struggling on social media

If your brokerage is struggling to make a name for itself on social media, don’t worry – you’re not alone. Real estate is one of the most difficult industries to navigate on social media and digital marketing. The sales cycle for buying a home is every seven years, so keeping people interested in your brand for 2,555 days in between purchases is a serious task. That being said, it can be done.

The first thing you need to do is address the struggles you’re having. If you don’t know the problem, you won’t be able to find a solution. Here are the most common issues we see brokerages make on social media.

1. They aren’t social

Doing well on social media always comes down to being social. If you’re not engaging with others and showing an interest in their lives, why should they show an interest in yours? Social media is still fairly new, but one thing has always remained constant – it’s for being social.

2. Too heavy of a focus on sales

We’ve all seen the famous scene from Glengarry Glen Ross – and while the phrase “Always be closing” sounds good, it’s not the way social media works.  You need to take things slower. Treat social media the same way you would treat a gathering with friends. You wouldn’t walk up to everyone and immediately start telling them about your new listing, the price, and how many bedrooms it has! You’d tell some stories, get to know them, and then maybe they’ll like you enough to give you a call when it comes time to buy a home.

Like we said, the average person buys a home every 2,555 days – the odds you’re speaking to someone on social the day they’re looking is unlikely. Make friends, and they’ll remember you when their day comes.

3. Not being original

Social media isn’t easy. Just because anyone can write a post and hit publish doesn’t mean it’s that simple.

If you want to see real results, you need to take the time to plan your social media. Every quarter, have a content meeting and discuss upcoming events, trends, and themes you can use for the next three months. We’ve seen brokerages promote local scholarships, celebrate anniversaries, highlight their staff, attend charity functions, share their favorite local businesses, and do plenty of things other than just post active listings. Set aside some time to be creative, and you’ll see the fruits of your labor.

4. Not enough support

The world is using social media more every year to evaluate purchases before pulling the trigger, and the real estate industry is following this trend. Brokerages need buy-in from the top of the company that social media is an important investment, that helps inform potential clients about their brand’s mission and values. It can make or break a purchasing decision, and it should be taken as a serious investment.

Spending money on social media should be a part of every brokerage’s budget. Boosting Facebook posts, running ads on social media to past visitors of your website, and highlighting your company culture should all play a key role in your marketing strategy.


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