Although social media can be a powerful tool for real estate agents in promoting their brand and listings, if used incorrectly, it can have many drawbacks too. In this article, we talk about the common social media mistakes realtors make.
Social media has grown tremendously as a new marketplace for various businesses, including real estate. There’s just no choice for agents of residential property buyers and sellers but to come up with real estate social media strategies to win more customers.
Based on one recent marketing report, 90% of social media users have already used this online platform to communicate with a brand or business. It likewise claimed that 31 percent of customers use social media in pre-sale inquiries before purchase or commitment (Mangles, 2017).
Just like adopting anything new, mistakes are often committed when putting real estate strategies to work. Avoiding these missteps and addressing their related issues correctly should help you develop a media real estate guide contributing to career growth in residential property sales.
Typically, real estate agents commit the five big mistakes listed below as they initiate social media marketing campaigns. You’d be good to go reaping dividends from real media strategies once you’ve skipped away from the following slip-ups.
Mistake #1: Not taking social media marketing seriously
Like or not, we all now live in an internet economy, and social media along with its marketing function is very much a part of it. This scenario is unlikely to fade anytime soon but becomes even more ingrained into our lifestyle in the future.
Therefore, make a total commitment to marketing and take your forays to such online platforms as Facebook and Instagram seriously. These tools are not mere add-ons to your established marketing tools like traditional media advertising.
Create real estate strategies that are co-equal to the other components of your overall marketing plan. Give your strategies the same attention in terms of planning, manpower, time, and resources. Put weight and importance on your posts as you would on ads in newspapers and magazines.
Mistake #2: Publishing inappropriate updates and comments
Your updates and comments have to be aligned not only with your real estate social marketing goals. You must also ensure that your posts follow social norms promoting positive interaction.
For example, avoid poking at anyone or something, a practice accepted in traditional marketing to advertise the superiority of service or brand over another. Doing this in social media marketing, however, is an invitation to bashers or haters of your posts and would, therefore, be counterproductive.
Always strive to be politically correct. Be mindful when relating your posts to race, social class, gender preference, sex, physical appearances, religion, and beliefs. It’s also smart to stay clear of politics-related posts, as more often than not, these are tied to highly contentious issues.
Mistake #3: Outsourcing everything
Freelancers sure are a great resource to help implement your real estate social media marketing plan. Do outsource tasks for copywriters, virtual assistants, and video editors. However, do not abandon your role as a director and integrator of the whole marketing process.
Be sure to directly immerse yourself in responding to customer feedback on your social media posts. It would be wise for you to not delegate the task of responding to comments. This way, you’d have a first-hand feel at how your real estate social media campaign is going and adjust your messaging if needed.
Mistake #4: Not creating original content
Real estate social media marketing is all about building trust and credibility. You cannot achieve this merely by reposting articles you have read or some funny memes originating from elsewhere in cyberspace.
Build your industry stature beyond posting your market listings. Create original content and post blogs about your take on real estate news developments, market situations, and community events. Photos, pictorials or videos can accompany your text copy. You can initiate live feeds of special events that you attend, such as real estate conferences, exhibits, or new home launches.
In short, be creative. Think of the many channels of media by which your target market will know you better and for them to develop trust in your competence as a real estate agent or broker.
Mistake #5: Automating everything
Just like totally outsourcing your real estate marketing, putting it on auto-pilot mode is one mistake you must not commit. Your social media business page ought to be active and responsive especially to comments and inquiries.
The marketing study cited earlier1 tells us why. It says 42 percent of those who tap social media for business or purchase purposes expect a response within an hour of their posted inquiry. A good 32 percent of them want feedback in 30 minutes, while 11 percent appreciate an immediate response.
Altogether, this finding highlights a truism in real estate social media marketing. Using platforms like Facebook and Instagram demands full attention as well as an emphasis on creativity and originality for the marketing efforts to succeed and be free from mistakes.
Mangles, C. (2017, December 5). The Rise of Media Customer Care. Retrieved from smartinsights.com