As anyone who has bought a house can tell you, it is not typically a do-it-yourself kind of job. Having a knowledgeable and personable real estate agent at your side is key to a smooth and successful buying experience. But with market fluctuations and the sheer number of options available to buyers and sellers, it can be difficult to find the right agent for your needs.
Cutting through the noise of traditional home mailings, billboards and even “For Sale” signs is a challenge for agents seeking clients, as well. That is why, in recent years, many real estate agents have turned to social media to promote listings and attract new clients. In this industry, agents are gatekeepers, possessing not only goods in the form of property but information as well. As such, using social media to position oneself as an expert or a leader can go a long way toward boosting a real estate business.
To get a better idea of how real estate agents use social media to boost their business standing, we chatted with some industry experts. Jan Green is a Scottsdale, Ariz., realtor specializing in green properties who uses her social media accounts to connect with new and existing clients. Julien Brandt and Heather TJ-Palmer are the CEO and Social Media Manager, respectively, of Organik SEO, a San Diego-based SEO and social media agency that serves a large number of realtors. Here are some of their best suggestions on how real estate agents can leverage social media most effectively.
Play Up Your Niche
Green’s specialization of choice is a happy coincidence, considering her last name. Using her various social media accounts and website, she has positioned herself as a leading “eco-broker” in the Scottsdale area. Green says her Google+, Twitter and Facebook pages have helped her reach individuals who are interested in eco-friendly properties. In fact, she says she gets up to 20% of her referrals through social media.
“I provide value-added service that’s above and beyond what most realtors provide,” Green says. She attributes her attention to “green” (environmentally friendly) realty on social media to a number of specific sales, including one to an Atlanta-based man who was relocating to her area and found her on Google+. “Being a green realtor involves education and knowledge and understanding of green products. You have to have that and be able to walk the walk.”
An avid blogger, Green uses social media platforms to amplify the content she writes, which is just another way to prove her authority in the green real estate space. Not only that, all the social media posts linking to her blog provide linkbacks, which boosts her blog’s SEO and makes her even easier to find online.
“The more specific an agent’s niche, the easier it is to differentiate and find his or her target audience,” Brandt says. That niche can be categorical, like Green’s, or even geographical. Brandt says it’s a lot harder to stand out as a real estate agent who covers an entire metropolitan region, versus someone who caters to buyers and sellers with specific needs, such as those seeking luxury properties.
Go For the Soft Sell
Often, people describe their favorite real estate agents as friends, and will stay loyal to them as they move from property to property. Good realtors know to approach their business relationships with a friendly demeanor, meaning they’re likely to avoid the hard sell whenever possible. According to TJ-Palmer, social media is a great way to connect with clients in ways that keep agents top of mind rather than in your face.
One method TJ-Palmer suggests for real estate agents is building a Pinterest board that focuses on the community they cover. This is strategically important since Pinterest is a female-dominated social network and studies have shown that, when it comes to homes, women are often the ones making buying decisions. “I think Pinterest is crucial for real estate,” says TJ-Palmer. “It’s a really great way to show people why they should live in the community the real estate agents are selling in.”
Focusing on beautiful landmarks, community events and local resources is particularly powerful for agents attempting to make their region more attractive to buyers. Using thevisual nature of Pinterest to sell not only a specific property but also a neighborhood can prove to be a powerful tactic.
While Pinterest is a great platform for real estate agents to share their perspective, Twitter and Facebook can be used to forge relationships based on existing and prospective clients’ experiences. Brandt suggests taking note of life changes in Facebook and Twitter friends’ lives. Everything from a new job to a pregnancy can signal an upcoming home buying opportunity, so by keeping track of such changes and sending appropriate congratulations, agents can make their presence known without blatantly selling their services.
It is as true for real estate as it is for all businesses: Social media provides the tools to spread information about goods — in this case, properties — for sale. But in an industry so reliant on personality and relationships, it also gives agents the opportunity to highlight the expertise and knowledge that makes them unique. Most importantly, each social media platform gives realtors a different way to connect with clients. In a business that depends on referrals, there is no underestimating how valuable each retweet can be.
[Image Credit: Images of Money, Nick Long, Ed Yourdon]
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