Learning how to maximize your real estate social media engagements in 2021 will result in more leads.
More people engage on social media than ever before. Don’t miss the opportunity to create an effective social media presence. After all, real estate is about engaging with people with previews, open houses, taking listings, and negotiating sales.
Now is the time to generate new leads for your real estate business while increasing your brand presence. Sure, social media takes time, but doing it right reaps rewards.
Too many people join social media channels and throw out words and images trying to attract attention. Social media doesn’t work that way.
Follow these 10 Steps to Maximize Your Real Estate Social Media Engagements in 2021
1. Know Your Audience
As an experienced real estate agent, you know who your current audience is. But you must look at who you want your audience to be. What clients do you want in the future based on your business strategy?
Knowing who you want to reach determines the voice to use in your social media posts. Your content and images must appeal to that audience.
Look at the available data on your existing social media channels. An Instagram Business Account gives you insights to see how many males and females follow you along with their locations and top age group. Your Facebook Business Pages (preferable over personal ones) and your Twitter accounts maintain similar analytics.
Raw analytics help you, but getting feedback from your current audience works better. Ask for feedback or conduct a poll with open-ended questions for more information. Do this for your important posts on Facebook and Instagram asking how they feel about the points you made.
These should maximize your real estate social media engagements in 2021.
2. Social Media Channels are not Created Equal
Unless you take the time to sign up for every social media channel (or hire a social media marketing expert to do it) you must decide which ones work for you. Which makes sense for your real estate audience and brand?
Only sign up for the ones you can engage with frequently. Let’s look at some examples.
Instagram: The perfect photo-sharing platform for your listings, favorite neighborhoods, and local social events (when they open again). With over one billion monthly active users, Instagram looks like a good fit. But when you look at Instagram’s main users, you’ll see they are aged 13 to 29. As a Realtor, do you want to spend much time engaging with that age group?
Twitter: Evenly split between male and female users from 18 to 29 years old. Again, how much time do you want to spend with this age group?
Facebook: The most popular social media platform in 2021 with over 2.80 billion active monthly users and over 1.84 billion daily users dominate the social media world. According to Hootsuite, Facebook is “most popular among U.S. adults between 25 and 49 years old” in 2021. Now, does this age group work better for you?
3. Never Post Depressing Content or Images
Let’s face it, the COVID-19 gave us a bad year worldwide and it’s not over yet. Do not make depressed people feel bad.
Social media experts often give examples of bad posts. They also conduct polls of their audience to see what they like or don’t. For example, some “pet peeves” include:
- Posts that make me feel bad about myself;
- Too much self-promotion;
- Too many scripted posts (they prefer natural content);
- Lazy posts just to send out content and engagements with no value;
- Crude posts;
- Irrelevant posts for the page; and
- Too many sponsored posts and ads.
Very revealing and they make sense. So, don’t overly promote yourself. Maintain a purpose for each post relevant to the matter at hand.
Here’s a list of good posts to follow:
- Sharing content providing value to your audience;
- Treat your platform like a community encouraging dialogue with your followers;
- Don’t post advertisements or sponsored posts, but if you must promote something balance those posts with something delightful; and
- Engage with your followers in a voice resonating with whom and why they are on your page.
4. Write for Your Audience and Not to Them
Think about your message and to whom before you begin writing. Write comprehensive, useful content about topics they want to read about. Maintain your brand and your niche. For example, a Realtor researches a neighborhood and uses photos showing its unique character.
Always think about writing quality over quantity. Try to give value to everything you post. Quality content providing value you can always update and repurpose for many years.
Know what quality content your audience wants to see. Image-heavy channels like Pinterest and Instagram require posting quality photos that add value.
5. Make Your Images Fit
Never post an image on your social media without cropping and framing them to fit. Each social media platform maintains different file sizes. You must crop every image to meet each platform’s unique sizes. For example, use these pixels for the following platforms:
- Facebook: 1200 x 630 px;
- Instagram: 1500 x 1500 px; and
- Twitter: 1024 x 512 px.
6. Use Proper Spelling and Grammar
Some people don’t think using proper grammar and spelling matters on social media. Look at how many tweets don’t bother with spelling or grammar. But it matters for professionals like yourself who must write professionally without typos.
Use Grammarly, their free tool works very well, and others like Grammark.org. But, know that these spelling and grammar checkers use Artificial Intelligence (AI) which might miss fragmented sentences and sentence run-ons.
7. Use Hashtags Correctly
Also, Instagram and Twitter allow you to look up hashtag popularity on their platforms.
8. Create A Content Calendar
Creating a content calendar allows you to plan with content for future posts in different channels. Some people use a multi-page spreadsheet with a tab for every month allowing them to plan for months.
Hootsuite explains how to create social media content calendars and gives tips and templates.
HubSpot also teaches you how to create a social media calendar and gives you a free template.
Sprout Social recommends the following posting schedule for popular social media platforms:
- LinkedIn: 1 to 2 times per week;
- Facebook Pages: 1 to 2 times per day;
- Instagram: 1 to 3 times per day;
- Instagram Stories: 2 to 5 times per day;
- Twitter: 3 to 10 times per day; and
- Pinterest: 3 to 20 times per day.
That’s a lot of posts! Following this schedule adds up to 200 posts per week. That’s why using a posting calendar makes sense.
9. Keep Track
Making many daily and weekly posts hopefully creates followers and traffic. Always keep track using analytics every week.
These three analytics become very important for you:
- Weekly web traffic: Assess how your social engagements impact traffic. Try Google Analytics channel report for this analysis;
- Each social account: Track weekly content for every social account to see what works and which don’t. This helps planning future content; and
- Weekly content metrics: Using analytical resources for every social channel to see which posts succeeded the most with your followers. For example, look at the Top Tweet for each month. Assessing your content engagements over time provides valuable information.
Your reports help you to evaluate your Return On Investment (ROI) considering your time and quantity of posts generating leads.
Keeping track of your posts by using the three analytics should maximize your real estate social media engagements in 2021.
10. Learn More Social Media Marketing Tips
Over the past two years, many of our posts taught social media marketing for Realtors including valuable tips. Read these past posts to increase your knowledge:
Social Media Marketing for Realtors
Real Estate Videos
How to maximize your real estate social media engagements by following these 10 steps. Feel empowered with your new social media strategy.
To sum it up, these ten steps will increase your traffic and leads from social media channels:
- Knowing your audience;
- Knowing the difference between social media channels;
- Never posting depressing pieces;
- Writing for your audience and not to them;
- Making your images fit within the platform;
- Checking your spelling and grammar;
- Using hashtags correctly;
- Creating a content calendar;
- Keeping track of your posts’ metrics; and
- Learning more social media marketing tips.
Go forth and conquer the real estate social media channels to increase your followers and traffic for more leads.
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Steven Rich, MBA – Guest Blogger
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