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Socially Sold - Social Media Marketing for Real Estate

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This is an abridged version of a presentation I gave to a national real estate organisation outlining the opportunities for social media marketing from an office and individual agent perspective.

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Socially Sold - Social Media Marketing for Real Estate

  1. 1. SOCIALLY SOLD Social media fundamentals for Real Estate Scout Digital Marketing // www.scoutdm.com.au // @scoutsocial
  2. 2. TODAY WE’RE TALKING ABOUT ➤ Social media in Australia ➤ Reasons to use social media for business ➤ Social media strategy ➤ The Big 4 ➤ Content, content, content! ➤ Facebook Advertising
  3. 3. AUSTRALIAN SOCIAL MEDIA STATISTICS ➤ Facebook – 17,000,000 Monthly Active Australian Users (steady) ➤ Instagram – 5,000,000 Monthly Active Australian Users ➤ Snapchat – 4,000,000 DAILY Active Australian Users ➤ LinkedIn – 4,000,000 Monthly Active Australian Users approx ➤ WhatsApp – 3,100,000 Active Australian Users 
 (30% increase since 2015) ➤ Twitter – 3,000,000 Monthly Active Australian Users approx Source: socialmedianews.com.au (April 2017)
  4. 4. Source: Sensis Social Media Report 2016
  5. 5. Source: Sensis Social Media Report 2016
  6. 6. Source: Sensis Social Media Report 2016
  7. 7. Source: Sensis Social Media Report 2016
  8. 8. WARNING Social media is not a silver bullet for business development…
  9. 9. Social media IS 
 a natural online progression of networking, 
 and method for building brand awareness, 
 that may lead to new business contacts and opportunities…
  10. 10. WHAT IS SOCIAL MEDIA? An internet-connected means of interaction and communication. Sharing ideas and information, and engaging in conversations online.
  11. 11. REASONS TO USE SOCIAL MEDIA FOR BUSINESS ➤ Build brand awareness ➤ Improve online presence (e.g. in search engines) ➤ Communication ➤ Convenience ➤ Cost effective ➤ Demonstrate expertise ➤ Demonstrate point of difference ➤ Promote key products/services ➤ Attract like-minded, target clients
  12. 12. REASONS TO USE SOCIAL MEDIA FOR BUSINESS ➤ Listening ➤ Learning ➤ Product and service development and research ➤ Feedback ➤ Market research ➤ Enquiries ➤ Referrals ➤ Reviews
  13. 13. AIM FOR A QUALITY, 
 LONG TERM RELATIONSHIP
  14. 14. EXAMPLE: Agent A: ➤ Office with sign ➤ Website (300 sessions pm) Agent B: ➤ Office with sign ➤ Website with blog 
 (500 sessions pm) ➤ Facebook Page, 150 likes ➤ Instagram, 100 followers ➤ LinkedIn profile, 200 contacts ➤ LinkedIn page, 50 followers
  15. 15. Goals Target
 Audiences Brand
 Personality Campaign
 Strategy Channel
 Strategy Content
 Strategy Measurement
 Strategy SOCIAL MEDIA STRATEGY
  16. 16. CHANNEL STRATEGY ➤ Choose 1-2 social media channels that are relevant 
 to your: ➤ goals ➤ target audience ➤ brand personality ➤ resources ➤ content ➤ Focus on using them 
 really, really well.
  17. 17. CHANNEL STRATEGY ➤ Website: "hub" for all activity ➤ Facebook Page: suits a wide mix of updates, focus on "social" ➤ Instagram: high quality, engaging visuals ➤ Twitter: short company updates and shared news ➤ LinkedIn profile: professional/ industry news and updates ➤ LinkedIn company page: company/industry news/updates ➤ eNews: regular summaries of 
 key information and activities
  18. 18. CONTENT IS KING!
  19. 19. CONTENT TYPES ➤ Created content (original) ➤ Collated content (shared from other sources) ➤ "Evergreen" content ➤ Time-specific content ➤ Text updates ➤ Graphics/photos ➤ Links ➤ Videos ➤ Live stream videos
  20. 20. CONTENT IDEAS ➤ Sales listings ➤ Agent bios ➤ Behind-the-scenes ➤ Seasonal updates ➤ Weather-related updates ➤ Funny updates ➤ Quotes ➤ Tips ➤ Advice ➤ News/blog articles ➤ Office/agent news ➤ Industry news ➤ Events ➤ Special offers ➤ Polls/quizzes ➤ Infographics ➤ Statistics ➤ Checklists
  21. 21. CONTENT IDEAS ➤ Questions ➤ Trends ➤ Sneak peeks ➤ Video/live tours ➤ Case studies ➤ Data sheets ➤ Ratings and Reviews ➤ Feedback ➤ Testimonials ➤ Recipes ➤ Team news ➤ Congratulations ➤ Sharing others’ content ➤ Local region news and updates ➤ Historical milestones ➤ Old, historical photos
  22. 22. HOW TO SOURCE CONTENT ➤ Develop the habit ➤ Get your team involved ➤ Look around your office and local region ➤ Monitor real estate industry networks ➤ Subscribe to enewsletters ➤ Scan social feeds ➤ Share other related/partner accounts’ updates
  23. 23. CONTENT MANAGEMENT ➤ Use a content calendar ➤ Set a goal for 2-3 posts per week, at regular days/times ➤ Plan and schedule ahead ➤ Facebook scheduling tool ➤ Hootsuite scheduling and monitoring tool ➤ Create graphics with Canva and Pablo by Buffer ➤ Source stock images from Unsplash, Pixabay, Pexels etc
  24. 24. Morning: • Facebook • Instagram • LinkedIn • Email Tuesday Wednesday Thursday Friday Saturday Sunday Midday: • Facebook • Instagram • LinkedIn • Email Afternoon: • Facebook • Instagram • LinkedIn • Email Evening: • Facebook • Instagram • LinkedIn • Email Monday Content log: • Local event coming up • Agent’s birthday next week • Interesting article about… Local photo Local photo New listing/s New listings/s Weekend opens Local photo or weekend open/s Auction and sales results Industry article Weekend opens Agent bio Agent bio New listing/s Weekend opens
  25. 25. FACEBOOK ADVERTISING ➤ Great opportunity to reach new (or existing) audiences ➤ Purchase place in newsfeed ➤ Consider ad goals, e.g. ➤ Brand awareness ➤ Sales enquiries/interest ➤ Know your audience ➤ Make use of targeting ➤ Use high quality, relevant content
  26. 26. THANK YOU! Any questions? Erica Stacey (nee Nistico) Scout Digital Marketing // www.scoutdm.com.au // @scoutsocial

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