Over the past six months, as we've built PropertySimple, we've been talking with hundreds of real estate agents all across the country, asking them about how they're using new social media driven push strategies to sell real estate.
The vast majority of agents aren't doing much. But some are. We've taken the best practices from agents around the country and paired it with our own research to create the PropertySimple's Social Media Push Marketing Checklist, a list of best practices that you can use to take advantage of the internet's paradigm shift from search to mobile since 2013.
The best agents take advantage of the best of social media to create a system that generates leads. Many agents we talked to have a piece of the system, but in this case, the system is more than a sum of its parts.
The best agents use a three part strategy:
- Daily content on social media sites like Facebook, Twitter, LinkedIn, Instagram that links optimized lead capture pages
- Optimized lead capture pages to collect lead information
- Follow up system to connect with social media leads
Let's break down each successful strategy.
Free daily content on social media sites like Facebook, Twitter, LinkedIn, Instagram that links optimized lead capture pages
Your goal of free daily content is to stay top of mind with your own network. It's like taking offline word of mouth to the next level.
The best agents know that social media posts need to be unique, consistent, and interesting. Otherwise they won't work. Nobody likes to feel like they're being spammed, especially people on social media.
The best agents post different forms of content like:
- Photos of properties
- Fun real estate facts
- Stats about themselves
Their open houses and closes
All of these posts link to a specific lead capture page where potential home buyers can leave their information. But we'll talk more about that later.
The best agents also know that content needs to be unique and timed correctly for each platform. For example, we recommend that agents post 1-2 times per day on Facebook, 6-9 times per day on Twitter, 2-4 times per day on Instagram and 1-2 times per week on LinkedIn.
Why are these frequencies so different? Because each social media company's timeline, or stream moves at a different speed.
Twitter moves the fastest...if you look at a Twitter feed at 9am and then again at 12pm, you'll have completely different information. This means that you need to post more often for your message to get out, and you don't have to worry as much about the same people seeing your content multiple times during the day.
Instagram moves a bit slower than Twitter, so you should be posting 2-4 times per day. Facebook is a bit slower and recommend 1-2 times per day. LinkedIn is the slowest, which is why we recommend only posting 1-2 times per week.
This sounds like lots of work, right? That's why the best agents hire a social media coordinator to create, design and place these social media campaigns.
Paid daily social media content
Next, the best agents invest in their content to reach people outside of their network. They invest money to "boost" posts on social media. Each social media service has different best practices, but the key here is to invest so that people outside of your network will find your posts.
The best agents also target their online advertising to people who they'd like to work with. For example, we met one agent in Arizona who knows that his best clients are people who live in a specific city, who make $45,000-$75,000 and have credit scores of at least 650. He targets his social media ads directly to these people.
All of these paid ads generate traffic that's linked to optimized lead capture pages.
Optimized lead capture pages
We've talked about lead capture pages, sometimes called landing pages or squeeze pages. The best agents know that they need to have these pages to capture the lead. If you don't have them, it would be like advertising your phone number on a billboard, but not having caller id on your phone when someone calls!
Simply having your phone number, an email address or a contact form is not enough. The best agents offer something to the people who land on their lead capture pages in exchange for giving their information. This is called a squeeze page because its squeezing you to give your information in exchange for something you want. It could be as simple as seeing more information about the property, to giving them a local buyers guide, to offering an ebook about real estate investing.
You need to make sure that your page is optimized and that it works, or you'll be wasting time and money driving traffic to a page that doesn't do what you need. Here's a few examples of pages that we've seen in the wild:
Generic lead capture pages like we've linked above work, but the best agents outsource custom development to an outsourcing agency so that they have unique content. Here's what the funnel looks like with the content and your lead capture pages.
Follow up system to contact leads
Internet leads are a bit different from offline leads, especially if you're pushing content out to them. The best agents realize that you may need to follow up with prospects many times before getting into a business relationship with them.
Sending market updates doesn't work. The best agents send short, personalized notes to each lead asking them about how they can help.
You can do this manually, but it requires 4-6 hours per week of time to do it right. Stats show that the average internet lead takes 17 contacts before deciding to buy. From our experience, real estate requires even more contacts, as we all know that real estate is the biggest purchase people will likely make in their lives.
You must keep following up with your leads, even for as long as six months or more, before finding success.
How much does it cost? And what does this all get me?
The best agents invest at least $1000 per month in designing content and lead capture pages, $1000 per month in online advertising, $50-$500 for a CRM to follow up with the leads and $3000+ per month to hire a marketing assistant to create content and manage these leads. In total, the best agents are investing at least $5500 per month to take advantage of social media push marketing. We've met with agents who are investing even more, up to $100,000 per month.
The best agents spending $5500 per month can expect to generate:
- 100-200 leads
- 5-20 contacts
- 1-5 extra sales per month
- 1-5 extra listings per month
Each agent's results will vary depending on how well they follow up, the types of properties they're selling, but the best agents we talked to were selling millions of dollars of extra real estate generating social media traffic by push marketing.
You can do everything on this list and it will likely work for you if you decide to invest the time and energy to commit to it.
At PropertySimple, we've taken this social media checklist and built it into our product so that you can accomplish everything on the list without having to learn how it all works. You tell us your goals and we'll give you the tools that the best agents in the US are using to sell more properties. If you're interested in learning more how you can accomplish these goals, setup a call with one of our PropertySimple experts and they'll be happy to help you out!