We all know how important it is to build, own, and maintain your brand, and social media has become a driving force behind many agents’ marketing strategies.
According to the 2020 National Association of REALTORS® Profile of Home Buyers and Sellers, 43 percent of buyers began searching for a new home online. Cultivating and maintaining your online presence and communicating your value proposition allows potential customers to easily find you and engage with you. Below are some ideas for engaging your audience through your social media presence.
Video is without a doubt one of the best ways to engage with your audience and increase your audience across all social media platforms. To give you an idea of videos’ reach and popularity consider these stats. According to TikTok, more than 100 million Americans are active users and its rival, Instagram, with its Reels platform, reportedly has more than 112 million active users in the United States. That’s a lot of potential real estate clients.
More and more social media platforms skew their algorithms to favor videos (especially short-form videos) which means your posts are more likely to be seen if you utilize video content. Remember, exposure and reach are key.
There are numerous free tools for creating and editing videos for any social media platform you use. See our previous blog about Free Brand Building Strategies for a great list.
Although some people don’t like being on video, personally appearing in your content is an excellent opportunity to allow your audience to know you. There is a sense of familiarity when a potential client has seen you ‘in action’ that works as a fantastic icebreaker for creating rapport, so don’t be afraid to put yourself out there.
An often overlooked option for audience engagement is utilizing polls. Facebook, Instagram, and Twitter all offer easy-to-use options for creating a poll. People love to voice their opinion, and something as simple as a question about a favorite vacation spot or allowing users to choose which outdoor space they like best from a series of photos creates a fun, simple way to drive engagement. Polls are a terrific way to get your audience to provide data about themselves in a way that comes across as entertaining rather than intrusive.
Everybody loves free stuff, including your social media followers. Asking your audience to like, share, and tag a friend for the opportunity to win a prize is a simple way to both engage with your current audience and grow your number of followers. Make sure to tailor your giveaway to your audience’s preferences so that they want to participate. Keep in mind that giveaway items don’t have to be expensive to offer value. Free local market reports, to-do checklists, buyers/sellers guides, and relocation guides are all great giveaways. Lastly, make sure your giveaway falls within the terms of service of the specific platform(s) you are using.
The way we communicate has changed, and the way real estate agents market themselves is changing with it. Through social media, you can stay in touch with your followers and grow your business by increasing brand awareness on social media. Maintaining a strong online presence does not need to be expensive or time-consuming.