Q & A: Why Do Real Estate Agents Fail At Social Media?

An insightful article by BEN SHEPARDSON

Real estate agencies who use social media preach about getting followers, racking up on likes and shares, and posting a never-ending stream of content. So why do you still fall flat when you’re doing the same surface level activities other agencies are doing?

The answer: you can’t build social media activity on a vacant strategy.

Successful real estate agencies on social media make it look easy, but there is a thought-out plot behind every action they take on their social channels. And if you’re investing in a me-too strategy without the backing of a intentional strategy, you’re heading straight for social media foreclosure.

Discover the top 5 reasons why real estate agents fail at social media, and how to transform those failures into deal-closing opportunities:

#1 – You aren’t building your brand.

If you’re using social media to sell houses, you don’t understand social media. Social channels aren’t just a place to get leads. They provide a place for you to show your community why you trump the competition in the local housing market.

Instead of sharing what you’re selling, focus on who you’re selling to. What are their pain points? What remedy can you provide? What should prospects know about your brand to make an informed decision when partnering with you?

If you can establish your brand well enough, the selling part will happen naturally.

#2 – You don’t inject value into your posts.

Social media provides much more than a place to share your listings. As a real estate agent, people already anticipate you have properties to show. Instead, focus more on driving value with everything you post. You could share articles on home trends, videos for home DIY-ers, or tip sheets for first-time home buyers or sellers. The key is to position yourself as an industry expert that people can turn to for advice.

#3 – You forgo paid ads.

There’s an ongoing battle for visibility in the digital space, including social media. More than 1 out of every 7 people in the world owns a Facebook account, while other platforms boast hundreds of millions of monthly users.

Paid ads cost very little (around $5 a day) and place your ads in front of the very people who are most likely to need what you’re sharing. It’s an extremely cost-effective way to promote your brand en masse, especially given you can adjust your ad spend as you go.

#4 – You haven’t developed a posting strategy.

From finding, creating, and sharing content to responding to comments to keeping your page updated and fresh, there’s a lot of facets to social media management. All the more reason for it to fall by the wayside, right?

Truth be told, social media for real estate agents can easily become a full-time job in itself. But you can make things easier by scheduling posts ahead of time with tools like Buffer or IFTTT. In addition, Feedly can help you curate relevant, shareworthy pieces to keep your social pages brimming with content – so you don’t have to.

#5 – You aren’t engaging with your followers.

Social media shoudn’t be viewed as a one-way megaphone for your brand. Rather, think of it as a two-way communication outlet between yourself and your prospects. Reach out to them by responding to their comments and asking for feedback and reviews. This shows the more “human” element to your agency and let’s people know you care what they have to say.

Summary

Social media continues to evolve in the real estate landscape, but it’s hard to say how it will change for agents in the coming months and years. But one thing is certain: the sooner you begin your social media strategy, the less time you’ll wish you’d started it sooner.