One problem that many estate agents have is there is no connection in the various parts of your business. It is easy to see your social media strategy, and even your marketing activities, as a very separate part of your business compared to how you deal with clients or take care of regulatory matters.
However, no matter how large your organisation is, no company is so big that these areas can be kept apart. As an estate agent, there must be a connection in everything you do.
At the top of your priorities should be your business goals, as these will drive the majority of what you do. Therefore, how can you expect to develop and deliver a successful social strategy without knowing what your business goals are.
Your business goals underpin everything you do
Once you define your business goals, and these should be clearly stated, you can start to focus on how to market yourself or your agency to achieve these goals. Examples of business goals for an estate agent could include:
- The number of clients you have on your books
- The number of appointments you arrange
- The number of listings you have
- The number of viewings you conduct
- The number of properties sold or let
These are all outcomes which can be measured, and as such, they are suitable business goals for estate agents.
How you work towards achieving these outcomes is up to you, but you will hopefully see how it becomes easier to develop a social strategy once you know what goals matter to you.
If you are focused on creating meetings and appointments with prospective clients, with an aim of increasing the number of clients you have on your books, this should feed into your social strategy.
You are likely to be reaching out to cold clients, or clients who have some but not a lot of knowledge about you, who you are, and what you do.
Be consistent in your output
By creating posts about the local property market, about the services you offer, and by sharing testimonials from satisfied customers, you develop a social strategy that helps you turn people who don’t know you into clients.
If you are keen to increase the number of properties you have listed, this should form the basis of your social approach.
You should say you are looking for properties to sell or let. You should detail your services in this area, and why this is of benefit to prospective vendors or landlords. You should share images and video content that features your team hard at work, selling and letting property.
You should also share reviews and testimonials from satisfied customers who have sold or let their property because of your efforts.
In consistently creating content that shows you can deliver an outcome; you enhance your chances of connecting with the clients you wish to reach. By consistently reaching the people that you want to connect with, you increase your chances of achieving your business goals.
There are some days when it is good to be spontaneous and post a relevant news topic or something which springs to mind. However, when it comes to achieving business goals, consistency is vital. When you know the goals you want to achieve, you must create and share content that is consistent with these outcomes.
If you are an estate agent looking to win instructions and gain new clients, these should be part of your business goals, and part of your social strategy. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.
If you want to learn how content is derived from your business goals and how this helps you connect with clients and ultimately, sell homes in a challenging time, contact us today.