In today’s tech-savvy world, social media is an important tool for any business. Social is especially important in the real estate industry where connection is king. When 75% of an agent’s business comes from referrals or word-of-mouth, it’s important to make sure your clients remember you if they decide to move again. With 1.8 billion people checking Facebook every month, these two social platforms really are your best bet for increasing your client list.
However, when social is used incorrectly it can quickly change from a help to a hindrance. You have to know not just how to share content, but how to share content that’s worth sharing. If your page just becomes a place to repost your listings, then your clients will hit that “unfollow” button very quickly.
Below we will guide you through best practices and show you some interesting examples of real estate agents that have used social media to their advantage.
Organic or paid? Are you selling out?
There are real estate agents who swear by organic posts and despise paid advertising; others think paid advertising can be useful when it’s used well. Whatever you decide to use, know your audience. Even according to Facebook, before you start posting you need to know your business goal and have an understanding of who you want to reach. You have to decide whether you want to pay with your time (organic) or just pay.
The Argument for Paid Advertising – Great ROI When Done Right
Mike Nichols, a real estate agent based out of Sacramento, California, has had success with both paid and organic advertising. He says the key to posting with paid ads is targeting the right audience, while with organic it’s more about “consistent posting and staying in touch with your audience.” Now, one-quarter to one-third of Nichols’ business comes from Facebook, and he is able to connect with clients aged 25-70+.
The Argument for Organic Advertising – More Authentic
Felix Hung is the branch manager at Realty One Group in Huntington Beach and one of the leading social media real estate coaches in the country. According to Hung, everything a business posts on Facebook (or any other form of social media) is spam, but there is Grade A spam and there’s Grade F spam. Hung is a big proponent of organic advertising and has developed a strong following just by posting consistently every day.
Hung has been working on his craft for 10+ years, although that doesn’t mean it will take everyone this long. There are plenty of books and classes you can attend now to learn how to develop your online brand organically.
Know your objective.
Why are you posting? What outcome do you want? Whether you’re posting paid content or not, you want to make sure that you have an objective in mind. Whether your objective is to send people to your website or raise attendance at an event, you should know what it is before you spend the money or take the time to post.