The place of social media within real estate

Some commentators have predicted that social media will become the dominant marketing channel for businesses in the medium-to-long-term future. If this does eventuate, real estate agents across the board are going to need to consider not only whether to implement a social media strategy, but also, how to effectively do such.


Here are three key factors that agents should keep in mind when assessing potential social media strategies:


Social media strategies must be inherently ‘strategic’


For social media marketing platforms to work, they need to be backed by clearly rationalised and executable strategies; without such, agents can place themselves at risk of doing more harm than good to their reputations and marketability. Given such, it is always a wise move to consider your marketing objectives before implementing a social media strategy and then, in light of these objectives, assess whether your strategy is both feasible and appropriate. For example, if you are an agent looking to target pensioners in retirement areas, a rigorous social media campaign may not be the best use of your time and resources.


 Social media strategies require time and maintenance


To be truly worthwhile, social media strategies must engage audiences in a way that traditional media platforms can’t; that is, they need to foster interactivity and discourse with followers. As such, it is vital that agents properly maintain their social media pages. This includes uploading regular content, monitoring feedback and promptly responding to comments. For agents that fail to execute these fundamentals, there is a strong possibility of their pages becoming redundant – or worse, of them receiving some form of backlash from their followers.


Social media strategies must be consistent and integrated


Successful implementation of a social media marketing campaign requires a high level of consistency between an agent’s online and offline presence. As such, agents must take care to ensure that the messages they project – be it in person, on advertisements or in the media – are reflected in their social media output. Without such, agents can potentially undermine the own credibility and/or cause confusion amongst their followers. 


For real estate agents, the decision to implement a social media marketing strategy should not be taken lightly; not only do social media platforms necessitate a considerable amount of time and maintenance, but they also require agents to communicate effectively and quickly – obligations that are not always easy in the busy and often time-scarce profession that is real estate. Nevertheless, if agents can successfully manage to execute all of the required social media marketing elements, they may be able to unlock a cost efficient and powerful medium for connecting with target markets like never before. 

Posted by Reality Bytes - Real Estate Training Blog on 23/11/2012 at 12:00 AM | Categories:


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