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15 Real Estate Marketing Ideas to Win More Clients on Social

The majority of homebuyers go online for their search, but what makes social media and real estate marketing such a pair for agents? According to one study, 94% of millennials and 84% baby boomers used various sites to search for their future home.

To add to it, these homebuyers are definitely using social in their quest to find a new place. The problem our Q1 2017 Sprout Social Index found was that the real estate industry only responded to 11% of its incoming messages. What’s worse is the industry ranked No. 4 in the Top 10 Most Annoying Industries on Social Media in the Q3 2016 Sprout Social Index.

This points signs to an industry set on overly promoting and not enough time on engaging with potential customers. Luckily, there are some simple methods to use social as a driver for engagement and reliability.

Here are 15 ideas you can use to elevate your real estate social marketing efforts:

1. Make Social Sharing Mindlessly Easy

Think about how clients usually find you. It’s likely they start with a search engine and type in some phrase like “real estate agent [city].” If your website accurately depicts your information, you should be easy to locate and have shareable listings.

To make it easier for you and your potential client to share on social, make sure listings have responsive layouts, clear photography and simple share buttons.

The Boutique gives a great example of this in action. The listing not only includes a favorite icon for their clients, but also social network sharing buttons.

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2. Add Reviews & Services

Referrals are the best kind of marketing for real estate agents. In your Facebook Page, enable both reviews and services. For ease of communication, make sure clients can book appointments with you or message for questions.

Bower Real Estate does an excellent job at providing information about its services, while leaving an area for client testimonials.

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On your website, use client testimonials and information about your services. Do you provide free consultations and can they be booked online? Finding an agent is difficult enough. Make the process for connecting to your client as seamless as possible.

3. Create a Facebook Group & Participate in Local Groups

With the new feature to link Facebook Groups to a Facebook Page, you can offer even more personalized services to clients. Using Facebook Groups is a good way to navigate around the Facebook algorithm. Ideally, clients would be able to post in the Group and help each other through the selling or buying process.

Another option for Facebook Groups is using them as a networking opportunity.

Mid-America Association uses regional Groups to connect professionals in the area and to post helpful advice.

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4. Use a Facebook Cover Video

Quickly grab a potential client’s attention with a Facebook video instead of a photo for your Facebook Page cover. A new feature for Facebook Pages, video covers automatically play when someone lands on your Page. It’ll instantly grab any visitor’s attention.

For bonus points, edit your call-to-action button to match the video. For example, if you talk about free consultations, make sure the button says, “Book Now.”

Live Urban Denver uses a video cover for their Page, which quickly tells any new visitor what the company is all about.

5. Go Live at a Property

Using Facebook Live for business lets you provide a behind-the-scenes, unedited look of a property. If you promote it before the listing goes up, it gives your followers a feeling of an inside scoop. These videos are excellent at engaging your audience and are often highly ranked in Facebook feeds.

Incorporating a Q&A like Zac McHardy did is a great way to get potential buyers into the door without even stepping foot on the property.

6. 360 Photo or Video

Facebook has new capabilities for posting 360-degree photos and videos. Wide-angle shots are beautiful, but they still don’t always work for getting a full impact of a room or view.

Using 360-degree videos or photos like below are a good way to change up your post types. Maybe there’s a balcony that has an excellent view or a wide open floor plan that would benefit from a 360-degree photo.

Leave no room for surprises with these great photo and video features.

7. Build a Messenger Chatbot

If you receive a lot of similar messages and questions that could be easily answered, perhaps a Facebook Messenger chatbot could work best for your organization.

You can use Sprout Social to program your bots to answer common questions like:

  • What are the closest listings by this zip code?
  • What are the features of this house?
  • Which listings are in my price range?
  • What do I need to do to prepare my house for sale?

Whatever questions you do decide on, make sure you’re still monitoring your messages and that there’s added value to the bot for your clients. See our chatbot builder in action here!

8. Incorporate Excellent Photography

Staging and photography can be vastly underrated. If you’re just starting out and can’t hire a photographer, it’s smart to buy a decent camera and take some classes online.

Having an empty house with a sterile environment makes it more difficult for anyone to picture themselves living there. In fact, a survey found 83% of homebuyers want photos of the property to be available online. Photography makes a difference and the better the photos, the more attention-grabbing they will be on a highly visual network like Instagram.

Iglesias Realty Group is geared toward high-end clients, so their posts and photography reflect that sentiment.

9. Add Social-Specific Landing Pages

Online lead generation is a crucial skill for real estate marketers. And when it comes to generating real estate leads online, your landing pages could mean the difference between a new lead or missed opportunity. The National Association of Realtors discovered 72% of agents felt their total leads from the web were lacking.

The first thing you need to know is you should have multiple landing pages. All too often, real estate agents make the mistake of using a single landing page for all their lead generation efforts. However, there are several ways to generate leads, so you’ll likely need different landing pages for each.

For instance, you might create a gated piece of content such as “Top 10 Tips on Setting Your Home’s Price,” where people have to enter their email address to view it. But then on your homepage, you might include a lead generation form similar to what Blue Sky does for people to schedule a consultation.

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Creating landing pages that convert is both an art and a science. It takes a lot of testing to get right. But here are a couple resources to help you out. In this helpful post, Instapage talks about the various ways to create real estate landing pages while Unbounce provides some easy templates for you to use.

real estate landing page templates

10. Set Up Twitter Keyword Searches

As part of your lead generation toolkit, set up keyword searches in Twitter to alert you when people are looking to buy or sell a home. You can narrow your searches down with zip code targeting.

The best way to handle Twitter keyword searches is to automate the alerting process. Set up the search and have a service like IFTTT notify you when a relevant Tweet comes up. You can also setup specific brand keywords in our Smart Inbox to see all the latest incoming posts from Twitter and other networks that contain your target keywords. This way you can be sure to never miss out on new lead opportunities due to overlooking a Tweet.

sprout social smart inbox

11. Sponsor a Local Event

One of the better ways of engaging your local community is by sponsoring events that you care about. This not only provides more interesting content for your followers, but it also demonstrates your interest in supporting important causes.

Live Urban Real Estate sponsored a lounge at a local music festival. Swag was given out and while the lounge itself isn’t exactly about real estate, you never know where you might find your next client.

12. Celebrate Milestones

People love to see themselves on a business’ social pages when the content is all about their celebration. Whether it’s a house closed or a new set of keys, potential clients will connect with them on an emotional level. In a way, it’s personalizing your pages which is way more interesting than only photos of house interiors.

13. Build Up Trust

As a real estate agent, you need to build trust with your clients. If you share blog posts, write articles, publish infographics and offer free information to help your clients, they’ll begin to trust your expertise. Offering free advice without pushing your services is an easy tactic for building trust.

Ines Hegedus-Garcia works in Miami and often posts about local events, real estate advice and other information where clients would take interest.

14. Stay Relevant After Closing

It’s not often you’ll have back-to-back repeat clients, but you always want to stay relevant in your posts. Did you know 70% of homebuyers completely forget who their agent was just a year after closing? Like the previous idea, you want to build up trust for you as an expert and stay connected.

This means sharing information on such things like renovations can keep your posts useful for past clients but also for current ones who are interested in the topic. Local news and events also fall into this category of posts.

Posted by Pavla Mizzi – Ben Estates on Sunday, September 10, 2017

Additionally, this tactic can really help with your referrals when users mention you on social.

15. Experiment With Videos

There are so many video options for posts now. Instead of a standard walkthrough of the house, maybe hire some actors who look like your target clients. Consider creating helpful tutorial videos for your clients, too. Not enough money to hire a staging expert? Pair up with an expert for some how-to videos. It establishes your credibility, gives the staging expert a potential expert and helps your clients. All a win-win.

Joyce Rey Real Estate shared a video that featured a couple enjoying their neighborhood, coming home and taking a break. It highlights all of the main features of the house and helps potential clients picture themselves living there.

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There are many ways to spark up your real estate social marketing efforts. To keep track of all of your efforts, we recommend using a social media management platform like Sprout Social to keep all your social media scheduling, engagement and analytics in one, manageable space.

sprout social smart inbox

For any new marketing idea, we recommend tracking your analytics before and after execution. Getting familiar with how your community engages with you will make it easier for you to figure out if a new marketing idea is for you or not.

This post 15 Real Estate Marketing Ideas to Win More Clients on Social originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Why B2B Marketers Should Consider Interactive Content

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?

Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers' content preferences are turning increasingly visual, interactive content is the next evolution.

But if that doesn't convince you, read on for a few more reasons why its time for B2B to embrace interactive content.

#1 – Interactive content is more engaging than static content—for the long-term.

Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.

In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

  • 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
  • 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
  • 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.

As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”

[bctt tweet="#InteractiveContent is absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. - @NiteWrites" username="toprank"]

#2 – Interactive content can differentiate you from your competitors.

Content has always been a foundational element of B2B marketing. Buyers don’t make hard and fast decisions. Instead, they do their research, weigh their options, and have multiple engagements with sales reps before they sign on the dotted line. Interactive content can help you make an impression and stand out in a crowed, competitive content landscape.

In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. And if history is any indicator, I’d wager that interactive content adoption among B2B marketers is far lower since the industry is typically slower to adopt new tactics.

But that won’t always be the case. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation.

For example, Prophix, a leading provider of corporate performance management (CPM) software solutions in the FP&A industry, wanted to drive awareness in a unique way around its report on the evolution of financial planning and analysis, as well as its solutions.

By repurposing its original research and adding influencer perspectives, we created an interactive quiz to help empower their audience to "crush" their jobs to succeed now and into the future.

Prophix Crush It Interactive Quiz

This anchor asset, which was promoted using a supporting mix of blog content, social amplification, email, and more, saw a view rate 6-times higher than the benchmark for a similar resource. In addition, the page where it lived garnered 3-times the average share rate. This unique approach to interactive influencer content made Prophix stand out from the competition and deliver a great resource that performed.

#3 – Interactive tools can provide you with exclusive data and analytics.

Savvy marketers are driven by data insights. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content.

For example, Ceros, an interactive content software that simplifies the creation process, provides all the basic KPIs such as visitors, opens, and pageviews, as well as engagement metrics like time spent and interaction clicks. But they also track inbound referrals, social shares, video plays, and outbound link clicks.

Oh, and that data is viewable in its Analytics Dashboard within second of it happening.

Ceros Interactive Content Tool

While traditional analytics platforms and the data within them is invaluable, from my perspective, this more niche data can help uncover some insights that can help you refine your asset on the fly or consider how to improve other content types moving forward.

#4 – Interactive content can drive results at every stage of the funnel.

From educating buyers to creating customer loyalty, interactive content can serve a purpose (and drive results) at every stage of the funnel. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on.

And interactive is especially powerful, when combined with other tried-and-true content marketing tactics.

To help promote the Influencer Marketing 2.0 report based on research conducted by Traackr, Altimeter Group and TopRank Marketing, we partnered with interactive content platform Ceros to produce an Influence 2.0 interactive infographic.

Influence 2.0

The infographic was promoted via blog posts, social channels, email, and through the influencers that contributed. With calls to action embedded within the interactive infographic, this content succeeded at attracting over 1,700 prospective customers to download the full report with a 43% conversion rate.

What Opportunity Does Interactive Content Hold for Your B2B Brand?

Interactive content is here to stay. But the real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.

[bctt tweet="The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience. - @CaitlinMBurgess" username="toprank"]

So, B2B marketers. If you’re ready to break away from boring and drive better engagement, interactive content deserves your consideration.

How can you leverage interactive content? Check out our post featuring five ways of making marketing magic with interactive content.

The post Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold appeared first on Online Marketing Blog - TopRank®.

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