The world changes on a near-daily basis. In times of crisis or sensitivity – when emotions are high, opinions abound and uncertainty looms – it’s smart for real estate agents to reevaluate their social media strategies and adjust accordingly. In a crisis, many marketers pull back spending. But turning to social media can actually help continue building a brand and engaging customers – if done correctly.
Considering March saw a 70% increase in all Facebook apps usage, according to eMarketer, there’s no better time to pay extra attention to posting.
Here are four changes real estate agents can make in their social media today.
1. Know Your Audience
After discovering basic information, like what age, gender and income level your audience is, ask, “What does this mean?” Put yourself in the customer’s shoes, and find out what they’re feeling and thinking in this moment in time. Consider if they’re working from home, trying to stay active or keeping busy with kids at home. Now, step back. What new opportunities or different ways can you share your knowledge? How can you better meet the needs of your customers right now?
2. Focus Less on You, More on Them
The middle of a global pandemic might not be the best time to focus on the KPIs you focused on before. So instead of focusing solely on ROI, pay attention to engagement metrics: clicks, likes, shares and comments on the content you are gearing toward that audience you identified in step 1 above. This is the time to build mutually beneficial relationships, so once someone is ready to buy or sell again, you’ll be their first contact.
3. Explore New Things
Video. Video. And more video. Now is the time to experiment with new types of content … like video. Demonstrate your expertise by showcasing your knowledge of the housing market or local community, and stop worrying about making it professionally produced. While you’re exploring new things, try out polls on Facebook or Instagram, spend more time listening to comments (on your posts but also on competitors’ and influencers’), and engage customers by calling for user-generated content.
4. Expect Uncertainty
There are three points to consider here: 1. Get rid of the baggage that’s weighing you down. You know those tools that create extra work or serve only one purpose? Kick them to the curb. 2. Getting your content right is important, but perfection shouldn’t stand in the way of getting something done. Social media is about moving quickly and efficiently, remember that. 3. Try your best to stay on top of trends, customer sentiment, and feedback. Dedicate some time to this on a regular basis and find ways to gather and track those insights.
Bonus: Best Times to Post on Social Media
Real estate agents can use these suggested times as a starting point, but it’s important they also track their own data and analytics.
Facebook: 11 a.m., any day
Instagram: Monday, Tuesday, and Friday at 11 a.m. and Tuesday at 2 p.m.
Twitter: Friday between 7 a.m. and 9 a.m.
LinkedIn: Wednesday at 3 p.m., Thursday 9-10 a.m. and Friday 11 a.m. to noon
RE/MAX affiliates: Photofy (for creating posts on-the-go) and remaxhustle.com (for customizing videos, Hustlegraphics and digital welcome mats) are great tools to help take social media to the next level. For agents in the U.S. and Canada, there’s also Megaphone (for marketing listings on social media) and BombBomb SocialPrompt (for RE/MAX generated content).
Guest post written by Kayla Roofe, a 2020 Shorty Award Winner and the Senior Social Media Manager with RE/MAX, LLC
For the sixth consecutive year, RE/MAX placed more agents and teams than any other brand in the “America’s Best Real Estate Professionals” rankings. In this year’s survey, 1 in 5, or 20%, of “America’s Best” are RE/MAX agents and teams.
“We believe real estate buyers and sellers deserve the world-class services of outstanding agents who are skilled, driven and focused on achieving outstanding results,” RE/MAX CEO Adam Contos says. “Dominating the list of ‘America’s Best Real Estate Professionals’ once again with more qualifying agents than any other brand is a testament to that belief and our brand promise to the consumer.”
Already recognized several times this year for its per-agent productivity – most recently in The Thousand and the REAL Trends 500 – RE/MAX leads “America’s Best” for transaction sides rankings as well. Punctuating the point, RE/MAX agents and teams earned a total of 26% of the rankings for transaction sides.
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Notable recognition of RE/MAX agents and teams in the 2020 REAL Trends + Tom Ferry “America’s Best Real Estate Professionals” include:
· RE/MAX agents who earned spots based on transaction sides averaged 71 sides in 2019
· RE/MAX agents who made the list based on sales volume averaged $30.8 million in 2019
· RE/MAX small teams averaged three members with 113 transaction sides and $48.4 million in volume; medium teams averaged seven members, with 162 sides and $55.4 million; and large teams averaged 19 members with 349 sides and $111.9 million.
· RE/MAX dominated four categories that ranked agents and team leaders who own their brokerage. In the Agent-Owned Brokerage categories, RE/MAX agents made up 80% of the 313 qualifiers for transaction sides and 52% of the 182 rankings for sales volume. In the Team-Owned Brokerage categories, RE/MAX team leaders comprised 50% of the 495 qualifying for transaction sides and 39% of the 379 ranked for sales volume.
· 28% of the agents and teams in “America’s Best” are ranked for both sides and volume, including 837 RE/MAX agents and teams.
“America’s Best Real Estate Professionals,” the industry’s largest ranking of agents based on homes sold, is an offshoot of REAL Trends “The Thousand” in which RE/MAX had more top-ranked agents than any other brand. The “America’s Best” rankings were open to individual agents who closed at least 50 transaction sides or $20 million in sales volume in 2019 and teams who closed at least 75 transaction sides or $30 million in sales volume.
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