Social media marketing for Real Estate is an absolutely necessary tool for every agent. It helps with brand awareness and building trust to stay on top of your audience’s mind. However, agents need to evaluate how their efforts online on different platforms are doing so that they can improve weak points and reinforce where they are doing great. Therefore it is important to know how to measure social media marketing for Real Estate even if you’re not a social media expert. The tips in this article will help you get a practical insight into how you are doing on your social media for your business and if you are successful at what you are doing.
How to Measure Social Media Marketing for Real Estate
We asked our agents how they define and measure social media marketing success for Real Estate. 54% of agents in our survey measure success through the leads they receive, 35% focus on the engagement, while 11% have stated other metrics such as audience feedback to measure their success.
However, here are the criteria to consider when measuring your social media marketing for Real Estate:
Omnipresence
Well, the first and foremost factor to take in mind while being on social media is the level of your presence. The term “omnipresence” refers to being present on all major social media platforms. In order to make the most out of the power of social media, agents need to talk to their audience, start a dialogue and create a meaningful conversation with their audience. This way they can add value, create trust, and increase awareness to nurture their audience down their marketing funnel. Then they will be the agent on top of their audience’s minds when they need an agent. If you do not talk to your audience through social media, some other agent will.
According to a NAR Technology Survey Facebook takes the top spot with REALTORS® social media at 90%, followed by Instagram and LinkedIn.
Based on our analytics of agents using the roomvu content calendar, Facebook followed by LinkedIn are their preference more than the other platforms. It is also interesting to note from our analytics that agents prefer using both LinkedIn and Twitter before they consider Instagram, their least preferred platform.
To effectively reach your audience, you need to be present where they are online. The majority of your audience will spend their time on the most popular platforms like Facebook, Instagram, Twitter, and LinkedIn. So the first step in measuring your social media marketing for Real Estate would be if you are present on major social media platforms or not?
Frequency of Posting
Frequency is key on social media. People tend to ignore those accounts that post a lot of content in a short period of time and then go silent for a week and just show up again with a few more posts. Frequently posting in a timely fashion is key to staying on top of your audience’s mind and appearing as a trustworthy channel of valuable information.
Our data analysis concluded that agents should be posting 6–8 times per week to achieve better results. This is aligned with the research done by other organizations whose findings are also mentioned above. However, it is important to remember that agents can not go more than this number. This will come across as too much on their audience’s newsfeed.
Posting Days
The insights we derived from our data concluded that posting on Sundays, Mondays, and Tuesdays receive better performance. However, the difference between different days tends to be minimal and can be ignored. On the other hand, given the fact that we recommend agents to keep a strong presence on social media, they need to post daily and this finding just shows what days are better in terms of engagement.
Additionally, we analyzed the specific posting times of our subject agents and their performance against reach, impressions, engagements, and clicks. This enabled us to determine the best time for agents to post that will allow them to receive the best audience engagement.
Posting Time
Baes on our data on the roomvu dashboard we found that agents should post from 8:00 a.m. to 12:00 noon (PST). This time period tends to generate the highest amount of engagement.
However, agents more often tend to post between 4:00 a.m. and 8:00 a.m. (PST). Comparing the actual time our agents post on their social media accounts on the roomvu dashboard, we found that there is this 4-hours gap between the actual posting time by agents and what the optimal time is.
Real Estate Videos
The next step in evaluating your social media would be checking the videos you post on social media. Many studies cite the importance of videos when using social media as a marketing tool. For example, one market research indicated that videos attract 300% more traffic, thereby increasing the chances of generating leads.
A recent study showed as well that Real Estate listings with video receive 403% more inquiries than their video-less counterparts. This research also found that 85% of buyers and sellers want to work with an agent using Real Estate videos for marketing. It likewise indicated that 86% of home buyers use videos to research a particular community and 70% of them watch video house tours and 70% of them watch video house tours. Finally, it is generally accepted among Real Estate agents that video posts see greater engagement than photos, which is why 81% of them prefer video marketing on Facebook.
Engagement
The last but not the least step in assessing your social media marketing for Real Estate is checking the engagement and other insights of your social media. Different social media platforms offer various insights into how your content is doing on social media. You should always look for engagement where your audience shares and comments on your content.
You can also use platforms like roomvu that will take care of your social media for Real Estate. We will post on your behalf, run ads for you, and will also give you insights into how you are doing on social media.
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