Real estate professionals have a unique opportunity on today's internet: They can turn their time on social media into solid business successes. More than any other professionals, real estate agents are the natural fit when it comes to finding qualified leads through social media.
Some of the most influential real estate agencies in the United States capture the majority of their new business online, with the biggest share coming from social media. Other industries often try to capture the same magic only to find that they lose hours of time every month.
Real estate and social media are a match made in heaven, but that doesn't mean social media comes easily to everyone. Let's face it: The whole concept of social media can feel a little weird or unnatural.
If you relate to that — wondering what others are seeing on social media that you don't — you don't need to feel guilty about it. All it takes is a new perspective on social media and what it can do for you. One of the most important things to remember about real estate social media is this:
It doesn't replace the human touch. Instead, it helps you deliver it even better.
Social media gives you the power to talk to dozens, hundreds, or even thousands of people as if you're having a one-on-one discussion with your most important customer. This lays the foundation for trust.
Before someone even reaches out to you, they can feel like they know you.
And social media is the secret to making that happen.
How to Make Peace (and Money!) with Social Media for Real Estate
According to a 2018 study by the National Association of Realtors:
Those figures have no doubt risen in the years since. With Generation Z starting to enter the housing market, an even greater share of first-time buyers and sellers will use the internet as their main source of information — and they will be the most social media savvy customers ever.
Here's how you can spend less time scrolling your feed and more time making money on social media:
Social media is fun and exciting — but to be a good use of your energy, it needs to deliver the right connections at the right moment. With these tips, you'll be on your way to seeing lasting results from time on social media. Contact us to find out more about social media automation in real estate.
Is your marketing puzzle missing that one small yet important piece that can help take your business to the next level? Paid social advertising is one marketing tool that real estate brands of any size can integrate to generate leads, grow your brand, and expand your social media presence. Here's why paid social advertising may be the missing piece to your marketing puzzle, along with some tips to help you get started.
How Paid Social Advertising Works
One of the perks of paid social advertising is that you don't need a ton to get started. A great real estate website is a must, of course, because you'll want a place to send the people who see your ads, and you'll need to set up a business page on any social platform where you plan to advertise. As you plan a campaign, you'll decide on the campaign's objective and determine the target audience, budget, and length of time that your ad will run. Then you'll set up the details of the ad, including the headline, copy, and images. You can easily monitor the results of your campaign over time with data-based insights that allow you to customize your advertising with confidence.
Enjoy the Benefits of Highly Targeted Advertising
One key benefit of paid social advertising is how it allows you to target specific demographics and reach the prospects who will be most interested in what your real estate brand has to offer. You can build profiles to target specific demographics, promote listings to people who have already searched for similar listings, or target prospects who have already indicated some interest in your services online. These are just a few of the many ways that you can customize paid social advertising campaigns to suit your needs.
New to Real Estate Marketing? Paid Social Ads Can Expand Your Reach
When you're a new agent or real estate brand, you don't want to wait for results with your marketing. Growing your online brand organically with tools like SEO and content marketing takes time. Paid social advertising has no such limitation, making it a perfect complement to your organic marketing tactics. Paid advertising allows you to reach your target audience immediately, get your brand in front of the right eyes, and start generating leads from the time that you launch your first campaign.
A Dependable, Versatile Tool for Growing Your Brand on the Biggest Social Platforms
For paid social advertising in real estate, two platforms stand out above the rest. Both Facebook and Instagram are excellent places to promote your brand with paid advertising campaigns. The versatility of paid social advertising on those platforms allows you to reach diverse audiences, whether you're promoting listings, targeting local customers in specific markets, or simply establishing relationships with potential clients that you can nurture over time.
Planning a Campaign? Start with a Goal and Target Audience in Mind
When starting a new campaign, you'll want to consider a few important factors. First, what is the goal of the campaign? Naturally, the content of your ad will be different depending on whether you're promoting a listing, open house, webinar, client testimonials, or services for sellers. If you want your target audience to take a specific action, then your advertising should be tailored to that goal.
Next, you'll want to consider who you aim to reach. This includes broad categories like active buyers or active sellers, along with more specific audiences based on demographic details. Think about who you want to reach, what they want, and how to appeal to their needs as you customize your campaign.
Why Your Website Is Essential to Paid Social Advertising
Since one of the main goals of paid social advertising is to attract traffic to your real estate website, you'll also want to make sure that your website appeals to the needs of your target audience. Integrating resources for buyers and sellers is a great place to start if you plan to market to both groups. You can also create localized content and neighborhood guides to help your audience make informed decisions on where to shop for homes.
Make Your Life Easier with Ad Wizard and Pay-Per-Click (PPC) Advertising Services
Searching for an easier way to master paid social advertising? Our Ad Wizard tool makes it easy to create, customize, and launch campaigns with as little as a few clicks in DeltaNET®6. With templates, customizable ad layouts, stock art, and a wide variety of ad types, you can launch your next campaign with ease. Or you can rely on our team of PPC advertising pros to help you develop campaigns that maximize ROI. Either way, you don't have to worry about handling all of the details of paid social advertising on your own.
Many real estate agents around the United States swear by online advertising.
Even if you've never used an online ad, you're probably familiar with the idea: Set it up correctly and you enjoy "overnight" traffic to your website or listings. An optimized ad provides the opportunity to accelerate interest in your most promising properties and meet qualified buyers sooner.
When you think of online ads, you might think of Google first. For real estate agents, though, the picture is a little bit different. People go on platforms like Facebook and Instagram (also owned by Facebook) to browse aspirational properties, and that's where an effective agent should seek out traffic.
Facebook is also helpful for maintaining connections with leads and past customers.
When it comes to advertising for the first time, most agents have these two questions:
The answer to question #1 is a resounding "yes!" In 2020, it cost under $10 on average for a Facebook ad to be seen 1,000 times. Most businesses spend about 5% to 12% of their revenue on ads, but agents can facilitate thousands of dollars in transactions with much less.
Will ads work for you? Again, the answer is yes.
But it won't work in a vacuum — you need to be ready to service the new traffic you get. There are two main ways to use online advertising to grow your real estate practice:
Drive New Leads Directly to Your Website
Your real estate website is the cornerstone of your digital brand. It's where people go to find out who you are and what you can do for them. Ads that go directly to your website can be helpful for people comparing real estate agents or just getting involved in the early stages of market research.
Ads are particularly effective when you've already published helpful, informative content such as blogs or videos. Content helps your visitors get informed about their options, connect with neighborhoods or listings, and ultimately become leads within your business pipeline.
Show Off Your Best and Brightest Properties
What if your website is new and not fully developed yet? You can direct online traffic to live listings on your MLS. In cases like this, it's essential to be sure any contact forms are set up correctly, so you can use them to capture details directly from interested leads.
You can display live listings directly on your website as well. This can be especially useful since it gives you more data. You'll end up with a granular sense of which listings attract attention, how long each visitor spends on each listing, and what features are most captivating to your audience.
Best Practices to Get the Most from Your Ads
Interested in jumping in with social media ads? You have a huge advantage compared to professionals in many other fields – the potential to move transactions forward with a tiny fraction of the revenue you'll stand to make. Still, you need to lay the right groundwork for success:
Contact us at Delta Media Group to learn more about social media ad success.
Succeeding with social media shares many commonalities with succeeding in real estate. To achieve success, you need to find your niche, excel within it, and have a plan for how to reach your target audience. Whether you're working to establish a vibrant social media presence for the first time or looking for ways to take your social game to the next level, a close look at your social media plan is the perfect place to start.
How Your Social Media Plan Makes Life Easier
As a real estate agent, you precisely plan so many aspects of your business. Are you giving the same effort to your social media planning? Your days are busy, but the time that you invest upfront in creating a social media plan ultimately makes your life so much easier in the long run. It's easier to accomplish your goals, build confidence, and use the time that you devote to social much more efficiently when you have a plan.
Ever get to the time you blocked out for social media, started staring at the screen, and sat there wondering what to do next? It's like writer's block, but for social marketing. Well, part of your social media plan is creating a schedule that you can stick to. When you have a schedule and know what you want to accomplish, you don't have to wait around for inspiration.
Your Social Media Plan Is About More Than Saving Time
Of course, saving time and working more efficiently are far from the only benefits of developing your social media plan. We mentioned earlier that social media has some things in common with real estate, and the level of competition is no exception. As a result, it's hard to stand out and have success without investing some time in planning.
Your planning and your social media goals go hand in hand. Do you want to increase your audience, convert more of your social connections to clients, expand your presence to a new social platform, or become the go-to social real estate resource for your market areas? These are all attainable goals when you plan ahead, take advantage of the many resources available to help with social media marketing, and lay out a plan for how to reach them.
Planning also doesn't mean avoiding experimenting with social strategies, not innovating, or not embracing the creative side of things. The best plans are adaptable, social media is constantly evolving, and embracing the integration of new ideas will help you stay relevant with your audience. So your ideal plan will include concrete steps for achieving goals, while also leaving room to adapt to a changing landscape.
How to Start Building Your Social Media Plan
Hopefully, we've convinced you of the value that comes from investing some time and effort into your social media plan. Now let's look at a few key areas that you can focus on while you develop a reliable plan for success.
With the right plan in place, your social media presence can be such an incredible asset to your real estate brand. When you're ready to turn your plan into action, our social media marketing services are here to help you achieve your goals.
It's no secret that nearly every real estate agent would like to improve their social media presence, regardless of how much success they've already had on social platforms. According to a social survey from real estate website "The Close," 88 percent of real estate agents would like to improve their social media, while 44 percent find social media to be one of their best sources of leads. Only referrals ranked higher as a lead generation source. If you're one of many agents who want to improve their social media, we've got some proven tips to help you accomplish your goals.
Know Your Audience
Who are you trying to reach, and what are their real estate goals? It's hard to please everyone, and knowing your audience makes it much easier to tailor your social presence to their needs. Start by looking at who you want to reach with your real estate brand, and the needs of your typical clients. Take some time to engage with your audience directly on social media, encourage conversations, and learn more about them.
Be Authentic and Build Personal Connections
There's no better way to build trust on social media than to be yourself, and try to form genuine connections with your followers. Trying to be someone you're not rarely works out with social media marketing, so authenticity is really important. While you're likely to be posting plenty of content, it's equally important to interact with your followers on an individual level, and in public settings like Facebook groups. Word of mouth spreads quickly on social media, and your engagement with your audience is one of your biggest drivers of lead generation.
Educate Your Audience Rather Than Pitching to Them
Think about all of the people you follow and connect with on your personal social media accounts. How many of them do you follow because of their sales pitches? If you're like most people, you probably connect with social accounts that educate, share interesting content, and engage with their followers. Your real estate knowledge is a huge asset, and sharing it with your audience is a great way to boost your social media.
Create and Share Thoughtful, High-Quality Content
So, what's the best way to educate your audience? Sharing great content that you create and sharing interesting content that you find online are two powerful ways to build your social presence. Content comes in many forms, from blog posts and videos to quick status updates with relevant statistics. Keep track of engagement to see which types of custom content resonate most with your audience, and try to share fresh content as often as you can.
Get Comfortable Behind a Camera
While quality content comes in many forms, there's no denying that video content is one of the biggest drivers of social media engagement. Platforms like TikTok and Instagram Reels allow you to post short, bite-size video content, while longer videos will work on nearly every other major social platform. With a relatively new smartphone and a few accessories like a tripod, you'll have everything you need to start creating video content. Practice makes perfect when creating videos, so dive in, invest some time, build confidence, and reap the rewards.
Be Consistent and Stay on Schedule
Perhaps the biggest secret to social media success is that it takes time and effort to build the type of meaningful connections that will earn you business. Blocking out time each day for social media activities and sticking to your schedule will help you build a successful, reliable social routine. With DeltaNET®6, you can save time on social media marketing by easily automating posts, including listings, blog posts, open houses, client reviews, and more. When you automate routine tasks, you can dedicate more of your social time to engaging with your audience.
Integrate Social Media Into Your Real Estate Website and Marketing
As you build your audience, your social media pages should help drive plenty of fresh traffic to your real estate website. But your website and other marketing materials can also help drive interest in your social media. Make sure that you have social sharing buttons on your website content and that your social accounts are integrated seamlessly into your website. Our custom real estate websites make it easy to integrate social, share your content, and generate leads.
Choose the Right Tools for Social Media Success
If your real estate CRM doesn't provide all of the tools that you need to improve your social media, perhaps it's time for an upgrade. With DeltaNET®6, you can easily manage all of your real estate marketing in one place, including your social media, AI-driven email marketing, online ads, content, and so much more.
Instagram is one of the most popular social media platforms for real estate agents.
At first, it might seem very similar to Facebook. In fact, Facebook owns the platform and has tweaked it for ease of use. Dig a little deeper, and you'll start to see many ways it offers unique value to real estate professionals ... and lets them do the same for their customers.
Social media is a double-edged sword, as any platform can be a time sink. But real estate agents coast to coast have found creative ways to get results from it. According to the National Association of Realtors, social media is the #1 source of high-quality real estate leads. And Instagram helps you find them.
How Instagram Can Help You Build the Real Estate Practice You Want
There are two main uses for Instagram in your digital marketing strategy:
Instagram is most effective when you do both. Few people follow a feed of just listings. Sprinkling other forms of content into the mix will help you take advantage of the network's impressive engagement rate, estimated at 15x more than Facebook and 20x more than Twitter.
Here are some ways to use Instagram to make real connections:
Get Social Media Credibility Without the Headache Using DeltaNET 6
Instagram is just one of the many social media platforms you can use to bring a steady stream of warm leads into your business. Social media marketing with DeltaNET 6, the all-in-one real estate solution, gets you there faster by leveraging the power of AI-driven automation.
Not only can you get more done in less time, but you'll be able to scale up social media communication no matter how large your audience grows. All along the way, it's easier than ever to maintain the speed, relevance, authenticity, and personalization your audience expects from a trusted real estate expert. Contact us to find out more or get started.
Social media is one of the most potent marketing, relationship-building, and lead generation tools for any real estate agent. Or at least, it should be. While social media is a powerful tool, success isn't automatic. It's easy to fall into common social media mistakes that detract from the value of your social presence, especially when you have so many other priorities in your busy day. With the right strategy, you can maximize the potential of your social presence. Start by taking a look at these common social media mistakes that every agent should try to avoid.
Failing to Fill Out Your Profile Completely
Engagement and content are so important to social media success that sometimes it's easy to overlook the things that you need to do before you share your social presence with the world. One of the most common mistakes that agents make is not taking advantage of all of the features available when filling out a social media profile.
In addition to being a great place to let people know what you're all about and tell them more about your brand, many social media sites allow you to link out to the rest of your online presence from your profile. This makes it so much easier for your social connections to find your website, your blog, and anywhere else that you showcase your business online.
Too Many Listings, Not Enough Variety
The simple fact is that if all you post to social media are listings, it will be very difficult to attract, retain, and engage with followers. While it's fine to mix in some listings on occasion, your primary focus should be on sharing a variety of content that informs and excites your audience. The best real estate content helps educate your audience and builds trust.
Share content that helps followers with the details of buying and selling homes, informs them about the markets where you do business, keeps them up to date on the latest real estate trends, and takes them behind the scenes of what it's like to be an agent. Ideally, some of those content links will lead to the blog on your own real estate website, where your audience can easily find your listings in a more organic way.
Not Planning Ahead for Social Posts
While there's no getting around the fact that social success requires an investment of time, it takes a lot more time when you don't have a coherent social plan for each week. Rather than scrambling to decide how to invest your limited social time each day, a clear strategy allows you to plan ahead, seamlessly schedule social posts in advance, and leave more time to engage with your audience. Planning ahead also removes much of the stress from organizing your social presence.
Posting Only Unoriginal Content
Sharing third-party content from trusted sources is a great way to educate your audience and generate engagement, but you're missing out on a big opportunity if you're not also sharing your own original content. Sharing original content allows you to showcase your real estate expertise, answer questions from your audience, and drive traffic to your blog/real estate website. Don't like writing blog posts, or looking for ways to mix up the original content you share? Remember that video content is also one of the most powerful marketing tools in any agent's toolbox.
Lack of Social Media Engagement
Social media helps you accomplish a wide variety of marketing goals, but at its core, it's a tool for building relationships with your audience. That's why engagement is ultimately one of the most crucial steps for social success. If you're not responding to every comment, answering every DM, following other accounts, sharing other people's content, and commenting on posts from your audience, then you're missing out on some of the biggest benefits of social media marketing.
Ignoring Analytics That Can Help You Improve Your Social Presence
Analytics can tell you so much about what's working well with your social presence, what could be improved, and how to best invest your time to maximize ROI. But analytics only have value if you pay attention to them over time. Invest some time in learning about and tracking the analytics offered by your favorite social sites.
Not Having the Right Tools for the Job
Your work as a real estate agent keeps you busy throughout the day, and some of the most common social media mistakes stem from not having enough time to invest in the task. That's why it's so important to have the right social media marketing tools, and access to the dependable, automated, AI-driven tools that can make your life so much easier. Maximizing your social media ROI starts with having a strategy, then utilizing the right tools for the job.
Instagram, now owned by Facebook, has enjoyed a steady rise to prominence over the last few years.
While most people might not think of Instagram first when they list the top social media networks, now is a good time to reassess that opinion. In fact, Instagram IS one of the biggest: since January of 2020, it consistently logs 1 billion monthly active users. This makes it around three times larger than Twitter.
Facebook is still the largest at 2.8 billion. When you dig deeper and look only at users in the United States and Canada, however, Facebook comes to around 259 million compared to 120 million for Instagram. In short, the audience most U.S.-based real estate agents need is right here on these two platforms.
If you are using Facebook now, it only makes sense to extend your efforts to Instagram.
In fact, there are clear similarities between the two. If you know how to use, optimize, and market from your Facebook account, virtually all the lessons you've learned will also apply to Instagram. Plus, there are special features that make Instagram especially valuable in the real estate world.
Why So Many Real Estate Agents Swear by Instagram for Lead Generation
An increasing number of real estate agents are turning time and attention toward Instagram.
Unlike all the other social media networks, Instagram was built to be highly visual. That makes it one of the best places to showcase all your breathtaking real estate photography. On top of that, its streamlined interfaces and interactions mean it is much friendlier to new users than some other platforms.
Just as crucial, Instagram offers far more user engagement — some sources have estimated it as high as 15x the engagement of Facebook and 20x the engagement of Twitter. Many platforms are designed to limit the reach of businesses unless they pay for advertising, but Instagram hasn't developed in that direction (yet).
Getting followers on Instagram tends to be easier, too. While it may take months to reach your first 1,000, a consistent schedule of compelling content can accelerate your gains, so you'll add 1,000 in weeks or even days.
Top 6 Tips for Getting Bottom Line Real Estate Value from Your Instagram
Getting started with any new social media can seem daunting. The most important thing is to approach it in a way that allows you to generate leads without needing to scroll your feed for hours every day. Luckily, it's very easy to put Instagram to work for you once you've invested the initial time to set it up.
Let's look at some pointers that smooth the path to success:
To learn more about social media marketing in real estate, contact us.
Social media is one of the best tools for real estate agents to build a stand-out digital brand. Research shows real estate professionals are some of the most active voices on social media. Some acquire 30% of their online leads or even more from social channels.
Of course, some haven't seen the results they want just yet.
When you're new to social media, it can be tough to see the connection between a tweet or hashtag and a client meeting on your calendar. But that doesn't mean the potential isn't there, hidden just under the surface.
With the right methods, you can make social media work for you.
Social Media Automation Makes it Easier to Achieve Real Business Value
There's a simple formula for deciding what should be automated.
If something is important, but low-yield . . . automate it!
The more you can automate basic processes that underlie your business, the easier it will be to scale and grow in the future. Real estate marketing is the most natural place to enjoy all the benefits of automation — and because social media can consume so much time, it just may be the prime candidate.
It's easy to get off on the wrong foot with social media when you feel you need to watch it like a hawk.
Social media platforms encourage this level of reactivity. After all, for every minute you spend scrolling your social media feed, advertisers on the platform have the opportunity to sell something to you. Social media automation helps uncouple the bottom-line benefits from the "Fear of Missing Out."
Here are some ways to manage your social media more effectively:
Contact us to learn more about using social media automation to help your business thrive.
Social media marketing is a key part of online visibility for real estate agents, brokers, and firms.
In fact, real estate experts are among the most active professionals on social media. That may mean there's plenty of competition for an audience's limited time, but it also means many of your peers are seeing great results. Platforms like Facebook, Twitter, and Instagram can be powerful lead engines if you use them right.
The challenge to social media newcomers is twofold:
Publishing content that captures attention and adds value for your target real estate prospects.
Doing so in a way that doesn't require you to spend all day scrolling through your social feed.
Social media is a notorious time sink, so it's important to have clear goals and focused execution. Yes, it can be fun to spread your wings as a thought leader in your community — but it's crucial to connect those activities to concrete business results. This is what many real estate pros overlook, and that can lead to disappointment.
Luckily, social media best practices for real estate are easy to work out with a little research. Here's how to use social media to really connect:
Social media is easy to learn but challenging to master. Contact us to find out more about it from the leaders in real estate digital marketing.