Invest time and energy in revitalizing social efforts

February 24, 2017

For many real estate professionals, putting in the effort to effectively market themselves and their services on social media isn't always easy. Taking the time to "do it right" means minutes or hours spent away from other aspects of their jobs which are equally important. However, before the busy buying season really kicks off, it can be important to undertake a few efforts to get those social marketing efforts up to the industry's cutting edge.

Interestingly, nearly 3 in 5 real estate agents today say they don't necessarily view social media planning and posting as "time well spent," and about 1 in 3 say they spend between two and four hours per week on social media work for their businesses, according to a new poll from RISMedia. Further, about a third of all agents say they only post once a week at most, compared with 17 percent who post at least six times.

Communication breakdown?
Problematically, agents who remain skeptical about their social media efforts are therefore less likely to spend time doing it, meaning that more active competitors in their areas could end up gaining a critical edge.

Meanwhile, it's important to note that the vast majority of agents on social media use Facebook for marketing (nearly 4 in 5) while 39 percent use LinkedIn as well. After that, fewer than 1 in 3 use Twitter, 1 in 4 use Pinterest, and slightly more than 1 in 5 utilize Snapchat. And when it comes to what they're marketing, most focus on sharing information about listings and open houses, but about the same number also post homeowner DIY tips. More than half also share news about their communities, while nearly as many share photos and videos, or data about the local and national real estate markets.

Turning it around
In general, experts say that agents will tend to do best on social media when they share a wide variety of information, so mixing it up and staying engaged is often a good idea. Beyond that, though, it's also important to cultivate a social media "voice" and writing even short blog posts - rather than just posting photos or links to articles - can help with that effort, according to Inman. In addition, any agents who haven't started using video marketing will likely find it to be another great way to really personalize their marketing efforts and let would-be clients get a feel for how they operate and who they are.

Those who also have a little bit of technical knowledge when it comes to using Photoshop and other image-editing software may also be able to get ahead in this regard - and getting a lot of shares - by creating their own infographics.

In general, staying on top of social media and posting several times a week doesn't take as much effort as many agents might think, and can really pay off when it comes to connecting with hopeful buyers and sellers alike. That, in turn, can truly translate into increased real estate sales numbers, and a stronger foothold in the local market.