Social media is an undeniably essential aspect of lead generation for real estate agents. The most successful real estate agents all have distinct presences on social media, and for good reason. Today, almost every buyer starts their search for homes online.
Many new real estate agents underestimate the value of social media. Lead generation is about personal connections. Unfortunately, real estate websites like Zillow and realtor.com convince new agents that leads are better purchased than earned.
- About 7 in 10 Americans use social media as a part of their daily routine
- About 68% of U.S. adults use Facebook, with 74% of users logging in at least once per day
- Social media helps agents form personal connections and meet clients that are serious about buying/selling
Heather Elias, founder of the Loco Real Estate Team at Century 21 Redwood Realty, says the importance of marketing is one piece of the puzzle that’s often overlooked by agents, especially when it comes to the day-to-day work of making new connections with consumers.
“I don’t think enough agents run their business like a business,” she says. “They don’t think about how much outreach they need to do on a week-to-week basis or stick to it. It’s a lot of work.”
Why Agents Should Use Social Media
The Pew Research Center estimates that around seven in ten Americans use social media to connect with others, and many see it as part of their daily routine. As more and more people become active on social media with greater frequency, the number of opportunities for real estate agents to make new connections grows exponentially.
“Second only to personal referrals, social media brings my highest number of connections with new buyers and sellers,” says Melanie Voss, CRS, with Farm & Ranch Realty in Colby, Kan.
Elias combined her background in public relations and marketing with her real estate business when she started using social media. She says social media offers new ways for agents to connect with consumers.
“Instead of having to go to a cocktail party or PTA meeting, or volunteering in your community to be able to meet people, there are ways to connect with like-minded individuals using social media, and that will grow your business,” she says.
Besides the obvious advantage of bringing in more buyers and sellers, real estate agents can use social media in other ways, too. Voss uses social networks as a way to demonstrate her expertise in real estate by sharing tips, data, and trends impacting property sales in her area.
Which Social Media Networks Should Agents Use?
Although social media has been around for many years (Facebook was founded in 2004!), the way it’s used and how it impacts people’s lives are always changing.
“It’s grown and changed as more of our consumer base is using it, and the way people use it has changed,” Elias says. For example, Elias used to depend much more on Twitter to connect with people, but now she sees more opportunities on Facebook and Instagram. The popularity of these platforms is reflected in the data, too. Pew estimates that today, some 68 percent of U.S. adults use Facebook, with 74 percent of those users logging in at least once per day
View the original article at Realtor Magazine