In our first two articles on harnessing the power of social media for the benefit of your business we examined which specific social media platforms will offer the most cut-through for agents and a guide to best practices when operating business social media accounts.
In this article we look at how to use social media in order to drive people to your website and in turn view your listings. This is where the opportunities for lead generation and conversion really kick into high gear!
CLEAR CONTACT INFO
We stressed this previously, but it is absolutely imperative your contact information hits the three c’s of being complete, correct and consistent. Make sure that your website is clearly stated, and the URL or link is active. Having broken links in your profile will be an instant turn off for potential clients.
Wherever possible, using a link to your website from your profile or your posts will make it easier for people to redirected to your website with a simple click.
RESPOND IN A TIMELY MANNER
The life of an agent gets busy very quickly, but responding to enquiries from social media by pointing users towards the relevant information on your website is a good move. According to survey data from SproutSocial, most businesses take on average 10 hours to respond to social messages.
The problem here is that users are generally only prepared to wait an absolute maximum of four hours for a response. Worse still, 89% of messages to businesses on social media go ignored, so just by being one of the 11% who respond, you will make yourself stand out.
Once any enquiries are made, your efforts should be focused on redirecting them to your website – not additional social media material.
PROACTIVELY PROMOTE YOUR SITE AND NOT THE PORTALS
Many Australians who are in the active buying phase of the real estate lifecycle will automatically gravitate towards the big two portals. Portals are an extremely competitive battleground, so even the odds by encouraging people to view listings directly on your site.
For example, if someone contacts you on Facebook and asks what properties you have in a given suburb, send them a link to the listings on your site for that suburb and comparable surrounding suburbs.
If you send them to REA or Domain, you are directly competing with every real estate agent in your area and most likely beyond.
USE COMPELLING CONTENT AND STRONG CTAs
Posting a teaser paragraph about a relevant topic with a call to action (CTA) like “click the link to find out more” will help bring people from your socials to your website. This will help you attract not only those people who are in the active buying phase who are searching for property, but also passive buyers who have a general interest in real estate and home lifestyle articles.
ONCE THEY ARE ON YOUR SITE, KEEP THEM THERE
After putting in so much effort to get people to your site, it is generally best not to include links from your website to any external pages. The reason for this is that you want to keep people on your site for as long as possible. The rationale here is that the more you can get people to interact with your website, the more likely you will be to get them to interact with you.
MAKE SURE YOUR WEBSITE IS FAST, RESPONSIVE AND LOOKS SHARP
Agentpoint have a range of website solutions specifically devised for real estate agents that are optimised for all devices. We offer Custom, Hybrid and Template websites for real estate businesses to build profile, generate leads and convert them to listings. So, take control of your digital footprint with a stylish, intuitive website that engages your audience and leverages all your efforts on social media.
Check out some examples of the websites we have created for agents here.
Founding and operating digital web services businesses, Ryan has a passion for technology and over 10 years experience delivering online services to the classifieds verticals in Australia, New Zealand and Asia.