social media

It’s Time to Take Another Look at Pinterest for Real Estate Agents

Mar 22, 2021

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!

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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

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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

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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

Real Estate Social Media Marketing in 2020: Facebook vs. Instagram

Jan 20, 2020

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.

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!

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

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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

Facebook tips every new real estate agent should read

Nov 18, 2019

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

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

4. The Free One-Page Real Estate Business Plan

5. The Free Online ROI Calculator

Go fishing on Facebook for real estate leads

May 13, 2019

“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