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  • Writer's pictureAdrian Bo

Social Media Can Make or Break Real Estate Agents

In today's digital age, social media has become an indispensable tool for real estate agents. It has the power to make or break their careers, depending on how effectively they utilise these platforms.

As an experienced agent who has witnessed the transformative power of social media, I would like to share some insights on how agents can succeed on these platforms and make a lasting impression on their audience.

First and foremost, content is king. To engage and add value to consumers, agents must provide informative and useful content. This includes promoting new listings and recent sales.

However, it's essential to go beyond the basics and disclose all relevant information such as price, groups, and any other details that potential buyers might find helpful.

By being transparent and forthcoming, agents can build trust with their audience and improve their reception.

It's crucial that agents highlight the type of buyer and explain why they were drawn to a particular property. This gives potential buyers insights into the property's appeal and helps them envision themselves as the next proud homeowners. By showcasing the property as the star, agents can create a captivating narrative that resonates with their audience.

When it comes to visual content, property videos play a pivotal role. Buyers want clear views of the property, allowing them to visualise themselves living there. As an agent, your role is to let the property shine and be the centerpiece of your videos.

Avoid overshadowing the property with excessive self-promotion and instead focus on presenting it in the best light possible.

Should you boost your content on Instagram? While Instagram is a powerful platform, it's essential to have a well-rounded property campaign that reaches a broader audience. For this purpose, promoting your content through the Ads Manager on Facebook is recommended.

This way, you can ensure that your ads are pushed out through both Facebook and Instagram, maximising your campaign's reach and impact.

To streamline your social media strategy, make sure your business and Instagram accounts are linked in the backend. This integration allows for seamless management and ensures that your branding efforts are unified across platforms.

When it comes to creating compelling content, video reigns supreme. The algorithms on various social media platforms are designed to prioritise video content over static images. Therefore, as an agent, it's crucial to embrace video as the golden rule and leverage its effectiveness in capturing your audience's attention.

Advertising budgets. Setting aside a daily ad spend ranging from $3 to $20 is a reasonable range for most agents. These set-and-forget campaigns can be tailored for brand awareness, lead generation, or promoting property listings. Simply determine your campaign's time frame, allocate your budget, and let the ads do the work for you.

While social media can be navigated independently, there are instances where agents might benefit from partnering with social media agencies. However, it's essential to choose the right partners. Be cautious of companies charging exorbitant fees without delivering tangible results.

Agents must retain an active interest in their branding to ensure a personal touch and effective engagement with their audience. Every post might not necessitate a call to action (CTA), but I encourage agents to invite engagement on these platforms.

Make it easy for potential clients to contact you, whether it's through WhatsApp, a "Learn More" button redirecting them to another touchpoint, or a "Call Now" button. Inviting interaction fosters a sense of approachability and accessibility, making it more likely for potential clients to reach out.

Furthermore, boosting specific posts can be an effective strategy. These shorter campaigns with a lower spend can be highly targeted to specific geographic areas and demographics. Allocating a budget of around $50 to $150 over a 3-4 day period can yield significant results.

As attention spans dwindle in the digital age, it's crucial to keep your social media videos short and concise. Aim to keep your videos under 90 seconds, with shorter snippets of 15-30 seconds for platforms like Instagram and TikTok. For platforms such as Facebook, LinkedIn, and YouTube, you can use extended versions of your videos.

Monitoring analytics will provide valuable insights into the length of time your audience engages with your content, allowing you to adjust accordingly.

While social media is a powerful tool, it's important to remember that it's not the only avenue for digital marketing. Search engine optimisation (SEO) and Google AdWords can also play a significant role in your marketing efforts.

However, it's worth noting that digital marketing can be a costly endeavour, with visibility often favouring those who spend the most. It's crucial to assess whether these strategies align with your specific area and goals, ensuring that you prioritise quality over quantity.

Social media has the potential to be a game-changer for real estate agents. By focusing on providing valuable content, leveraging property videos, utilising strategic boosts and ads, and aligning with the right partners, agents can thrive in the digital landscape.

Social media platforms offer immense opportunities for engagement, lead generation, and building a strong personal brand. Embracing these strategies and staying informed about the latest trends and algorithms will empower agents to make the most of social media and unlock their full potential in the real estate industry.


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