When it comes to engaging new real estate customers, the social media platforms you're using must resonate with your demographic. If you're only using one form of social media, Facebook for example, you're missing the boat. Using a variety of social media platforms is important as well as honing in on your target the audience. Let's take a look at which platforms are ideal for attracting your preferred demographic.
Let's look at the college-aged population, those who have completed college or some college, as an example. If you're marketing to this group, you'll want to focus on Facebook and YouTube, according to a recent Pew Research study. Create a video on YouTube then share it on Facebook to kill 2 birds with one stone. Also, considering doing Facebook Live posts to engage followers. As you focus on using these platforms, remember to look at your analytics to ensure you're getting engagement and conversion. If not, consider changing the way you're marketing on these channels or choose other social platforms.
4x as many consumers would rather watch a video about a product rather than read about it. - Animoto
Overall, YouTube is the most popular online platform and should be used no matter which age group or demographic you wish to target. With 73% of all adult users tuning into YouTube, you can't go wrong using it as your primary platform. 91% of 18-29 year old users visit it daily.
To compliment the YouTube trend, consider shooting short videos about homes you're selling, buyers you've recently served, videos about the current market and up-and-coming neighborhoods. If possible, have the videos recorded professionally. If this isn't feasible, consider a few affordable items that will make your videos look more professional, like a light ring and microphone. Have a bit of fun with your videos and let your personality shine through.
You can create even more value if you encourage video viewers to follow a link to your website or a landing page. For example, if you created a video about a home you recently sold, encourage homeowners to sign up for a free home valuation. By doing this, you're providing even more value and have a greater chance of converting them into a future client.
Other conclusions from the study:
- Women tend to gravitate more to Facebook while men favor YouTube, but both platforms are predominantly used by each gender.
- 18-24 year old users may choose YouTube and Facebook as their primary platforms, but Instagram and Snapchat are also highly preferred.
- Instagram is used by 35% of adults, third behind YouTube and Facebook. Despite it's ranking, Instagram stories can attract quite a following when posted consistently (post at least 1 story per day or your efforts will likely be fruitless). Stories expire after 24 hours. Not interested in posting videos each and every day? Considering hiring an assistant who can post stories for you.
- Although Twitter isn't favored as a top social media platform, generation Z uses it more than other age groups so it's worth utilizing especially if that's the age group you're targeting.
- Pinterest is used by 41% of women but only 16% of men, but both genders, 25-29 years old, use it consistently. Create real estate themed boards (ex. home buying tips or remodeling ideas) then post infographics, videos, and beautiful photos of homes to attract more followers.
As you can see, YouTube, Facebook and Instagram are the most popular social media platforms no matter which demographic you're targeting. No matter the age group you hope to attract, focus on creating videos to get the most engagement. Remember to take a look at analytics to see what's working and what isn't. If your analytics indicate you're getting the most engagement from Instagram, focus your efforts on it and spend less time on other platforms. Have fun sharing your real estate knowledge! Please share your most popular videos in the comments below to help others get an idea of what appeals to consumers.
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