INCREASE YOUR CHANCES OF LEAD GENERATION ON SOCIAL MEDIA
Generating new leads via social media is something we are told every agent should be doing. However, if you’re not sure where to begin or what use social media has for your business it can seem a little daunting. In this article we’re going to show you how real estate agents, and RE/MAX Agents especially, use social media to build their brand and generate leads.
1) SET UP YOUR ACCOUNT PROPERLY AND POST REGULARLY
First things first: Take your account off private. A real estate agent is not a teen Instagram model.
Secondly, whatever your focus channel is you need to have your account set up properly. If your focus is on Facebook, Instagram or LinkedIn make sure you have a business profile set up. Make sure it is set to public and all visuals as well as business information are included. Social media algorithms prefer complete pages and look favorably on those who take advantage of the latest posting functionality.
2) PLAN A CONTENT CREATION AND POSTING SCHEDULE
Put aside enough time to create as well as post your content. Each month spend a morning thinking of content ideas for the following month. Breaking your content strategy down into content pillars can help here. For example, if you’re main focus is on Industry Knowledge, Local Area Tips and Recent Listings and you post three times per week on your focus channel, you only need to think of 4 pieces of content per content pillar.
3) DON't BE EVERYWHERE AT ONCE
Make sure you have a clear idea of what your main focus channels are before you commit to posting several times per week on all channels. If Facebook is the biggest social media channel for your area and target age group, focus on producing a mix of quick vertical videos, information graphics and links to blog posts on your website.
If Instagram is your main focus channels be sure to keep things visual, to the point and easy to consume. Don’t post more than three times per week to begin with, and make sure you only post if you have something good to share. It’s ok to wait for good content than to post out of habit.
4) SHOW YOUR PERSONALITY
One of the most issues real estate agents have with being on social media is they do not feel comfortable on camera. The truth is no one does at first. Everyone has a personality and by sticking to a regime of posting content for a few weeks your unique voice will emerge. This is important because in doing so you begin to attract more customers that feel a personal connection to you. Your content begins to pre-screen your clients and make for a smoother working relationship.
5) ADD VALUE AND SHARE KEY INDUSTRY KNOWLEDGE
RE/MAX Agents are known across the real estate world as being industry leaders and local experts in their own communities. It is important to put this front and center of any social media content strategy for lead generation. What’s the point of being the number one real estate expert in your area if you don’t let people know about it from time to time?
Dedicate one or two posts a week to highlight yourself as an industry leader. Make use of the excellent quarterly statistics and market updates your RE/MAX Broker provides you with, take your followers on an area tour or give a monthly market update on real estate in your neighborhood.
6) COMBINE YOUR PERSONAL BRAND WITH CURRENT TRENDS
Social media success sits between your personal brand and the current trends of social media. This does not mean you need to jump on every trend that comes along, rather pick the ones that resonate with you and contribute to this topic genuinely. Like surfing, it’s ok to sit some waves on the social media sea out.
To make life easier, RE/MAX offers its agents monthly social media images and video materials to take advantage of certain trends and special days. Not only does this help agents save time, but also stay relevant, keep in touch with potential clients and stay top of mind.
7) BE AUTHENTIC AND TRANSPARENT
While it is important to show personality and channel into a few key behaviors that make your brand unique, you should not go overboard or develop a persona you cannot match when clients meet you in person. Authenticity and transparency should be your watchwords. RE/MAX agents are known for their transparency when it comes to business and listings, so make sure your personal online brand is as close to the real you as possible.
8) MAKE IT EASY FOR PEOPLE TO CONTACT YOU
Once you have attracted your potential new clients with your content and retained them with your regularity and personality, it would be a shame if there was no way for them to contact you. Make your call to actions clear and easy. Utilize all the functionality social media pages have such as contact buttons, areas to include an email address and especially instant message autoresponders.
If you’re not available between certain times, make sure those contacting you via social media know when they can expect a reply. By using a connecting tool such as Zapier you can even integrate your social media accounts to an appointment booking tool such as Calendly.
9) FOLLOW UP PROMPTLY
Once potential new clients do start contacting you make sure you follow up in a timely manner. This is the final hurdle. After all that content creation and personal brand management it would be a shame to let them go now. If it’s within your working hours follow up within one hour. If not make sure you’re in contact with them first thing the next working day. As mentioned before, make sure they know when they can expect a reply and manage expectation.
10) BOOST YOUR CONTENT
Generating new leads is all about reaching new people. While social media channels have made it more difficult in recent years to reach people organically, they are still an excellent tool for reaching new clients via paid advertising. Relying on organic reach alone will not yield results. A good starting point is to boost each post for three days with a budget of around €50 to €75.
If you’re not sure who to target, you can create a lookalike audience based on the attributes your current clients have already. Alternatively, you could base a new audience on those who like your page already.
Be sure to create a custom audience and give your boosted post a Special Ad Category of ‘Housing’ otherwise your advert may not be published, and your Facebook Ads account could be blocked.