How social media lead generation for real estate agents works.
Lead generation in social media defined as using channels like Twitter, Facebook, Instagram, and LinkedIn to generate leads.
Social media marketing is the cheapest yet most effective way to promote your real estate brand.
Creating your profile and posting random content on social media channels isn’t enough anymore.
A social media strategy becomes imperative for every real estate agent. Sure it takes time but done right expect an increase in leads and business.
The Power of Social Media with Lead Generation
Look no further than the NFL Miami Dolphins who generated more than $4 million in sales using Facebook videos. Source
That’s right, in 2017 the Miami Dolphins was the #1 Rank NFL Team for Facebook video views. Their off-season Facebook marketing campaign resulted in an increase of new season ticket holders by 25% earning them an increase of $4 million in revenues.
Real estate agents using the same social media strategy for lead generation may see similar results.
Here’s how to create a social media lead generation strategy for real estate agents.
Step by Step Social Media Strategy for Real Estate Agents Lead Generation
1. Know Where You Are With Social Media
Before creating your social media strategy you need to know your starting point. Look closely at your profiles along with your main competitors and successful agents. This helps you identify what succeeds and what doesn’t. Here’s how:
- Research your competition to learn how your brand stands out from theirs;
- Research successful agents to learn how they do it;
- Prepare a SWOT analysis to know your strengths and weaknesses along with opportunities and threats; and
- Perform a social media audit to know the results of your current engagements.
Tools – Use these useful tools to perform the above suggestions:
- Competitors.app to monitor competitor’s marketing actions;
- Creately to easily draw online diagrams;
- Likealyzer to analyze and improve your Facebook performance;
- Instagram Insights to learn about your followers and others interacting with you on Instagram;
- Facebook Analytics; and
- Twitter Analytics.
2. Know Your Target Group
Social media lead generation strategy success depends on knowing your audience. This determines creating content favored by your target audience. How do you get to know your audience? Try these steps:
First, review your current content to see who it relates with the most. See if this group fits in with your brand’s ideal audience.
Then, familiarize yourself with relevant surveys and data about your audience to learn their likes and dislikes.
Finally, come up with a few people representing your ideal audience. Look for detailed descriptions of specific people to learn their desires and needs who you want as followers and fans.
Tools – Look at these useful tools to perform the above suggestions:
- Brand24 a social media monitoring tool to find influencers and research hashtags;
- Buzzsumo for content insights and finding key influencers;
- Google Trends what’s currently trending in Google searches;
- Make My Persona to build your own buyer persona for better marketing and selling;
- YouGov a global public opinion data service; and
- Industry reports and surveys.
3. Establish Your Objectives
Well-structured social media campaigns evolve from smart, detailed goals. Learn how to measure your campaigns and optimize your social media strategy.
Look at the following differences between a proper objective and a vague one:
Vague Objective – “I want to increase my followers on Twitter.”
Smart Goal – “At year’s end, I want to increase my engagement rate per Twitter postings by 3%.”
To make this work you need to:
Set your expectations and goals within a specific social media marketing plan. What do you want to achieve with your social media engagements? Are your goals getting accomplished with your brand’s marketing strategy?
Establish relevant KPIs (Key Performance Indicators). They supplement your social media strategy.
Tip – Great KPIs include referral traffic to your site and engagement rates within your target group.
Avoid vanity metrics – They look good on paper but don’t mean much like the number of followers on your social media channels.
4. Select the Best Communication Channels
With so many social media channels to choose, how do you know the best for your brand?
You want to focus on social networks your target audience uses. Once you figure out which channels they like, you develop your social media strategy around them.
Go to where your target group goes. You need to look at all the social media channels to see which ones your target group uses.
Become familiar with each channel’s unique features. For instance, some social media channels provide live video streams and others focus on images.
5. Create the Best Content and Formats for each Channel
Using different social media channels forces you to diversify your format and content uniquely for each channel.
Consider using live videos, user-generated content, polls, and Stories, etc. in your expanding social media strategy. Endless possibilities.
But, make sure your content supports your marketing goals. For instance, decide which content drives traffic to your blog while another supports lead generations. Still, other content may educate your audience while others entertain them. It’s all up to you.
To accomplish this diversity consider:
Deciding the message you wish to communicate. What message attracts your audience?
Identifying the best content formats for each channel. For example, YouTube differs from Instagram requiring specific formats for each one.
Deciding how often you post. Daily, weekly, bi-monthly, etc. depends on how much time you devote to your strategy.
Defining your brand traits. Using your logo or certain hashtags in your posts or develop a specific template for all your posts.
Tools – To accomplish these suggestions look at:
- Biteable to make quality videos;
- Canva to create graphic designs;
- Easil for customized graphics templates;
- Crello for photo editing and free graphic design software;
- Splice to find background music for your videos and presentations;
- Recast Studio to convert text into videos or memes like blogs using their A.I. system
- Kaboompics for free stock photos and images; and
- Oodls for licensed great content from talented Instagrammers.
6. Choosing the Right Social Media Management Tools
A good social media management tool makes life easier for you. However, with so many management tools available you need to think about the best tool for you. Consider these:
Decide your needs – Don’t jump into the first tool you find online. Rather, think of your needs, goals, and priorities first.
Research – Once you know your needs find the tools that meet them.
Test several tools – Before deciding on the one you want, you need to test some to see which one fits your marketing needs.
7. Organize Your Content
Use a content calendar system to keep track of events, holidays, and other important dates. Social media campaigns revolving around specific events attract lots of attention.
Use your social media management tool wisely.
8. Extend Your Reach
Just posting content is not enough for getting attention. Here’s some ways to extend your reach:
Team up with Influencers – Find social media influencers related to your brand. They post popular content allowing a significant reach.
Try retargeting – Target those already familiar with your brand. Try to link retargeting to increase your exposure.
Try paid campaigns – They allow you to target specific audiences to boost your engagements.
Other marketing methods include Omni channel campaigns.
9. Analyze Your Results and Optimize Your Strategy
Make your priority to figure out what works and what doesn’t. Use tracking tools to give you insights on how well your content performs.
Choose how you track results. Use the internal tracking tools within each social media channel and your social media management tool.
Always try to improve your strategy. When noticing some of your posts do not perform well, figure out why.
Tools – Use these tools to perform the above suggestions like:
- Social Blade tracks social media channels statistics like YouTube, Instagram, Twitter, etc.;
- Kontentino a social media marketing tool with the calendar; and
- Sotrender for Instagram and Facebook analytics.
It probably looks like a lot of work to create a social media lead generation strategy for real estate agents.
But, it’s simple if you use the right tools. Begin with:
- Knowing your starting point with social media;
- Knowing your target audience;
- Establish your objectives;
- Choose the best communication channels;
- Use the best content and formats for each channel;
- Choose the right management tools;
- Organize your content;
- Extend your reach; and
- Analyze your results and optimize your strategy.
You notice that we recommended various tools for most of the suggestions. Try them and use the best ones for your needs.
Successful Social Media Lead Generation for Real Estate Agents Increases Commissions
While earning more commissions keep more of them for yourself.
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Steven Rich, MBA – Guest Blogger
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