Comprehensive Guide To Planning Your Real Estate Social Media Strategy: Part 1/5
This blog post is part of a 5-part series on how to design a marketing strategy for your business. If you are just jumping into this blog series now, click here to read the very first blogpost of this series. For everyone else with the million dollar question, “How can I stretch my marketing dollars as far as possible with a marketing strategy?” continue reading…
My advice for real estate professionals who are undertaking strategic planning without the help of a marketing specialist is to start with the end in mind. This means, clearly defining your goals and working backwards. Put simply, every action you take on social networks should be a part of a larger social media marketing strategy. That means every post, reply, like, and comment should all be guided by a plan that’s driving toward your greater real estate goals. Gone are the days that you can just post an album with a bunch of pictures about properties with a tagline that reads, “Come check out this new property listed!” It might sound complicated, but if you take the time to create a comprehensive social media strategy, the rest of your social efforts should follow naturally.
Real Estate Social Media Strategy Brainstorming
Let’s move beyond vanity metrics such as likes and retweets. Focus on more meaningful metrics like website traffic, follow-up speeds, inquiries, and whitepaper downloads. From a practical perspective, typical questions you could ask yourself and brainstorm with your team include:
What are your key objectives?
What is your timeline?
Who are your target markets (you can have as many as you want but I suggest keeping this number to less than 5)?
What have you learned from your market research?
What is your value proposition?
What are your competitors doing? Which marketing channels will best suit your budget, timeline, available manpower, knowledge?
How will you fill the sales funnel, track conversion, and follow up with clients
How will you incentivise people to click a button, click a link, download a file, or engage with your marketing campaign in some way?
Are there any leaks in the sales funnel?
How will you stay ‘on brand’? What is your tone?
What hashtags/shortened URL’s/keywords will you use?
What is your compelling content?
What is your budget for social media campaigns?
Who is going to monitor the social media campaign and tweak it as necessary?
The brainstorming process is arguably the most important part of the social media strategy. The best ideas surface when there are absolutely no constraints on your imaginative downpour. While you are using the list above to brainstorm with your property team, you need to remember that this is the social media portion of your marketing strategy, so all of your ideas need to be kept within the social media marketing channels.
There are 8 core questions I would like you to pay special attention to and discuss further with your team:
What are your key objectives?
As you and your team (or you and your business coach/best friend/mentor) sit around the table and throw around your primary goals for your social media strategy, you need to take into account the 4 key factors that will drastically influence your outcomes:
- Ability to follow up
This post is part of a 5-part series. If you want to read the entire series, just click on the next post in the series!