Unconventional tips to use social media to build your brand
By: Stephen Merkle, president of the Akron Cleveland Association of REALTORS®
Many real estate agents use social media to communicate with their current and prospective clients. Many find it challenging to take their social media usage to the next level. An important factor I have found can work to propel a social post is to identify a key buyer behavior and tie that into a trending topic or event on a local, regional or even national level. Engagement and interaction seem to rise when you connect your audience to a topic they are already interested in.
One event, or topic, that the National Association of REALTORS® recently used to incite engagement on social media was the 140th Annual Westminster Kennel Club Dog Show. You may be asking yourself what this topic has to do with real estate. But as agents, we must keep up with industry trends – from available inventory and mortgage rates to homebuyer purchasing behaviors. One of those behaviors is for a homebuyer to work with a Realtor that is pet friendly and realizes how important having a pet in the home is in the purchasing process.
According to a recent article by NAR, 65 percent of American households own a pet, and of those, 83 percent consider their pet to be a member of the family. This staggering statistic showcases that pets in the home are a major buyer behavior. It also reveals that there is a need to ensure we as agents market ourselves as pet-friendly and understand that the property, in many cases, should appeal to that specific homebuyer preference. This can include making sure the property is near a dog park, pet store or dog-friendly business. However, even more importantly, knowing how to integrate that message into our social media outreach is equally important.
NAR created a Twitter and Facebook hashtag, or way to identify messages or specific topics of interest, called #RealtorDogs to directly tie into the dog show. NAR’s social media accounts used this to drive interest and make their social channels more relevant during a time when people where thinking about the show itself, using the show to redirect consumer thoughts back to real estate, or pets in the home. The mini-campaign was designed to encourage followers on NAR’s Facebook and Twitter pages to share photos of their dogs and create dialogue about animals, the show and pets in the home.
The social sharing campaign has already become a hit with their online audience, garnering over 1,000 tweets and trending on Twitter for approximately a day after the show! This is a great example of how to take a national topic and make it relevant to the real estate industry for the purposes of engaging your audience in yet another interesting way, while tying into an industry trend.
If you would like more information on how to market yourself to increase interest in your business among current and prospective clients, please visit www.akronclevelandrealtors.com or follow us on our social media outlets.