There is one fact about real estate that has always been true: this business is built on real relationships, with real people.
With agents knowing this fact, it can be hard to understand why social media marketing is really so important. And sometimes I get it — if you aren’t used to showing up online, it can feel canned and impersonal.
But, there’s a lot more to the story when it comes to social media marketing in real estate.
Social media is a powerful tool that allows real estate agents to create trust and connection with real people, at scale.
When utilized properly, you can create meaningful connections with dozens more people with one post, than you could through other traditional methods of marketing like Open Houses. And, while those face-to-face kinds of activities are still really important to implement into your business plan, it would be silly to ignore the fact that social media can leverage your time to create even more connections than just door knocking, open houses, and even cold calling, alone.
The best part? You don’t need to be a social media wiz to start meeting with new buyers and sellers in your market. You can build a powerhouse presence on social media in just three stages: Connect, Converse, and Convert.
Connect
You have to build awareness around your business and brand that allows people on Instagram to find and connect with you. You should know that Instagram acts like a search engine and connects people to content they want to see based on where they are located, and what they are interested in.
So you have to make sure that your Instagram profile will get found by the RIGHT people, but how do we do that? Well there are some really easy things we can do right off the bat to make sure you are standing out.
Your Instagram Bio
Remember that Instagram is likely where clients will have the first impression of your business. So be sure to make a strong first impression with new potential clients. You’ll want to take a look at your Instagram Bio, because that’s what potential followers will see first when they find your profile. Make sure that in the Name field of your account, you are placing a keyword here that Instagram can use to present your account to potential clients who are searching for related content.
Think about it - what would potential buyers or sellers be searching for on Instagram? While a lot of people know my business as The Lugos, the general public probably isn’t searching for that term. They don’t know who Bryce and Stefanie Lugo are yet, but they do know they want to connect with professionals in the Phoenix area, where we serve. They more likely would be searching for something more general like, “real estate”, “home”, or “Phoenix Real Estate”. So if I keep a stronger keyword in my Name, the chances of my account showing up when someone searches for that kind of content are higher. So make sure this part of your bio is optimized.
While we are talking about the bio, make sure your description is very specific. Part of connecting with the right audience on Instagram is letting people know who you are, what services you provide, and who you provide them to. This builds trust with potential followers that your account is right for them.
And further, check out the link in your bio and be sure that it is optimized by directing to your website or another page that will be branded to you and define clearly what services you offer. If you can direct this to a page that has a lead capture for interested parties to register on your list or home search site, even better.
Hashtags
Here’s the thing, hashtags are basically keywords that Instagram uses when people search for content on the app, so if you use the right hashtags, that will increase the chances of the right people finding you. I plan on doing a more in-depth video on hashtags next week, but for now, here’s what you need to know:
Use hashtags like keywords that you believe your ideal clients will be searching for or following.
There is a right and a wrong way to do this. For example, look at hashtags like #realestate, #follow4follow, #topproducer, #forsale. Do you really think your buyers and sellers are searching for that kind of stuff? Probably not, so we need to niche down and get more specific on finding the right hashtags.
Place these hashtags in your posts, in your Stories, and even a few hyperniched hashtags in your bio, but only if it’s appropriate.
Now we can go REALLY in depth on this topic but like I said, my next video will be about hashtags so if you have specific questions about them that you’d like me to address next Tip Tuesday, comment below. And you can also learn more about hashtags by downloading my free training for Instagram by heading over to www.InstaGrowthforRealEstate.com/blueprint.
These simple but powerful shifts you can help potential buyers and sellers not only find your account, but also to know that you will create content that they are interested in consuming, hopefully leading them to decide to follow you and engage in your content.
Converse
I teach on this topic in my program, Insta Growth For Real Estate, way more in depth than I do in these videos, so you can check out further details here, but some key points are really worth discussing when it comes to conversing.
The conversations you’re having on Instagram are just as, if not more, important than getting found in the first place. However, it’s an area that I see a lot of real estate agents mess up big time.
Content marketing in real estate is so important but a lot of real estate agents don’t know how to turn off the sales pitch and truly market to their audience. The real estate agents that crush it on Instagram know that the secret to converting clients is by starting a value-based conversation.
Here’s the thing: real estate businesses are built on relationships and real connection - that is the truth, it has always been the truth and will continue to be so. But a lot of agents forget that and just go into straight up selling mode, advertising their listings, shouting about open houses, and clawing for the next client. Not only is this not truly fun for us as real estate agents - I mean, no one actually likes to be the slimy salesperson, right? - but constant selling alienates your audience. It’s a turn off for people on instagram.
Instead, I want to encourage you to try a different mindset: What value can you bring with your audience, and deliver through a conversation? Consider your ideal client: What do they care about, what fears do they have, what are their hopes and dreams? Think about objections your ideal clients may have to buying and selling, and create content that addresses those questions and concerns.
For example, my ideal clients on Instagram desire to own a beautiful home here in Phoenix. Sometimes it will be their first home. Sometimes, they already own a home they need to sell first. But the process feels daunting to them and they aren’t clear on exactly what steps are required to make their dreams a reality. I take all the questions and concerns I hear from my real clients around this topic, and post content that provides answers, creative ideas, and real-world stories on the matter.
Then, I invite the conversation. Encourage your followers to comment questions and ideas on your posts, and then carry on the conversation in the comment section. Speaking directly to your followers will not only give you more insight into what they care about, giving you valuable information to use later, but will convey to potential buyers and sellers who follow you that you are a professional who actually cares about delivering great service to them. By helping them overcome the fears and objections they may have to buying or selling, you create trust and confidence that helps them in their decision making to know that you’re the right agent for them.
As you can see, when you create valuable content with your audience in mind, it powerfully attracts the right buyers and sellers to your Instagram, builds trust and connection, and at the end of the day, helps get them off the fence to know that you’re the real estate agent they should hire.
Convert
With the first two steps, you’ve been able to connect with the right audience by making sure the right people can find you, and then you’re nuturing them and building trust by creating a bigger conversation around the content you post. Now it’s time to invite the handraisers, those who are looking to make a move, into a sequence for the sale.
There are two big pieces to the conversion puzzle on Instagram that I like to employ and number 1 is the DM.
Direct Messages & Comments
Direct Messages are where I book most of our appointments, it’s kind of like the private message inbox on Instagram. Often, I will receive direct messages from buyers or sellers, asking questions or inquiring about real estate. I covet that conversation in my DM’s.
A big tip is to send respond to these inquiries with video messages or voice notes instead of a standard text. By taking this easy extra step, you’re going to become much more memorable as a person by adding this human element, and you’re going to show this potential lead that you really care about this connection. It makes people feel really special and builds rapport that is so necessary in closing the sale.
But you might be wondering what to do if you’re not constantly getting DM’s. Here’s the solution - when you post a great piece of content that gets a lot of thoughtful comments, go look at the commenters profiles and ask yourself if they could be a potential client.
I like to send direct messages with the answer or response to comments from these handraisers, those who are engaging with my posts and asking specific questions about buying or selling.
Being a little more aggressive in this way can win more conversations which will be easier to convert into actual clients. You’re taking that conversation away from the public setting of the comment section, into a 1:1 discussion in the Direct Messages. You have more control over the client experience now, and can naturally set an appointment or direct them to a helpful resource that you provide, like inviting them to sign up on your home search site (ask me which my favorite is). Or, receive their contact information and provide helpful buyer or seller resources. That way, you have a way to connect with them off the app and move them further down the sequence towards a sale.
There you have it! My 3 C’s to Instagram - Connect, Converse, and Convert.
If this was helpful, tell me in the comments! Would love to hear which part you will start implementing this week!
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We’re Bryce & Stefanie Lugo, award-winning husband and wife real estate duo in Phoenix, AZ. We are so glad you found us!
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