In a world where technology changes daily, it only makes sense that marketing is changing as quickly as its predecessor. You can say goodbye to direct mail, print ads, and the Yellow Pages! Today, REALTORS® and consumers are relying on social media to get the latest news. Social media is all about being “social,” telling a good story, engaging your listeners, and being honest. REALTORS® are using Facebook, Snapchat, Twitter, Instagram and search engine optimization techniques to market their company and listing.
It’s crazy to think that a decade ago people mainly used the Internet for email and research. Now, the average person has five social media accounts and spends around 1 hour and 40 minutes browsing these networks every day. Keeping that in mind, more than 175 million Americans are on Facebook, Twitter and Instagram have over 400 million accounts, and Snapchat has over 300 million monthly active users.
Here are 4 tips to engage your audience and ensure likability on your social media platforms.
1. Be authentic
This seems simple enough, but often companies try too hard to seem genuine and friendly that they come off as inauthentic and fake. Your audience does not want to read sales pitches on why REALTOR® Sam is the best. Instead, be a friend and create trust and communication first. Tell stories and provide useful tips for your readers. Be funny! Show a visual that will make people want to work with you and trust you to help pick out their next home.
2. More pictures and fewer words
People love visuals and have no interest in reading long posts. One reason Instagram is quickly becoming the social media platform of choice is due to the nature of their simplistic platform – posting and sharing photos. People can quickly scroll through their feed and look, like, share and comment on their followers’ photos, which tell a clear story while convincing them to learn more about a home or product. It’s a good idea to post aerial videos of homes you are listing, interior and exterior home shots, and any other eye-catching visuals.
3. Keeping up with trends
Ask yourself the following: Is there a new social media channel? What does this social media platform specialize in? Are there any new features and updates to each of the existing social media platforms? What demographic am I targeting and what platform are they using? According to the National Association of REALTORS®, first-time homebuyers made up 35% of all home buyers, and millennials are increasingly buying more homes. Therefore, we want to be able to reach them. REALTORS® are now snapping (video recording) their home listing walkthroughs and showing the details of each room “live” on Snapchat. REALTORS® are also utilizing the Instagram Live feature to record video snippets of open houses and neighborhoods.
4. Don’t Just Listen, Respond.
Keep up with your social media page by reviewing how many likes, shares, and comments you receive on each of your posts. Make sure you respond to comments and be proactive in communicating with your community. People respond well when they get a reaction, so keep them engaged by interacting with your followers.
5. Know What is Working
It’s not enough to just post daily on your page. Make sure you are tracking the overall performance of all your posts. What kind of story do your followers like best? How many people are sharing your story with others? In the end, it is not just about how many followers you have, but about the quality of engagement, you are receiving.
Be consistent and true! Keep up with the ever-growing world of social media and watch your page and online presence grow.