Realtors, you're leaving money on the table if you're not doing this…
How long have you been in the real estate game? If you’ve been buying and selling homes since the 80s, or even the 90s, a deep part of you still gets the warm and fuzzies about direct mail. You put a lot of money into reaching your target market through their mailbox, and it probably helped you get to where you are in your career.
Thirty years ago, these campaigns were crucial for brand awareness, and for some realtors they may still be effective in some measure. Most realtors, though, recognize that the world has moved online, and they need to move with it. The online world doesn’t come naturally to everyone, but one thing is true across the board.
If you’re a real estate agent who’s not using social media, you’re leaving money on the table.
Here are some of the ways that social media is changing the real estate game:
Show, don’t tell
I’ve been in the game long enough that I can tell you about this amazing new listing that I have! It’s in a perfect neighborhood, 4 bed 3 bath, corner lot, recently renovated, perfect family home. I could use my words to paint a picture so well that by the time I’m done talking you’ll be begging me to go show you the property.
Except today we’re all visual learners. Photos of a property are great - you’ve seen enough listings in your time to know that there’s nothing better than great, well-lit, properly angled listing photos, and absolutely nothing worse than bad ones. You know those photos where they didn’t paint, or improve any lighting, or even clear out the owner’s junk? Ugh!
Social media takes things a step further by letting you walk your potential buyers through the property without any fancy tricks. It’s great to have drone shots and Hollywood-level lighting, but that’s truly not necessary! Imagine using your phone and a little bit of professional editing to give potential buyers the exact same tour that you would in person, all within the palms of their hands. That’s the power of social media.
Build your brand
Think about who your clients are reaching out to when they’re looking to buy or sell. Are they calling your brokerage because they know the brand name, and they’ve heard great things about your team breaking regional sales records and winning all of these industry awards? Spoiler alert: probably not.
Yes, all of those things are important, and promoting a strong team is going to help give you industry credentials…but that’s not the reason why someone off the street is calling you. They’re calling because they heard about you - not the brokerage, not the team, but you and the amazing work that you do.
Social media is the chance to build your brand as you. The brokerage and the team may have some assets that you can use (and some guidelines that you need to stick with), but you’re in charge of promoting you. Social media lets people get to know you - who’s the face they’ll be dealing with, and to learn more about your story.
Think about what is it that makes you unique. What is it about you, specifically, that is going to want to make clients want to work with you? How can they connect with you on a personal level? Do you understand their family needs because you have a busy family of your own? Do you also work from home, and so you get the importance of a proper dedicated space? Do you have a large family or a blended family and so you understand having people coming and going at all times?
You don’t need to let people into every aspect of your life, but that glimpse under the hood is going to do a lot to help build up your audience. It’s the content on social media that usually gains the most viewers simply because it’s what people really want to see.
Stay connected to your audience
Every real estate professional is looking to build an audience. That’s been the root of real estate marketing for generations, whether you’re door knocking or taking out bus bench ads, you’re looking to build an audience that will remember you when they’re in need of your services.
Social media lets you build that audience while also forming real, genuine connections. When you use your channels to connect rather than just constantly sell, people become engaged. They feel like they know you, and they look forward to seeing what you’re going to say or do next. If they’re following your account, they’re going to see what you’re up to, and you’re able to follow them right back.
The reality of traditional advertising is that you never knew exactly who was in your audience. You might have some idea of listener or viewer demographics, but you could never tell if your ideal clients were receiving your message. With social media, you can do exactly that. You have access to data to tell you precisely who’s following your posts, liking your reels, watching your stories, etc. You know what’s performing well, and what content people want to see based on what’s keeping them engaged.
The best part about social media is that it won’t break your bank. Instead of sinking 6 or even 7 figures into TV and radio ads, print campaigns, billboards, or anything else that feels like a crapshoot, look towards social media. A managed social media campaign will give you access to a professional for less than 5 figures a month, and you’ll quickly know what’s working, and how to best reach your audience.
Stop leaving money on the table. Use that cash instead to hire a professional social media agency (like OMG) to help you get the best results.
Ready to get started?