The dangers of not using social media and how to create an effective campaign that delivers results.
As a luxury real estate agent, one of your top priorities is acquiring new clients and keeping those clients you’ve worked with in the past engaged so they will refer you to their friends and family who are buying or selling real estate. While there are numerous ways to do this, the top real estate agents in the industry know that social media is the most efficient and effective way to market to new clients and continue to be a resource to those they’ve worked with in the past.
If you’re not among the 20% percent of agents who know how to use social media to their advantage, you’re missing out. Here’s why, what you’ll gain if you leverage social media marketing, and how to get started.
The Dangers of Not Using Social Media Effectively
If you’re not effectively using social media to market your real estate business, you are missing out on potentially thousands of dollars of gross commission income. Why? Because you won’t reach new clients who are ready to buy or sell a home, and you won’t keep former clients engaged and encourage them to refer you.
Here are some more reasons why not using social media can be harmful to your business:
You won’t be able to reach your target market.
Every luxury real estate agent has an ideal buyer who makes up their target market. When you use social media marketing such as Facebook ads, you can create strategies that target those who are most likely to work with you and craft ads that appeal to them.
You will appear outdated and irrelevant.
In this day and age, those who are buying or selling homes turn to social media not only to find homes they are interested in but also to make decisions about which professionals to work with during the buying or selling process. If you’re not on social, your target market will likely get the impression that your business is outdated and not relevant to their needs.
You may appear unprofessional.
Using social media effectively is synonymous with being a professional in the real estate industry. If you don’t use best practices in your social media marketing or if you don’t use social media at all, your potential clients could perceive you as lacking in professionalism and opt to work with your competitors instead.
The Benefits of Using Social Media Effectively
To use social media effectively, you first need to develop a cohesive brand that is recognizable to your target market. Most agents are aware of this and have put time and money into creating a unique brand that speaks to their target market. Using this brand in your social media campaigns can elevate it and make you into somewhat of a local celebrity. This status creates the need in your potential clients to only work with the best in the industry: a.k.a. YOU. Not only will they gravitate toward your business for their personal buying and selling needs, but they will also be more likely to refer their friends and family to those whom they perceive to be the best of the best.
In addition to increasing the visibility of your brand, the effective use of social media can help you narrow down your target audience and deliver the marketing messages that will be most persuasive to them. You can also use social media analytics to pinpoint which of your ad campaigns are the most effective and to tweak your less effective campaigns to mimic those that are delivering results.
Social media also helps you leverage the online real estate trend that took off during the pandemic. With social media, you can promote online open houses and virtual tours, both of which can help you market homes to local and out-of-state (or out-of-country) buyers. You can also conduct Facebook Live events to show off the special features of a home you are selling and introduce potential buyers to the neighborhood.
What to Do Now
Now that you know the dangers of not using social media and the benefits of creating a solid social media presence and effective marketing campaigns, it’s time to implement your own social media strategy. Put time and effort into creating a presence on your chosen social media platforms that reflects your expertise and unique talents or experience. Research what your target clients care about and what they most want out of their real estate professionals so you can help identify with them and address any pain points they have.
Some real estate agents have large enough teams that they can afford to hire an in-house marketing professional who can help them implement and promote a strong social media presence. If you do not have a large team, don’t try to handle all your social media marketing yourself. This will take away from what you do best — helping your clients buy and sell homes — and you likely will not be able to keep up with all the changes that occur on social media platforms and create content that outperforms your competition.
The best piece of advice for most agents is to work with an outside agency that specializes in online marketing for the luxury real estate market. When you partner with a pro, you can spend your time on what you enjoy doing and allow the experts to take your social media marketing to the next level.
Ready to become a local celebrity in the social media world, target those who are most likely to work with you, and increase your brand awareness? Reach out to one of the experts at Luxury Presence. We will help identify what makes you unique and implement your brand to craft a social media strategy that will elevate and distinguish you from your competitors.