So, here we are, finally nearing the end of the year, and what a year it’s been!
COVID-19 disrupted many of the normal ways that agents do business. From completely virtual showings to drive-through closings in some areas, it’s hard to imagine the industry ever getting back to “normal.”
What does this mean for your 2021 marketing plan?
When talking to agents about their 2021 plans, the majority said, social media marketing will definitely play a role in their marketing strategy.
If you’re among them, make it easier on yourself by creating a section in next year’s marketing plan devoted to everything digital.
The best digital marketers fish where the fish are
When researching where to spend your digital marketing dollars, it’s important to remember that:
- You are a B2C marketer, not B2B. User statistics aimed at B2B marketers are useless for real estate agents.
- You have a very specific target audience (Millennials and gen x, age 32 to 56 for buyers’ agents and gen x and baby boomers, age 45 to 75, for listing agents).
- Your target audience of buyers earns a median household income between $102,800 and $110,900, depending upon age and location.
- Your target audience of sellers has a median age of 58 and earns a median household income of $128,800.
Courtesy: NAR 2020 Generational Trends Report
The fish are hanging out on social media
If we had to choose just one digital marketing medium to spend the bulk of our time and money on next year, social media would be our choice. We will, however, be talking about some of the other strategies in upcoming blog posts.
Which social media platform does a real estate agent’s “fish” hang out in? For the past few years, Facebook was hands down the best place to drop your hook. And, not much has changed in that regard.
- The platform is popular with Americans in the homebuyer age bracket (“79% of 30 to 49-year olds use Facebook,” according to SproutSocial.com.)
- Listing agents will be glad to know that 68% of those age 50 to 64-years old and 46% of adults age 65 and older use Facebook.
- Finally, Facebook users hit the sweet spot in household income as well, with 74% earning more than $75,000.
Instagram, Twitter, LinkedIn and Pinterest
We’ve mentioned before that the time it takes to be and remain active on Instagram doesn’t typically translate into the number of leads and deals most agents need and want.
At least not now.
This could be due to the fact that the platform’s demographics just don’t fit your target audience. Instagram is most popular with users between the ages of 13 to 29 years of age.
Twitter is similar in that it is most popular with younger folks, especially those in the 18 to 24 age brackets. As ages rise, the platform’s popularity decreases.
Listing agents especially, should understand that just 17% of Americans in your target audience’s age range use Twitter.
Buyers’ agents may find spending time at LinkedIn lucrative. Join some groups, post some content, because the site is quite popular with 30-to-49-year-olds.
Pinterest is another time and labor-intensive platform, but its demographics fit tidily with your target audience. “The median age of a Pinterest user is 40,” according to Salman Aslam, founder and CEO of Omincore.
Check out these boards to help you decide if Pinterest is worth your time:
- Realtor.org
- Better Money Habits
- Kaye Swain, Roseville, CA agent
- Lynn Pineda, South Florida agent
- Point2homes.com
Consider hiring a social media manager to do the heavy lifting, freeing you to focus on other parts of your real estate business.
Send the Should I Stay or Go postcard from the Get More Listings Series to your Farm or an area where you’re currently prospecting.
PLUS: When you have time…here are some helpful resources we’ve made available to support your success.
1. Become a Neighborhood Brand
Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.
2. The Free Real Estate Mailing List Guide
The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here
3. The Free 12 Month Done-For-You Strategic Marketing Plan
The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here
4. The Free One-Page Real Estate Business Plan
Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan. – Click Here
5. Become a Listing Legend Free eBook
Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here
6. The Free Online ROI Calculator
Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here
7. The Free Real Estate Marketing Guide “CRUSH IT”
The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here