Social Media Marketing Mistakes All Agents Should Avoid — RISMedia

Whether you are just starting out in business or you are a seasoned agent, marketing mistakes are inevitable. Strategies are constantly changing, especially with the advent of social media. From updating their current plans to mastering online marketing, real estate professionals should use new, modern tactics to grow their business.

Because marketing is so important to generating leads, brokers and agents cannot afford to make marketing mistakes all the time. Here are six common marketing mistakes all real estate agents should avoid to ensure a successful business.

Don’t use the power of video
Oberlo says 85% of all internet users in the US watch video content online on one of their devices. With statistics this high, it would be irresponsible for a real estate agent not to use video content for their business. Since most homebuyers start their searches online, both for homes and realtors, using videos can help you stand out from the crowd and attract customers. Whether you want to curate videos that show off your personality or promote your available listings with video tours and walk-throughs, video content should be an integral part of your marketing plan.

Ignoring SEO efforts
SEO is key in almost every industry, especially real estate, to driving consistent and valuable organic traffic to your website and listings. However, many agents don’t pay enough attention to SEO, which can get you more work in the long run. Even if you have an attractive and responsive website, you will not achieve your marketing goals if it is not optimized. From sharing educational links to third-party resources, to adding your business to online maps, or even posting a press release, updating your SEO strategy will help people find you and generate high quality, high conversion leads.

Excessive advertising of your listings
This common mistake can do more harm to you as a broker than it does to your client. Of course, whenever you have a new entry, it’s important to share it on your social platforms or even via email marketing. However, when agents advertise too much for their listings it can quickly become overwhelming for customers and leads, causing them to unsubscribe from your email or social posts, as well as causing a deluge of emails and phone calls to you. In addition to your available entries, share additional content such as articles, videos, infographics, blog posts, statistics, educational information, community events, etc. By sharing a mix of different types of content, you have a better chance of attracting serious prospects as well Maintaining a strong but non-invasive social media presence.

Intermittent interaction with your audience
When it comes to social media, having a strong online presence is vital for real estate agents today. That includes the amount of interaction an agent offers their audience. According to a Sprout Social Index 2020, 40% of consumers expect brands to respond within the first hour of being contacted on social media, while 79% expect a response in the first 24 hours. So whenever someone leaves a comment or asks a question on an agent’s side, they should get a response in a timely manner. By replying to comments, sharing helpful solutions, and interacting with your social audience, you can regularly build trust not only with your customers, but also with potential customers.

Share non-original content only
Another common mistake often made by agents and brokers is to only share third-party content. With a busy schedule of meetings, demonstrations, cold calling and more, real estate professionals often don’t have time to create their own original content. While this tactic may be a time saver for agents, it can cause your audience to deviate as your social presence can be out of date. Take some time to your schedule to create original content that will help you stand out and grab your audience’s attention. This original content doesn’t have to be a long article filled with statistics, but rather original videos, interesting infographics or even photos paired with questions that are aimed at your followers and offer the opportunity for conversation and engagement.

Neglect print marketing
Even though we are diving into the new digital age where social media is a fundamental tool for real estate professionals, print marketing is still high on the list of successful marketing tactics. While digital and social media marketing can bring you lots of leads, there are still prospects, especially in the less tech-savvy boomer generation who can offer you a broader customer experience. Although print marketing comes from your marketing budget, it is often cheaper than the price of digital marketing. Not only can this help you save some of your marketing budget, but it can also help you stand out from your competitors as many agents have moved to a fully digital strategy.

Real estate marketing is all about trial and error. Mistakes are to be expected, but there are many ways to avoid them. Keep up with the ever-changing digital and social world to ensure your business’ success while incorporating proven marketing tactics. Update your marketing plans as needed and before you know it, generate leads and maintain strong relationships both online and offline.

Paige Brown is the content editor for RISMedia. Email her your real estate news ideas at [email protected]