Comprehensive Guide To Planning Your Real Estate Social Media Strategy: Part 3/5
Start Niching Your Content And Cultivate Meaningful Relationships With Your Followers
The whole reason behind social media is human connectedness. You have to learn to treat your online relationships like your offline. As you build healthy offline friendships, you will find that a majority of your time is spent sharing, laughing, and supporting each other. The relationships you build with your online community really shouldn’t be much different. As you would not just ask for favours of your friends all the time, neither would you do so of your online community. No one likes a friend who just takes and doesn’t invest anything in return.
The basis of a friendship is how well you know one another and that starts with asking questions and remembering the answers. As you start to learn your friends likes and dislikes, you can start tailoring what events you invite them to and which conversations you’ll engage them in. Believe it or not, your personal offline friendships function essentially the same way as the online community of followers that your brand has.
Where Is Your Audience? What Have You Learned From Your Market Research?
Facebook is not the only platform that you should be focusing on. Where are your customers spending most of their time? Are there any international social media platforms you should be building a presence on?
For real estate professionals that have a small core team, and perhaps just one person to manage the social media, I don’t recommend spreading your brand over 5 different social media platforms. The most successful real estate teams in the world have started building a loyal following on one platform before they migrated efforts to other networks. So where does that leave you? During your brainstorming session you would have discussed your competitors and their presence on social media. Look at where their following is strongest and follow suit.
Alternatively, you can decide to be a trailblazer and dominate a platform none of your competitors have a strong presence on. Set a ‘followers/engagment’ goal and once you hit that goal, launch your presence in full force on the next platform, encouraging your current following to follow suit.
What Is Your Compelling Content Tilt?
The brands with the strongest following have built their success on a strong foundation of nichism. In a world of 7 billion, you are likely not the first person to do what you are doing but you can still be the very first person to do it just the way you do it and talk about it just a little differently. Now, I am not talking about your competitive advantage or your USP, I am talking about how you are going to take a unique writing approach to a subject that everyone in your industry is already writing about in much the same way. Do you substantial knowledge it homes for families with pets? Do you have an architect background? Do you have an affinity for green spaces and want to share your passion with a greater audience?
Whatever your unique approach is, you need be a refreshing voice in your industry. How do you find your voice and your content tilt? Why, with brainstorming of course! Here are some questions to rev up a blustering brainstorm:
- What is your education?
- What is your experience?
- What has shaped your approach to your service/product?
- What niches are your competitors already serving? Once you have decided which social media platform you are going to focus on, make detailed notes about as many competitors as you feel you need to, to understand where there is an underserved market and where your brand can step in and fill that need.
- What are your customer’s ‘pain points’?
How Will You Fill The Sales Funnel, Track Conversion, And Follow Up With Clients?
Myself and my team continue to expand our working knowledge by studying and observing what is working for other companies. What we have found are a frightening number of businesses who are so engulfed by their day-to-day activities that they have not set up a proper sales funnel because they handle everything from Facebook posts to meetings with the client for the first time.
Our first tell-tale sign of when a client doesn’t have a sales funnel is when the sales team makes optimistic projections based on no hard data. If you or your sales agents are busy making projections with no actual evidence, you are basing your entire marketing budget on hearsay information. Stop guessing and start basing your campaigns on cold hard data. Data doesn’t lie.
Your social media pipeline is the amount of business you close in any given month, quarter, or fiscal year. After a few months of tracking the likes, shares, and purchases from your social media campaigns, you will have a spreadsheet that tells a story about your content marketing success or failure. You should also start familiarising yourself with your social media analytics and your CRM, because they are going to be your roadmap over the next four quarters as you build your sales funnel.
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