Using Social Media as a Marketing Tool: Tips for CRE Agents
When it comes to commercial real estate, traditional means of marketing can still be successful but digital marketing should also be integrated as a way to increase networking and give your sales strategy a boost.
When most people think of digital marketing, the first thing that comes to mind is often social media. Social media platforms, such as Facebook, LinkedIn, and Twitter are where people all throughout the world gather to discuss just about any topic imaginable.
Using social media as a marketing tool can be daunting for people who are not familiar with the various platforms as it is not as simple as just sending out some posts once a day and waiting for people to reach out. One of the most important aspects of social media is knowing your audience, and adjusting your marketing strategy to cater to that audience.
If you take some time to set clear objectives and goals for using social media, you are likely to see increased success.
Social Media Objectives and Goals
When determining your social media marketing objectives and goals, it is important to define your audience. Know who you are trying to reach, where they are located, and what kinds of things they are focused on when online. Detailed information on your audience will make for a much more effective social strategy.
Once you have defined your target audience, it is time to focus on choosing the appropriate social networks. There are hundreds of social networking sites that have appeared online in the last few years. It can be tempting to sign up for all of them and see what works but you need to remember that social media is only as effective as the time put into it. Instead, it is best to focus on two or three networks. For commercial real estate agents, the most effective social media platforms are likely to be Facebook, Twitter, LinkedIn, and Instagram.
What to Post
One of the best methods for figuring out what to post on social media is to see what your competitors are doing that is garnering engagement. For instance, is there a company you consider your biggest competitor? What about a specific agent that has a huge online following? Check out their social media channels and choose the most successful strategies for your own marketing. You don’t want to simply copy exactly what others are doing but it can be a good way to get some ideas and put your own spin on them.
You want to market yourself and your listings but that shouldn’t be all you post. Consider interesting real estate related news, visually appealing content such as pictures and videos, industry related events, etc.
Measuring Your Success
No one wants to waste a ton of time posting to social m
edia only to find that it is having little to no impact. For this reason, you want to pay attention to reporting and analytics which most social platforms now offer to users.
Social media reporting is an invaluable tool for determining what types of posts are garnering the most engagement, and what really isn’t working for you that you may want to stop doing. Facebook, for instance, provides insights on how many people are engaging with particular posts, how many people are seeing the posts, and even popular times that your followers are online, allowing you to customize your messages and timing.
Below are a couple resources that may be useful in beginning your social media strategy, or enhancing the ones you have already been managing: