When it comes to being a successful estate agent, you know there are many components to consider. Being good at what you do is crucial, but you also need to promote yourself. If prospective clients don’t know about you, your track record and how you help clients sell their property, they aren’t going to call on you.
It is the same as selling a house. The property may look stunning, and it may be priced correctly, but if people aren’t aware of it, it isn’t going to sell. You need to sell your agency, and you’ll find social media and content is the ideal way to promote what you do.
Agent Media know all about helping estate agencies promote themselves, and here are 25 awesome social media and content tips for your agency.
Set up and be consistent across social media
You don’t need to be active on every social media platform, but you should be on more than one. You should also be consistent across the different platforms. Whether someone lands on your Facebook page, your Twitter account, your Instagram page or even your LinkedIn profile, it is vital that they recognise you, and know that you are the same firm as operating on the other platforms.
Therefore, make sure there is a consistent approach across your social platforms, including logos, brands, colours and information. You should offer something unique on each platform, engaging users effectively on each platform, but each page and post should be clear it comes from you.
Make sure your property pages have social sharing
Social sites come into their own when your audience and users share your content with their own friends, family members and associates. A share acts as a recommendation, and not only can you develop awareness in your agency, you’ll find people will take a greater interest in what you offer because they found out about you from someone they trust.
Therefore, you want to make sharing on social as straightforward as possible. An excellent tip for promoting social sharing is to add social sharing to your property pages, listings and throughout your website. This creates awareness of your social platforms, and it helps others to share what they have seen and liked on your site.
Review your competitors
While social platforms are great for allowing your clients and prospective customers see what you do, you can benefit by keeping in touch with your competitors. It is essential you stay up to date with local news and information, but you need to remain up to date with promotions, offers and marketing activities undertaken by rival agencies.
If your peers make a mistake, note what they did and don’t make the same error. If you like what rivals have shared or have achieved success, imitate it or do it better! Your audience will compare you with rival firms, so it is imperative you know what your rivals do, and that you take steps to be the most appealing option on social platforms.
Allow people to contact you on social
It is vital to allow people to contact you quickly, and with social, people can contact you directly and immediately.
You should offer contact options, including a Contact Us button, and more importantly, you need to respond to people when they contact you.
Share local images on your timelines
You must accept people scroll through their timeline, and it somethings interesting to stop them in their tracks. If you use local photos, of places and landmarks that your audience will immediately recognise, people will stop to find out more.
You should encourage your team members to walk around the local area and take photographs and video clips of the local area to share on social media. This will provide you with original content, but it is original content that makes your audience pay attention. It also showcases your local credentials, which is vital for all agents.
Give something away to generate leads
Estate agents should use social media to create awareness about themselves, to develop relationships with clients and to have become the best local option. However, you can also use your social platform to capture leads, and the best way to capture leads is to give something away.
Create content which offers value to your audience, and exchange this content for their contact details. Your audience gets something of value, and the content will showcase your skills and expertise. Hopefully, this will persuade people of your merits as an agency, and of course, you now have permission to contact your audience by email, text or messaging group, depending on which information you collected.
Create and share virtual tours
You don’t need us to tell you video footage is growing increasingly crucial on social platforms, and when it comes to homes, people cannot get enough of video clips. There is a high level of curiosity when it comes to other people’s houses, and if you create and share video clips or even virtual tours of a home, people will take an interest.
Support and sponsor local teams or events
It is essential you have a good relationship and presence in your local community. A brilliant way to develop this reputation is to sponsor a local team or back a local group or charity events. Estate agents need to be active in their local community.
In the short-term, giving back to the community and helping those who need help is of benefit to the people who live in your area. In the longer-term, you benefit through added publicity, recommendations and good standing with people in and around your area.
Pinterest boards are great for property
Of all the social platforms, it is fair to say Pinterest is overlooked by many people. However, when used in the right manner, Pinterest is ideal for many industries, and estate agents can use Pinterest to their advantage.
You have the chance to share images and information for specific listings, promoting the home and the local area. Pinterest is a platform that thrives on pictures and aspirational images, and content is shared a lot. By being active on Pinterest, you may be surprised at how much you can increase your reach.
A newsletter is useful for estate agents
When it comes to creating content that connects with your audience, an email newsletter is helpful. You have a chance to reach clients, new and existing, with informative content. You can position yourself as a local expert, as a specialist in your industry, you can drive traffic to your site, you can gain instructions, and you can sell property.
These are all outcomes estate agents should look for, and by creating a weekly, fortnightly or even monthly email newsletter, you can speak directly to your audience.
Be present on Google My Business
While you want to develop a social presence, you cannot overlook the importance of being found on Google. As an estate agent, you need to have a Google My Business account, and it needs to be updated and correct. You should add your contact details, images of your business, pictures of your local area, and add reviews.
Many prospective clients can find everything they need to know about you from Google My Business, so give them reasons to contact you. If people phone or email you directly from GMB as opposed to visiting your website, it doesn’t matter; the most important thing is people contacting you.
Share niche information
While you need to develop a local presence and showcase the main areas of your industry you serve, there is nothing wrong with going niche. If you are looking to serve young professionals, families, downsizers, ex-military professionals or any market in particular, make it a feature of your social media activity.
When you drill down into a niche, you have a higher chance of making genuine connections, and this develops awareness, your presence, and what you can achieve on social.
Tell stories with your content
When it comes to engaging your audience, you’ll achieve more success with an emotional connection. People respond to stories, especially ones which resonate with them or which allows them to picture themselves in the story, and this will draw more people to you.
You know video content is essential on social platforms, but are you going live with video content? You have a fantastic opportunity to let people into your working environment, your local area or even a property you let when you go live on Facebook.
You benefit because Facebook promotes live content over standard content, your audience will be notified about the live content, and if you schedule live content, you can promote it in advance. All these factors should ensure you connect with more people than you would if you shared a video in the traditional manner.
Also, once you have created the video, you can reuse it later, connecting with your audience in other ways.
Harness the power of social ads
Social ads, such as Facebook Ads, allow you to harness the potential of your social media and content marketing. A series of Facebook Ads, utilising the content and posts you already have on social media, helps develop a relationship with your audience and showcases what you do best.
Agent Media has created a Facebook Ads series system which develops an audience and ensures people realise why your agency is the one they can trust and rely on.
Guest blog or post
You have knowledge and expertise that other people want to know, and other social platforms or accounts wish to share. You should consider guest blogging or writing columns for local platforms or newspapers in an attempt to create awareness in what you offer.
Other accounts are as keen to add content as you are, and they’ll hope they can benefit from your audience, as much as you want to connect with their audience. Guest blogging is a way that all parties benefit, and if you present yourself as an expert to as many people as possible, you will benefit in the short and long-term.
Social proof is critical these days, so why not harness the positive reviews clients have shared with you and your business. On Facebook, you can add a Reviews tab, and this will present your reviews to your audience. Remember to ask people to leave a review, and compile these reviews into posts, infographics and even video clips.
It is vital you use social networking sites as a platform to engage your audience. You have an ideal chance to ask questions and learn what people really feel about your service, and what they want from you.
Many companies spend considerable sums of money in obtaining feedback, but if you ask questions on social media, you can find out what your audience thinks for no outlay at all. Also, the more questions you ask, the more engaged and responsive your audience will be, which creates more awareness of your site.
Run a poll
As well as asking questions, running a survey is a brilliant way to gain insight into what your audience thinks. You can ask questions about the local area, what content people want to see, what services people want from you or anything.
There is no limit to the polls you can run, so think about your image, and set up surveys which engage your audience and which drives more interest to your pages.
Showcase your employees
It is always good to showcase your personal side on social networking sites, and this is as true for an estate agency as it is for any corporation or company. Interview your employees or have them share what they do in a day.
By offering insight into what your audience thinks and feels, you have a chance to connect with your audience on a higher level, which should help in developing relationships.
Interview or review a local store
If you want to be known as a local firm, you need to engage and interact in your local community. A smart way to do this is to interview local shops or review their services. By showing you are aware of local shops, you state your local credentials, but you also have the chance to tap into these stores audience.
The shop will likely share the content with their own audience, and this places you in front of more relevant people.
Create branded infographics about your local area
Social media thrives on images, and infographics are a fantastic way to connect with people. If you have relevant information to share about your business, industry or the local area, placing it into a graphic ensures more people will look at it, will take it in and share it.
Make sure you brand the infographic with your name and logo. If it is shared, you want people to know the content originated from you.
Create independent research
If you showcase independent research about your area or industry, you position yourself as an expert. You also provide people with pertinent information and value, which all businesses need to do.
Find a topic that interests you, and which is relevant to your audience, and do some research. You can ask your customers and clients to gain insight into the market and behaviour. Present this information in a usable format, and make sure you brand the data, so people know it originates from you.
Share opinions on breaking local or industry news
You want to associate yourself with industry leaders and reliable news sources. If you become a market aggregator, more people will pay attention to what you say. However, if you also add a slant or offer relevant guidance about a news story, you become an invaluable source in your own right.
Over time, people will associate you with leading sources in the industry, and they’ll want to hear what you have to say.
Comment on other posts and pages
You should be active on other people’s and organisations pages. Find local or industry groups where you can be an active part of the community and share advice and opinions. This isn’t an opportunity to promote yourself directly, but if you engage regularly and showcase your knowledge, many will recognise you as an active part of the industry or area.
Hopefully, you will find these tips to be of benefit, and you can make more impact with your social media and content marketing work. However, if you need further assistance in performing well on social, contact Agent Media who will help you connect with your audience and generate leads.