6 Real Estate Social Media Marketing Mistakes [AVOID THESE AT ALL COSTS]
There are a million agents out there telling you about how you need to be using social media for all your marketing needs. Let me tell you right now, most of it is total B.S. Going viral, getting views and likes…it all feels good when it’s happening, but most of it results in zero sales. If you are a new real estate agent, you can save yourself a lot of wasted hours by avoiding these real estate social media marketing mistakes.
Me/My and Day-in-the-Life Videos
We all know them; we’ve all done them. Humans are pretty egocentric animals. We open up that camera and get straight into the me-me-me-me. “Hey guys, check out my new listing”, “Here’s my three cute colors to paint a kitchen that will help you sell!”, “What’s up guys, here at my open house” Listen, nobody cares that much about what you are doing but your mom. Even she is probably tired of your videos. Your content needs to have value every time. Videos about you do not help people in the home buying and selling process.
Interviews seem like a great way to add some diversity to your content. You sit down with local business owners, lenders, home inspectors, and ask away. And you know what that does? It takes the attention off of you instantly. These videos don’t build your brand, they highlight someone else’s. Most of the time the topics are boring and you spend fifteen minutes just getting through small talk before you get to the meat and potatoes of the content. Most of all, they are building someone else’s brand - not yours. (The flip side of this one is if someone invites you to be a guest on their channel or podcast, heck yeah! Take it! Free marketing for you!)
Guys, stop blasting other people’s content all over your feed. This is desaturating your own brand and image when someone visits your social media page. You are putting content in front of people who didn’t ask for it and don’t want to see it. Even if these videos are viral, that doesn’t mean that translates into sales for the person who created them. In fact, most of the time the “views” this viral content is getting is views from other people in the real estate business. They aren’t going to buy anything from you, they’re selling it too!
Short videos can be tempting because they are low commitment to produce and you can make a lot of them. Trust me, just don’t. Shorts rarely offer enough value to make them worth watching. It’s much smarter to make one longer, evergreen video that is jam packed with value and useful information. These social clips come and go. They are one someone’s feed for a second and then are scrolled past and are lost forever. Make something that lasts and will bring people back to your content.
Even if you have done everything right with your social media marketing, if you don’t follow up it has all been for not. This doesn’t just mean giving someone a text asking if they have any more questions. True follow up takes a lot of work and organization. The people who are doing it the best usually actually have assistants and VA’s who are managing these interactions for them or at least keeping track of them to remind them when it needs to happen. They’re using CRM platforms and making reminders for communication. If you aren’t hardwired to be that kind of organized person, team up with someone who is. It will make all the difference.
All of these pitfalls of social media marketing have one thing in common: they have no future. Or more accurately, they don’t build a path to the future. This content doesn’t remain relevant. It is not building your brand and providing value. You need content that is working for you 24/7/365. Good content, whether it is written or media, is the best marketing partner you can have. It doesn’t sleep. It doesn’t get sick. It doesn’t take a day off. It’s working for you always, even when you are not. If you create good, real content that offers something to your readers and viewers, your success will speak for itself.
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