According to a recent survey conducted by Movoto.com:
26% of Real Estate agents believe that social media is an important source of business
Only 27% of the surveyed agents maintain blogs
More than 50% of the agents using Twitter and Facebook do
NOT update their social profiles regularly
These stats prove without the slightest shadow of doubt that:
Most residential real estate agents don’t feel at home with the money-making potential of social media – technorati.com
You Are Not Alone!
Aaron Eden, Garious founder, and Christopher Porter, On Ramp book co-author, have interviewed many Real Estate professionals in the past months. Almost all of them agreed that social media marketing’s major pitfall is the inability to develop a measurable social media strategy.
If you think about it, most businesses share the same complaint. However, the nature of a Real Estate business presents more challenges but the good news is that, when tackled intelligently, these so-called challenges can become blessings in disguise.
Let’s address some of the setbacks Realtors face on social media and what you can do to make them work in your favor.
RE-SM-Challenge 1: Ever-Changing Market = Mixed Up Brand Messages!
If a marketer is using social media to sell his infoproduct, his task is somewhat simple as he will be promoting one product to his target market but that’s not the case with Real Estate agents.
In his #OnRamp Twitter interview, Aaron Eden noted that: Real Estate pros have a different product they are marketing with each new client.
That’s partially one of the reasons why some Realtors dread using social media as they feel that they have to put on too many hats and keep changing their brand message to acquire clients. There is a way around that…
How Can Real Estate Professionals Unify Their Brand Message On Social Media?
The solution to this problem is much simpler than you think: Take some time to nail your target market definition. Try to get as specific and as detailed as you can in order to paint an accurate picture of your ideal client.
This way, you will be solving similar problems to different customers and the tips and insights you will blog about and share on social media will be relevant and useful to your very “narrow” niche market.
Check out this video tutorial to see a practical example of focused Real Estate marketing.
RE-SM-Challenge 2: Transaction Span Orientation Versus Slowly But Surely!
Real Estate professionals are accustomed to the transaction orientated mentality. In other words, they think short-term but social media marketing success does not happen overnight!
Social media savvy Realtors are well aware that social media works like a charm “slowly but surely”. In fact, one of the agents we interviewed indicated that it takes her blog readers 6 months on average to build enough trust in her to become interested her services which leads us to the third challenge…
RE-SM-Challenge 3: Consistent Social Presence!
As a Realtor, you have probably chosen this career because of the time freedom it offers. That’s why; it may be hard for you to commit to spending considerable time on social networks.
How much time you will decide to dedicate to social media will largely depend on your budget and business goals. If your time is limited, you can always delegate some SMM tasks to social media agencies or you can go for a cheaper option and hire freelancers.
In all cases, you need to maintain a consistent social presence because these are the rules of the social media marketing game!
The Mind boggling Question is…
In our relentless quest to find Real Estate professionals to feature in Garious On Ramp book, we have stumbled upon So many “deserted” social media profiles!
The mind boggling question is: If you haven’t tweeted since last year, how do you expect to stay memorable to your network?
There are so many ways to managing your social media time; delegation and automation (using SM tools) are just two examples. If you want to make the most out of every minute you spend on social media, I invite you to check out these articles:
After reading the tips presented to overocome the so-called social media challenges for Real Estate professionals, do you still perceive them as setbacks or do you have second thoughts? What additional social media issues you feel are most relevant to the Real Estate industry? Please share your thoughts in the comments
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