Editor’s Note: The following information is taken from RISMedia’s latest exclusive Premier report, “Social Media and Digital Trends for 2022and include excerpts from Section 1: Preparing for Success and Section 4: Where to Spend Social Media Marketing Dollars.
In today’s real estate landscape, it’s crucial for real estate agents, brokers and brands to have a strong presence in the digital space. Organizing a social media and digital marketing strategy will help ensure your business is successful, and knowing where to invest your marketing dollars, especially when it comes to your online footprint, is a big piece of the puzzle.
Planning a social media strategy is a great first step to getting your business noticed in the digital space. However, there are a few important things to remember when developing your plan to help your clients, prospects and prospects know who you are not just as a real estate agent, but as someone they would like to work with. .
Premier members can access the full report here.
Authenticity, branding and curated content
Rajeev Sajja, VP of Digital Innovation at Berkshire Hathaway HomeServices Fox & Roach REALTORS®, says, “Authenticity will be key to building your brand. Sajja believes it is important for real estate professionals to recognize the influence they hold on social media, and their desire to keep improving will not only increase their sphere of influence, but lead to overall success. of the company.
Authenticity and branding are big buzzwords in this industry for a reason. Real estate is a face-to-face business and communication is vital. On social media, it’s important to remember that an online presence isn’t just about your current contact details and lists. Connect with your audience through comments and direct messages, share success stories and educational content, and be sure to use video as it can help illustrate your personality and generate more leads with the people who connect with you.
Your brand image is what helps you build trust and nurture relationships, and set you apart from the competition, whether you work for a national brokerage or represent yourself. Keep your website up to date, including photos, contact information, and inventory, and refresh your brand messages to represent your business, services, and goals.
Arguably the most important factor in a successful social media marketing strategy, your content pool should be filled with timely, relevant, and educational information. And in today’s real estate landscape, video content is a necessity for success.
According to the National Association of REALTORS®, video is the most powerful tool for realtors today. In fact, they cite a 403% increase in inquiries about ads featuring video, as well as 73% of owners saying they’re more likely to sign up with an agent that uses video content.
“Video is king these days,” says Emily Sarno, Field Social Media Specialist at Coldwell Banker Realty. “Agents will likely see 10% more engagement on video content than any other form of digital content.”
Whether you want to start a real estate podcast, host live Q&A sessions, or create short, unique videos on TikTok and Instagram, you’ll see higher engagement rates, growth in your social sphere, and more leads than never.
Expenses and budget
The best part about social media marketing is that you can benefit from it even if all you have to invest is your time. However, paid strategies always increase visibility. The challenge is knowing where your marketing dollars are best spent.
Maria Hill, vice president of marketing and communications at Berkshire Hathaway HomeServices Nevada, California & Arizona Properties, takes a specific approach when it comes to the company’s marketing budget. “Our marketing spend is 80/20 to 80% on digital marketing and 20% on print,” she says. “Digital marketing provides more exposure for less money.”
Of course, each agent, broker, and brand may take a different approach to spending. Marketing budgets include everything from print and digital advertising to staffing and collaboration. Additionally, now more than ever, real estate companies are engaging social media and digital marketing specialists, while investing in the right tools and solutions for their business.
Focus on your goals. This will help you find the most effective solutions and strategies for your real estate business, manage your marketing budget wisely, and ensure that the specialists and tools you bring to your business are the right choice.
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