Marketing: How Many Social Sites? One? Two? More?


Is limited marketing time for social media best spent domineering one site, such as Facebook, or developing a lighter presence on many social media sites?

NEW YORK – Real estate professionals may have good results focusing on a particular digital marketing channel, but Angela Boyer-Stump, senior global real estate advisor and licensed salesperson at Sotheby’s International Realty – Bridgehampton Brokerage, prefers an omnichannel approach. This means she launches listings on social media and YouTube, followed by email marketing.

“In case someone doesn’t see the listing on social media, they may find it on my weekly blog in their email,” she explains.

It’s also worthwhile for agents to know where their audience members are most active online.

We noticed that many people in our database are not on social media, such as Instagram and Facebook, so we’ve tailored our LinkedIn content to advertise significant sales and local market updates to our network,” says Jennifer Gilson, a real estate agent at Golden Gate Sotheby’s International Realty.

Gilson has also found that digital strategies are not one-size-fits-all: “Each property is different, so you’ll have to adjust your story and strategy.”

Meanwhile, today’s video marketing can include catchy intros, beautiful shots and unique editing.

“For my high-end sales, I use a videographer that has experience in drone work and indoor and outdoor videoing,” says Boyer-Stump.

Gilson says she’s found positive results from mixing lifestyle and property content in her videos.

Agents should also consider highlighting behind-the-scenes footage and insights. This can be achieved by posting photos or videos on social media, or sharing with an exclusive email list.

Source: Inman (11/14/22)

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