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We all want more likes and comments on our social media. 

Because we know that engagement can lead to relationships and, ultimately, to customers! And if we put money or time into an ad, we want it to work. 

It sounds so simple. Yet, it can be so challenging! 

How are we able to genuinely connect with our ideal home buyer or seller? On today’s quick tip, we’re covering the key to more leads and social engagement. 

The answer to more engagement and more leads is actually quite simple and based around an idea you might already know. 

“Old-School” Farming & Niche Marketing 

If you’re not familiar with niche marketing, the concept is based on getting specific. You focus on one particular aspect and tailor your marketing towards it. This might be a type of homebuyer or seller, EX- millennial buyer, or it could even be a specific neighborhood. 

It’s not a new concept to real estate. Farming neighborhoods, a traditional advertising path, has been popular for real estate marketing for years. In farming, you typically choose an area and set out to become the go-to agent in the neighborhood through advertising, community events, and creative marketing. 

The reason farming works is because you’re concentrating your efforts into a smaller, more manageable audience size, the homeowners in that neighborhood. All of your marketing is tailored towards that neighborhood and, more importantly, is applicable to the people living there. 

Your marketing speaks to those homeowners. 

It all ties back to choosing a specific type of customer and providing marketing for that person. 

Getting Specific 

Yet, on social and with ads, we often don’t get specific enough. Agents will tell me, I work all over the place. So I don’t want to narrow in on an area too much. Or - I work with all kinds of buyers and sellers and don’t want to choose a niche.

The fear of being specific drives more people away than being specific does. 

Let’s step outside of real estate marketing for an example. 

Imagine you are somebody getting ready to retire, and you want to work with a financial planner for help with your retirement plan. You have a particular need - much like a home buyer or seller. You see an ad on social media. 

The ad says “Trustworthy Financial has been serving the area for 40 years. Contact us today for all of your financial needs. We’re here to help!”

Great, they’re a local company that seems to have a good reputation. But what do they do? Do they help you manage your assets? Do your taxes? Are they a bank? What’s going on with them? 

But you’re not going to ask yourself these questions. You’re going to keep scrolling because the ad didn’t jump out to you and say how they could help you plan for retirement. The ad was all about them, and you didn’t care to figure out if their services could help you. It didn’t connect with you. 

You might be thinking, “that’s so obvious.” Yet, I see ads all the time advertising agents with basic language such as “here for all your real estate needs.” How many people are going to stop and figure out if you’re talking to them? 

So, back to the point, I’m trying to make. The key to more engagement on social and even to more successful ads that generate leads is one thing - it has to be tailored towards your audience. 

If that ad had simply said, “Getting ready to retire but are unsure about your finances? Download our 10 step retirement ready plan or schedule a consultation with an advisor,” then we’d have known that it was for us. 

How To Connect With More People

Your social media post, ad, video, whatever it is needs to be tailored towards the person you’re trying to reach. If you don’t know who that is, then the person on the other side isn’t going to either. You can’t be generic. You have to be specific. 

We want people to feel like you are the right agent for them. They can trust you to help them reach their specific real estate goals. Your post and your ad need to feel like they were made for the person you want to connect with. 

For ads, this will make your potential buyers and sellers feel like they are not only heard and that you can relate to them, but more importantly, you are the agent to help them. For social, people are going to be more likely to like, comment, and share relevant posts. 

It doesn’t have to speak to everyone, but it should really stand out to that core group of people you’re trying to connect with. 

On your personal social you share something about the challenges of homeschooling. I bet it’s other people with kids who comment the most. It’s because they can relate. That post is for them. The same idea works for your real estate marketing. 

Creating a compelling social post or ads that generate leads doesn’t have to be complicated. It just has to be specific. Take the time to tailor it to the person you’re looking to attract. 

Getting Specific

The next time you go to write something on social or create your next ad, envision who that person is that you’re talking to. Be specific. Speak to their problems and how you can help them overcome those problems. 

To help you with this, download my marketing plan, where I have a whole worksheet on getting specific with your audience. 

Because being specific takes the guesswork out of working with you. Your ideal homebuyer or seller knows that you’re talking to them, you have the skills to help them, and they feel connected to you. 

The key to more leads and social engagement is making people feel special by being specific. 

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