It will take some serious effort to find someone who’s not using social media for personal purposes in 2020, and businesses aren’t falling behind either. According to the National Association of Realtors, 77% of real estate businesses use social media. How many of these are astonishingly tedious and dull? A lot of them.
Good social media performance requires you to create useful, interesting, and engaging content. This has always been the case, but the widespread adoption of algorithmically-driven feeds only amplifies this need. A couple of excellent posts per month that receive a lot of likes, shares, and comments will beat 10 posts per day of bland and dry content. If that sounds like a challenge, we prepared some ideas on how to generate content for your accounts that will be exciting for your audience to read and engage with.
Use Testimonials to Build Trust
Testimonials are among the most useful tools in your marketing arsenal. They serve as proof that you’re a serious business that can deliver on its promises. They show that other people are willing to work with you. They provide a human story angle to your accounts. If you’re simply providing an abstract number of satisfied clients you had in the past quarter, you’re presenting a cold statistic that won’t mean anything to your audience. Share one story of a family that became happy owners, and it will resonate more deeply.
If you’re a good company and it’s genuinely pleasant to do business with you it won’t be too hard to get testimonials from your past customers. Just reach out to them and ask. Not all of them will agree, but even if a few of them do, it will go a long way.
Real estate news and updates show knowledge and relevance
Though it seems simple on the surface, many companies still manage to get this wrong. First, you should consider what type of news you’re sharing. Is that something that affects just you and your competitors, or is it something that will have an impact on your potential customers? The age-old principle, “What’s in it for me?” is especially relevant in the world of social media. Your prospects won’t pay much attention to industry minutia, but if you provide them with information that directly affects them, you’ll earn their attention.
Second, don’t simply share the link. Provide some commentary, share your opinion and knowledge. You won’t only make this piece more engaging and unique but will also establish an aura of expertise. And people love dealing with experts.
Employee features add faces to a brand
It’s easy to do business when you have good relationships with your customers. And it’s even easier for your customers to build relationships with real people rather than with a faceless company. Employee features are an excellent way of showing your human side, plus it’s a great way to foster morale within your business. You can make these like an interview or a story and add some eye-catching visuals to really grab your audience’s attention. Choose the “right” employee, create a list of meaningful questions, add some photos or even a video, and you’re set.
Company milestones and achievements represent growth
This one is a bit tricky since it requires a good balance, or you risk appearing arrogant and selfish. However, an occasional update about your achievements is a great way to shine a spotlight on your team as well as establish legitimacy in your industry. If you’re getting some sort of award or reaching a new milestone, it should mean you’re good at what you do. Right?
Properties are your product: Activity is key
This may seem like an obvious point, but there are a couple of important nuances to it. You should accompany the posts with quality photos. It doesn’t have to be a professional photo shoot, but make sure that lighting, colors, and overall composition are good. The last thing you want to do is to look like an amateur.
If you’re skilled in the visual department, you still have to nail the second part of the equation: your text. It’s not an ad in your local newspaper, so don’t get an overly technical listing of all the features. Instead, try to make an emotional connection. Frame features as benefits. A 6,000 sq. ft. backyard is an excellent place to play with kids during the weekends, or to have cookouts. A huge garage is a great place to build a home gym. The view downtown from a balcony on the 15th floor will make for an awesome spot to enjoy a glass of wine after a long, hard day at work. Get creative, try to paint a picture of how it will feel to own that property. Because it’s not just a property, that’s a future home for someone.
That’s it! This information should be enough to get you started on the path to upping your social media game and creating high quality content for your audience. From here, it’s a matter of experimenting and finding what works and what doesn’t. Then it’s simply about doing more of the former and less of the latter. What are your favorite types of content for social media? Share in the comments below!
Recent Comments