Social media is an important tool for real estate marketing; it gives you direct access to your target market as well as local groups where they may hang out. The content you post needs to captivate your potential clients.
The end goal of your marketing efforts is to get more sales but you need to be offering value in your social media content rather than just posting sales pitch after sales pitch. People aren’t in the sales mindset when they use social media so the content you post online must ‘speak’ to your audience without constantly being about sales.
I’ve put together my top 7 suggestions for you to attract and captivate potential clients:
- Use The ‘Wow Factor’
Next time you post an image of a property on social media think about using an interior photo instead to grab people’s attention. If your listing has a beautiful kitchen, use this image on your social media first instead of an exterior shot. Not only are you highlighting the ‘wow factor’ of the property you will also create an air of intrigue as your image will leave your audience wanting to see more. You will also be setting yourself apart from your competitors as most realtors use exterior shots for their marketing.
- Community Information
Your potential buyers aren’t just looking to buy a property they also want to buy into a lifestyle. Sell your buyers on every aspect of the purchase including the local area!
Try writing some blog posts about the area such as information on amenities, schools or anything else that someone new to an area would want to know about. These kind of posts will help your website show up when doing a search about the area online. Don’t forget to share the blog post link across all of your social media platforms.
You could even partner up with local businesses such as restaurants, cafes or stores and share each other’s content. The more businesses that share your content the better as it will help increase your reach and attract new followers.
- Interior Design Tips
Homeowners like to add their own personal style to a property so sharing interior design content will get them super excited about their dream home.
Maybe partner with a local Interior Designer and share their content that you think your audience will enjoy or have a monthly feature on different local Interior Designers.
You could also get creative and have a designer draw up a ‘wish list’ for a property, items that would work with the existing decor but would add a designed style.
- Video
You may have already given video a try on your social media pages but if you haven’t then you should. Video is becoming an increasingly popular form of content and in the next 18 months it is going to become even more popular. Why wait until everyone else is doing it?
House tour videos work very well to attract potential buyers, they can hear you talk about the features and benefits of the property and see just enough that will pique their interest and take them to the next step to schedule a viewing.
If you are using Facebook to market your listings, the Facebook live feature is a great tool for video. You can also upload videos from your camera or your phone to any of your social media channels; they don’t need to be live streams.
You also don’t need to spend a fortune on production, this type of content can be quite ‘raw’as it’s just a teaser of the property, more of a behind the scenes. Just make sure the lighting is of an acceptable quality before you post it.
- Celebrate The Milestones
Demonstrate the services you offer and keep your followers up to date on your recent news by sharing your client wins on social media. Create some posts of your ‘just listed’, ‘just sold’ or ‘under offer’ listings. Capture some photos of your buyers standing outside their new home holding a sold sign. Those that are likely to move, are selling their home, or seeking a new property will see the kind of ‘wins’ you achieve for others and want in on a piece of the action.
- Add Some Personality
Break free from the norm! Instead of using the standard corporate tone on your social media add some personality. Humanize your brand by adding photos of you and your team or try posting some ‘behind the scenes’ videos of your working day. Many people are so fixated on making a sale that they forget that their potential clients are real people who love nothing more than to connect with other people! Telling your brands ‘story’ will also help to engage your audience, we can’t help wanting to hear more!
- Sales Funnels
Creating a sales funnel is the easiest way to capture potential clients email addresses. Create a landing page and try posting your latest listing and adding something along the lines of ‘if you are interested in this properties or similar properties click here’ then add a link that will take them to the landing page where they can sign up to your newsletter.
About the author:
Sophie Tatton is a Social Media Marketer and Founder of Statt Digital. Sophie partners with businesses around the globe from small start ups to larger corporations to help grow their social media presence and turn likes or follows into loyal customers.
Her services help clients by removing the pressures of staying at the forefront in this ever evolving and fast paced industry and allowing them to focus on other important challenges within their business.