How To Maintain Your Real Estate Brand Across Multiple Platforms

*From Delta Media Group

Building a memorable, trustworthy brand for your real estate business is as important as ever, and online marketing provides the opportunity to demonstrate the value of your brand to a large, diverse audience. One of online marketing challenges is that you need to maintain brand consistency across multiple platforms so that potential clients get the same experience no matter where they encounter your brand. Let’s take a closer look at these five tips to maintain brand consistency across all of your real estate marketing platforms.

  1. Develop a Brand Strategy
    You can call it a style guide, brand guidelines, or whatever you’d like, but it’s crucial to have an overall strategy for how you wish to develop your real estate brand. Your guidelines should serve as an easy-to-access primer for anyone who will be representing your brand and will help guide your marketing efforts. Your brand guidelines can lay out expectations in meticulous detail or include more of a general, big-picture overlook.
  2. Be Consistent with Your Style
    Maintaining your brand across multiple channels requires a consistent style, so that your audience will always know when they’re interacting with your brand. The good news is that there’s plenty of room to find a style that works for your business, by considering how you write, the fonts and colors you use, the type of content you produce, and the markings you use to represent your brand. On social media, the links you share and hashtags you promote also factor into your style.
  3. Engage and Post Consistently
    If you’re noticing a theme of consistency, then you’re already on the right track. In addition to being consistent with your style, it’s also a good idea to be consistent with your schedule on multiple platforms. Make time each day—or however often you’re able—to update your social pages and engage your audience. Since you’ll likely have multiple people involved with that engagement on your side, this is one area where your brand strategy can really be used to help maintain consistency.
  4. Watch and Learn
    Between analytics and good, old-fashioned direct feedback from your audience, you have the data you need to perfect your branding over time. Maintaining your brand across multiple platforms is so much easier when you’re willing to look at the data to see what works, what could be working better, and how to improve in the future. You can also learn a ton by watching how marketing-savvy agents navigate the process of building their brand online, so don’t be afraid to do some research to get ideas.
  5. Different Platforms for Different Purposes
    While maintaining your strategy, style, and engagement level are crucial steps, you also have the freedom to adapt to the strengths of each platform. Twitter is a great place to touch on local topics, while Facebook is excellent for building your referral network through personalized interactions. You still want to maintain consistency with how you present your brand in the big picture, but there’s room to tailor the tactics you use based on the specific audience and platform you’re targeting.

9 Social Media Best Practices for Real Estate Agents

*from RISMedia.com

The age of social media is upon us. Its adoption is a cultural phenomenon. In 2019, it is estimated that there will be 2.77 billion social media users around the globe.

Real estate agents who want to be successful today will not only need to leverage social media to meet the needs of buyers and sellers going forward, but also need to be very wise about creating and delivering relevant content for effective marketing and engagement.

It’s easy and cost-effective enough to open a social media account and be up and running quickly, but you’ll want to take in these 9 Social Media Best Practices to effectively send the right message to the right people at the right time.

1. Quality Content
Studies show consumers receive up to 10,000 brand messages each day! Your audience has a lot of options to spend their time on. Make sure to stand out from the crowd by delivering high-quality content that is compelling, interesting, and relevant. Find out what your audience likes by offering several kinds of content for them to choose from. Offer a mix of industry news, trends, polls, videos, local interest, even editorial (your own opinions and viewpoints). You can curate news you find yourself, or you can partner with service providers, (like the PAAR Marketing Center!) that produce real estate-focused and lifestyle articles you can use. Often, these services can post professionally-written content to your social media accounts automatically, providing a “set it and forget it,” hassle-free experience.

2. Frequency
It’s a numbers game. Shorter, more frequent messages are needed in today’s always-on world. Aim to publish a steady stream of usable information for your followers and create a plan to provide consistent news and updates. Statistics show that posting
frequently drives engagement. How frequent? Most experts recommend posting a minimum of several times a week, with many suggesting engaging on a daily basis. If you’re new to social media, make a habit of browsing the feeds of those you are
following each day and repost, like, or comment on their posts. In no time at all, you’ll get a feel for the pace that meets the needs of your audience.

3. Branding
You’ve invested a lot in your personal reputation and business brand; now, you’ll want to leverage every opportunity to elevate yourself and your message. Make use of the customization tools available within your accounts to keep your brand top-of-mind with your prospects and clients. Twitter and Facebook provide you the ability to add images to personalize your social media presence and present your unique value proposition. You can add your own profile picture, full contact information, a logo or even a photo of your real estate office and deliver a consistent look and feel to each and every post. There’s really no better way to let your viewers know who you are and that you’re open for business!

4. Video
It’s been proven that people are more likely to respond to video content by a factor of three. It’s never been easier to take advantage of this format and post interactive content to fully engage your audience. Many social media platforms have made it very simple to add short video clips or animated images to your postings, including linking to existing content from other sites. For example, if your company or team produces videos on its website, consider linking those within your own posts. Additionally, your smartphone can be used as a mini video studio available anywhere you go. Use your phone to create your very own virtual tours or walk-throughs, and add descriptive information about each of the properties you list to entice buyers to contact you.

5. Trusted Resource
Just as in real life, building long-term relationships with your prospects and customers should be one of your goals with social media. The best way to do that is to follow key referrals and contacts and build your list of constituents for each stage of your buyer’s or seller’s cycle. Do you partner with a local mover, electrician, or plumber? What about bankers or lawyers? Perhaps you know about a newcomers club, daycare facility, or a reasonably-priced dry cleaner in your area that you can recommend to home-buyers moving into their new neighborhood. Make a list of people and service providers in your network, and follow them on their social media accounts so you can make easy referrals with the click of a button. You’ll quickly become an indispensable resource to your clients and their contacts for years to come.

6. Be Timely
Topical and timely posts are a must if you want to keep your audience engaged. One of the best ways to do that is to provide the latest news and trends that appeal directly to your home-buyers or sellers. This means going well beyond the recent property listing or sale and including content they can use throughout the year, such as the latest mortgage interest rates, trends in home prices, or home improvements that have the greatest ROI. Sprinkle in homeowner-related content, like spring cleaning tips or driveway maintenance 101. Sharing groundbreaking industry survey results and infographics can really get your message across quickly and in a memorable and engaging way that will keep your audience coming back for more.

7. Mobile
Social media provides new and innovative ways for you to deliver your unique brand of customer service in a world that demands an immediate response. Fortunately, top social media platforms all have mobile applications that allow you to stay connected with your audience while you’re on the move. By setting alerts and notifications, you’ll be available from anywhere at any time when home-buyers and sellers want to reach out and inquire about your services or local inventory. With the power of social media in the palm of your hand, you can get more done in your day while keeping your prospects and customers fully engaged and satisfied.

8. Be Social
Don’t forget: Social media works best when the engagement is bidirectional. If you want people to respond to you and your content, take proactive and deliberate steps to reach out and like, follow, up-vote, and share the posts of those that are in your sphere. Ask them questions about the vacation pictures or special events they post. Take a genuine interest in the stories they tell. Consider starting and leading an online group about a topic that’s important to the people who share like-minded interests and watch your community grow! Many social media platforms enable you to post your own polls, allowing you to quickly capture valuable insights about the sentiments and preferences of your potential business opportunities.

9. Automation
So much social media, so little time! Are you a power user that needs to manage several accounts? Or maybe you’re just getting started and feel a bit overwhelmed? In either case, you may want to consider automating your social media content delivery. There are a couple of third-party tools that can help you manage your social media account, like Buffer or Hootsuite, which provide scheduling and the ability to post across all of your accounts, but you still need to create the content and the post yourself. If you’re looking for true automation, consider the PAAR Marketing Center, which will connect engaging and innovative content to your social media accounts and publish it on your behalf.