ESTATE AGENTS: 10 SOCIAL MEDIA MISTAKES TO AVOID
When it comes to social media for estate agents, there are certain types of posts and strategies that can work wonders for your business. But there are others that can halt your progress and leave you wondering if social media is worth your time. Social media can be a fantastic way to build awareness and generate leads for your business. But it also comes with a long list of do’s and don’ts that can make or break your social media success.
Here, we have a list of the top 10 mistakes for estate agents to avoid on social media.
Though people are exposed to ads on social media, they don’t intentionally go to Facebook or Instagram to be sold to. The vast majority of your social media followers won’t be in the market to purchase a home at any given time. So only posting property listings will soon lose their attention.
While it’s great to post company achievements, events and reviews, you also need to give some value back to your audience. As with content marketing, you need to keep your ideal client in mind when you are posting on social media.
One of the main reasons estate agents give for neglecting their social media strategy is that they don’t have time to post. Using a scheduling tool is a great way to stay consistent with your posting. It’s all too easy to get out of the habit of posting by yourself, especially when you’ve got a lot going on in the office.
Many estate agents shy away from social media, simply because they are not sure where to start. And while it takes some time and effort to master, the results can really push the needle for your business. When done right, social media has the power to introduce people to your business that might not have found it otherwise, foster loyalty and encourage engagement, and even convert followers to loyal clients. A huge 58.11% of the world’s population are active on social media). And while many of them won’t be your ideal client, just think of the potential numbers who are.
Your competitor may well have 20k followers, but how many do you think are actually clients? Big numbers look impressive at first glance, but they won’t necessarily lead to more sales or enquiries. Rather than focusing on building followers, you should instead focus on providing value to the ones you’ve already got.
Selling homes is a personal business, and people like to feel like they can trust their estate agent. By revealing a little of your personality through your social media channels, you can gain the trust of your audience and connect with them on a more personal level. The reason sellers are drawn to smaller agents is normally to get that personal touch, so why hide it away on social media?
You may think that posting something is better than posting nothing, but in all honesty it’s better to have no social media presence than one filled with generic content. Outsourcing your social media can be a great choice, as long as you choose to work with someone who really understands how it works and is willing to put in the time and effort to get to know your brand.
Replying to comments on your social media posts not only shows that you are paying attention to your audience, but also that you care what they have to say. Plus, the more you engage with your audience, the more inclined new followers will be to engage too.
Research has shown that video has a far higher rate of engagement than text or image alone, and at a time where most people spend hours on their phones, video has the power to stop the scroll. So if you’re not using video in your feed, there’s no better time to start.
To really get the most out of your social media efforts, you need to have a plan and clearly defined goals. The more specific your strategy is, the more effective your execution can be.
Give yourself a social media audit. Sit down with a peer or even on your own and objectively evaluate your pages. Would you want to work with you? Would you want to follow you?
If the answer is no, then change it!
If you want more great tips on how to kill it on social media, then contact us for Real Estate Social Media Marketing Tips for Top Agents.
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