Harnessing social media for real estate marketing
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Social media has become a part of everyday life more than ever. Social media presence is an opportunity to create a community, develop your network and thereby increase your fame and make yourself a good advertisement without serious investments. Facebook, Instagram, Twitter, and Linkedin are all areas of self-expression that allow you to work on your image and attract new customers.
The commercial potential of social networks attracts even the largest businesses here, in particular including real estate specialists, because absolutely everyone is on social networks now and even the most expensive and elite real estate is extremely effective to sell there. Therefore, the only difficulty is to stand out from the constant stream of content.
The most important thing is to understand that when promoting any business through content, ethical marketing becomes crucial, especially in industries such as the gambling vertical, where the main thing is to find a balance between honest and responsible advertising. The same goes for real estate, content can help you gain the trust of your audience if you respect them.
Understanding networks
Organic reach and sponsored publications
When you post on social media, you have two options: free publications on the one hand, and paid ones on the other. Depending on your choice, the impact of your publication on distribution and visibility will vary.
In the case of a sponsored publication, you can choose to target your entire community or a specific audience based on socio-demographic, professional criteria, interests, etc. This option will allow you to simply optimize the visibility and impact of your publications. As a rule, they advise you to give preference to visual content: photos, videos, or product descriptions.
In the context of a non-sponsored publication (organic coverage), you need to take into account the specifics of each social network.
Positive signals for feedback from algorithms
Each network has its own algorithm that determines which posts will appear, as well as the order in which they appear in news feeds. To distinguish one post from another, each algorithm will analyze the publication by exact indicators, present it to a sample of people to measure the level of engagement, and evaluate all these parameters. Depending on the assigned “rating”, the publication will be more or less visible to your community.
To optimize the visibility of your publications and reach a wider audience, send these algorithms as many positive signals as possible:
Facebook, Instagram, and Twitter are the number one criteria for determining freshness. Recent publications are considered more relevant. Therefore, publish them regularly! On Linkedin, on the contrary, it is recommended to post no more than once a day.
Avoid posting content that can disable the user, such as links to blog articles, especially on Twitter, Facebook, and Linkedin. External links are a negative signal for these algorithms, which negatively affects the distribution of your publication.
Use the right hashtags about real estate
Hashtags, especially popular on Instagram and Twitter, can be used on all networks. There are tools to identify those who will promote your publication.
Promote videos, pictures, and live streams on Facebook and Twitter — these are indicators of relevant content. As for LinkedIn, sliders with images or documents are considered high-quality content.
Know how to use social networks correctly
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The quality of your publications is not the only factor that social networks take into account. Their algorithms analyze your profile, the relationships and interactions you maintain, as well as your overall use of the network. Regularly respond to other publications and comment on them, invite new members to expand your network, and share your publications. This is all the information that will allow network algorithms to understand your interests and your community and, thus, increase the awareness of your publications among them.
The last point to consider is the engagement caused by your post. Algorithms will evaluate the quality and give preference to the publication by analyzing the number of likes, reposts, or comments that it generates. To take all the chances on your side, post at the right time. By publishing news when your audience is online, you increase your chances of getting more attention.
The golden rule should be remembered: engagement increases awareness, and visibility increases engagement.
Conclusion
Nowadays, social media is no longer just an integral part of real estate marketing strategies, but in general one of the main resources for promotion and advertising. In order for you to stand out from the competition, it is important for you to understand the nuances of each platform and adhere to your marketing strategy. Create high-quality content and actively interact with your audience, so you can increase audience reach and gain trust in your brand.
