Social media can be a useful and highly effective way for agents to connect with their customers and engage with their target audience. Done correctly, it can help brands to attract listings and sales, create brand awareness and drive brand loyalty.
Check out our top tips on what to consider when building your social media strategy for 2021:
Define your key focus
This should form the cornerstone of any social strategy. Setting out your key focus right at the beginning will help you to refine your strategy accordingly, e.g. if you’re wanting to increase your brand awareness, Facebook paid ads may be a good tactic, whereas if you’re looking to connect with other local businesses, LinkedIn may be the best channel to focus on.
Decide which channels are a priority
It’s important not to over-commit yourself by trying to cover every single channel. Take stock of the platforms you currently use and analyse which are most successful for you and what you’re trying to achieve so you can focus on these, instead of trying to spread yourself too thinly.
Be wary of disregarding or neglecting certain platforms because you’re less confident using them or because you deem them less important before you’ve done your research. You may not think your clients use Twitter, for example, however Twitter is often the platform that consumers use to complain or ask questions about a business, so having a presence here could be important. Ensure you’re exploring all options before setting up new accounts or culling old ones.
Post frequently, but prioritise quality
How frequently you should be posting varies per platform, but the key is to be consistent. Set yourself a posting target per channel and try your best to stick to it. Use the native analytics section within each platform to understand when your followers are most active and test different days and times to align with this and see what works best. Always prioritise quality over quantity and try to vary the formats of your posts as much as possible to boost engagement. Other tips include:
- Experiment with eye-catching emojis (but use sparingly)
- Post links to blog posts and property listings to drive users to your website
- Use high quality images
- Check and double check for spelling and grammar mistakes before posting!
Create a consistent brand image and tone of voice
Consider how you want your business to be perceived by your customers and target audience and establish a tone of voice that portrays this, e.g if you want to come across as friendly and approachable, you may adopt a slightly different tone than if you want your followers to perceive you as a highly professional and upmarket service. Ensure your tone is consistent, even if you have multiple employees posting to your accounts and use engaging branded visuals wherever possible.
Use sleek visuals and video content wherever possible
Imagery is important if you’re going to stop people from scrolling past your posts and interact with your content. Only use high-quality, light photos of properties and if you’re uploading multiple images of the same property, ensure the best photos are at the beginning of the carousel – no one wants to see the downstairs loo first!
Video is a particularly engaging format, particularly for Facebook and Instagram. Consider creating short Meet the Team videos, company update clips and 30-second house tour videos to use across your platforms. Remember to add subtitles to your videos if they have sound, as most people watch without, especially if they’re watching on mobile.
There are lots of free tools available which can help you to create sleek, professional looking graphics, edit your photos and videos and schedule your posts. Take a look at Hootsuite, Later, Canva, Adobe Spark and Adobe Lightroom CC mobile app to see what works best for you.
Engage with the local community and support local events
Interacting with local businesses and promoting events is a great way to demonstrate your knowledge and affection for your area and positions your company at the heart of the community. This can help to boost engagement rates from local people, build positive relationships with local businesses and encourage more enquiries and listings. Reach out to local schools, charities, artists, florists and tradespeople to discuss how you can collaborate and support them on social media.
Encourage happy clients to leave Facebook reviews
Facebook reviews are incredibly valuable as they can help to build the credibility of your business and encourage potential new customers to inquire about your services. People are much more likely to choose companies based on recommendations and five star reviews can help you to stand out from local competitors. If your clients are happy with the service they have received from you, consider asking them to like your Facebook page and leave a review.
Track and analyse your performance
Set targets when you kick off a new social strategy and track your progress periodically. Whether your goal is to increase your following, boost engagements or generate more Facebook reviews, it’s important to monitor your performance and pivot your strategy according to what’s working, and what’s not. Each platform has a native analytics section which provides data on key metrics such as likes, shares and followers – use this to track how your channels are performing.