If you are a real estate agent who is not actively using Social Media it may not be worth even renewing your real estate license. By today’s standards, having an active and strategic social media presence is as much of a necessity as a business card was 20 years ago.
Times Have Changed in Real Estate
It was only 15 years ago that your two most important marketing devices as a real estate agent was a name tag and a business card. 20 years ago most REALTORS didn’t even have a cell phone.
Today, your social media profiles have replaced your business card, your office is now your CRM (Customer Relationship Manager) and your new clients come from a variety of web sources. If you are not competent at maximizing an online presence and utilizing other forms of real estate technology, you better be paying someone to do it for you.
Website or Social Media?
As a regular stalker of many social media groups and communities for real estate, I constantly see the question asked…
Should I use Facebook or build a website?
That question is a little bit silly. These two internet destinations are NOT mutually exclusive. They serve different needs and are designed to meet different goals.
Your website is your lead generation tool. Its the place where you tell your personal value proposition. Your real estate website should be the place you send all of your home buyers to search for property. Your website should be where you generate your new leads. If you have an “all in one” real estate solution, the back-end of your website would also be your CRM and lead follow up. It may even hold your real estate documents for each transaction.
Your Facebook Business Page should be the hub of where your run your Facebook Marketing Campaigns. That is the account that you use to run hyper-targeted ads to people who otherwise do not know who you are. Most of your Facebook campaigns should be DRIVING TRAFFIC TO YOUR WEBSITE. That is usually where they will be captured and become a lead.
Your real estate website should be where you generate new, original copy, related to your real estate market. Truthfully, you can generate any type of real estate articles that ultamatly your potential clients would be interesting in reading.
Your Facebook Business Page and your real estate website should have a symbiotic relationship. One feeds the other. The website generates the copy. Your Facebook Business page runs an add to put that copy in front of your target audience. They click it – they end up on your website.
Different Social Media Platforms
It is not to be discounted that Facebook is the 900 pound guerrilla when it comes to social media. That does not mean that the other platforms are not important and cant generate new business for you.
Google+ is an important aspect of any real estate agents web persona. Since the platform is owned by Google, there are many real estate SEO benefits of using Google+. All of your posts, written on your website, should be syndicated to Google+. Here is an example of sharing a real estate page on Google+ . In addition, there are thousands of “Communities” on Google+. If you don’t see a Google+ Community set up for your market or niche, create one yourself.
LinkedIn is known as the business professionals social media platform. As a general rule, you should not post pictures of what you had for lunch on LinkedIn – but it is a great place to have a professional REALTOR persona and post your original content to.
Many real estate agents have not found a way to monetize Twitter. Truth is, even Twitter cant even figure out how to monetize Twitter. But it is a great place to post your original content from your website. Starting to see a pattern here? Needless to say, growing a Twitter following can be a chore in itself, but can be very powerful it utilized correctly.
There are many others such as Instagram, SnapChat, Tumblr, Pinterest and more. Feel free to play around – you may find some that you enjoy being on so its less work. The big ones are Facebook, Twitter, LinkedIn and Google+.
Original Copy Is The Fuel For Social Media
The key to leveraging social media for MORE LEADS is the creation of new, original copy being posted on your website. Once the copy resides on your site — then you share away. Possibly even pay Facebook to put the copy in front of more potential clients. Start driving traffic to the site. If the website is set up properly with strategic Calls to Action (CTA) you will capture leads.
Find a Niche
Find a good real estate niche for your social media and website strategy. You may want to focus on waterfront condos or Back Bay Browstones. Once you have that niche, you can either join or create new groups and communities on multiple social media platforms. Then…yes you guessed it…post your original content to the relative groups.
Scratching The Surface
We are only scratching the surface here. This is only one example of a very common strategy for utilizing social media in real estate.
There are hundreds more social media platforms that lend themselves well to real estate such as Quora. You can answer very specific real estate questions – showing you are the expert – and yup…you guessed it…even link back to your original content on your website. 🙂