It is important to have a goal in mind when launching a social media campaign. Just like when you place an advert in the local newspaper, you’ll be displaying your latest and best property to sell or using phrases such as “needed in your area” or “recently sold and more wanted” in order to achieve new valuations.

Certainly in today’s market, most agents I speak to are in desperate need of attracting new property to sell/rent. By sticking to a plan with a continuous theme on social media, you will establish a character/personality that your audience will become used to and interact with you on related topics. Mix that content with local keywords and you will attract your active key local target audience.

“The key to success is to build a long-term awareness of your agency by creating a community that trusts you.” Chris Walkey Social Media Expert

Remember that the key to success on social media is to build a long-term awareness of your agency by creating a community of target/local followers who become potential clients who understand your values and offerings and see you as a trusted authority in your industry.

If your agency only throws out the latest property uploads to social media via your estate agency software provider, your followers will only rely on you for what’s new to the market (if they do not unfollow you in the meantime for disliking constant sales updates).

If you concentrate on everyday topics and put in time and effort to discuss football and other ‘social’ subjects then your audience will be responsive and react accordingly (though usually you will find who you end up interacting with will likely be people within your own industry).

Now, imagine that a majority of your updates are geared towards looking for new valuations and you involve offers and promotions to engage reactions, it will start to filter out that on social media you are the agency that are actively seeking new property to market. If you were a person looking to sell and via social media was looking for an active agency to approach, which one would be most likely get that all important new valuation opportunity?

WIIFM?

WIIFM translates as What Is In It For Me?
This is an important phrase for any marketing drive and especially for social media, where messages have to be clear and to the point with relevant keywords; offering your audience something that will cause a reaction from them.