Social Media: The right content for the right channel

As a marketing consultant specializing in the real estate sector, I understand the importance of not just being present on social media, but using these platforms correctly to engage with your audience effectively. The key to success lies in creating and sharing content that aligns with your target audience's preferences and needs. Before posting, you should have a solid plan or at least understanding of who your audience is and the purpose for posting content.  social media platforms correctly and varying your content to resonate with your real estate clients.

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1. Know Your Audience: To create compelling content that resonates with your audience, you must first know who they are and where they are engaging with brands online (and off!). Are they first-time homebuyers, empty nesters looking to downsize, or real estate investors? Each group has different needs, preferences, and pain points. Conducting market research and developing buyer personas can help you better understand your target audience and tailor your content accordingly. 

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2. Platform Selection: Not all social media platforms are created equal. When catering to clients in the real estate sector, you should focus on platforms that align with your target audience. Facebook, Instagram, and LinkedIn are popular choices in the real estate industry, but don't overlook other platforms like TikTok and the fairly new platform Threads, which can be effective for reaching a younger, tech-savvy audience. The key is to choose platforms that your clients are most active on and where you will have the best return on investment. Here are a quick list of platforms and their audiences:

• Facebook: Consumer-focused platform, great for lead generation
• Instagram: Multi-audience, great for brand awareness
• LinkedIn: Professional network, great for referrals and relationship building
• TikTok: Short-form videos, great for educational content and culture
• Threads: Multi-audience, great for short form content and news
• Twitter: Multi-audience, great for news and customer service

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3. High-Quality Visual Content: As the old saying goes, a picture is worth a thousand words. High-quality images and videos are essential for showcasing properties and attracting potential buyers. Use professional photography and video services to capture the essence of a property. Share virtual tours, 360-degree photos, and aerial shots to provide a comprehensive view of your listings. Engaging visuals can make the difference between a scroll-past and a click-through.

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What do you post?

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• Informative Blog Posts: Educational content is invaluable in the real estate industry. Write blog posts that address common questions and concerns your clients may have. Topics could include "10 Tips for First-Time Homebuyers," "The Advantages of Investing in Real Estate," or "How to Stage Your Home for a Quick Sale." By offering helpful advice, you position yourself as a trusted expert in the field.

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• Customer Testimonials and Success Stories: Real estate is all about trust, and showcasing your happy clients can help you build that trust. Share customer testimonials and success stories to demonstrate your track record of delivering exceptional service and results. Potential clients are more likely to trust you if they see that others have had positive experiences with your services. 

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• Live Video Tours: Live videos provide an interactive and personal way to showcase properties. Conduct live virtual tours, allowing potential buyers to ask questions and explore the property in real-time. It's a great opportunity to connect with your audience and build a sense of urgency around a property. Great to help sell the property, while also very engaging way to communicate with your audience!

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• Local Insights: Your knowledge of the local market is a valuable asset. Share insights about the neighborhood, market trends, upcoming developments, and local events. This type of content not only positions you as an authority but also adds value to your audience. 

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• Interactive Content: Engage your audience with interactive content such as polls, quizzes, and Q&A sessions. For example, you can ask your audience to vote on which room they like best in a property or create a quiz to help them determine their ideal type of home. Interactive content encourages participation and fosters a sense of community. It helps open up conversations with potential clients and even other industry professionals.

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Other things to keep in mind:

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• Consistency and Scheduling: Consistency is key in social media marketing. Create a content calendar and schedule your posts in advance. This ensures that you maintain a regular presence on your chosen platforms and have a well-thought-out strategy in place.

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• Social media is meant to be modified and adapted: Things are constantly changing, especially when it comes to social . Monitor the performance of your content using analytics tools provided by the platforms. Pay attention to engagement metrics, such as likes, shares, comments, and click-through rates. Based on the data, adjust your content strategy to better align with what resonates with your audience.

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• Just because a competitor is doing, doesn’t mean you have to. It is better to do something well and right, then to spread yourself too thin across too many channels. And yes, you are trying to compete in your local market. However, it is much better to do well on one social media platform than to do it poorly on several. Alternatively, you can outsource the work to an agency like The RE|Source or hire a virtual assistant to support you until you can find a full time solution.

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In the real estate sector, mastering social media is a vital component of a successful marketing strategy. By knowing your audience, selecting the right platforms, and crafting a diverse range of content, you can create a compelling online presence that resonates with your clients. Remember, it's not just about being on social media; it's about using it correctly to build trust, provide value, and ultimately, drive results in the competitive real estate market.

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If you are looking for support with your social media or marketing, feel free to reach out and set up a discovery call with us. We are happy to connect with you and see if we can help!

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