Are you trying to reach more homebuyers this year? Social media is a great place to start! In fact, 92% of marketers say social media marketing creates great exposure for their business.
The average American has 7.1 social media accounts, too. Chances are, your target audience is already online, searching for realtors like you. Unfortunately, a few mistakes with your social media realtor strategy could cost you.
You could struggle to reach your target audience if you don’t have a plan. Even if you reach them, you need to make sure your content appeals to their interests.
Here are eight mistakes you need to avoid with your real estate social media strategy. Avoiding these mistakes can help you generate more leads. You can draw in more clients and set your real estate business up for success.
Start improving your social media marketing strategy by avoiding these mistakes today.
1. Not Having a Plan
One of the biggest mistakes you can make with your social media marketing strategy is neglecting to create a plan. Without a plan, you won’t have direction. You could fail to use the right tactics with your audience in mind.
Instead, you can set goals and key performance indicators (KPIs) to track your progress.
Set plans that are SMART (specific, measurable, attainable, results-driven, timely). For example, maybe you want to:
- Book 20% more house tours through social media marketing by the end of the quarter
- Gain 100 new social media followers a month
- Generate 15% more traffic to your website by sharing blog posts on social media
Once you establish your goals, you can determine which tactics will help you accomplish each one. For example, you can work with an influencer to gain more followers. You can post videos about your listings to book more tours.
Then, set a KPI for each tactic. You can track website traffic, social media followers, leads, or tours.
Without a plan, you might not realize where your social media marketing strategy is struggling. Instead, you can break your larger goals into smaller benchmarks. If you’re not meeting your benchmarks, you’ll know to reevaluate your plan.
Know Your Audience
As you start developing your social media realtor marketing strategy, take a moment to research your audience. The more you know your audience, the more likely you’ll appeal to their interests. Then, you can personalize your content to draw them in.
If you’re targeting a broad audience, create smaller buyer personas. For example, you can segment customers based on:
- Marital status
- Household income
- Buying behaviors
Gen X (born between 1965 and 1979) makes up the largest portion of homebuyers in America. Older millennials (1980 to 1989) make up the second-largest group. You might have to adjust your strategy with millennials in mind next year.
2. Sharing Too Much
Review your previous social media posts. How often were you posting? You don’t want to post too much.
If you appear on their feeds too often, you could frustrate potential buyers. Instead, create a schedule. Try to limit yourself to posting once or twice a day.
Consider what you’re saying, too. You don’t want to overshare. Instead, focus on remaining authentic without saying too much.
Imagine what you would say during a first-time, face-to-face conversation with a client. If you wouldn’t say it, don’t share it online!
3. Posting Without Purpose
As you start organizing your real estate social media calendar, consider each post. What is the purpose of sharing that piece of content? If the post doesn’t have a purpose, get rid of it.
Instead, make sure each post is aligned with your SMART goals.
Experiment with different types of posts. For example, you can create polls and quizzes. Video content is becoming more popular, too.
Experimenting with different types of posts can help you determine what your followers love most.
4. Focusing on Sales
Social media marketing allows you to connect with your target audience. They can learn more about your brand before hiring you as a realtor.
When posting on social media, don’t focus on sales language. Instead, try to connect with your audience. Try to create interactive, informative content they need.
Sales language, on the other hand, might scare them away.
5. Sticking to a Schedule
Once you establish your social media marketing calendar, don’t feel obligated to stick with it. Sometimes, you need to make a sudden announcement. In that case, add an extra post to your day.
Sticking to a schedule can make your social media account feel stiff. Instead, make sure you’re active when your followers are.
6. Brand Inconsistency
Seeing your brand repeatedly can help people remember your realtor business. Don’t make the mistake of brand inconsistency. Instead, develop your brand guidelines and stick with them.
Brand consistency can help brand awareness and recognition grow. Potential buyers will have an easier time remembering your business as a result.
7. Avoiding Interactions
Once people start commenting on your posts, comment back! Don’t make the mistake of avoiding online interactions. Instead, use your social media realtor marketing strategy to connect with people.
Answer questions to show potential buyers you’re there to help. They’ll start relying on you for the information they need.
Avoiding interactions, on the other hand, could make you seem ingenuine or robotic.
8. Neglecting Authenticity
As you avoid these real estate social media mistakes, make sure you’re remaining authentic, too. Authenticity can help you connect with your target audience. Otherwise, potential buyers might struggle to trust you.
Instead, add a little transparency to your marketing strategy.
For example, you can give people a behind-the-scenes look when you’re staging a home.
Authenticity will help people see who you really are. They might have an easier time trusting you as a result. Once you develop brand trust, you can use brand loyalty to retain clients.
Staying Social: 8 Costly Social Media Realtor Mistakes to Avoid
Don’t make these eight costly social media realtor mistakes this year. Instead, update your social media marketing strategy. Start connecting with potential clients to set your business up for success.
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