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Have you ever heard the saying that “if you’re focusing on too many things, you’re not focusing on anything?” The same can be true when it comes to real estate marketing, especially social media marketing for agents! With all of the different platforms, strategies, and industry advice, it can be easy to become overwhelmed. 

There’s no right answer for everybody when it comes to social media marketing. We’re all different people. We have different ideal customers, different strengths, and different passions. 

That’s why I want today’s episode to help YOU decide what’s best for you. 

Which platform will make the biggest impact on your business? Which platforms are going to not only align with your plans but also support the goals you’re working towards? 

Now, let’s dive into the three main items to consider to determine where your laser focus should be. 

How Does Social Media Complement Your Overall Marketing Strategy?  

Your social media goal should support your overall marketing goal which should support your overall business goal. 

Don’t waste your time and money on a platform for the sole reason of being on that platform. How is what you’re doing going to directly impact the bottom line of your Real Estate business? 

I was talking to a successful REALTOR® the other day, and they told me they really wanted to focus on their Facebook Business Page. Happy to help, I started asking a few more questions to determine how she could best leverage the platform. 

It turns out that she had no interest in generating online leads and wanted to focus on her sphere and referrals. 

Focusing on a Facebook Business Page probably isn’t going to best support her goal, especially when she’d more than likely have to pay ad dollars just to get her friends and family to see what she’s posting on her page. She’s much better off focusing on posting engaging content on her personal page, friending the people she knows, and having conversations with people. This is something that is not only free but will better serve her business and her sphere. 

Don’t feel like YOU have to do something. We want to keep our eyes on trends in marketing but you have to do what supports your current business model. 

Where is Your Ideal Customer or Target Audience and What Content do They Prefer?

Social media marketing is all about forming connections, and you will have the greatest chance of this if you are serving the right content, to the right person, at the right time. 

Jot down who your ideal customers are and where you’d be most likely to find them. It’s important to envision your ideal home buyer or seller and think about how they would use social media.

Consider not only the platform they prefer but also what they like to engage with on social media. You might have a huge opportunity for video on YouTube or be in a unique lifestyle market where Pinterest is a goldmine. 

Don’t stress about picking out content.

What’s Your Budget, Both Time and Money? 

Most of us do not have unlimited budgets and we barely have enough time in the day.

You need to have a self-conversation about what you will invest in social media and that’s not just money. Determine how much time you will realistically commit to social media marketing. 

Do you want to spend time and money next year to run ads or create content like video or social media posts or would you rather dedicate time to conversations? 

As a general rule for Facebook Business Pages, you have to pay to play. Most people aren’t going to see what you post anymore without running ads. But there’s good news, Facebook ads are relatively easy to create and are an affordable option. 

Your personal page is a free option for engaging with the people you know. Make it a point to friend your sphere and comment on what’s going on in their lives. You can also leverage Facebook Groups to grow a community or take advantage of the growing trend of videos to highlight your expertise as a REALTOR® or industry pro. 

Now, I love Instagram because there is still a real opportunity for you to grow your audience without spending money. It’s a visual platform that works beautifully for our Real Estate industry. We have some pretty content to share!  It’s also a bit of work and time commitment. It’s going to take some time to craft posts and a feed that your ideal audience is going to want to follow. 

Figure out what that budget looks like.

At the end of the day, the answer to social media often comes down to - what do you really like?

Where do you like to spend your time? Where do you think you could add value and make true connections with more people? What will you use consistently? Where are you going to be most excited to invest your Real Estate marketing dollars? 

For me, this year is all podcasting. Whether that counts as social media or not it doesn’t matter because I’m obsessed with podcasts. And I know that’s where I’ll be able to connect with the most people. I’m also excited about Instagram and the ability to have more conversations about marketing on my favorite true social media platform. 

Now, which platforms make the most sense for your business? Let me know your thoughts in the comments below and be sure to follow me on Instagram @IdeasForRealEstate! 

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