographics use social media differently. You’ll need to determine what platforms your target buyers are using and how to reach them effectively.

4) Put your knowledge to work.

Once you have worked through the initial steps of planning a successful social media strategy, the real fun begins. It’s time to start pushing valuable, effective content out to potential buyers.

Just remember that your strategy should be fluid so you can adjust it as necessary. Especially if you are selling/renting a multi-unit property, you’ll have to change your messaging to move different units (i.e. penthouses vs. smaller units). But even if you’re not, buyers and social platforms change with time, so keep refining your strategy as you go.

Related posts:

• 4 Ways to Scare Away Real Estate Buyers with Content Marketing
• 6 Marketing Tasks Real Estate Marketers Can Outsource
• Social Media Can Be a Strategic Weapon in Real Estate Marketing

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Developing Your Real Estate Brand with Video Marketing

by Katie Russell | Jul 11, 2019 | Blog, Real Estate Marketing | 0 comments

Here’s why video marketing is essential to developing your real estate brand and how to make video marketing work for you.  

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Highlights:

• A majority of marketing professionals already use video — 87% consider it one of their marketing tools
• Video marketing is an excellent way to bring a powerful, sales-driven message to life.
• A host of positive factors justify an extended effort into the creation of valuable video content.

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It’s no secret that video marketing has an integral role to play in any well-rounded marketer’s toolkit. No matter what you’re selling — using videos as an avenue to create content, promote products and services, and connect with your audience is well-known to boost sales and increase brand awareness. 

Perhaps the easiest way to illustrate the potential of video marketing lies in hard statistics. We’ve rounded up a few of the most notable ones here to drive home just how hungry consumers are for video content: 

• 85% of web users in the U.S. watch video content online on a monthly basis  
• As many as 54% of consumers indicate they want to see video content from brands they support  
• A majority of marketing professionals already use video — 87% consider it one of their marketing tools 

It’s evident that audiences love video — and savvy marketers have already caught on. Below, we’ve outlined how an effective video marketing strategy can help contribute to the development of your real estate brand. Whether you’re crunching numbers or considering your brand’s reach in a less tangible way, it’s virtually impossible to speak about marketing success without including video.  

How Video Marketing Contributes to the Development of Your Real Estate Brand 

Bringing your value proposition to life      

Your value proposition helps paint a picture of how your services solve customers’ problems. This establishes relevancy. It’s also responsible for providing your audience with a quantified value, or an explanation of specific benefits that your brand delivers. Finally, it explains why clients should work with you instead of turning to your competition. 

Video marketing is an excellent way to bring this powerful, sales-driven message to life. We can communicate much more quickly and effectively via video (which allows us to leverage visuals and audio) than through writing. Through video, you can show future clients exactly what they have to gain from working with you.  

Increased brand awareness    

Brand awareness is integral to business success. You want potential clients and customers to heavily associate your brand and properties with something positive, useful, or necessary — this not only positions you as an ideal choice when it comes time to get to work, but it ensures that your audience will be able to recall your existence later, too.  

If you leverage video marketing properly, you can strengthen your brand message, promote your name, and increase brand awareness. Sticking to content that abides by, or expands upon, your value proposition helps make this easy to achieve.  

Lower costs per lead  

Marketing can get expensive fast. As price-per-lead creeps up, the monetary payoff of the effort you put in behind the computer screen or camera starts to nosedive. Video marketing makes for an ideal lead acquisition strategy because it has an exceptionally low cost-per-lead.  

Other marketing methods like SEO, retargeting, and email marketing often run cheaper, but are not always as effective or take longer to pay off. Today’s consumers want their options laid out in front of them — not clogging up email inboxes or hiding five pages deep in search engine results pages. 

No matter your reason for exploring your video marketing options, a host of positive factors justify an extended effort into the creation of valuable video content. Your clients and customers will love getting a more intimate view of your brand, while your sales and marketing teams will funnel their efforts into marketing that’s both engaging and profitable. 

Related posts: 

• 5 Effective Ways to Use Instagram for Your Luxury Real Estate Brand 
• Infographic: Best Video Distribution Channels for Real Estate Marketing 
• Paid Social Advertising: Why Your Property Should Invest in Lead Ads