“Avoid the trap of looking at what other agents are doing with respect to social because many of them have a random approach versus strategic. Build a smart social media marketing strategy and know why you’re doing any of it to avoid confusion.”
GOOD SOCIAL MEDIA STRATEGY STARTS WITH YOUR WEBSITE
Social media marketing is confusing. It’s a mess. This episode will give you method to strategically approach it. A good social media strategy starts with your website. Your website is the “mother ship” — it’s the dissertation of what you are all about as a real estate agent. Blog posts, videos of listings and other content needs a home. Where do you keep it? You need a vault to keep your stuff in an organized way. Put the content on your website — the place where your strategic approach begins.
SOCIAL MEDIA POSTING VERSUS MARKETING
Are you constantly posting on social media because you believe that is “social media marketing?” No wonder people are stressed out and confused when they take this approach! Posting is just an activity, not a strategy.
CORE CONTENT: MARKET UPDATE & TIP SERIES
What is the core content that you’re going to be posting on social media? The number one thing that people will always ask you when they know you’re in real estate is, “How’s the market?” Since you’re going to hear that question over and over again, be proactive about it! Do a market update once a month about your area. Include things like average price, price per square foot, and how many listings sold in that month versus the last. Give someone a few bullet points about the thing they all ask! Put the statistics in an infographic, talk about them in a video, or use whatever form you want for your update. Make that the very first post in your blog/news feed.
Next, give a weekly tip. What do people do on a regular basis when they buy or sell? Document the process and come up with a weekly tip. These shouldn’t take more than a minute to talk about, and all of a sudden you have a lengthy series of helpful tips you can use for content. That’s five pieces of content on your blog every month.
SYNDICATE OUTWARDS & BRING BACK INWARDS
Once the content is on your website — the mother ship — syndicate outwards by posting it to your social media channels. Use Facebook, LinkedIn, YouTube and other channels to send your content out to the world. When they click on it, guess where they go? Back inwards to the mother ship.
BONUS SECTION: MATCH CUSTOM AUDIENCE TO MESSAGES!
Once the content been produced and posted, then you can start to focus on Google and Facebook ads. Start taking the content and matching it to an audience. If you want to spend any money getting your content in front of people, go back to basics. The social media platforms put your content in front of the people you want to see it, based on age, zip code, income and other specific factors.
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