As we've been building PropertySimple, we've also been talking with hundreds of real estate agents across the country. Our main topic of conversation- how they're using new social media driven push strategies to sell real estate.
To be honest, the vast majority of agents aren't doing very much, but there are some who are making the effort to adapt to the times.
The best agents take advantage of social media to create a system that generates leads. Many we talked to have a piece of the system, but in this case, the system is more than a sum of its parts.
We've taken the best practices from agents around the country and paired it with our own research to create a Social Media Push Marketing Strategy- a list of best practices to take advantage of the Internet's paradigm shift from search to mobile.
The best agents use a three part strategy:
- Posting daily content on social media sites like Facebook, Twitter, LinkedIn and Instagram that links to optimized lead capture pages
- Optimized lead capture pages to collect lead information
- A follow up system to connect and engage with social media leads
Let's break down each successful strategy.
1. Free daily content on social media sites like Facebook, Twitter, LinkedIn and Instagram that links to optimized lead capture pages
Your goal with posting free daily content is to stay in the minds of 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 on social media.
- Photos of properties
- Fun real estate facts
- Stats about yourself
- An inside look at your personal life
- Information about your open houses and closings
All of these posts should link to a specific lead capture page where potential home buyers can leave their informatio, but we'll talk more about that later.
The best agents also realize that content needs to be both uniquely planned and timed correctly for each separate platform.
For example, we recommend that agents post 1-2 times per day on Facebook, 6-9 times per day on Twitter, 1-2 times per day on Instagram and 3 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.
For instance, Twitter's timeline moves the fastest. If you look at your Twitter feed at 9am and then again at 12pm, you'll see completely different information. This means that you need to post more often on Twitter for your message to get out, but you also don't have to worry as much about the same people seeing your content multiple times during the day.
Sounds like lots of work, right? That's why top 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 money to "boost," or sponsor their content to reach people outside of their network. Each social media service has different practices, but the key here is to invest so that people outside of your network will find your posts. It's also smart to target online advertising to people who you'd like to work with.
For example, we met one agent in Arizona who knows that his prefered 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 this audience.
All of these paid ads should generate traffic that's linked to optimized lead capture pages.
2. Optimized lead capture pages
Lead capture pages, sometimes called landing pages or squeeze pages should be used to capture information on leads. If you don't have one, it's 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 their information. This is called a squeeze page, because it's squeezing you to give your information in exchange for something you want. It could be as simple as seeing more information about the property, or something more like giving them a local buyer's guide.
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 are a few examples of pages that we've seen in the wild:
3. A follow up system to contact leads
Internet leads are a bit different from offline leads, especially if you're pushing content out to them. 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 messages to each individual lead, asking them 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 in touch, stay engaged and continue following up with your leads, before finding success.
How much does it cost? And what does this all get me?
Many 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, 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 and the types of properties they're selling, but the agents we talked to were selling millions of dollars of extra real estate generating social media traffic by push marketing.
If you're willing to invest the time and energy to commit to this list, it will likely work for you.
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.
If you're interested in learning more about how you can accomplish your personal branding goals and would like early access to our product, join our Facebook Group, Future of Real Estate!
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