Socially Sold - Social Media Marketing for Real Estate
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This is an abridged version of a presentation I gave to a national real estate organisation outlining the opportunities for social media marketing from an office and individual agent perspective.
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Socially Sold - Social Media Marketing for Real Estate
- 1. SOCIALLY SOLD Social media fundamentals for Real Estate Scout Digital Marketing // www.scoutdm.com.au // @scoutsocial
- 2. TODAY WEâRE TALKING ABOUT ⤠Social media in Australia ⤠Reasons to use social media for business ⤠Social media strategy ⤠The Big 4 ⤠Content, content, content! ⤠Facebook Advertising
- 3. AUSTRALIAN SOCIAL MEDIA STATISTICS ⤠Facebook â 17,000,000 Monthly Active Australian Users (steady) ⤠Instagram â 5,000,000 Monthly Active Australian Users ⤠Snapchat â 4,000,000 DAILY Active Australian Users ⤠LinkedIn â 4,000,000 Monthly Active Australian Users approx ⤠WhatsApp â 3,100,000 Active Australian Users ⨠(30% increase since 2015) ⤠Twitter â 3,000,000 Monthly Active Australian Users approx Source: socialmedianews.com.au (April 2017)
- 4. Source: Sensis Social Media Report 2016
- 5. Source: Sensis Social Media Report 2016
- 6. Source: Sensis Social Media Report 2016
- 7. Source: Sensis Social Media Report 2016
- 8. WARNING Social media is not a silver bullet for business developmentâŚ
- 9. Social media IS ⨠a natural online progression of networking, ⨠and method for building brand awareness, ⨠that may lead to new business contacts and opportunitiesâŚ
- 10. WHAT IS SOCIAL MEDIA? An internet-connected means of interaction and communication. Sharing ideas and information, and engaging in conversations online.
- 11. REASONS TO USE SOCIAL MEDIA FOR BUSINESS ⤠Build brand awareness ⤠Improve online presence (e.g. in search engines) ⤠Communication ⤠Convenience ⤠Cost eďŹective ⤠Demonstrate expertise ⤠Demonstrate point of diďŹerence ⤠Promote key products/services ⤠Attract like-minded, target clients
- 12. REASONS TO USE SOCIAL MEDIA FOR BUSINESS ⤠Listening ⤠Learning ⤠Product and service development and research ⤠Feedback ⤠Market research ⤠Enquiries ⤠Referrals ⤠Reviews
- 13. AIM FOR A QUALITY, ⨠LONG TERM RELATIONSHIP
- 14. EXAMPLE: Agent A: ⤠OďŹce with sign ⤠Website (300 sessions pm) Agent B: ⤠OďŹce with sign ⤠Website with blog ⨠(500 sessions pm) ⤠Facebook Page, 150 likes ⤠Instagram, 100 followers ⤠LinkedIn proďŹle, 200 contacts ⤠LinkedIn page, 50 followers
- 16. CHANNEL STRATEGY ⤠Choose 1-2 social media channels that are relevant ⨠to your: ⤠goals ⤠target audience ⤠brand personality ⤠resources ⤠content ⤠Focus on using them ⨠really, really well.
- 17. CHANNEL STRATEGY ⤠Website: "hub" for all activity ⤠Facebook Page: suits a wide mix of updates, focus on "social" ⤠Instagram: high quality, engaging visuals ⤠Twitter: short company updates and shared news ⤠LinkedIn proďŹle: professional/ industry news and updates ⤠LinkedIn company page: company/industry news/updates ⤠eNews: regular summaries of ⨠key information and activities
- 18. CONTENT IS KING!
- 19. CONTENT TYPES ⤠Created content (original) ⤠Collated content (shared from other sources) ⤠"Evergreen" content ⤠Time-speciďŹc content ⤠Text updates ⤠Graphics/photos ⤠Links ⤠Videos ⤠Live stream videos
- 20. CONTENT IDEAS ⤠Sales listings ⤠Agent bios ⤠Behind-the-scenes ⤠Seasonal updates ⤠Weather-related updates ⤠Funny updates ⤠Quotes ⤠Tips ⤠Advice ⤠News/blog articles ⤠OďŹce/agent news ⤠Industry news ⤠Events ⤠Special oďŹers ⤠Polls/quizzes ⤠Infographics ⤠Statistics ⤠Checklists
- 21. CONTENT IDEAS ⤠Questions ⤠Trends ⤠Sneak peeks ⤠Video/live tours ⤠Case studies ⤠Data sheets ⤠Ratings and Reviews ⤠Feedback ⤠Testimonials ⤠Recipes ⤠Team news ⤠Congratulations ⤠Sharing othersâ content ⤠Local region news and updates ⤠Historical milestones ⤠Old, historical photos
- 22. HOW TO SOURCE CONTENT ⤠Develop the habit ⤠Get your team involved ⤠Look around your oďŹce and local region ⤠Monitor real estate industry networks ⤠Subscribe to enewsletters ⤠Scan social feeds ⤠Share other related/partner accountsâ updates
- 23. CONTENT MANAGEMENT ⤠Use a content calendar ⤠Set a goal for 2-3 posts per week, at regular days/times ⤠Plan and schedule ahead ⤠Facebook scheduling tool ⤠Hootsuite scheduling and monitoring tool ⤠Create graphics with Canva and Pablo by BuďŹer ⤠Source stock images from Unsplash, Pixabay, Pexels etc
- 24. Morning: ⢠Facebook ⢠Instagram ⢠LinkedIn ⢠Email Tuesday Wednesday Thursday Friday Saturday Sunday Midday: ⢠Facebook ⢠Instagram ⢠LinkedIn ⢠Email Afternoon: ⢠Facebook ⢠Instagram ⢠LinkedIn ⢠Email Evening: ⢠Facebook ⢠Instagram ⢠LinkedIn ⢠Email Monday Content log: ⢠Local event coming up ⢠Agentâs birthday next week ⢠Interesting article about⌠Local photo Local photo New listing/s New listings/s Weekend opens Local photo or weekend open/s Auction and sales results Industry article Weekend opens Agent bio Agent bio New listing/s Weekend opens
- 25. FACEBOOK ADVERTISING ⤠Great opportunity to reach new (or existing) audiences ⤠Purchase place in newsfeed ⤠Consider ad goals, e.g. ⤠Brand awareness ⤠Sales enquiries/interest ⤠Know your audience ⤠Make use of targeting ⤠Use high quality, relevant content
- 26. THANK YOU! Any questions? Erica Stacey (nee Nistico) Scout Digital Marketing // www.scoutdm.com.au // @scoutsocial