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, you won’t want to miss my recent podcast with social media expert Karen Albert.
In addition to exploring the three platforms you should be using to market your real estate business in detail (and explaining why the others aren’t worth your time), Albert shares the social media strategies that work best for real estate professionals.
Albert also gives great examples of effective real estate marketing that you can emulate to start bringing in more business right away. For all that and more, listen to the complete podcast interview below.
To get an overview of the three social media platforms Albert recommends for real estate agents, read on.
The Three Best Social Media Platforms for Agents
Facebook prioritizes content that it deems valuable to users. In fact, it actually profiles users to ensure that they receive 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.
In other words, don’t try to be everything to everyone. Not only will you be less likely to capture the interest of users who happen to find your page, Facebook’s algorithm won’t put your page in front of as many people because it will have trouble determining who would find it 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 content to the type of people you’re trying to reach. In turn, Facebook will recommend your page to users that 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 than the client-centric strategy she suggests for both Facebook and Instagram. While, sure, you can pick up clients directly from this platform, it shouldn’t be your focus.
Think of it this way: LinkedIn is like an online networking event. Instead of marketing directly to consumers, you’re there to meet other professionals who may already have relationships with the types of clients you’re after.
For instance, the single mom from the example above utilized LinkedIn to connect with divorce attorneys, child-support attorneys, et cetera. 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.
Don’t Try to Be Everything to Everybody
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.
For more tips on real estate marketing from social media expert Karen Albert, listen to episode 826 of Real Estate Rockstars.