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Social media: the land in which algorithms and engagement shape your content’s success. It’s also a space where not all content is created equal, especially in real estate.
Instagram and Facebook (yes, still!) are great for reaching potential customers, however, success lies in knowing what content should be organic (no spend) and what should be paid. A hybrid social media strategy is essential as organic and paid methods work together to build your presence and drive conversions.
Unlock the power of organic social
In real estate, it’s tempting to showcase listings and drive sales at every opportunity you have on social. It’s understandable as this is the bread and butter of real estate and they deserve visibility. However, this can be a detriment to getting your content seen in newsfeeds, as the algorithm isn’t a fan of sales messages, and neither are customers unless they’re primed for it.
Make the algorithm work for you
The algorithm prioritises content that provides value to audiences and encourages engagement. This content includes:
Humour
Education
Creative content
How does it measure valuable content? By action - likes, comments, shares and the less obvious factors like time spent on a post. Sales content receives less interaction since it's measured as promotional and categorised as advertising.
Focus your organic content on educating and engaging the community to build better connections. Share local market insights (Ray White produces monthly reports like Ray White Now which is ideal for this), offer tips for sellers like preparing for an open home, and spotlight local businesses and community events.
Avoid the typical "just listed/just sold" approach when posting listings. Share a story about the property - what makes it different, why would buyers want it? Storytelling creates a connection and builds relationships over a sales pitch.
Remember, not all followers are actively looking to buy or sell. Consistently posting sales messages can lead to disengagement and stagnant follower growth.
But you have listings you need to promote! What’s the solution?
Meet paid social media
With the smart allocation of resources, you can get the channels to work for you with advertising.
You can showcase listings or generate leads from the right people at the right time through the advanced targeting capabilities of social media. Social advertising allows you to pick the right objective - do you want more eyes on your listing? Do you want traffic through to the listing? Or do you want someone registering their interest to get a lead?
Advertising from your channels keeps your data in your world, builds audiences only you can retarget and not to mention is a cost-effective option to promote directly to your database and similar audiences.
Ray White is at the forefront of giving our agents the best digital marketing tools to grow our reach further. Through our partnership with Be Seen, we’re able to deliver a competitive advantage bringing valuable marketing that feeds into our network effect.
How does Be Seen work in giving the best results?
Be Seen’s campaigns received the most exposure and engagement of Ray White properties. In campaigns, having a high result for views ensures properties are getting in front of the right audiences, offering a higher opportunity for leads as they engage further.
The platform provides the widest range of innovative digital marketing tools to suit an agent’s objectives. Not only do they offer campaigns for property listings, but also brand awareness campaigns to help raise agent profiles and work toward generating potential vendor leads.
Paid social works with your organic content, helping achieve your sales goals without compromising your community-building efforts.
Let your organic content do the heavy lifting on the front end of your profile while advertising seals the deal with clients behind the scenes!
