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Leveraging the Power of Social Media for Our Clients

Today I’m joined by Chris Grano, a top agent on our team, to discuss social media and how it can be used to further your real estate marketing.

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Today’s guest to the vlog, agent Chris Grano, and I keep hearing the same three questions regarding social media and the real estate market. With Chris as our resident social media expert, we’ll break each of them down so that you better understand how to leverage the power of social media in your market.

“Why is social media important to marketing homes?”

The National Association of Realtors just produced a report called “The Digital Age,” which talks about how social media and home buying intersect. Some of the statistics we learned were pretty shocking to us:

  • Here’s a breakdown of the percentage of people in each generation who start their home searches online using a mobile device:
    • 81% – Millennials
    • 78% – Gen Xers
    • 68% – Boomers
  • Here is a breakdown of how much each generation uses social media in some capacity on a mobile device, according to the report:
    • 90% – Millennials
    • 77% – Gen Xers
    • 48% – Boomers

Since the average social media user is on social media for three hours a day, it’s not hard to see how social media intersects with marketing—people are online all the time. The fastest growing social media platform is currently Instagram, which has now over a billion users. That’s a 43% increase over the last two years.

People aren’t just using social media to talk to their friends anymore, either. 90% of Instagram users said that they follow up with business on the site. That shows that people are paying attention to what businesses, especially local businesses, are doing. This is just one more avenue to find buyers for our listings.

The average social media user is on social media for three hours a day.

“What’s the difference between posting a listing on a social media site and using targeted paid ads?”

There are two levels of social media: organic engagement and advertising. Organic engagement includes all of the natural posts with which people interact. Someone might sell a home with this type of engagement simply due to someone on their social media recommending their listing to a homebuyer. Paid advertising involves the creation of advertising materials that are sent out to a target audience in the community. This type of advertising can factor in behaviors and demographics to better target those most likely to purchase the home.

Real estate marketing experts used to be able to use targeted advertising on Facebook until last July when the site’s algorithms changed. However, part of incorporating social media into your advertising means staying on top of that game.

“How is the Graham Real Estate Group using social media?”

By using both organic and paid social media engagement, we keep in touch with all our past clients and spheres of influence. Just by having those people follow you on your social media platform(s) of choice, you can keep them engaged and informed instantly each time you log on. The more engagement you get, the higher priority your posts become under browser search results.

When using social media in real estate advertisements, be creative—make funny videos or videos that answer intriguing questions. Unlike the average real estate agent, we pour money into our advertising to promote our listings and open houses, and we get great engagement from those posts.

Not only that, but Keller Williams also gives us a unique advantage; the company has created a platform that connects all the Keller Williams agents in the nation and allows them to purchase social media ads en masse. Those ads are targeted back to our specific businesses and neighborhoods and enable us to leverage the whole nation’s buying power on behalf of our clients.

If you have any more questions about how social media can be harnessed to help clients succeed in their real estate goals, don’t hesitate to reach out to us. We’d love to have a conversation with you.