In a world where people engage more with their technology than other people, dedicating time to face-to-face networking becomes even more important. Social networks were designed to empower human-to-human connections, not replace them. Online marketing done well supports offline marketing efforts and vice versa.
Automation programs specifically designed for Instagram like Instagress and GramKosh enable users to set up hashtags to find, automatically like, and sometimes comment on posts without having to do the “finding” themselves. Anyone who has worked with computers long enough can recognize right away the pitfalls of this type of automation. One blogger recounts her experience as follows: “A few weeks ago I posted a picture of my feet in the ocean and I got a comment that said. ‘That looks so cute on you!!’ with an array of emojis.”
When a content marketer discusses, "quality content," what does that really mean? Not “quality” is easily described: not word count or click bait, blatant self-promotion or sales pitches. “Quality” refers to unique, well-researched ideas born from your experience that benefits your consumers. Voice resonates through the piece and best content marketing practices, while used, blend smoothly into the content. How do you determine if your content possesses the stamp of quality?
What do real estate brokers want? More listings, of course! Just like investors want more properties for their portfolios and lenders want more loans. ProspectNow helps real estate professionals find properties most likely to need their services using predictive analytics. The service is a cloud-based platform with details on ownership and contact information on over a hundred million properties. Target marketing to the right property owners and businesses for more efficient results.
Original content is always preferred over content created by others. However, sharing quality pieces on social media news feeds does have benefits. Curating content helps engage with influencers, show followers you stay on top of trends, and sources contents that would help your followers. With the staggering amount of material consistently being published makes it easy to miss quality content. A content curation tool comes in handy tracking and sharing the best material. Try these platforms to manage shared content.
Sometimes content marketing newbies forget about the “social” aspect of “social media.” We become absorbed with the content generation process, creating infographics, writing blogs, recording videos, and sourcing content from our RSS feeds. Having a social media calendar and content schedule are all excellent, but real estate professionals must factor time to actually be social. Remember social media started as a way for people to interact. When real estate agents and brokers return to those roots, they find success.
Your social media foundations are laid and the frame is rising. The primary social platforms, information relevant to your audience, and the content formats are established. Now it’s time to install the utilities. Becoming a social media marketing leader requires the same amount of diligence that agents and brokers invest into their business. Social accounts wither away when the workflow overwhelms the team or individuals. Hopefully, the selected social networks and content type chosen fits naturally with your real estate marketing style. Even with the best networks identified and an excited team ready to jump onboard, everyone benefits from planning how your real estate brokerage will handle the social strategy.
Businesses have office space needs and property owners need qualified tenants to fill their spaces. LiquidSpace fills the gap between, connecting growing teams with space providers. Their online tools reimagine the traditional leasing process. Over 64,000 businesses across the United States, Canada, and Australia have used LiquidSpace to solve their short- and long-term office needs.
Content fatigue is real. Millions of content pieces clamoring for consumption appear on news feeds every day. Think about why some people hate going on vacation. They return to 200 emails in their inbox of which only 12 matter. According to some statistics, we spend 30 hours a week checking for email. A cluttered digital space creates unproductive digital space, but with the right organization, social media managers sort through the social piles and remain on track.
Wouldn’t it be great if amazing content just fell from the sky? In the real world, crafting incredible original content requires more than luck. Social media is by nature responsive to the ever-changing trends of its audience, partially intuitive to trends, and down-and-dirty work crafting original campaigns. Even content curation doesn’t drop in a social media manager’s lap; it requires ongoing searching through news feeds. Let’s grease those elbows and determine what content to share on your social accounts and how you can best share your brand message.
Did you know infographics are three times more likely to be shared and liked than a plain text post? That is if executed well. Not all infographics are created equal. Think back to your instructional days of PowerPoint when our teachers pleaded with us to avoid stuffing slides with text. Some infographic designers missed that message. Other designers make poor design choices, from color themes to zero blank space. Professional visual design elevates an infographic. Our favorite infographic examples use a clever theme, balance design and facts, and use layout to their advantage.
Marketers relying on organic traffic to drive results are wistfully dreaming of days long gone. Advertising revenues drive social media networks. Facebook’s ad revenue pulled $5.2 billion in the first quarter of 2016. Of course social media networks want to drive businesses into paid promotions over organic strategies. Savvy marketers know they must allocate spending dollars on social campaigns, and these campaigns must produce results. Make every cent count and avoid these common paid social marketing mistakes.
Start listing the number of social media networks. Facebook. Twitter. Periscope. Vine. Snapchat. Pinterest. Plus at least 15 more we can name off the top of our heads. Statista estimates by 2018, 2.67 billion people will be active on social media across the globe. Real estate agents and brokers know social media is a big chunk of the content marketing pie, but the number of networks makes starting overwhelming. Which networks do buyers and sellers use? Which networks should you use? What features matter? Should you focus on organic traffic or pay for advertising?
Unique to our spotlight series, today we feature an individual content marketing leader in the commercial real estate industry. Allen C. Buchanan is a principal at Lee & Associates in Southern California. He provides location advice for owners and occupants in the warehouse and industrial markets. For over 30 years, tenants and owners have trusted Buchanan to meet their CRE needs.
Real estate blogging executed well drives website traffic and generates leads. Don’t start on drafting without an objective or editorial schedule; visit the why the best-laid plans succeed first. Once your success roadmap is ready, it’s time to crack those knuckles and get to work punching the keys.
In the real estate world, where a broker’s attention is pulled in a thousand different directions, adding a new task seems like pulling a block from a Jenga stack. Blogging is the best way to generate original content for your business website. Starting one will strengthen your marketing efforts, not send it toppling to the ground. Use our approach to starting a real estate blog to start building success. The key begins not with writing a blog, but the plans.
We have baked chocolate chip cookies a dozen times, but that doesn’t stop us from googling a recipe every time. We rely on directions to keep us on track. The same is true for our professional lives. We craft SMART goals and benchmarks to provide guidance. Your content marketing deserves the save attention. You can't just create a social account, throw up some posts, and expect instant results. What's going to happen in two or three months it's not performing the way you expected?
Keller Williams is a residential and commercial real estate company emphasizing investment in its associates and communities. Today, Keller Williams has 139,000 associates working in over 790 Market centers across the globe. It believes the individuals’ community presence is what drives business. By providing agents the necessary resources to grow their business, everyone is successful.