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Targeting Homebuyers Using Social Media Marketing

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In the past decade, the real estate sector has seen a revolution in advertising. Gone are the traditional models of press and PR publication. Social media has radically transformed real estate marketing campaigns.

Since the launch of Facebook, Twitter, Linkedin, Instagram and Tumblr, marketing specialists have been charged with the task of maximizing the potential of social media as a source of marketing value. Social networks now constitute the largest aggregate constituency of potential buyers.

Social networking sites offer real estate agents the widest possible constituency of new and experienced buyers. Social media increases the potential that a property is seen and sold in a timely manner. When planning a social media marketing strategy, there are a few key things that real estate agents should consider: cost effectiveness, analytics, paid advertising, and lead building.

1. Social Media is Cost Effective

Social media is well suited to multi-pronged marketing strategy. Cost effectiveness is a key indicator of how well an advertising vehicle is getting the job done. The fact that social media is either free or very low in cost means that money saved in marketing can be sunk in paid advertising elsewhere.

For real estate agents, the agility of social media sites is a big plus. Daily addition of new listings can be conducted in short time. This reduces advertising time to market. Properties just listed are in circulation immediately.

Once a property is showcased on a real estate agent or agency profile or homepage, followers can then review the information, and share it with their network. All of this is done absolutely free of charge. This fee free method of marketing is nothing short of advertising return on investment.

2. Location metrics

Social networking sites allow agents to monitor traffic to their profile or homepage. For instance, social marketing analytics offered by Facebook and Google+ track visitor volume and location. Agents can use the location feature to learn about their advertising audience. Perfect for setting up video walk-through events, and identifying city or county consolidation of potential property buyers, location metrics are essential to a successful real estate marketing campaign.

3. SEO and PPC Optimization

The integration of paid search engine optimization (SEO) and pay-per-click (PPC) advertising in a social media campaign extends the reach of a real estate agent’s channel marketing strategy. Keyword placement of SEO and PPC ads optimizes searches conducted via social network site, increasing the chance that click-through advertising SEO and PPC marketing collateral appears at the top of the page or the sidebar.

4. Actively Seek Leads

The pursuit of sales leads via social media is far easier than the traditional cold call. Users can follow tweets, as well as set up events to build contacts and engage potential buyers. Social media sites are also natural aggregators. Retention of social media conversations means that those contacts can be included in groups, events, and direct marketing communications at a later date.

Multimedia collateral connecting local TV, newspaper articles, and radio station publicity can be linked to augment existing homepage collateral. Social media definitely has a place in the real estate business.

When real estate agents are seeking the most return on marketing investment, they look to social media networks to promote property sales. Prospect mortgage for instance, actively engages in social media marketing for brand building and outreach, as well as customer engagement and acquisition. Read the Prospect Mortgage disclosure.

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