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Friday, December 20, 2024

social media

    A few weeks ago, we promised to update you on the latest social media demographics. We started with TikTok, and today we dive into Instagram.

    The criteria we used when choosing the “best” social media options is simple: Those in your target demographic should use the platform heavily. If that includes buyers and sellers, you’ll want to hang out where baby boomers do. 

    If, on the other hand, you are targeting millennial real estate consumers, we can show you where to spend your time.

    Remember, when it comes to marketing your real estate business, targeting is critical. Otherwise, you are wasting both your time and money.

    Let’s talk Instagram

    Although India leads the world in Instagram users, with more than 225 million active users, the U.S. comes in second, with “… at least 143.4 million active users,” according to DataReportal.com.

    Instagram tends to attract a young crowd in the U.S., with ages 18 to 24 accounting for its largest audience share (27.7). The second-largest share of audience is those aged 25-to-34 … to which 25.7% of Instagrammers belong,” according to data from Oberlo.com.

    Pay close attention to this statistic: “As of 2022, around 87% of Instagram’s 1.31 billion users who might potentially be targeted with ads are outside the United States.”

    If you’re selling international real estate, this statistic may not bother you. But that nearly 90% of the platform’s targeted users are outside the U.S. should be a deal breaker for real estate agents.

    Add to that the young age of the average user. There are platforms with far better demographics if you’re looking for potential homebuyers and sellers.

    Who you should be targeting

    Although we went over this in our last post about TikTok, in a nutshell, baby boomers are the ones buying and selling right now, making up 39% of buyers. According to the NAR, they have overtaken millennials’ share of the buyer pool (28%).

    Sellers? Baby boomers again, but Gen X is part of the pool as well. NAR says the typical seller is 60 years old.

    So, we’ve struck out with both TikTok and Instagram. But check back because soon we’ll have the winners of which the-social-media-platforms-are-best-for-real-estate- agents contest.

    PLUS: When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

    2. 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

    4. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    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

      The old saying about how people do business with people they know, like, and trust gets thrown around a lot in the real estate industry. What you don’t hear very often is how to get total strangers to know, like, and trust you; especially enough to become your client.

      There are many ways to do that, of course. But of the three, I think it’s safe to say that the trust issue is not only the most important to real estate consumers but more challenging for agents to build.

      Being new to the real estate business doesn’t help. Not when your competition is boasting 30 years in the business and endless successful sales.

      Photo Introduction postcards are shown above. See more, click HERE

      Building trust isn’t easy, but it is doable. Let’s take a look at what a new agent can do to wow potential clients.

      You do have your own real estate website?

      Your own business website provides a place for consumers to get to know you and your business. Not taking the free ride on your broker’s website, also lends an air of professionalism.

      Did you know, 56% of consumers surveyed by weebly.com stated that they lack trust in businesses that don’t have websites.

      Your website, if done right, is full of ways to help people get to know you. The content, also if done right, can help them to like you and trust you.

      Keep away from sales spiels with your blog content and do vary between real estate, homeowner, and hyper-local topics.

      Don’t be afraid to let your personality shine through and show the human side of what can be fairly complex subjects.

      The About Me page is the place to laser focus on helping visitors get to know you and your business philosophy.

      Have you any positions in your background that transfer well to the real estate industry? Any from the following is worth a mention:

      • Marketing
      • Advertising
      • Negotiating
      • Teaching
      • Videography/photography
      Get to work on social media

      Your time is valuable, especially now at the beginning of your real estate business. It’s time to whittle down the social media choices to one.

      The Real Estate Times Series is shown above. See more, click HERE

      Facebook is a good place to start. Get your business page set up and start cross-posting your blog posts and other pertinent and interesting information to Facebook.

      Whatever you do, don’t fill your feed with marketing and salesy stuff. Here are some ideas about what to post:

      • Local housing market statisics & news
      • Restaurant reviews
      • Best places in [your town] to buy [whatever]
      • Interesting real estate poll or survey results
      • Local news
      • Funny memes
      • Contests

      This is just a handful of topic ideas.

      The key to gaining engagement with your followers, at least in the beginning, is hyper-local content. Avoid political or religious topics. And don’t forget to engage with others on your feed, and theirs.

      Overall, just be your super-stunning, personable self.

      PLUS: When you have time…below are some free tools to help support your success.


      1. 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 Markets, geographic farming, sphere of influence, and past clients. – Click Here

      2. The BusinessBase, SOI building system

      The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes, but it is a business building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

      3. The Free Interactive Real Estate Business Plan

      The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

      4. The Become a Listing Legend Free eBook 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      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

      5. The Take a Listing Today Podcast

      Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

      Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you in your success.

      We’re here to support you.

      Your ProspectsPLUS! Team

        Has cold calling officially become a thing of the past? There are more than a few agents out there and several well-known real estate coaches that would say NO.

        I would say minimally, it might not be the most efficient option. Unless you consider spending 7.5 hours to make 209 phone calls to get one appointment efficient.

        Generating real estate leads on social media, if done right, is not only efficient but pleasant as well. 

        Facebook can be a goldmine for new real estate agents.

        Why Facebook?

        The platform’s demographics are one of the most compelling reasons to use Facebook for real estate lead generation. The largest age group among Facebook users is 35 to 54 (right in line with the average real estate consumer). Next, nearly 75 percent of users earn more than $75,000.

        Finally, a study of CRM data from various companies across the planet finds that while the highest lead conversion rates come from referrals, the second-highest can be attributed to leads generated on social media.

        If you understand the power of Facebook when it comes to real estate lead generation but haven’t quite figured out how to tap it, consider starting with Facebook groups.

        A Memorial Day Super Sale is going on right now! Get 10% off on ALL postcards.

        Use promo code: MEMORIAL10 (excluding postage, data, tax, and EDDM. Offer expires 6/4/22).

        To get started saving, Click Here.

        Join some groups

        Start by finding some groups that Facebook thinks you might like. You can do that by going here and then clicking on “Discover.”

        Naturally, if you post frequently to Facebook, the algorithm is going to assume you are interested in real estate so be prepared for lots of real estate-agent-related groups among the suggestions.

        There’s nothing wrong with joining these groups but to generate real estate leads, however, go where consumers hang out.

        You’ll find a “Categories” list on the left side of the page. And, since “all real estate is local,” the best category for a real estate agent to peruse is “Local.” 

        Here you’ll find some interesting groups. Mine includes one for a popular neighborhood in my city (with 31,000 members). As an agent, I would join that one. But there are tons of others to join as well.

        Choose groups with interests that you can blog about because that’s one of the ways in which you’ll be using these groups to generate real estate leads. 

        Don’t be “that annoying real estate agent”

        When interacting in your Facebook groups, keep your focus on the “social” aspect of social media. You’re not there to sell yourself or your business but to build relationships and get your name in front of people.

        Don’t just use the groups to share your blog posts; interact with other group members.

        And, keep in mind that some groups have rules, so learn them and abide by them.

        It’s also important to keep in mind that interacting in groups is not about getting a flood of leads right now. Like most lead gen strategies, you’re building future business.

        PLUS: When you have time…below are some marketing tools to help support your success.

        1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

        Homes & Life Magazine is a customizable magazine, with rich, full-color content, and a sharp, professional esthetic. It includes compelling, direct response-driven articles written by real estate industry experts, combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

        Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and, it costs less than sending a greeting card! – Click Here


        2. 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 Markets, geographic farming, sphere of influence, and past clients. – Click Here

        3. The BusinessBase, SOI building system

        The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes, but it is a business building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

        4. The Free Interactive Real Estate Business Plan

        The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

        5. The Become a Listing Legend Free eBook 

        This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

        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 Take a Listing Today Podcast

        Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

          Sure, social media marketing for real estate agents should be an important part of your overall marketing plan.

          But, for pity’s sake, fish where your fish are. Nobody goes fishing for marlin in a stream or lake, right?

          The truth is:

          The majority of real estate consumers aren’t active on Instagram

          We aren’t dissing the social media platform; it’s a fun place to hang out and catch up on the latest trends. But if you’re on it for business reasons and not for personal enjoyment, maybe it’s time to reconsider your social media strategy.

          A lot of what you hear and read is hype

          I’ve noticed that the biggest Instagram cheerleaders for real estate agents also have the biggest agendas. They’ll lure you in with vague statistics that actually have nothing to do with real estate or buyers and sellers.

          Stop listening to the bloggers who tell you that:
          • You can find your “Dream Listing” on Instagram and that “Instagram is the best free advertising a real estate agent will find.” This comes from a company that offers, for a large fee, “automated tools” to help you create your real estate social media strategy and campaigns.
          • You can rule the ‘Gram like a Pro” with “these tips” (from a company that provides, for a fee naturally, social media management and marketing).
          • “Using Instagram to market your real estate business is a sound strategic move.” This one is from a former agent who now runs a “real estate technology company.”
          • This is one of my favorites. In a post titled “Instagram Tips for Real Estate Agents,” the author gives the same meaningless statistics but she also posts a demographic breakdown of Instagram users from Pew Research. Demographics from 2015.

          The truth is that, as a real estate agent, you are targeting a very specific population: home sellers. This means that the majority of your “fish” are between the ages of 42 and 75 (Gen X and baby boomers), according to NAR’s latest statistics.

          These two cohorts comprise 70% of all home sellers and represent your target audience.

          Nearly 60% of U.S. Instagram users are between the ages of 13 and 34, according to the number crunchers at statista.com.

          So, where are my fish?

          That depends. If you want to target baby boomers, go big on Facebook. According to a recent Pew Research study, boomers’ two favorite social media hangouts are Facebook (nearly half of them chose this as number one) and Pinterest.

          There was some overlap in the study that finds LinkedIn (largest demographic is age 46 to 55) to be popular with both Gen X and boomers, so you may want to dabble in both.

          But Instagram? You’ll spend, on average, “… 30 minutes to an hour and 25 minutes …” (jennstrends.com) to create a post that in all likelihood will generate zero leads.

          Listings aren’t easy to come by right now and your time is precious. Fish where your fish are and you’ll meet with more success.

          Do some fishing for new clients by launching a monthly Holiday Campaign to your Sphere or Farm.

          Holiday campaigns are currently on sale 10% OFF the first month? But ONLY for 3 MORE DAYS! (sale ends 5/1/21).

          Holiday Scheduled Campaigns (shown above). Learn more, HERE

          TO LAUNCH A HOLIDAY CAMPAIGN:

          Hit “CLICK HERE”, below, to get started on your Holiday Scheduled Campaign (from a desktop or laptop computer).

          And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out. The price shown at check out is per mailing, not campaign total).

          Launch a Holiday Scheduled Campaign now, CLICK HERE!

          Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

          PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

          1. 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

          2. The Free Interactive Real Estate Business Plan

          The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

          3. 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.

          4. The Free Real Estate Mailing List Guide

          This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

          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

          5. Become a Listing Legend Free eBook 

          This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

          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

          This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

          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” 

          This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

          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

            Last year, the folks at Chicago Agent Magazine conducted their annual survey, “Truth about Agents.”

            When asked which business activities they planned on doing more of, the number one response was “Making better use of social media.” It’s a goal worthy of pursuing, but only if you plan on working on it consistently and intelligently.

            Although there is no mention of which platform these agents hope to devote more time to, we think Facebook is a safe bet.

            Maybe 2020 will be the year you widen your social media horizons? If so, consider Pinterest.

            Why Pinterest?

            Women truly do make the world go ‘round.

            “As a market, women represent an opportunity bigger than China and India combined,” according to Michael J. Silverstein and Kate Sayre at Harvard Business Review.

            “They control $20 trillion in consumer spending, and that figure could reach $28 trillion in the next five years. Women drive the world economy, in fact,” they continue.

            Silverstein and Sayre call this “The Female Economy” while the folks at Pinterest refer to the women in the U.S. as “Deciders.”

            Any agent who has carted buyers around to view homes for sale understands just how much power women have in the decision of which home to buy.

            This makes Pinterest a social media platform ideal for agents.

            • Nearly 75% of Pinterest users are female (ominicoreagency.com)
            • The median age of Pinterest users is 40 (business.pinterest.com)
            • More than 40% of American females on Pinterest say they plan on purchasing a home in the next five years
            Getting started is easy

            The steps to get set up on Pinterest are easy:

            • Create a business account. It’s free. You can do so at business.pinterest.com. Click on the red “Sign up” button.
            • Upload your profile picture. Ensure that the photo you choose is “… something that catches people’s attention, clearly demonstrates who you are, and stands out in the visual realm that is Pinterest,” cautions Ryan Pinkham at constantcontact.com. He goes on to recommend that, to avoid the photo becoming distorted, keep to 165×165 pixels.

            Create your profile. The trick with your profile is to make it catchy without being salesy. Ensure that your website URL is in there, preferably first. Here’s Massachusetts agent Bill Gassett’s profile:

            Notice that he gets a link to his website in there first, which is perfect. We like everything about this except the last sentence. He won that award three years ago. Readers may wonder if, perhaps, his success is waning.

            If you have something impressive and current to say, by all means, add it here. Ensure you also add your location somewhere in your profile.

            Finally, you’ll want to “claim” your website or landing page on Pinterest. You’ll find an easy tutorial on Pinterest.

            There’s more to learn about using Pinterest for your real estate business, but this should get you started. Happy pinning!

            RIGHT NOW! Fence Sitter Scheduled Campaigns are on sale 10% OFF the first month (sale ends 3/27/21).
            Launch an Fence Sitter, FARM Scheduled Campaign, HERE

            TO LAUNCH A FENCE SITTER CAMPAIGN:

            STEP ONE: Create your Fence Sitter prospect list using the Demographic Search tool. Choose homeowners 7+ years, click HERE.

            STEP TWO: Then, click on “FARM” on the Campaign page, and select the Fence Sitter Seller Series, then follow the prompts, HERE.

            And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out. The price shown at check out is per mailing).

            Hit “CLICK HERE”, below, to get started on your Fence Sitter, Farm Scheduled Campaign (from a desktop or laptop computer).

            Launch a Fence Sitter, Farm Scheduled Campaign now, CLICK HERE!

            Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

            PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

            1. 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

            2. The Free Interactive Real Estate Business Plan

            The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

            3. 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.

            4. The Free Real Estate Mailing List Guide

            This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

            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

            5. Become a Listing Legend Free eBook 

            This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

            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

            This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

            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” 

            This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

            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

              Can someone point out where it’s written that real estate agents need to be active on every social media platform?

              I didn’t think so.

              Real estate agents, if they’re doing it right, have insanely busy schedules and little help with the scut work.

              Not that marketing your business is necessarily scut work, but the actual implementation of social media marketing methods often is.

              Since demographics on these platforms ebb and flow, it’s challenging to figure out which ones are worthy of your precious time and money and which to cut loose.

              The Valentine’s Day postcards are available under the Holiday Series in the Postcard Section

              So, we thought we’d help you out a bit by doing some of the research for you.

              It’s all about the demographics

              “Popularity was fickle and elusive, like trying to catch fireflies in a jar,” according to author Melissa de la Cruz. While she wasn’t referring to social media, the quote certainly fits.

              It’s important to not buy into the hype when researching social media platforms. That Twitter boasts 330 million monthly active users means nothing other than that a whole bunch of people use it.

              The two most important statistics for real estate agents to know are:

              • How many of these users are located in the U.S.?
              • A breakdown of these U.S. users by age group

              For instance, of those 330 million monthly Twitter users, only 20 percent are located in the U.S. There are other social media platforms that offer a larger U.S. user base.

              The age of the average user is critically important for real estate agents when choosing where to market their businesses.

              The NAR breaks down buyers and sellers according to generational cohorts:

              Millennials will be between the ages of 25-43 in 2020. They represent:

              • 37 percent of buyers
              • 20% of sellers

              Gen X members are between the ages of 44 and 55 this year and they represent:

              • 24% of buyers
              • 25% of sellers

              Baby Boomers are age 56-74 in 2020 and they make up:

              • 32% of the buyer pool
              • 43% of sellers

              Keep in mind that the average age of a homebuyer is 47 and the average age of a home seller is 57, according to the NAR.

              Obviously, if you are a listing agent you are going to want to put your marketing money and time into the platform that attracts baby boomers and older members of Gen X.

              The Valentine’s Day postcards are available under the Holiday Series in teh Postcard Section

              Buyers’ agents should go all-in on platforms that are popular with Gen X but figure out where millennials hang out as well.

              Facebook

              Every year when we take a look back at social media user statistics Facebook comes out the clear winner and, although its popularity is waning, 2020 should be no exception.

              Last year, the largest group of U.S. Facebook users were millennials, at 84 percent. The next largest age group, 30 to 49, includes younger members of Gen X.

              Older generations are well-represented as well, with two-thirds of older Gen Xers and boomers and nearly half of older boomers (older than 65) using Facebook.

              Facebook remains a no-brainer for real estate agents, whether trying to boost organic traffic to websites or using targeted advertising.

              Instagram

              Our opinion? For real estate agents, Instagram is mostly not as effective as Facebook.

              • Of the platform’s 1 billion users, only 11 percent reside in the U.S.
              • Only one-third of the most-viewed stories are from businesses.
              • Instagram ranks sixth in global popularity (Hootsuite).
              • Instagram’s largest user base (64 percent) is between the ages of 18 and 34.

              Consider this as well:

              If your looking to target a younger demographic this is a great platform.

              Don’t be sucked in by the number of businesses that use the platform. Their targeted demographics are most likely not nearly as narrow as yours. For instance, they may be after a global audience or want to appeal to teens and young adults.

              If you are already creating posts for Facebook, it should be fairly easy to copy them and post to Instagram as well. The more reach and visibility you can generate from posting your brand or listings the better!

              Remember to keep a close eye on your targeted audience and make sure your content matches the demographic.

              The Valentine’s Day postcards are available under the Holiday Series in teh Postcard Section

              Check back soon when we compare two more popular social media platforms.

              Send Valentine’s Day postcard from the Holiday Series to your Sphere of Influence. Let them know you are thinking about them.

              Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

              PLUS: When you have time…here are Free killer tools to help your success this year!

              1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

              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

               

               

               

              2. The Free One-Page Real Estate Business Plan – NEW 2020!

              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

               

               

               

              3. Get the ALL-NEW 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 mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

               

               

               

              4. 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

               

               

               

              5. 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

               

               

                There’s a lot to do when those shiny new real estate boots hit the ground. While your head was pumped full of real estate law and the know-how necessary to tell clients the number of square feet in an acre, you still have so much to learn.

                While that’s happening, however, and unless you’re fortunate enough to have a stack of money to tide you over until your first deal closes, you’ll need to also be marketing the you-know-what out of yourself.

                Your business isn’t going to start itself, so while you’re learning how to do an agent walk-through and about the intricacies of the listing agreement, consider creating even a rudimentary marketing plan.

                The Looking For Advice postcard is available in the postcard section under the Get More Listings Series

                And, since it’s free (unless and until you start buying ads), Facebook should be at the top of the list.

                Already on Facebook?

                If you already use Facebook for its social aspect, hold that thought (the “social aspect” one). You’ll want to get the word out to your Facebook friends that you’re in real estate now and you’ll need to continue to remind them during the first year or so.

                In reality, you’ll be reminding them as long as you’re in real estate, but it’s critical to do so now.

                But, do it subtly. Don’t be that obnoxious agent who starts seeing his or her social media friends as dollar signs.

                Tell them how excited you are overpassing your exam and that you’re going to hang your license with a broker who promises to be behind you, guiding you through your first few deals. You’ll also need to increase the number of followers you have and to do that you’ll need to increase engagement.

                The folks at Facebook even prioritize posts that encourage engagement; posts that “spark conversations and meaningful interactions between people.”

                “Oh, goody,” we hear you saying, “yet one more time suck in an already-overfilled schedule.”

                Just promise yourself you won’t post spammy stuff – that you’ll start using Facebook to help get your business off the ground by thinking before hitting the “share” button.

                The Should I Stay or Go postcard is available in the postcard section under the Get More Listings Series

                When you’re done beefing up your personal page, it’s time to create a business page and our friends at Facebook walk you through the process, here.

                It can be painful

                Posting routinely to Facebook without receiving feedback from our audience is beyond painful. It’s borderline humiliating as well.

                You can avoid common mistakes by changing your goal. Instead of considering Facebook as a lead generating or open-house-attendance-generating platform, change your mindset to make your goal “follower engagement.”

                Sort of like how you looked at it before you got into real estate.

                When you do this, you’ll naturally start thinking of content to post “that your audience will care about and react to,” according to the Forbes Communications Council at Forbes.com.

                In the beginning, you’ll be forgiven

                You’ll soon learn that sellers expect all kinds of things that we feel are pretty lame marketing methods. Open houses, videos and, yeah, sharing their listing and open house on social media.

                Plus, there’s that little voice inside that will be screaming at you – reminding you how bad you need that commission check and the urge will strike you to plaster that listing everywhere possible.

                So, go ahead and post that first, second and even third listing. Show people, you’re getting business but then move back to being social.

                As you get busier, consider more creative ways of sharing listings. One agent we know used to create a contest out of his new listings, asking his followers to guess the list price. He gave a small prize to the reader who got the closest to the price.

                Or, consider setting up another page for your listings (and to satisfy your sellers) and reserve your current page for engaging with your followers.

                Don’t be selfish — spread the love

                It’s not enough to come up with brilliant Facebook post ideas; engagement with others is key. It goes without saying that you should respond to anyone who leaves a comment. The next step is to visit their pages and interact (charmingly) with their content.

                The Need a Nudge postcard is available in the postcard section under the Get More Listings Series

                To get value from social media you have to provide value. It’s not a set-it and forget-it marketing method; it requires effort, time and, sometimes money to successfully generate real estate leads on social media.

                Send at least 100  Need a Nudge postcards from the Get More Listings Series to an area where you want more listings.

                 

                Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

                PLUS: When you have time…here are Free killer tools to help your success this year!

                1. 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

                 

                 

                2. “Get More Listings” Free Online Webinar

                 

                “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

                 

                 

                3. The 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. 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

                  “Successful marlin fishing involves having the right gear, knowing the right fishing tactics and techniques, and being in the right place at the right time,” according to FishermansOutfitter.com.

                  The same can be said about anything one is trying to capture, from a mouse or a crook to the perfect photograph and, yes, real estate leads.

                  The challenge for many real estate agents attempting to capture leads is that, while they may understand tactics and techniques, they lack the proper gear.

                  So, let’s start with that and then get into how to use that “gear” to lure real estate leads on Facebook.

                  Mackerel or marlins?

                  Real estate agents can learn a lot about lead generation and capture from the fishing world. And, the first step is to determine who it is you’re trying to lure. Gone are the days of agents marketing to “anyone who is breathing.” It’s inefficient and ineffective.

                  Who do you want to work with, buyers or sellers? First-time buyers or repeat buyers? Luxury homeowners or condo owners?

                  Figuring out what you’re fishing for and then who these people are is key to any marketing strategy, most especially when you’re marketing on Facebook.

                  Before you do any further planning, head over to Facebook’s Policies to ensure that your promotion follows the rules.

                  Choose your lure

                  Watching a video of man- or woman- against marlin, it’s easy to assume that the most challenging part of catching one is the fight. The angler, strapped into a boat’s fighting chair, pumping and reeling, while the huge fish leaps and spins, makes for compelling footage.

                  But, “big blue” didn’t just stop by and ask for the fight – he (or she) responded to a lure.

                  And, not just any lure. Depending on species and sea conditions, the boat’s captain will choose from an array of lures he or she feels will be most attractive to the fish.

                  Premium content might hook them

                  Premium content is one way to lure Facebook leads. This type of content is different than what you offer by means of blog posts. It’s “a type of digital content that may be accessed for a fee, and is usually of higher quality or more desirable than free” content, say the folks at Techopedia.com.

                  You won’t, however, be charging a fee for your content. You will, on the other hand, ask for information in return.

                  And, now that you know who you are “fishing” for, determining the type of content to offer is a whole lot easier.

                  Remember, it’s called “premium” content for a reason. It’s higher quality than regular content, longer in length and, as the Techopedia folks say, it’s “exceptionally informative.”

                  An ideal type of premium content is a Free Report. Offer Free Reports in person, through direct mail, email and add to your website as a free download in exchange for an email.

                  There are a variety of long-form content types from which to choose:
                  • A list and in-depth description of down payment assistance programs
                  • Infographic
                  • Tutorial
                  • Ebook
                  • In-depth guides, such as city guides, neighborhood guides, buying and selling guides, relocation guides.
                  • Reports (basically just 3,000-word articles)
                  • Checklist (staging, moving, loan application, etc.)
                  • Long articles (at least 3,000 words)

                  Get more tips on creating and marketing with premium content at LinkedIn.com.

                  Facebook giveaways to lure real estate leads

                  A prize giveaway is another way to lure Facebook leads.

                  And, make no mistake, what you’re giving away is key to the promotion’s success. “I mean, who’s really going to take the time of day to like, comment on, and share a post when all they stand to gain is a $15 gift card for coffee?” asks Pat Hiban at ActiveRain.com.

                  “Almost no one,” he claims. Take the time to carefully consider an item that you’re contemplating giving away. Hiban lists several that worked well for other agents:

                  • Family passes to a popular local attraction, such as a waterpark or amusement park.
                  • Tickets to a sporting event. Hiban suggests “tickets to a local team’s upcoming game  or even tickets to college games often work.”
                  • The latest smartphone

                  Or, make the prize appropriate to an upcoming holiday. In 2017, Chattanooga attorneys Warren & Griffin gave away a stainless-steel barbecue grill and threw in a $50 Walmart gift card that the winner could use to purchase the goodies to cook on the new grill.

                  Use your favorite graphics program to create compelling Facebook posts to promote the giveaway and ensure that everything steers them to a dedicated squeeze page where you’ll capture their information.

                  Facebook’s rules state that users can’t force participants to share, like or follow to be entered for the prize. So, don’t force them. Hiban offers a brilliant alternative:

                  “Know someone who needs” a new grill? “Share this giveaway so that they have a chance to win!”

                  Get more Facebook giveaway ideas and tips at Wishpond.com and Hootsuite.com.

                  Show them you know what’s on their mind (available in the postcard section under Get More Listing Series)

                  Another way to generate leads is to send at least 100 Should You Stay or Go postcards from the Get More Listings Series to an area where you want more leads.
                  You might also like:

                  Agent Facebook Success: Rules of Engagement

                  A Refresher Course in Attracting New Clients

                  Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

                  PLUS: When you have time…here are Free killer tools to help your success this year!

                  1. 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

                   

                   

                  2. “Get More Listings” Free Online Webinar

                   

                  “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

                   

                   

                  3. The 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. 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

                  Your Facebook business page is useless for lead generation if you insist on using your posts to sell listings and advertise open houses to the exclusion of being, well, social.

                  Rule number one: Be of value

                  Use “value” as your cornerstone. Here’s an example.

                  I love LinkedIn for real estate agent marketing. Its users fall under the ideal demographics for the average home buyer and seller. But it’s one place you do NOT want to be salesy. People use the platform to network, not be sold to.

                  Which is why I stopped following a certain virtual assistant service. Everything she posted was an ad for her company. And, I mean, everything.

                  Demonstrate your expert knowledge (Available in the Postcard section under Content Cards).

                  Ads aren’t of value to me. At least not at LinkedIn. Not at Facebook, either, come to think of it.

                  To be of value to a Facebook follower, your posts need to be, above all, social.
                  They don’t need to always be real estate-related, just interesting, surprising or helpful.

                  Chicago’s Dream Town Realty nails it in the “interesting” and “helpful” categories. All posts (at least the ones we saw) are locally-oriented and full of pride for their city. The recently had a post on “Where to Go Sledding in Chicago” with a great photo of kids sledding at a local hill. This is a post that’s highly shareable and ultra-local.

                  Yes, they share open houses and the occasional listing, but “occasional” is the operative word. And, they don’t use the typical “salesy” jargon when they do share these items.

                  Where do you find these hot social media topics? Start with your hometown newspaper, your city’s magazine (such as Dream Town Realty did), or another local source.

                  Scour the internet to see if your town or city made it onto the many “best places to retire,” “best places to raise kids,” or “best places to live” lists. Just enter into Google, with the quotation marks, “best places,” “best neighborhoods or “best cities.”

                  Trulia recently put out a list of the “best” neighborhoods in the country, broken down as best for kids, best for friendliness, etc. Maybe your market made it onto the list.

                  Compile your own, like the Dream Town Realty list. Here are some ideas:

                  • The best yoga studios
                  • Top spots to watch the sun set
                  • The best dog parks
                  • Best restaurant patio dining
                  • Top hiking, biking, walking trails
                  • Do a series on day trips from your town
                  • Best restaurants for date night
                  • Top staycation ideas

                  Provide valuable information (Available in the Postcard section under Content Cards)

                  The list of local topics is just about endless when you start brainstorming. And, people love local topics.

                  Rule number two: Engagement is key

                  Real estate pros, by and large, do an admirable job posting to Facebook. Sadly, most aren’t engaging their followers.

                  So, why do non-profits on Facebook have such a high rate of engagement with their posts? This is just my opinion, but non-profits, because they aren’t selling anything, are non-threatening. But, the top organizations are also posting the right content.

                  The number one non-profit on Facebook is Ted, an organization “devoted to spreading ideas”. It’s a place you can find answers to your most burning questions.

                  Which makes for excellent Facebook fodder. A recent Ted Talk video post showing ‘how to do math in your head’ received a decent amount of engagement (nearly 700 comments, so far), it was shared more than 3,000 times. It was viewed 387,000 times.

                  Who knew so many people wanted to learn how to add and subtract in their heads?

                  When you’re stuck for content, share a post from Ted, or NPR, number 3 on the list of most popular non-profit Facebook pages.

                  Don’t make every post all about you. Nobody cares that you’re willing to help them “buy or sell a home.” Few care that you’re holding an open house or that you took a new listing.

                  Keep them informed of what’s important (Available in the Postcard section, under Content Cards).

                  Think about what makes you interact with a Facebook post and head in that direction with your real estate page.

                  Engage your audience by sending at least 100 Demand High, Inventory Low postcards from the Content Card Series to an area where you want more listings.

                  Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

                  PLUS: When you have time…here are Free ways we can help you have an INVINCIBLE 2019!

                   

                  1. “Get More Listings” Free Online Webinar

                  “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. Watch it now.  – Click Here

                   

                   

                  2. 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 

                   

                   

                   

                  3. The 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, Listing Inventory, 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. 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

                   

                  Create a Lead Generating Hour of Power

                  When you reach the end of your life, will you look back fondly on the five years (based on studies) you spent on social media?

                  Probably not. I mean, it’s when our time is up that we decide, darn it, we should’ve spent more time on the truly meaningful things in life. Unless, of course, you find social media truly meaningful.

                  …but meaningful enough to spend 2.25 hours every day on it?

                  Ok, so you do it for your business. But if you don’t have a social media strategy you may be wasting valuable business time as well.

                  If you find yourself trying out idea after idea, hoping that someday one of them will work, or if yours is the type of “strategy” that leads to reading and responding to every post, following links and, generally, wasting time, quit it!

                  The “why” behind your use of social media

                  Social media—at least some platforms—seem tailor-made for the real estate industry. Take Facebook, for example. The user-demographics align with the average real estate consumer, it’s easy to use and, if you don’t buy ads, it’s free.

                  To not be on Facebook is just plain silly. But, to avoid having it suck your time you need to understand how to best use it and then get clear on your goals.

                  Here are some agent goals we typically hear:

                  • To keep in touch with your sphere. Staying top-of-mind isn’t easy but reaching out on Facebook makes it easier.
                  • To reach potential clients. Unless you are doing this strategically, it may be a major time suck. Hoping your posts get shared isn’t a strategy.
                  • To keep up-to-date on the industry. To do this typically requires joining groups. If you aren’t careful, activities in these Facebook groups can wipe out a good portion of the day (or night).
                  • To drive traffic to your website.

                  Manage your time wisely

                  Consider scheduling social media time. Like blocks set aside for follow-up and lead generation, set aside a certain amount of time that you’ll spend on social media. Then, stick to the schedule. Use an alarm, if you must, to remind you when to stop.

                  At first, the amount of time you wasted will be painfully obvious. When the alarm sounds and all you’ve done is read posts, you may need some motivation to remain mindful of why you’re on the platform in the first place.

                  Create, don’t consume

                  “There are so many talented entrepreneurs out there who focus on just consuming all day long instead of creating,” laments Jason Sadler, founder of IWearYourShirt. 

                  Your first creation should be a social media strategy. Decide which platforms serve you best and let the others go, at least for now. For instance, Facebook is a must for agents who want to keep in touch with their sphere of influence and entice folks to visit their websites.

                  Instagram and Pinterest, on the other hand, don’t have the demographics that fit the average real estate buyer and seller and they are far more time-consuming than a quick, daily stop at Facebook.

                  Then, decide how much time you’ll devote to social media each week, set an alarm while visiting and leave when the time is up.

                  Skip the groups and communities, at least during work hours. They’re fine for garnering business advice and socializing with colleagues but save those visits for non-work hours.

                  Other strategies to consider:
                  • Ditch the notifications. Do you really need the distraction of being alerted every time someone posts a comment on a post you’re following?
                  • Use social media scheduling tools to automate the publishing of your content. Yes, there are cons to this as well as pros, but if you’re easily distracted and find yourself wasting a lot of time on social media, it’s a tool you may want to consider.

                  Take some tips from Laura Monroe, real estate marketing whiz, who explains her brilliant social media strategy.

                  She schedules her company’s social media posts the night before they will be posted. “ …  that way I’m not distracting myself from important tasks!”

                  During the day, she avoids additional distractions by turning off notifications “until I have all my important work-to-dos completed first.”

                  Around lunchtime, she takes “time to engage, respond to messages, and reach out to my network. More scheduling in the afternoon, and more engagement in the evenings when I’m planning the next day.”

                  It’s a strategically-planned social media schedule that allows her to remain engaged yet still attend to her important business tasks.

                  Social media can be a powerful way to generate leads and keep in touch with your Sphere. However, only if the time spent is managed wisely and not allowed to dominate your workday.

                  Another effective way to keep in touch with your Sphere is to send the popular Chill Out postcard from the Content Card Series.
                  It’s a fun and informative way to let your Sphere know you’re thinking about them this summer.

                  Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

                  PLUS: When you have time…here are 2 free ways we can help you CRUSH IT in 2018!

                  1.  The 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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

                  2. 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

                  Also…check out these cool tools 

                   Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

                  MLSmailings.com – Automated Just Listed, Just Sold Postcards

                  Market Dominator System – Become a neighborhood brand

                  Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero (BTW, you also get a $25 Gift Card too, now that’s what I’m talking about)!

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