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Six mistakes of social

Your social media marketing strategy might seem to be on track, but as Nelly Berova points out, you might be making one of these...

Nelly Berova

Link to Nelly Berova - Digital MarketingWith a thriving real estate business and a well-thought- out marketing strategy, of course you’re on top of your social media. But are you using the right platforms in the optimal way to really create awareness and build relationships with potential customers? Or are you making the same mistakes as we’ve spotted in the feeds of agents across the country. Let me explain.

– no targeting

Successful social media, like any form of marketing, can be boiled down to one key idea – identifying the people you want to target and tailoring your output accordingly. In most cases, you will be looking to help your potential customers through the journey of buying, selling or renting a property or becoming a landlord.

Link to Digital Marketing feature

Nelly Berova

The locations where you operate and the types of properties you sell will define who exactly these people are, but your posts must resonate with them and their problems. For example, if you are looking for more flats to sell in central Manchester, you need to address the city’s young professionals with content that appeals to them.

Property of the week-type boring content, which doesn’t speak to anyone in particular, won’t let you engage with anyone but a small minority.

Social media is a two-way channel. It’s not just for broadcasting about you!

– too many pushy sales messages

Social media with direct calls to actions such as ‘book your valuation now’ are fine in small doses – very small doses. Too much of this kind of content is off-putting and shouldn’t be at the heart of your strategy. People hate to feel they are being ‘sold to’ at the best of times, but particularly not on social media. No one goes there to buy or sell a house. Instead, they’re looking to catch up with friends, or be inspired and entertained. Your content needs to catch their eye and respond to this – or you’ll fall victim to the big unfollow.

– no strategy to speak of

Great social content might appear effortless, but it isn’t. Like any form of marketing, it requires strategic planning with objectives, tactics, timelines and evaluation. Above all, your strategy must come back to the core audience we mentioned earlier and responding to their needs and wants. For example, if that young flat vendor in Manchester is clueless about the steps in the selling process, guide them through with a carefully crafted blog that you can share thorough social with a great image and headline draw them in.

– not understanding the nuances of the platforms

One big mistake with social is to throw everything you’ve got at every channel without reckoning on the different ways in which they work. You should know that organic Facebook pages have very little reach. That Twitter posts hang around people’s timelines for just a few minutes before they’re lost for ever – unless they catch the wave of something that’s trending. And many agents use LinkedIn to flag their sold properties – a mistake on a business platform. Nobody cares. They’d be better off creating thoughtful content to raise their profile as authoritative industry voices.

– not enough investment

Many agents think of social media as an add on; a bit of free networking to update when there’s not much else to do. But it’s actually a very powerful marketing tool that needs resources, both money and time. As we’ve said, you won’t make much impact with organic Facebook posting. We understand that most pages are only seen by a maximum of six per cent of their following, so unless yours is huge, much of your output will go unnoticed. This means you need to boost your posts and run paid campaigns with clear objectives.

– not engaging with audiences enough

Social media is a two-way channel, it’s not just for broadcasting about you. You will get more benefits if you engage with your audiences by sharing and commenting on other people’s content and inviting views and questions. In our opinion your output should be split four ways:

  • Links to your own blog or website content 20%
  • Links to other people’s content 20%
  • Industry leading content, sharing views and ideas 20%
  • The remaining 40% should be around personal connections with your customers with plenty of chat, comment and interaction.

One thing to remember as you devise your strategy is that your social media feeds should illuminate your brand and what is unique about you. If this is something you are struggling to articulate on social media, you might need to go back to the basics of figuring what you’re about – but that’s the subject of another article!

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May 17, 2022

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