By Hal Fickett
If you’re a real estate professional, digital marketing’s a great way to let people know what you’re up to, and how you can help them. Social media, blogging and email marketing are strategies you can start using today to generate referrals and introduce yourself to potential clients.
Let’s look at three social networks – Instagram, Facebook and Twitter, and one or two ways to leverage each platform.
If you’re wanting to reach a younger demographic, Instagram is a strong choice. Many of its users are in their mid-twenties to mid-thirties. So if you work with a lot of young or first time home buyers, Instagram is a no brainer. Did you know you can now upload photos from your phone and publish them directly to your Instagram account? If you’ve had professional photos taken of an exclusive listing, but haven’t been able to snap any pics of the home with your smartphone, not to worry. You can still use Instagram to promote the listing.
Men and women fifty and up have been flocking to Facebook for some time now, joining the 30’s-40’s demographic in utilizing this platform. More often than not it’s their first introduction to social media as a whole. So, if you work with a more mature demographic, Facebook’s a great social network for you to be on. If you’re willing to play Facebook’s game, and put some money toward boosting posts on your business page, that’s even better. Facebook allows you to target users with your posts based on age, gender, location and interests. Do you use MailChimp and have a large email list? You can create a Custom Audience of the people on your MailChimp list and reach these contacts via Facebook. Learn more about that here.
As a realtor, it’s a smart idea to network with companies, or trusted vendors (such as an insurance agency), that can refer clients to you, and vice versa. Twitter’s a great social network to help you search for these vendors, begin a relationship with them, and then continue the conversation with a friendly email, phone call or cup of coffee.
Blogging is a terrific way to showcase yourself as a thought leader in the real estate industry. It gives you the opportunity to show you are knowledgeable and trustworthy. A blog also gives you a platform to let your personality shine through so people can get to know you more. Not sure what to write about? Here are a few ideas you can use to get you going:
At the end of each blog post, remember to always include a call-to-action. This might be:
Email is still the primary way we communicate with one another online, so don’t count email marketing out yet. However, it is important to strike a balance on how often you send messages to your list. Our recommendation to clients is to send no more than one email a month. We send a quarterly newsletter to stay in touch with our network. You can sign up for this newsletter using the form in the bottom right corner of our website (go for it!). Blog posts, exclusive listings and community events you support are all great pieces of content to include in your email marketing efforts. One advantage of email marketing is that it gives you a direct, but non-obtrusive way to ask your contacts for referrals. If your company is like ours, referrals make up a large percentage of your business, so it never hurts to ask. Lastly, don’t forget to add to your growing email list through sign up forms on your blog, open houses you host, and networking events you attend.