By Jessie Trapp, Marketing Coordinator
The number of social media users worldwide is estimated to reach an excess of 2.77 billion by 2019, so if you aren’t currently incorporating it into your marketing efforts, you’re going to want to start – ASAP. Not only does it give you access to this booming population of users and potential clients, but it also allows you to do so without breaking the bank, a major plus for any business. Although it is becoming a widely used marketing tactic, many professionals are spending valuable time posting on various social media channels while failing to generate the levels of ROI they are searching for.
We get it- the world of social media can be confusing and a tad messy at times. Luckily navigating it isn’t as difficult as it may seem, however, it’s essential to make a game-plan for how you plan to utilize it. One of the keys to making the most of social media marketing is knowing what types of content to post where. No two channels are exactly alike, as they all tend to be used by different groups of people that are in search of unique types of content. If you don’t have one already, creating a social media content strategy should be at the top of your to-do list! Plan out what kinds of post would likely build value on which channels and create an action plan to bring them to life. Here are some content-related recommendations for a handful of the powerhouse channels to keep in mind as you develop your plan!
Where to begin. Let’s just say, if social media channels were bees, Facebook would be the unrelenting queen. According to NAR, 69% of real estate agents use Facebook and it’s quite obvious why. The channel should be an integral aspect of your marketing endeavors, as it provides you with a variety of different ways to grow your sphere quickly via shares and word of mouth (or mentions). Virtually anything goes here, as adding a variety of content will increase your likelihood of it resonating with a wider reach of users. Blog posts, articles, videos, announcements, contests, and content that shows your brand and personality should all be in the line-up. In addition to the wide variety of acceptable content, Facebook also gives you the ability to get specific when it comes to who you would like your posts and ads to target. This is why Facebook advertising is known to be so effective, and why we here at MoxiWorks incorporated it into the Advertise Your Services feature that many of our clients have already started using to grow their business.
Hold off on the gifs and memes, and instead keep things purely professional. LinkedIn is all about growing your network and connections, so avoid posting anything that could potentially hurt your image to prospective clients and partners. This is the perfect channel to practice recruitment marketing – essentially marketing that makes people want to work with or for you. Focus on sharing content that expresses what your brokerage specifically brings to the table and what you can provide to others in real estate. Blog posts, articles, calls to action, images from company events, and sneak peeks into your business’ culture are all forms of content that will likely perform well on LinkedIn, enabling you and your followers to get better acquainted with one another.
As you know, real estate is an incredibly visual industry – all the more reason that channeling your efforts into Instagram is something you’ll likely find beneficial. With more than 800 million users, the app is mainly accessed by people who are on-the-go via tablets and smartphones. It’s a valuable opportunity to share images and videos that tell a meaningful story with just a glimpse, but make sure to maintain a level of high quality content. Experimenting with hashtags in your comments is a powerful strategy that can rapidly increase your reach on Instagram. For example, #RealEstate and #justlisted are both top preforming tags in the real estate industry specifically. Using tags related to your geographic location is also a powerful tool. Graphs and visual representations of data tend to perform well here too. Utilizing the story feature of this channel can go far in terms of giving followers a more personal and approachable look into the daily life of your business. And don’t forget those high-quality professional listing photos you’ve already paid for!
80% of Twitter’s users are said to be affluent millennials, the very group that is currently making up a major portion of the buyers in today’s real estate market. With that in mind, it’s likely worthwhile to incorporate this channel into your plan. The content that seems to perform the best here is videos, which have been shown to be 6x more likely than images to be retweeted. Engaging with followers through polls and contests are also great ways to take advantage of Twitter.
Although these guidelines are definitely important to keep in mind, being truly successful at social media marketing often entails a whole bunch of trial and error. Make sure you are tracking your analytics and monitoring the success of your content, so that you can make adjustments and see continually improving results. Doing so will contribute to increased levels of loyalty, marketing effectiveness, and profits – who doesn’t want that?
By Andrew Eberting, Senior Marketing Manager
As seen in Mile 62 eMagazine.
Keeping pace with social media can feel exciting and overwhelming at the same time. Why does it seem like some posts get a lot of responses from people, and others not so much?
Trying to figure out the levers that generate these higher levels of engagement from your followers doesn’t need to feel like learning a foreign language; especially if you know how the in ands outs of how Facebook ranks your posts.
Show Don’t Tell
Facebook favors certain types of posts over others. Specifically, Facebook wants you to show it content vs. talking at it.
When you post something on Facebook it typically falls into one of three buckets:
- Photos and videos
- Status Updates
Facebook wants you to post more videos and pictures over everything else. Why? Videos and photos are more captivating which leads to encouraging your friends/family/followers to actively engage with your posts vs. passively engage (more on this later.)
Think of posting on Facebook like telling a story; in order to tell a great story, you need to capture the imagination of those in the audience. The quickest way to accomplishing this goal is with pictures and videos.
Interactions 101: Active Engagement vs. Passive Engagement
Facebook has two categories for the types of engagement any post can fall into: Active or Passive Engagement. Active engagement is where a person takes an action with a given post and can be potentially seen by the people in their network. Passive engagement is where a person takes an action with a post, but their followers won’t be knowledgeable of or be able to see it.
Finding the Sweet Spot
One of the things we’re all guilty of is checking ‘how many likes’ or ‘shares’ something received. Fun fact: Facebook is also waiting to see how many times people actively engage with your content. When one of your content-rich (photos/videos) posts receives a lot of active engagement, Facebook interprets that post as being important and possibly interesting for your follower’s followers.
The more your direct followers engage, the more Facebook prioritizes or ‘rewards’ your post as being important, thus exposing it to the networks of your followers, and their followers, etc.
Be Genuine: Tell Stories and Share Insights, Not Engagement Bait
Now that you know how to stack-rank your content in Facebook for your posts, don’t set yourself backwards by creating engagement bait.
What is engagement bait? These types of posts are where you, a Facebook page, or someone else, in an attempt to get posts viewed by more people, either askes to have people tagged in or comment with a specific keyword (yes, being the most commonly used one) to said post.
Facebook strongly dislikes these types of posts. Why? Because the type of engagement it generates is viewed as being artificial, or disingenuous. When Facebook identifies these types of posts in newsfeeds, the person or page posting can see a demotion in all of their future posts.
By Maddie Jostol
The real estate world is moving quickly, and it can be difficult to know the best ways for you to keep up. As a real estate agent, marketing can be a burden – but it doesn’t have to be if you choose your marketing initiatives wisely. Here, we have three marketing trends that every agent should be watching and participating in. Ready to take your marketing to the next level? Here’s what you need to do.
Video is taking over the world of marketing. It’s the new preferred content type due to its sharability. How does video fit into an agent’s marketing strategy? Everywhere, really. Try home tour videos, open house videos, client testimonial videos, and neighborhood tour videos. Showcase your expertise in an engaging and eye-catching way. Our friends at iTour Media are doing some really cool things when it comes to video and online ads. iTour give agents the ability to create listing videos at the drop of a hat. With the listing information from the MLS, iTour Media quickly creates an engaging video for you to share and promote. iTour is an integrated partner of MoxiWorks – talk to your brokerage if you’re interested in using iTour Media.
Live video is gaining popularity by the day. Videos posted using Facebook Live are shown on news feeds at significantly higher rates than normal posted videos. If you have an active Facebook page for your business, try out Facebook Live!
2. Social media marketing
We know, everyone has been talking about the importance of social media for years and you might be a little tired of hearing about it. We aren’t going to tell you how you need to be posting on Facebook more than twice a week, however. Sure, your presence on social media is certainly important, but this time, we’re here to tell you to leverage Facebook to set your marketing on autopilot with online ads. Get an ad (for your business or a listing) set up, set your budget, and let it run. The beauty of it all is that you can get concise reports to impress your client by showing them the effort you’re putting in.
Online ads can feel daunting because of how time consuming it is to get them set up. The truth is, you don’t need to be a digital marketing expert to participate in this trend – you just need to use the right tools. If you haven’t used Moxi Marketing, now is the time. You can have Facebook ads up and running in just five minutes by following three easy steps directly from within your MoxiWorks account. Advertise a listing (all MLS data and images are auto-filled!) or advertise your services to gain exposure and generate leads. Click here to try it out!
3. Hyper-local marketing
Bring your marketing tactics home by targeting the exact neighborhoods you operate in. Rather than marketing at the state, metropolitan area, or even city level, hyper-local marketing focuses on targeting specific neighborhoods. Position yourself as THE real estate expert in your area, attracting the highest quality leads. Your specialized knowledge of the local neighborhoods will set you apart and help you grow your business.
By Maddie Jostol
Homeowners now expect social media and digital marketing to be a part of an agent’s marketing plan. Yes, expect. We live in a digital world and with tools like social media, agents can up their marketing game and expose a listing to a massive audience with the click of a button. Digital marketing, particularly on Facebook, is now often a cornerstone to lead generation for real estate agents.
Here’s the deal: we understand that Facebook advertising can be a huge pain. It’s a tedious, time consuming process that feels like a burden to manage. The team here at MoxiWorks has become very familiar with the benefits and challenges of Facebook lead generation for agents with the launch of Advertise Your Listing, so we compiled a handful of tips to help you generate more leads on Facebook.
Reach the right people at the right time. When setting up your ad (through Facebook or through Advertise Your Listing), you have the option to select your audience, targeting specific groups of people. When it comes to real estate, geography and income are the two most important parameters. Select a geographic area where you’ll reach your indented audience – both those looking to purchase the home, and those who might share the post because it’s in their neighborhood. Similarly, selecting an income range will help to reach an audience applicable for the listed home.
2. Select imagery
Think about what your audience is looking for and display those features in the imagery. The more eye-catching the better. These ads will be seen as people scroll quickly through their Facebook feeds, so the imagery should speak for itself and prompt people to stop and learn more.
Deliver on and exceed client expectations by showing them the effort you’re putting in through reports. Offering reports display your effort and give your client something tangible to remind them of the level of service they’re receiving. You don’t need to show them how much you spent, just that you got thousands of eyes on their listing. The goal here is to win more listings down the road by marketing your current listings. When you impress your clients, you grow your repeat and referral business.
This one is for those of you who advertise under your personal Facebook account (which isn’t necessary when you use Advertise Your Listing). When people engage with your ad, keep that momentum going. When your ads get comments, like those comments or respond. Begin a dialogue and get your audience engaged.
The good news is that the frustration and time commitment that typically accompanies digital marketing doesn’t have to apply to you. Try using a system like Advertise Your Listing, which will do the heavy lifting for you. All you need to do is select your budget and adjust the auto-filled parameters as necessary. Automate these efforts and put your marketing on autopilot, so you can impress your clients and generate leads without the hassle.
Interested in taking your marketing efforts up a notch? Advertise Your Listing allows agents to advertise a listing on Facebook in just three easy steps, directly from their MoxiWorks account. Learn more about Advertise Your Listing here.