A fictitious case study based on a Nottingham estate agency, which can be used as a template for your own real estate business.

1. Social Media Strategy
Get Pro Copy, Stuart Walton
www.getprocopy.com

2. 1. Establish SMART social media goals
2. Audit your social media presence
3. Develop a content strategy
4. Measure your progress
5. Refine your strategy
Outline

3. Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
Social Goals
Reach
Consumption
Shares, Likes, Retweets
Actions
Conversion
Aligning Social Goals to Business
Goals

4. Establish SMART Social Media Goals
● Make your goals specific, measurable, attainable, relevant and time-bound
● Avoid goals that focus on vanity metrics such as Followers
● Align social media goals with department goals for sales, marketing, productivity,
etc.
Pro Tips
Input your social media goals on the next slide

5. Nottingham Estate Agent Social Media Goals
My social media goals are:
1. Goal #1: Climb Google Page Rankings
2. Goal #2: Increase number of valuations
3. Goal #3: Use social media as a USP

6. Social Media
Sites
URL Followers Last Activity Date Action
Facebook
Twitter
Instagram
Pinterest
Google Plus
Linkedin
Blog tab
Audit of Nottingham EA’s Social Presence

7. Survey of Nottingham EA’s Target Audience
# of
Respondents
Average
Age
%
Male
%
Female
% on
Facebook
% on
Twitter
% on LinkedIn % on Other

8. Know Your Competition - social footprint,
SERP
Competitor Social Profiles Strengths Weaknesses Content That Resonates
1
2
2
3
4

9. Social Audit Learnings
1. I will consider consolidating the following accounts to simplify our
social presence:
2. The gaps in our social presence based on audience survey and
competitor analysis are:
3. Key messages learned from competition that I can apply to our
company are:

10. Develop Your Content Strategy
Determine content mix and posting
Use the social media content rule of thirds:
○ ⅓ of content promotes business and converts audience
○ ⅓ of content shares ideas and stories from thought leaders
○ ⅓ is original brand content
Pro Tips

11. 1. The type of original content that we will create and post is:
2. The type of content we will share is:
3. We will post to the following channels this frequently:
X channel / X times a day
Develop Nottingham EA’s
Content Strategy

12. 4. The different audiences that we need to tailor content to are:
5. My editorial calendar that maps out our content release schedule
is here: Add Link
6. My social media content calendar that maps out our promotion
plan is here: Add Link
Develop Nottingham EA’s
Content Strategy

13. Measure Your Progress
Use analytics tools to see how your content is performing and track
on the next slide
● Align your analytics with your goals
● Use the following tools: Hootsuite Analytics (advanced analytics & custom reports),
Facebook Insights & Google Analytics (who, when, and how many people are
viewing and interacting)
Pro Tips

14. Nottingham EA’s Progress
Social Media
Channel
Top Performing
Content
Lowest Performing
Content
Action Required

15. Refine Your Strategy
Complete the questions/statements on the next two slides to help you
optimise your strategy

16. Nottingham EA’s Learnings
1. What worked well?
2. What didn’t work well?

17. Nottingham EA’s Learnings
3. Our new goals for the next period/quarter are:
Goal #1:
Goal #2:
Goal #2:
4. Changes we will make to our strategy based on learnings are:

18. Need help with your estate or letting agency?
Contact me: stuart@getprocopy.com