6 Social Media Marketing Mistakes Every Real Estate Agency Should Avoid

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With more than 2.80 billion global social media users, the popularity of social networks is growing at a tremendous pace. Currently, seven out of ten customers expect businesses to have a well-maintained social media presence, and more than 17 percent of customers actively use social networks when looking for information about a product or service.

Social networks have been a huge boon to businesses of all sizes, primarily because they are free to access and give businesses the ability to reach their target audience effectively. Popular social networks have become marketing giants, offering businesses valuable insights about their customers. However, the key to getting a greater return from any social media marketing campaign is an effective strategy. When creating a marketing strategy for social networks, it is important to take note of common mistakes and ways to avoid them. Here are the top six social media marketing mistakes that real estate agencies must watch out for.

1. Absence of Strategy: Just as you need to figure out your agency’s target market, you also have to plan your social media marketing strategy. Real estate marketers often rush into social media without developing a detailed strategy. A social media marketing plan requires both a short-term and long-term strategy that includes content development, customer engagement and outcome measurement. Not having a plan can mean the death of your social media efforts. Your plan must be centered around two goals: building credibility and connecting with prospective clients. The best way to make sure you are being strategic with your social media posts is to build an editorial calendar.

2. Staying Inactive: You cannot accomplish your business goals with an inactive social media account. An inactive profile conveys that you do not care about your customers and followers. You must be active on social networks in order to attract followers and build strong relationships with your existing and potential customers. Even your existing customers will become disinterested in your brand if you do not interact with them consistently.

3. Measuring Wrong Metrics: When measuring performance metrics for social media marketing, many real estate marketers fall into the trap of incorrect metrics. Marketers often measure the number of followers on social platforms, and if these numbers are growing, they are happy. Social networks are no different from any other marketing channel. It is important to measure the impact your social media efforts are having on your business success, not your total number of followers.

4. Inappropriate Handling of Negative Feedback: Most real estate brands make this mistake. Whenever a customer posts a negative comment, they either ignore it altogether or come up with a lame excuse in addressing it. Some marketers try to refute customer complaints, some make apologies hands-down. This is because real estate marketers fear that negative reviews will spoil their online reputation. However, instead of ignoring or rebutting negative comments, marketers should see them as an opportunity to improve. Social platforms are an excellent way to start a conversation with customers who posted the feedback. Negative reviews are nothing but your customers’ honest opinions about your brand or service. The more detailed the feedback, the easier it will be for you to understand your shortcomings.

5. Failing to Engage Customers: Your social media posts are of no use if your followers do not share or respond to them. Your posts should be designed to encourage conversations with your target audience. If you do not get any reaction, your social media strategy should be revisited. When someone comments on your posts, be sure to reply. Every comment, whether positive or negative, presents an opportunity to engage the customer. Be friendly and personable in your responses.

6. Managing Too Many Accounts: Most real estate marketers make the mistake of jumping on every social media network, only to realize that they are stretching themselves too thin. Ideally, a marketing professional can manage no more than three or four social media accounts. If a single team member is handling your agency’s social media strategy, you should focus your resources on the three most relevant social platforms for your target audience. You should focus your efforts on social networks that produce the most encouraging results for your agency.

Your social media pages are not billboards, and you should not make the mistake of treating them as such. They are effective platforms for you to broadcast your message to your target audience, but they are also places for your followers to find you and interact with you. So do not shy away from responding to reviews and comments, and make sure you build up a rapport with the people who respond to your posts.


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