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social media marketing strategy

By David Mclean, on 19 Feb 2021

Social Media Marketing Strategy for Property Agents

How would you rate your current social media marketing strategy? Over the course of the past few months we’ve looked at some individual social channels that you can utilise as a property agent to promote your services, and focused on specific strategies and processes that relate to that specific channel. In this post, we take a more overarching generic view, and discuss some general strategies for ensuring your content on your social channels gets as much attention and engagement as possible, no matter what the channel. There are some basic rules and tactics that apply across all the main social channels, and that’s what we’re about to cover in this post. Let’s get started… 

Get Personal

The unique and beneficial thing about social media is that it can be really personal. You’re often connected on a one to one basis with targeted individuals and have open access to a wide range of personal information about them and their professional experience and qualifications.

But the trade-off is that you have to exhibit a more personal and considered approach in line with this. Try not to engage in an overly formal and corporate manner whilst you’re looking to build your personal relationships with potential customers over social media.

There’s a place here for showing some real personality behind your agency and the people who work there. Give people a feel for who you are as a person and an agent. Let them see how you are different and why they should consider doing business with you. Not just as a property agency. But also with you, as an individual.

In line with this, it’s often good practice to employ a tone of voice that speaks directly to people. Remember that behind each post there’s an individual person reading it on their own device. So try and avoid posts that are clearly just speaking to a mass of people at once. This is one key component to a really strong social media marketing strategy.

Be consistent

Whilst social media platforms and channels are still great and should always have a place in your agencies sales and marketing strategy, they are very different now to how they used to be.

Long gone are the days when you could post organically and expect massive reach and engagement. Unless you have an enormous following, you’re going to have to put in the work and commitment to get real results.

These days, organic posts on most social platforms will only be seen by a small fraction of your followers. If you want to get substantial reach really fast, you’ll probably have to run paid ads.

So this means that you have to be consistent and keep regularly posting good quality content. If you do this, over time more and more people will end up with something that grabs their interest from you in their feed. But it can be a gradual and cumulative process that takes a bit of discipline, planning and structure.

The best way of doing this is to have a strict plan for posting and make sure your agency sticks to it. Whether it’s once a week or every day, make that commitment and do what you need to do to ensure that no posting gets missed or overlooked.

Of course, it can often help if you are posting content at the same time(s) each week. Your audience gets used to knowing when to expect new content and look out for it.

You can of course use scheduling tools to help to ensure that you don’t get distracted and forget to post on your set day. This can be an invaluable tool in maintaining the required consistency over time.

Don’t just post a long list of properties

As a property agent, obviously you’re going to want to post your latest properties on your social channels to promote them. Especially if it’s a really hot property that you know will get plenty of attention online.

But don’t fall into the trap of just posting a load of properties and leaving things there with your social media.

Ideally you need to offer something more to your followers in return for their attention and access to their news feeds. So try and mix things up with a wide range of different types of post and content.

Look for engaging and informative things to post about on your social pages and channels. Perhaps an example of how you went above and beyond the call of duty to help one of your customers. Or maybe some valuable information that really helped one of your prospects that you think others would also benefit from knowing to help with their property search.

Mix things up and always try and include plenty of content that really helps your targeted audience. You can also focus on posting content that’s really valuable and relevant to the people in your local community. This is more likely to be content that they can’t get elsewhere – if it has strong local relevance – then that’s more reason for people to pay attention to your page feeds rather than that of another agent or industry provider not based in your local area.

Entertain your audience

Whilst much of your content should always be highly valuable and informative to your target audience – don’t forget to also keep them entertained!

Remember that often people are browsing platforms such as Facebook, Instagram and Twitter in their own free time and during natural breaks and gaps in their day.

This means that they usually don’t want to access these platforms and just be bombarded with a mass of formal and stuffy corporate content that doesn’t have any fun element to it at all.

So as part of mixing up your content, include some fun and more light-hearted posts that keep things more casual and easy-going. Of course it’s important on any channel to show that you’re a highly professional and capable agent who can be trusted and relied upon.

But on social media, often people also need some fun content to view that’s entertaining and makes them smile. So build this type of content into your strategy to run alongside your more serious and formal content.

Be serious about responding to people who engage

One of the truly fantastic things about social media channels is of course the two-way conversations that are possible in real-time.

Back in the days before social media, this would have been regarded as the holy grail by any business who was relying on things like magazine and newspaper adverts to drive enquiries and sales. We should all be very grateful that the days of simply booking an advert and hoping for the best are long gone!

But with this new access to real-time, 2-way communication over social comes a responsibility to ensure that when someone takes the time to engage with your posts and content, you do them the courtesy of responding in kind.

Be rigorous about ensuring that you respond to any comments and feedback left on your social posts as quickly as you can. It’s important to make your audience see that you’re active in engaging with them on your social channels, and make it clear that if they take the time to engage, they can expect a speedy and helpful reply from you.

It’s amazing what can come of some of these 2-way conversations, and it’s possible to move someone from never even having heard of your agency, through to having a strong interest in one of your properties in a very short space of time. Maybe even just a few minutes!

So don’t just post your content and leave things there. Try and find ways to better engage your target audience and get them commenting and clicking through to your website.

Be sure to have a suitable process for checking for any engagement and following up more or less in real-time. If someone has just commented on one of your posts, you know they are active on that platform right now and probably open to further 2-way communication and dialogue. Try and always take advantage of that opportunity – and strike while the iron is hot!

Conclusion regarding your social media marketing strategy

As you can see, there’s some simple yet effective rules and principles that you can follow to ensure that you get the most out of social media and maximise the amount of engagement that your agency gets from it.

Follow these guidelines, and you should find that over time, it becomes an effective tool for increasing your brand awareness within your locality, as well as aiding you in getting more quality enquiries.

Good luck with your future social media marketing strategy, and of course if you need any further advice and help, then remember you can book a demo with us below so speak with one of our trained advisers.

 

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