On the 433rd episode of Mail-Right Now, Robert Newman and Jonathan Denwood discuss the strategies that real estate agents should use to dominate social media. Robert Newman is the founder of InboundREM, a company focusing on SEO and attraction marketing strategies as opposed to the wide variety of other methods you could pursue. Jonathan Denwood is the co-founder of Mail-Right, a lead-generation platform that provides a CRM landing page, email text, and beautiful websites built on WordPress. This episode provides insights and tips to boost real estate agent’s visibility and engage with clients on social media to drive sales.
Make Your Posts Visually Appealing
The free version of Canva is a powerful tool for those looking for an editor to create posts. However, for real estate agents who are serious about generating leads online and using social media effectively, Canva Pro is a better option. It has an annual cost of $100 to $120. Canva is one of the best free resources available and is among the few apps that have taken the time to build extensive libraries at no cost.
VidIQ is a valuable resource for optimizing YouTube videos, although not the best. Priced at $10 a month, it offers free training videos that can be highly beneficial. VidIQ’s content helps supplement employee training, as it provides examples of successful creators and includes data analysis to back up its strategies.
Success on social media platforms often depends on personal preference and engagement. If someone enjoys using platforms like Facebook or Instagram, focusing on them for content distribution makes sense. However, it’s important to note that Instagram has been losing traffic, and both Instagram and Facebook, being Meta properties, now require some financial investment to boost reach. While organic reach on these platforms is limited, those who spend time on them may find navigating and using them easier.
YouTube is another excellent platform. As the second-largest search engine, it offers great opportunities for video content. WP-Tonic is another effective tool. Like InboundREM, it consistently approaches building an audience and brand recognition. This effort eventually pays off, even in areas like SEO, which traditionally takes significant time to yield results.
TikTok is a growing platform where some real estate agents, influencers, and trainers have reported positive results. Although it primarily caters to a younger audience, there is also a presence of adults, many of whom use the platform alongside their children. First movers on TikTok, especially in real estate, can capitalize on the opportunity, particularly in markets like California, where some younger users can afford homes. While TikTok offers an opportunity for self-marketing, it requires a clear understanding of its unique tone and metrics. There is a growing trend in TikTok among real estate agents to position themselves as lifestyle ambassadors. These agents take a creative approach to showcasing their local areas and lifestyles to build large audiences quickly. However, TikTok should not be seen as a primary lead generation tool but as a platform for brand recognition and fun. While gaining significant followers and generating revenue is possible, the focus should be on creativity and entertainment.
It’s important to remember that each social media platform has a different culture and audience, so content should be tailored to each platform’s specific audience.
Write Social Media Posts Professionally
In addition to consistently posting videos, creating evergreen content that communicates effectively and delivers long-term value is essential.
LinkedIn is an excellent platform for real estate agents, offering the opportunity to build a solid following and participate in numerous groups. Facebook also serves as a valuable platform for connecting with a broader audience. When using LinkedIn, it’s important to tailor content specifically for its target audience, which may represent a niche within a larger market. Creating a Facebook group may suit those who prefer to be a daily blogger.
Whatever platform is chosen, it’s crucial to identify and engage with a niche audience. A particular lifestyle or interest could define this audience and doesn’t necessarily need to be geo-based. Providing value, transparency, and ethical content is vital to achieving success on social media. The goal should be to create ethical content that drives people to a place.
Optimize Your Posts with Hashtags
Once your posts’ message is clear and the target audience and value proposition are defined, the focus shifts to understanding the mechanics of individual platforms. This can be more challenging than expected, as each platform operates differently. For instance, one should examine how to extend the reach of posts on platforms like Instagram or Facebook, depending on where the expansion is intended to begin.
On Instagram, hashtags play a significant role, while on YouTube, they do not. Optimizing content on YouTube is time-consuming, but the effort is often worthwhile. Facebook, in contrast, requires less time, but engagement tends to be more fleeting.
Few users search for hashtags on Facebook, as it has struggled to compete with Google regarding informational relevancy—an idea initially envisioned by Zuckerberg. Users do not engage with the platform that way, meaning hashtag searches offer minimal value. While they can provide some benefits on Facebook, the real value lies in Instagram, where hashtags are a powerful tool. Using up to 30 hashtags per post is possible, and careful research of relevant hashtags is essential for success. Consistently utilizing these hashtags is crucial, as Instagram users frequently search for content this way. Facebook posts should still be tagged, though, as it aids discoverability. As for LinkedIn, it eliminated tags about a year ago, which came as a surprise.
If you choose to use YouTube, tools like VidIQ or TubeBuddy are recommended for optimizing YouTube content, making the process more efficient. Finally, tagging on Twitter remains essential, as it is the primary way users are found on that platform.
Other Social Media Platforms for SEO, Branding, and Audience Engagement
Pinterest may not be the best platform for lead generation, but it is highly effective for search engine optimization (SEO). It is the only central social media platform that allows users to post links and content, driving direct traffic to a website. For example, some websites receive over a thousand monthly visits through Pinterest, making it a valuable tool for audience building rather than immediate lead generation. While often overlooked, Pinterest remains a viable platform for increasing visibility.
Twitter, on the other hand, is seen as a space filled with opinions and debates. However, for those with an authentic voice, it can still serve as a valuable platform for audience engagement.
Instagram stands out as one of the most powerful platforms for real estate agents. After YouTube, it ranks second in terms of generating leads. Agents in the luxury market are reportedly able to create significant business through Instagram, with some pulling in millions in leads. It’s practical for lead capture and an excellent branding tool. Many real estate agents integrate Instagram into their websites to enhance their online presence. For those seeking a “cheat code” for success, YouTube and Instagram are strongly recommended, especially for those who excel in storytelling or have a strong visual presence.
While not ideal for lead generation, TikTok offers an opportunity for brand building, particularly for those who position themselves as lifestyle ambassadors. If used creatively and with a sense of fun, TikTok can lead to significant audience growth. However, it should not be relied upon as a primary lead source. Instead, TikTok is best viewed as a space for entertainment, brand recognition, and creative expression, where success can bring unexpected benefits.
Overall, the key to dominating social media lies in selecting a platform that suits one’s storytelling style and investing time in mastering it.
