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Social media can be excellent for bringing in new real estate business, but only if you know how to use it effectively. If you’re new to social media marketing or if you haven’t had much success with it, read on for some tips from social media marketing expert Karen Albert on how real estate professionals can amplify your talents.
Facebook prioritizes content that it deems valuable to users. It uses all the data you enter to target you with relevant content; this is why it’s so important to build your business page in a way that lines up with the interests of your intended niche audience.
Don’t try to be everything to everyone. It’ll throw Facebook’s algorithm off and it won’t place your page in front of as many relevant people because it will have trouble determining who would find your business page relevant.
As you create content for your page, Albert recommends considering who you’re trying to reach and what their interests are. By doing this, you’ll build out your page in a way that delivers loads of valuable information to the type of people you’re trying to reach. In turn, Facebook will recommend your page to users who have shown interest in this type of content.
You don’t need thousands of followers to find new clients on Instagram. What you do need, as with Facebook, is a niche.
One of Albert’s past clients was a single parent who worked with a lot of single moms. She decided to rebrand herself on Instagram as the agent who understands the unique challenges single parents face. She also hired a licensed babysitter to help watch clients’ kids during showings.
After several months posting consistent, niche-relevant content, this agent managed to really ramp up her business and gained more of the clients she liked representing most.
With LinkedIn, Albert recommends a different approach. Sure, you can pick up clients directly from this platform, but it shouldn’t be your focus.
LinkedIn is for online networking. Instead of marketing directly to consumers, you’re there to meet other professionals who might already have relationships with the types of clients you’re after.
For instance, the single mom from the example above used LinkedIn to connect with divorce attorneys, child-support attorneys, etc. Basically, she created relationships with the types of professionals who would have connections to the people in her niche. Instead of generating a little direct business from consumers, she created a lot of potential business via respected referral sources.
Remember: You can’t be everything to everyone, so don’t try to market yourself as a one-size-fits-all agent. Instead, focus your marketing efforts around the things you care about, and try to connect with the clients you truly want.
If you succeed, you won’t just have plenty of business, you’ll have a fulfilling career serving people you understand and, more importantly, like.