In the past few years, Social Media has become one of the primary sources of advertisement for Real Estate agents. What was one day possible with direct mail and bus ads, is now just a few clicks away.
This accessibility has resulted in some problems. The first problem is that there is a lot of noise out there and everyone is doing what they think is the “Right” thing to do. Some agents flood their feed with pictures of listings, some post irrelevant stories, and some boost posts and link them back to their profile.
So you might be asking, what is the “Right” thing to do? Well, the truth is that in social media marketing, there are no “right” or “wrong” things. There are, however, guides that we can follow to ensure that we are getting the most exposure and results as efficiently as possible. In this article, we will go over some common mistakes that Realtors make on social media so you can avoid them in your marketing.
1- Only Posting Pictures of Listings
One of the most common mistakes I see in real estate social media posts is that agents tend to post lots of pictures of their listings. Posting listings results in their followers losing interests and either unfollowing them or just not engaging with their content.
With Instagram & Facebook’s latest algorithm, your posts will be shown mainly to users who have had more interaction with your previous posts. Facebook & Instagram will assign scores to see who is more likely to like your new content based on their past interactions. So when a user loses engagement, they will simply not see your posts as much.
The best thing to do is to mix things up. Maybe have some pictures of your listings, but then create posts and provide tips for your target audience, and finally, post some lifestyle photos.
Some people talk about an 80/20 rule which says that 80% of your posts should be lifestyle or tips and only 20% should be about your business. I don’t believe in this rule. Frankly, I don’t think it works anymore, and that brings me to our second point, which is defining a strategy for your social media.
2- Not Having a Real Estate Social Media Strategy in Place
As mentioned previously, most agents tend to post various things on social media without having a plan. Not having a strategy will result in you not having a consistent brand and not attracting the right type of clients.
That’s why most people complain and believe that Social Media doesn’t bring them any clients.
Here is a step by step guide that you can follow to define your real estate marketing strategy.
Step 1 – Define Your Target Audience
Before putting a strategy in place, you must understand who you are marketing to.
- Are you planning to focus on Condos? Single Family Homes? Or Both?
- Are you planning to build a brand in the Luxury Market or you are going after the more affordable homes?
- Are you looking to work with First-Time Home Buyers or you prefer to get more listings?
Once you answer the above questions, then you will understand who your target audience is and then you will have to tailor your content towards them.
Step 2 – Find Out When Your Target Audience Is Most Active
It’s essential to know what times of the day your audience is most active. I used to use various tools to monitor my Instagram’s account activity, but it was a very time-consuming task. Recently I have started using a software called PromoRepublic. Not only it helps me with scheduling my posts, but it also uses AI to post my content when my followers are most active.
Step 3 – Find Out What’s Trending
There are many tools out there that can help you find what’s currently trending on social media. PromoRepublic has different categories which one of them is about the Real Estate industry. You can easily find what’s trending and add what makes sense for your audience to your post schedule. You can read my full review on PromoRepublic here.
Step 4 – Provide Free, Valuable Information To Your Audience
It is crucial to understand who your target audience is and provide free, valuable information to them. Let’s again use First-Time Home Buyers as an example. A simple search will give you some ideas of what kind of questions they might have. Here are some instances we use in First-Time Home Buyer’s campaigns.
- What are the best locations for my budget?
- Do I need to have a pre-approved mortgage?
- Why should I use an agent?
- What are “closing costs”?
Once you understand their problems, then you can start creating valuable content that results in high engagement.
Step 5 – Use The Right Type of Hashtags
Using hashtags might sound overrated, but the truth is, this is currently the only way to get organic reach. You need to understand the goal of the hashtags you use. Some hashtags are very specific, and using them will help people find you when they are searching for something. Other hashtags are broad, and they increase the visibility of your account by improving your content’s reach and impressions.
Here are some examples. If you are a Real Estate Agent and you are active in, let’s say Irvine in California, you might want to use a hashtag like #irvinerealtor. At the time of this writing, this hashtag has about 4000 posts. It means that it is a hashtag that is used regularly but is not saturated yet.
Now let’s say you want to have a broad reach and more people see your pictures, then you can use something like #realtor. With this type of hashtag, you might get more impressions, but most likely, the impressions will not be targeted or relevant to your profile. Also, using high volume hashtags may not even get you the kind of reach you want. The reason being is that thousands of people are posting and using them every second and anyone searching for that hashtag can easily miss your content.
I believe you should use a mixture of specific and broad hashtags. You need to analyze your posts and see which ones result in a high engagement or reach. You can use these hashtags a part of your ongoing content strategy.
3- “Boosting” Posts
Boosting a post is essentially an easy way to get more people to see your content. However, it’s the least efficient and accurate way of advertising.
When you boost your posts, you have a set of limited advertising options, and you do not have enough control over your ads. Therefore, you are losing money and not getting the best possible results.
The best way to advertise an existing post is to use Facebook Ads Manager and use the advertising options in there to promote your posts.
Here are some of the things that you can do in Facebook Ads Manager:
- Choose Campain Type and Campaign Goals
- Brand Awareness
- Use different types of custom conversions
- Target by Zip Code (Note that for housing, credit and employment industry you will be no longer able to target by Zip Code or Postal Code. Read more about New Facebook Rules)
- Controlling the placement of your ads
- Controlling the cost per conversion
- Managing the conversion bid strategy
4- Not Using the Facebook Pixel
Facebook Pixel is a piece of code which you can please on your website or landing pages to keep track of your visitors’ behaviors. If you are not using the Facebook Pixel, you are pretty much, losing money.
There are three main things that we can with Facebook Pixel.
- Conversion Tracking
- Creating Custom Audiences
To learn further about the Facebook Pixel, watch my video here.
5- Not Having a Lead Generation Funnel in Place
If you are advertising and posting on Facebook or Instagram, you must have a Lead Generation Funnel in place.
What is a “Lead Generation Funnel”?
A Lead Generation Funnel or a Sales Funnel is a series of steps that we get our online visitors to go through so that they eventually become a customer or a lead. The purpose of a funnel is to keep users focused on a specific goal and topic.
Think of it as a salesperson that holds a customer’s hand and walks them through a series of steps. It’s supposed to build trust, authority, and answer any questions that stop people from contacting you.
A lead generation funnel has four main steps.
The First Step of the funnel is pushing Targeted Traffic to it. It can be from Instagram Ads, Facebook Ads, YouTube, or even Organic Search Engine Traffic.
The Second Step of the funnel is where we engage with our visitors. It can be one or multiple landing pages. Every landing page must be tailored to our marketing goals and target audience.
The Third Step of the funnel is where we connect with them. In this stage, they either provide us with their information, or they will purchase a product.
The Fourth Step of the funnel is following up with our audience or cold leads. The following up can be done by having a long-term email marketing strategy in place or using retargeting ads.
How do we create Funnels?
There different tools that you can use to create Funnels. Over the past few years, we have tried many different platforms such as WordPress, Lead Pages, Instapage, Etc. After spending a lot of time and money testing these platforms, we finally settled on a software called ClickFunnels.
ClickFunnels is a software that helps you build multi-step landing pages very efficiently. It has lots of capabilities. You can read my in-depth review on ClickFunnels here.
If you are interested in learning more about Lead Generation Techniques and Funnels, you can join the waitlist for my upcoming course.
Why do I need a Funnel?
There are many benefits to using a funnel. One of the most important reasons is that you can keep your users focused on one goal.
Let’s imagine you didn’t want to use a funnel and you tried to use your website for lead generation instead. A website has a menu with at least 5 to 10 pages. Now imagine an investor comes to your website and wants to either know about the latest opportunities or wants to see if you are the right agent for his needs. With all the distractions on your website, the chance of him contacting you is reduced.
Using a funnel, however, you can:
- Keep visitors on a specific goal
- Show them relevant information in different steps
- Build trust with them highlighting your points of strength and reviews
- Get their information in steps without being too aggressive
To learn more about building high-converting real estate lead generation funnels, click here.
Having an online presence is essential in growing your Real Estate business. With all the noise on the internet, it might be difficult to find the best way to get started and maintain a consistent presence.
The best thing you can do is to put together a content strategy along with an advertising strategy in place. Make sure to start by understanding your target audience and create targeted content for them.
Try to create a diverse Instagram feed. Use various types of hashtags and provide free valuable information to your audience. Find when your users are most active and invest in tools that can speed up your work by enabling you to post on a schedule.
Once the proper content or ads are created, you must direct them to a place that they can contact you, and this is where the funnel comes into play. Having a proper funnel setup will not only save you money on advertisement, but it will increase the number of leads you get.
Finally, make sure you have the Facebook pixel installed on all your landing pages and your website. Having the pixel will let you retarget people who have visited your pages at a lower cost.
To learn more about Real Estate Marketing, Lead Generation, and Content Strategy, join my Private Facebook Group and Subscribe to my YouTube Channel.