Whether you manage your social media pages yourself, or you outsource their management, you might ask yourself if maintaining your social media presence is worth the time or expense. Much of the frustration agents feel is directly related to the lack of definitive "return on investment" in the social media sphere. How many Facebook posts does it take to capture a lead? How many "Likes" and "Shares" does it take to generate a home sale?
There are no set answers, because these are the wrong questions. Social media isn't mere advertising, though that's how some businesses mistakenly treat it.
Real estate social media has two primary goals:
1. Building brand awareness
2. Building relationships with your audience
When these goals are kept in mind, you'll find yourself creating the right kind of content to improve organic reach and audience engagement. But if you focus on ROI in social media, you'll find yourself in continual "sales pitch" mode, and eventually become frustrated because you're not seeing results.
This doesn't mean you can't post about open houses, new listings, ect. You certainly can, and should! The key is to strike a content balance, so your audience doesn't become so inundated with "home for sale" posts that they stop noticing them. Remember, post engagement is what drives organic reach!
Try post ideas such as:
Facebook video of your client's dog enjoying the fenced yard at the new home
Link to community news story featuring upbeat news - add your own remarks to the post
Photo contest of local landmark - ask your followers to share their photos and vote for a "people's choice" winner
Photo of happy clients (obtain their permission prior to posting)
By watching your page analytics and your post performance, you'll be able to fine-tune your social media strategies. If you're pressed for time, let RealSupport manage your social media accounts for you!
Bonita Breit
Copywriter & Marketing Specialist
RealSupport, Inc.
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