RISMedia's Real Estate Magazine

MAY 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE May 2019 67 In a recent agent survey conducted by Real Estate Express, 54 percent of real estate agents said they need help with their social accounts. Man - aging social media was the No. 1 challenge they said they face when it comes to evolving their marketing strategy. By tweaking your content strategy and optimizing your social media posts, you can achieve great results for your real estate brand. Here are three strategies that will help you step up your social media marketing this year. Strategy 1: Use Social to Serve Your Community Think of your social channels as a chance to help your community, not push your business. You can do this by becoming a hub for your neighborhood, city or target market. Share local events on your page, dis - cuss local news that has a positive tone, and frequent local businesses and supply information about them. Providing this value to your commu - nity can help you become a source people can turn to for information, building trust at the same time. Josh Kahn, a real estate agent in Eureka, Mo., took this approach and is now the go-to online presence for Eureka news, giving him a large audience with whom he can build rapport. His team generates more leads from so - cial media than they can work with. Approach this strategy by explor - ing what type of content will provide value to your community. Start to think like a journalist. You'll need to uncover information to share from several different places: community newsletters, neighborhood newspa - pers, town hall meetings and private social media groups. Strategy 2: Join the Conversation Another approach to developing your social presence is to join the con - versation, rather than start it. Within your social media circles, there are likely several, if not hundreds of, communities where your potential clients are already talking, including private Facebook groups and neigh - borhood or city news social pages. Once you locate where the con - versations are taking place, you can insert yourself into the conversation. For example, within a local private parenting Facebook group, you may find several parents talking about the best neighborhoods for new fam - ilies in your area. This is your chance to be present and talk about key neighborhoods. You can also join the conversa - tion of any past clients whom you're friends with on social media. Be sure to like their posts and occa - sionally comment so they keep you top-of-mind. Strategy 3: Use Hashtags to Facili- tate Engagement and Discovery Hashtags categorize content on so- cial media and make it more dis- coverable. Anyone who clicks on a hashtag or searches for it will see results complete with all the posts tagged with it. Hashtags bring engagement to your content, but even more so, they facilitate discovery on social media. Using the right hashtags for your content is an excellent way for home - owners and prospective buyers to find you—and it's an even better way for you to discover potential buyers and opportunities for your business. Measure Results and Stick to It for the Long Haul Real estate professionals who know the impact of their marketing dollars get better results because they can measure success in real-time and fine-tune their strategy immediately. Don't be too quick to throw in the towel when it comes to social, as learning what will work isn't an over - night process. Even when you imple- ment a proven strategy, it takes time for it to work. Establish short-term and long-term goals so that you'll be motivated to stay the course. RE Yazir Phelps is the chief marketing officer at Real Estate Express, the national leader in online learning for pre-licensing, continuing education and professional development. Phelps has over 18 years of experience in marketing, fueling growth at Fortune 500 organiza- tions, and over five years of experience working directly with real estate professionals. Her extensive background in generat- ing demand for products and services encompasses crucial strategies for a successful career in the field. To learn more, visit www.RealEstateExpress.com. 3 Strategies to Improve Your Social Media Presence Commentary by Yazir Phelps S ocial media is a significant lead generator for real estate brands, yet many real estate professionals fail to maximize their efficiency in this space.

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