Comprehensive Guide To Planning Your Real Estate Social Media Strategy: Part 2/4
What is your timeline?
Most large real estate agencies/brokerages start designing their marketing strategy in November, for the following year. As a one-wo[man] show or a small team, this may be the first time you are designing a strategy so let’s start you off thinking about the big picture and get you out of your head!
I would still recommend laying out your social media marketing plan for the next 12 months, starting with the handful of goals you and your team came up with during the brainstorming session. When I first suggest this to my clients, they are usually very apprehensive because for them, every waking thought is still spent working inside their business instead of on their business. They are thinking to themselves, “I am still in the growth and development stage, how am I going to be able to plan a social media strategy around a home/property conference/home staging/event if there is no way of know what the next year holds for us?”
Your social media strategy is not meant to be 100% locked down and steadfast, with little room to accommodate for last minute speaking events, open houses, agent alliances, pivots, or new service roll-outs. Approach your strategy as a set of guidelines that support your company’s goals and external/internal strengths. Your strategy will be the catalyst for each member of your team to stay ‘on trajectory’, while leaving plenty of flexibility to incorporate last minute social media tactics to be executed, shall the need arise.
Who are your target markets?
This is not the time or place to generalise – this is where you get down to the nitty gritty and really wrap your head around who your ideal customers are going to be from mindset to their morning routines. I am asking you to go above and beyond the traditional ways to segment a market (demographic, geographic, psychographic, and behavioral factors). I want you to truly step into your target customer’s back pocket and feel what they are feeling and genuinely comprehend how your real estate services are going to change their lives – for the better. Afterall, buying or selling their life’s biggest investment is not just a simple credit card transaction.
Start with who is most likely going to need/want your service and be willing to pay for it in commission. Depending on what country and province you reside in, it is the property selling who pays the commission not the buyer. Identify what the core 10 pain points of these customers are so you know what language to use and topics to discuss on social media that will trigger the deepest level of engagement. Does this make sense? Let’s work through a few examples of persona’s so you get an idea of how to identify your target market:
INSERT PERSONAS HERE!
Now that you have a clear picture of who your potential audience is, it is considerably easier to align your social media efforts with the questions, challenges, goals, and lifestyles of that audience.
Every real estate professional will need to ask different questions based on their location, add-on services, unique skill set and other influential factors in their internal and external environments. The target market for a commercial realtor is not going to be remotely similar to the target market of a developer.
In the noisy world of social media, it is not about getting everyone and anyone to look at your posts and ads, it’s about getting the right buyers and sellers to engage with your content. Would you rather spend your marketing dollars on getting your brand in front of 10 window shoppers or 3 ‘ready to buy’ shoppers?
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 companies 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.