Importance of social networks in real estate
Social networks occupy an increasingly important place in our daily lives.
That's why it is essential for a real estate agency to deploy an efficient digital strategy in order to reach the maximum number of potential customers. Indeed, in a real estate market that has been particularly dynamic in recent years, the number of real estate companies (real estate agencies or independent companies) has exploded: there are now twice as many bakeries per 100,000 inhabitants.
However, this increase in the number of players has not always been accompanied by an improvement in the quality of the services offered.
Indeed, it is often difficult for consumers to find their way around and compare the offers on the market.
That's why, in this article, we will see why and how to be present on social networks and what impact it has on your business.
1. Why be present on social networks for a real estate agency?
There are several reasons that justify the presence on social networks for a real estate agency. The first is that it allows you to gain visibility. Indeed, with more than 80% of the French population being present on social networks, it is in your best interest to show yourself there. It also allows you to create a direct link with your target clientele and to retain your current customers.
Looking for a house to buy is now an online activity. If you're in the real estate business, you already know this. If you're reading this blog post, you're probably looking for tips on how your real estate company can make the most of social media.
Social media has become one of the most successful ways to generate high-quality real estate leads, beating out other digital marketing tools such as email marketing, blog posts and website views as a more effective way to generate business.
Social media is also a great way to set yourself apart from the competition. By having a presence on social media, you show that you are a modern agency that is on top of the latest trends. It also shows that you are listening to your customers and open to new technologies.
Finally, social networks are an extremely powerful tool to generate traffic on your website. Indeed, by implementing an effective strategy, you can redirect users to your site and thus considerably increase the number of visitors.
Social networks are therefore an essential tool for real estate agencies that want to develop their business. But how to be present on social networks in an efficient way?
2. How to be present on social networks for a real estate agency?
To be present on social networks in an effective way, you must first know what your objectives are. Do you want to increase your visibility? Generate traffic on your website? Increase customer loyalty? Once you have determined your objectives, you will have to set up an adapted strategy.
To gain visibility, it is important to regularly publish quality content. Indeed, the more interesting content you publish, the more likely people will follow you and share your content. It is also important to interact with other social network users. Indeed, by commenting and sharing other people's content, you increase your visibility and show that you are listening to your potential customers.
Your real estate company's online presence needs to be more than just talk and a good vibe. The social media presence also needs to be functional and communicate with buyers and sellers. If you only talk about your own brand and neglect to answer questions, you will annoy customers and erode their hard-earned trust.
To drive traffic to your site, it's important to implement effective call-to-actions. Call-to-actions are buttons or links that encourage users to click to get to your website. It is also important to publish content rich in information and quality. Indeed, if users find your content interesting, they will be more likely to click on the call-to-action and therefore visit your site.
To keep your customers loyal, it is important to offer them exclusive content. Indeed, by offering them content they can't find elsewhere, you show them that you think about them and that you care about their loyalty. It is also important to interact with them directly on social networks. Indeed, by replying to comments and discussing with them, you create a bond of trust and proximity which is essential to loyalty.
As any real estate agent knows, social networks are a powerful tool to promote your business.
But what should you post on your real estate agency's social media accounts?
First and foremost, your posts should provide value to your audience.
This can mean sharing industry news and tips, showcasing your latest listings, highlighting testimonials from satisfied clients or simply introducing your team.
Don't be afraid to add a little personality while remaining professional. Making a good first impression is an important first step in the buying journey. Customers are more likely to remember the first impression and come back to leave a review.
Whatever you post, make sure it's relevant and engaging - that way you'll build a strong relationship with your followers and position yourself as a trusted authority in the real estate world.
3. The advantages of being present on social networks for a real estate agency
The advantages of being present on social networks are numerous. Indeed, by being present on social networks, you can:
Increase your visibility
Businesses must adapt to the new normal to reach and meet the needs of their target audience. If you own a real estate business, chances are you already have your own website and social media to reach your customers.
But as buyers spend more and more time on the internet looking for a home, it's essential that you strengthen your online presence. This can help keep your business competitive. For more effective real estate marketing in the new normal, these strategies are guaranteed to take your brand to the next level.
Drive traffic to your site
Is your real estate website doing everything it can to increase visitors? It's not just about setting up the site, adding your bio and creating a few pages about the neighborhood. If you want your site to be a success with lots of visitors and tons of leads, you need to improve it regularly.
In order to constantly improve traffic to a real estate website, you must continually offer more 'products'.
When running a real estate website, a good tip for improving web traffic is to constantly create new content. As a real estate professional, the number of topics you can write about or create videos about is literally endless.
Keep your customers coming back
The keys to customer retention in real estate are communication and relationship. This is true no matter what industry you work in, but it's especially true for those in the real estate industry.
It's not something you can take for granted - building a strong and loyal client base takes time and effort.
Growing your business
If you're starting a real estate business, you know it's important that your new business is profitable.
Social media can help real estate agents find a large audience, in the right area, at the right time. You'll be able to get and gain more clients through social media.
Stand out from the competition
To differentiate yourself from your competitors, you need to understand the unique benefits you offer and communicate them to your potential clients.
This sounds simple, but most real estate professionals struggle to identify and articulate these points. Social media will help you stand out.
Social networks are therefore an essential tool for real estate agencies that want to develop their business. But how to be present on social networks in an effective way?
4. The disadvantages of being present on social networks for a real estate agency
Although they are numerous, the advantages of being present on social networks are not without drawbacks. Indeed, being present on social networks can take a lot of time and effort. It is therefore important to think carefully before launching yourself on social networks. Moreover, it is important to know that social networks are tools that are constantly evolving. It is therefore necessary to be ready to adapt and to set up an adapted strategy.
Despite the disadvantages, the advantages of a presence on social networks are numerous and should not be overlooked. Indeed, social networks are a powerful tool that can help you develop your business.
5. Which social networks should a real estate agency use?
There are many social networks on which you can be present. It is not always easy to know which social networks to choose. However, it is important to know that the most popular social networks are not always the most suitable for your business. It is therefore important to target your objectives and choose the social networks according to them.
For real estate agencies, it is important to choose the social networks that allow you to promote your ads and generate traffic on your website. Some of the most suitable social networks include Facebook, Instagram, Twitter and Linkedin.
Facebook and Instagram
Create your own business page on Facebook and Instagram. Then, you can build traffic by posting active listings or photo galleries of the homes you are selling. When a home sells, you can even take a selfie in front of the 'SOLD' sign and comment on how long it took you to sell (if it was quick).
For even more exposure, you can consider running Facebook ads through promoted posts, directing people to specific ads on your website. Plus, with Facebook ads, you can easily set your spending limit, so you can control your advertising budget.
Share quick tips for homeowners on helpful topics like preparing to sell their home or ideas for moving into a new home. You can also post links to articles on topics such as home decorating and DIY projects. To increase engagement potential, try using hashtags, retweets, mentions and direct messages if necessary.
You may also want to consider using landmarks and locations near a post as hashtags.
Create a company page on LinkedIn and ask your colleagues, clients and others to follow you. It's all about networking!
LinkedIn is a great way to connect with professionals, and it's a good way to reach an audience of home buyers, not just renters. Plus, you can get satisfied clients to use the referral feature to recommend you, which can be very helpful when someone is considering using you to list their own home.
6. What are the mistakes to avoid when creating and managing real estate agency accounts on social networks?
When creating and managing the accounts of a real estate agency on social networks, it is important to avoid certain mistakes. Indeed, mistakes can cost you dearly in terms of visibility and traffic. Among the mistakes to avoid, we can cite:
Not creating an account on all social networks
Social media has become much more than just a networking platform - it is now a powerful marketing tool, and by leveraging it properly, your business can gain a significant competitive advantage.
As such, resources for social media marketing should be allocated from your marketing spend. In this day and age, it is as important (perhaps more so) than print, direct mail, newsletters, email, advertising or any other marketing initiative.
Not having a strategy in place
Like any aspect of business strategy, it's critical that branding be explicitly clear and easy to understand for your target audience. Additionally, if you're operating in a saturated market (like real estate), you need to have a clear point of difference - how do you stand out from the rest of the competitors?
If you don't have this understanding, it's important that you go back to the drawing board to ensure that you have a solid foundation on which to build your social strategy.
Finally, you need to have a clear idea of what your business goals are. Set targets, key performance indicators and put processes in place to measure your efforts. You may think you're doing well, but the numbers don't lie!
Not interacting with your followers
If you want your followers to engage with your content, you need to do the same.
This means that when your followers comment on an article you've shared or share it again, you need to respond to their comments and thank them for sharing.
Also, a quick response indicates that you are an active agent with an active profile.
Not updating your content regularly
Without regularity, you're neglecting the opportunity to develop your customer's curiosity, giving your target audience no real reason to return to your page. It's best to avoid scheduling the publication of your content the day before.
Instead, take a structured and comprehensive approach to your content each month, perhaps implementing subtle changes to see what your audience's reaction is. In addition, you can start to identify the best times to publish for your market to maximize your potential reach.
7. Social networks as a recruitment and branding weapon for real estate agencies
Social networks are also a recruitment and employer branding tool. Indeed, by being present on social networks, you can:
- Find candidates
- Make your company known
- Build loyalty among your employees
Most real estate agencies now have at least one Facebook, Twitter or Instagram page, and those that aren't part of social networks are usually known through their website. That being said, there are many benefits for your real estate agency to actively create and manage accounts on the various social networks. Social networks allow you to keep in touch with your current and former clients, but they can also be used to attract new potential clients. Moreover, social networks are a great way to communicate with your current and future employees, which is essential for a real estate agency. Finally, social networks can also be used to improve your brand image and reputation. If you are not part of social networks, it is therefore important to start thinking about it seriously. The benefits for your real estate agency are numerous and should not be overlooked.