According to NAR’s 2022 Technology Survey, nearly half of agents and brokers surveyed said that social media was their best source of high-quality leads. Brokers and agents who don’t use social media effectively are essentially giving up leads to those who do, leaving money on the table.
Still, many real estate professionals are frustrated when they don’t get the results they expect from social media or hope that their social networks will be a source of quick and easy leads.
In many cases, these brokers are all making the same big mistake. Can you guess what it is?
The biggest mistake real estate brokers are making in their social media marketing is consistency.
For social media marketing to be successful, it needs to be a habit, not a sporadic undertaking. This means posting consistent content according to a consistent schedule. Why is overall consistency so important?
By posting consistent kinds of content in a consistent way, you give your audience an opportunity to recognize your content and develop positive associations with it. The content you post is how you share your expertise, values, identity, and voice on social media, as is the way you respond to your sphere’s comments and posts.
Most social media algorithms favor regular posting, meaning that if you post according to a particular schedule, you will be rewarded with more views and hopefully more engagement (and leads!). If your goal is to get your content in front of your sphere, the rule of thumb is generally the more you do it (without spamming, of course) the more your sphere will see.
The Hanging Gardens of Babylon weren’t built in a day, and neither will your social media marketing machine. Like creating a beautiful garden, it takes time to build the community you need to generate a consistent stream of leads. How long is hard to say, but a consistent presence will help you attract more leads over time.
Consistency is also important because people are not generally on social media to be marketed to, at least not consciously. Social media is where family and friends connect, and so real estate brokerages trying to promote listings are “invading” a social space. Your advantage as a broker is that houses, homes, and homebuying occupy an important part of many people’s lives, and so sharing genuine, authentic content about the value you add and the benefits of working with a real estate agent can help your sphere start to trust your expertise and promote and amplify your brand even more than you already are.
The challenge is that consistency can be hard. Agents are usually busy out selling houses, not generating content for their social media profiles. But a little effort can go a long way to help ensure a consistent brokerage presence on social media.
Like any habit, you need to pick a frequency that works for you. Some people manage to go to the gym six days a week. Others manage to go once. Both are fine, as long as you’re consistent. Pick a schedule for posting content and adhere to it as much as possible. If you find it hard to post content according to a set schedule, you can use a social media tool like Reach Social to automatically post content on all your preferred platforms.
You can encourage consistency by defining the kinds of content you want to share, the color scheme of your posts, the size and shape of any logos you decide to use, your online tone of voice, and by ensuring your team follows these guidelines. Reach Social can help you do this, too.
You can give your agents content inspiration by creating your own posts for them to share. This gives them the opportunity to share more information about the brokerage and encourage stronger brand recognition and loyalty. Did we mention that Reach Social can do that for you, too?
“With Paradym by Constellation1, agents don’t have to do a thing: it’s like having the personal support of a full-time marketing team 24 hours a day, seven days a week.”
– Stacy Benedict, VP, eCommerce and Marketing, BHHS Florida Realty
Learn how automated social media marketing has helped Berkshire Hathaway HomeServices Florida Realty lead in their market for more than 20 years.
To reap the benefits of social media marketing, a little bit can go a long way. In addition to consistency, learn more about three other Cs for social media success:
Content is king on social media, and different kinds of content are better suited for different platforms. Listing images and videos do really well on Instagram, videos are obviously well suited for YouTube, and Facebook and LinkedIn are great places to post links to listings and interesting real estate articles.
As a broker, being able to exercise a degree of control over how your business is presented online is both empowering and a business imperative. It’s also key to creating a consistent presence, and there are tools at your disposal that give you the control you need without restricting your team.
Getting the most out of social media doesn’t have to cost a fortune. Social media is one of the most effective places to market your brokerage, and it’s essentially free. For a relatively low investment and cost per lead, you could be amplifying your reach significantly.
“We have individual agents who sell $20 million plus per year, by themselves, in a market where the average listing price is $200,000. That means they’re closing a sale almost every two business days. Without tools like Reach Social, there’s no way that’d be possible.”
— David Caveness, President of Carpenter Realtors
Paradym Reach Social by Constellation1 is a powerful tool that was built especially for real estate to take your social media game further, featuring integrations with the most popular social media platforms as well as the MLS. With a library of over 20,000 pieces of unique content, you never have to worry about what to post. All active listings are regularly posted automatically and drive traffic back to customized property landing pages. Brokers also get to leverage Broker Broadcast, a mechanism for sharing branded content directly in the feeds of your agents automatically.
Don’t wait to upgrade your marketing. The best time to start planting seeds for future prospects is today, not in 12 months. Leverage automation and the four Cs of consistency, content, control, and cost-effectiveness to generate interest and reap the rewards in the coming months.
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