Social Media Marketing Mistakes All Agents Should Avoid — RISMedia |
Whether you’re just starting out in business or you’re a seasoned agent, marketing mistakes are inevitable. The strategies are constantly changing, especially with the advent of social media. From updating their current plans to mastering online marketing, real estate professionals should employ new, modern tactics to grow their business.
Because marketing is so important to generating leads, agents and brokers 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
According to Oberlo, 85% of all internet users in the US view 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 home searches and brokers online, harnessing video power can help you stand out and attract customers. Whether you’re curating videos that show who you are or promoting your available listings with video tours and sightseeing, video content should be an integral part of your marketing plan.
Ignore SEO efforts
In almost every industry, especially real estate, SEO is key to driving consistent and valuable organic traffic to your website and listings. However, many agents don’t pay enough attention to SEO, which can mean more work for you in the long run. Even if you have an attractive and responsive website that isn’t optimized, you won’t achieve your marketing goals. From sharing educational links to third-party resources, to adding your business to online maps, to putting out a press release, updating your SEO strategy will help people find you and create high quality, high converting leads.
Advertising your offers
This common mistake can do more harm to you as an agent than it can to your customer. 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 over-advertise their offers can quickly become overwhelming for customers and leads, leading them to unsubscribe from your emails or social posts and send a deluge of emails and phone calls to you. In addition to your available entries, you can share additional content such as articles, videos, infographics, blog posts, statistics, educational information, community events, and so on. When you share a mix of different types of content, you have a better chance of attracting serious prospects and maintaining a strong but non-invasive presence on social media.
Interact with your audience sporadically
When it comes to social media, having a strong online presence is vital for real estate agents today. This includes the amount of interaction an agent offers their audience. According to a 2020 Sprout Social Index, 40% of consumers expect brands to respond within the first hour of hitting social media, while 79% expect a response in the first 24 hours. Whenever someone leaves a comment or posts a question on an agent’s page, 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 only unoriginal content
Another common mistake agents and brokers often make is to only share third-party content. With a busy schedule consisting of meetings, demonstrations, cold calls, 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 from the path as your social presence can be stale. Take some time to your schedule to create original content that will stand out and grab your audience’s attention. This original content doesn’t have to be a long, statistical article, but rather original videos, interesting infographics, or even photos, coupled with questions that are aimed at your followers and provide an 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 for 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 generation of boomers who can give you a broader customer experience. Although print marketing can get out of your marketing budget, it is often cheaper than the price of digital marketing. This way, not only can you save some of your marketing dollars, but it also allows you to stand out from your competitors as many agents have switched to an all-digital strategy.
Real estate marketing is all about trial and error. Mistakes are to be expected, but there are many ways to avoid them. To ensure the success of your business, keep up to date with the ever-changing digital and social world and incorporate proven marketing tactics. Make updates to your marketing plans as needed, and before you know it, generate leads and maintain close relationships both online and offline.
Paige Brown is RISMedia’s content editor. Email her your real estate news ideas at [email protected]