Social media went from being a fancy new addition to modern society to now being used by millions on a daily basis for their personal lives and their professional lives.
This paradigm shift has also been taken in by the real estate industry, not that businesses would be able to thrive without it. Since real estate business depends heavily on communication with people, it is essential that businesses use social media in order to create engagement with their audience and build a rapport with them.
Let us take a look into how social media can enhance client engagement in real estate businesses, showing why they need to be used by businesses everywhere.
Why Social Media Is Important
Before we delve into how social media can be used to help, it is important to first jump into why it is so important.
Social media includes multiple different platforms, and for real estate businesses and brands, the most important ones are LinkedIn, Facebook, Instagram, X (Twitter), and YouTube. Businesses often utilize their social media accounts through real estate CRM integration, allowing for the work to be done through there.
These social media platforms are not only useful for sharing important and intimate moments of your lives, but they have built-in functionalities that help drive business. Real estate businesses need to target a specific demographic which starts from an age of approximately 20. Since there are veterans of the real estate industry, there is no need to have an upper limit on age.
However, marketing to such a large age demographic can become complicated, so different types of posts need to be set for different platforms.
For example, Instagram focuses heavily on pictures and videos as the focal point of their posts. Facebook on the other hand will display the caption of a post first, but will loosely focus on both pictures and captions with the same priority.
Each social media platform has its specialty of posts. LinkedIn is the most unique out of these platforms, as it was created to be a professional platform with the intention of job postings, company updates, and other posts of a similar sort. This is the platform where people make connections with other entrepreneurs and companies in order to get better business.
However, knowing the type of posts to create is one thing, knowing how to garner engagement from them is another.
Using Social Media to Enhance Client Engagement
Use Visual Storytelling
Real estate social media profiles provide various listings or just post about properties in general. However, posting only about the property will interest people to look through the pictures and the videos, but they will not be invested in your business or the idea that you have.
However, if you have a property’s picture that was taken at dawn under warm sunlight, it is important to encapsulate that beauty and define it with a story. Make it compelling so that the audience does not just view it and forget it.
Real estate professionals can also focus on visualizing a lifestyle for a family living in that property, and how their life would look like in that scenario. The most crucial part for any sort of social media engagement is to create a sense of relatability for the audience. If they can go through your post and see themselves aligning with the message you are conveying, it will reach them better.
Virtual Tours and Videos
The beauty of technology has allowed property tours to be taken to the next level and transported online; being possible now through online video calls.
Real estate agents can now call their clients and set up arrangements to show out of town or out of state potential buyers homes that they would be interested in, live! This can all start from social media posts of listings which highlights the availability of a property and mentioning that interested people can contact the business to apply for a property virtual tour.
It does not stop there, people who are unable to take a live call, can be sent a video of the property. This will allow you to highlight all the important features, make it sellable and ensure that your potential buyer gets all the necessary details they need.
Using Hashtags
Hashtags (#) might seem silly as you can see them used on the internet a lot for different things all the time. However, they do serve a higher purpose in the grand scheme of things.
Any content under the same hashtag will be available to people whenever someone clicks on them. For example, a click on #realestate on a social media post will take the user to all posts that can be publicly viewed with the same hashtag on it.
When you create a social media profile for your business, it is essential to have a few consistent hashtags that can always be found on your posts, making all of your posts readily available to anyone who clicks on one. However, different hashtags which are doing well on the platform and are related to your niche can also be used. For example, you would use #listing only for posts that are listings.
At certain points, specific hashtags can be trending or doing well for the real estate niche, which needs to be used to gain more engagement and increase the ability to garner buyers.
Conclusion
Overall, real estate businesses using social media have become the norm in the modern day. Real estate businesses who use social media effectively garner more attention to their business and can create more conversions on to their real estate websites. This allows for them to have better business and grow.
