Most customers expect their estate agents to be available on social media. But what are the essential accounts you need, and what are the pitfalls to be aware of? We asked Private Property for some tips
WHY SHOULD ESTATE AGENTS BE ACTIVE ON SOCIAL MEDIA?
Having a presence on social media allows agents to engage with customers in an environment where customers are very active. It allows them to answer queries and respond to complaints quickly and effectively. Because these interactions are played out in a public environment, an agent can enhance their reputation and acquire new customers if they handle queries on social media well. It also offers an additional avenue to market your business but it needs to be subtle, since blatant promotional or commercial posts will put off your audience. Follow the 80:20 split for the best results: 80% of your posts should be entertaining or informative; 20% can be commercial.
HOW OFTEN DO SOCIAL MEDIA ACCOUNTS NEED TO BE UPDATED?
Ideally, Facebook and Twitter should be updated once or twice a day; LinkedIn less often – maybe once a week. Whether to update personally or use a service depends on the agent’s expertise and budget. If an agent is savvy on social media then they should update their accounts themselves – they may have unique experiences and insights into their own industry, while an agency might not. On the other hand, agencies understand various social media networks and how best to engage.
WHAT ARE THE ESSENTIAL SOCIAL MEDIA ACCOUNTS ALL AGENTS SHOULD HAVE?
Facebook:
The largest social network, good for sharing pictures and video.
LinkedIn:
Your online CV. Allows clients to share your real estate experience and business style through recommendations.
Twitter:
Good for sharing newsworthy items and participating in conversations around property.
THIS IS THE MOST IMPORTANT SOCIAL MEDIA SERVICE FOR AGENTS
LinkedIn is strictly a professional social network, so there is no “noise” (unrelated postings) as with other networks. It allows an agent to communicate with the industry and potential clients in a businesslike way.
6 WAYS TO IMPROVE YOUR LINKEDIN PROFILE
Your photo:
Make sure it’s a recent, professional photograph. No pets or selfies!
Your experience:
Provide as much detail as possible about your professional experience, particularly the areas in which you specialise.
Your keywords and skills:
Carefully choose five to 10 keywords that are relevant to your brand and reflect your expertise.
Your links:
Choose your three links carefully – one to your agency’s website, one to your Facebook business page (if you have one) and one to your profile on Private Property.
Your endorsements:
Write a recommendation for someone you’ve worked with, and ask if they can do the same for you.
Your shares:
By sharing relevant industry-related articles once a week, you show that you are up to date with the property industry.
WHAT ARE SOME SOCIAL-MEDIA-SAVVY DOS AND DON’TS?
DO:
• Tailor your posts to your customers, not your own interests
• Share useful information
• Be visual: post pictures and videos for higher engagement
• Respond to negative posts quickly and positively
• Entertain and inform more than you try to sell
DON’T:
• Post too often (spam your customers)
• Ignore queries from your audience
• Post anything that could be offensive to anyone
• Use poor grammar and spelling
• Venture onto social media platforms without a strategy
DID YOU KNOW?
A study by Sprout Social’s Consumer Engagement Index evaluated which industries receive the most engagement from social media users. Their findings revealed that the real estate industry was second overall when it came to inbound engagement relative to audience size. That means people are searching for estate agents on social media. Will they find you?
Find out more: sproutsocial.com
