There are tons of agents in New York, so you have to work hard to stand out. In the fast, expensive markets that you’ll likely encounter in New York, you need to take advantage of the speed and ease of social media apps.
The social media explosion has extended to many industries, including real estate. And it’s no surprise. Real estate is about establishing relationships with a variety of people. What better tool for prospecting real estate agents than social media?
But how can real estate agents in New York harness the power of social media to generate leads, cultivate clients, and sell property?
1. Plan and Schedule for Success
Your first step is to assess the goals for your social media campaign. Create a spreadsheet with all the social media avenues you’ll use and what you plan to do with each one. Stick to a schedule or else people will lose interest and forget about you.
Learn about all the tools, features, and apps available on all the platforms.
2. Media Mix
You may favor one medium over another, but sticking to just one platform will make your campaign one dimensional. Different mediums have different advantages. Post the right content on the right platform while maintaining accuracy, quality, and consistent branding across all of them to build your profile.
- Facebook: Use Facebook Page to boost your business presence, Facebook Ads to target specific demographics, and Facebook Groups to explore certain topics and properties.
- Twitter: Tweet announcements and links to your content, automate functions, post listing photos and videos, and set up alerts when someone uses your target keywords.
- Pinterest: This is all about great visuals. Organize boards by theme, group property by location, showcase popular amenities and destinations, and create private boards.
- YouTube: Post video walk throughs, virtual tours, interviews, and testimonials from happy clients.
Your emphasis depends on your area and customers. For white collar, high income, and college educated folks, focus on LinkedIn. Use Twitter to reach areas with higher numbers of young people and Facebook for towns with lower wages and higher ages.
Develop your brand story one social post at a time. Create a few core messages and communicate them in the multiple social media sites you use. Consistency and repetition are essential for building a memorable brand. Use the same communication style everywhere. The more a message is repeated, the better it’s remembered.
4. Engaging Content
Here are some ideas for grabbing attention on social media:
- It’s Not All About You: Post 80% updates, trends, news, and consumer interests and 20% about you and your business.
- Post with personality: Keep it fun and express your personality. Post photos and ask for opinions about the property and the neighborhood.
- Local love: Post thoughts, news, facts, photos, and articles about the area. Spotlight up-and-coming New York neighborhoods and your more eye-catching listings.
- Big visuals: Includes lots of visuals. Social media posts with images or video have a higher engagement rate than straight text.
- Emphasize events: Always promote the events, open houses, parties, festivals, and charities you attend or organize.
- Contests, quizzes, and giveaways: Have fun with quizzes, contests, and giveaways. Photo contests can generate photos of listings and neighborhoods.
- Tips and tricks: Be a source for helpful information about the real estate industry by offering advice on topics relevant to your audience.
- Strong headlines: Write attention-grabbing headlines and get people to click on something they might otherwise skip.
- Remember the hashtags. Tag your tweets with topic headings and neighborhoods to make them easier to find
Whatever it is, it must be easy to share. But make sure that your content is worth sharing. Buzz-worthy content encourages commenting. Also ask for “likes,” ask questions, and invite people to share their experiences.
5. Cultivate Conversations
Social media isn’t just non-stop chatter and dumping a bunch of content. Don’t forget the “social” part. Start conversations and build communities around common interests. Identify what your target market is interested in and what they want to talk about.
When you start conversations, your fans interact with the content, which hits more peoples’ feeds. Sometimes when great content is picked up, you see a growth surge. A conversation has at least two participants, with a back and forth of statements. Ask your fans and followers for their questions, challenges, and ideas. Remember to listen.
Consumers have access to more information and the ability to voice their opinions like never before. Social media platforms like Facebook and Twitter allow businesses to cheaply reach consumers, spread ideas, grow brand identities, and promote products and services.