We received very interesting comments but this one (by Brenda Mayette )struck a chord with me:
We must provide a skill AND service that leave the seller confident that they couldn’t have done it all themselves…
Her thoughtful comment got me thinking that perhaps the main challenge that Real Estate professionals face with social media marketing is that they still don’t understand how well-informed the social consumer is!
This number shouldn’t come to you as a shock since many people are using online search to make purchasing decisions on day-to-day goods.
When it comes to buying and selling homes, people will be extra picky because a lot of money is at stake in this case. That’s why an increasing number of Real Estate customers are using social media to compare between different Realtors and choose the best one.
According to our interviews with many Realtors, it turns out that consumers conduct their own research thanks to the help of comprehensive sites such as Truilla and Zillow.
After doing their homework, they seek experienced Realtors for more in-depth advice about the local market conditions. In doing so, they cherry pick Realtors based on their expertise.
As I said earlier, buying a home is a life changing decision. One of the Realtors we interviewed noted that clients who found her through her blog took a whole six months to turn from blog readers into customers. They had to make sure the Realtor they picked was knowledgeable and trustworthy.
That’s why; having a successful Real Estate blog that builds authority and invites trust has become indispensible for Real Estate marketing success.
You also need to boost your social proof on popular social networks in order to stand out from the crowd when customers start “screening” Real Estate agents online.
Should You Find Them or Should They Find You?
The beauty of the internet is that it represents on-demand marketing. In other words, people who visit your blog or social profiles do so willingly.
(Compare that with traditional marketing where people are showered with flyers in their mail boxes!)
Inbound marketing is all about creating content that is relevant to your target market segment in order to enable them to find your website on their own when they type certain keywords on search engines.
If customers like what they see, they will follow you on Twitter or subscribe to your blog. That’s a sign that you have passed the first screening test. Congrats!
Consistency Rules: NEVER Compromise Quality Content
At this stage, your potential customers will put you on their “watch list” and start comparing you against your competition.
In fact, some of them will send in the same question to different Realtors to find out who will respond promptly and thoroughly.
Make sure to offer genuine help and abstain from hard selling on social media at all costs. If they are asking, it means they are interested. Make sure to meet (or exceed!) their expectations in order to earn their trust.
Are You Catering To The Social Consumer?
I will leave you with this thought-provoking question: As a Real Estate professional, are you catering to the social consumer? If so, how?
Please share your thoughts in the comments.
We will be happy to feature your full stories in future posts. Please contact us for more details. To your success!
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