As we have discussed in our previous “how-to” articles for #CRE Brokers and firms, Yes, You Have the Time. Managing Social Media as a Commercial Real Estate Broker and How to Promote Your #CRE Business on Instagram, marketing on social media is a highly effective tool to increase visibility and leads.
Today we delve into the nitty-gritty of social media posting, providing best practices to maximize customer engagement. After all, engaging customers is the end goal for #CRE Brokers and firms, whether that means clicking a link to a new listing or picking up the phone to learn more.
Below we outline the who, what, when, where, why and how of social media posting, ensuring #CRE Brokers and businesses get the most engagement from their efforts by crafting compelling posts.
When posting you should always think about whom you are posting to. This will help you ensure that your message is tailored to the right person. In the case of #CRE Brokers and firms, your “who” is going to be any individual involved in the investment, brokerage or property management of commercial real estate.
- Fellow #CRE Brokers and Firms
- Industry Affiliates
- Industry News Sources (Reporters)
It’s important to have a target audience with each post and when applicable to make sure you tag them. (To learn more about tagging, keep reading).
The “what” is the actual content in your post, the meat and potatoes, i.e. the most important part. Not all content is created equal, and below we outline the types of content #CRE Brokers and firms should share to see maximum engagement.
- Adjacent Content (Content you have collected or curated from relevant sources)
- CRE Market News (Important stories and news affecting your market)
- Financial News
- CRE Tips, Tricks and Best Practices
- Direct Selling (Featured Properties, Services, Closings, Listings)
- Community Involvement (Volunteering, Networking Events, Store Openings)
- Team Posts (Advisors/Staff news)
- Personal Tidbits (Hobbies, Family, Humor, Anything to “Humanize” your business)
The content mentioned above should be rotated throughout your posts. The golden social media posting rule: For every 4 posts, only 1 should be direct selling. If you are constantly pushing your product or services you will see quickly that you will lose followers/likes and see zero engagement. The point is to become a #CRE resource on social media, a place customers can go to learn about their market and new product.
When and how often you post is sometimes just as important as what you post. Though not an exact science, there are certain times of the day that social posts will earn more engagement. Think early morning before people have really started their day, lunch when they have a break, and late afternoon when they can see the light at the end of the workday tunnel.
Below we break out post frequency and timing per social media profile.
- 5 Posts Daily (2 retweets)
- 8 am, 12 pm and 5 pm (Posts)
- 1 – 2 Posts Daily
- 8 – 9 am (Post 1) and 1 – 3 pm (Post 2).
- 1 – 2 Posts Daily
- 9 – 11 am (Post 1) and 5 – 6 pm (Post 2).
- 1 Post Daily on Personal or Company Page
- 2 Posts Weekly on an Industry Group Page
- 7 – 8 am and/or 5 – 6 pm.
- 1 Pin Weekly
- 2 – 4 pm
The “where” is not the location you do the posting, you already know that part, but rather where you gather the curated content we spoke about earlier. A large time consumer in social media posting is scouring the Internet to locate news, articles, photos or videos (content) that you want to share. By using a content curation platform you save yourself the time of searching and have an algorithm do all the work for you!
Here are our favorites:
When writing your posts, before you hit “publish” make sure to always ask yourself the following questions:
- Is this compelling?
- Would I want to read this, share this, like this?
To increase engagement there are certain elements every post should contain.
Always ensure to shorten all links using your social management platform (Hootsuite, HubSpot) or Bitly. This provides for less verbiage (the shorter the post the best) and the ability to track engagement (clicks).
Always include a hashtag in your posts to let your audience know at quick glance what you are talking about. For #CRE Brokers and firms here are some general industry hashtags to use:
Always make sure to tag a content source or person in your posts when possible (available in Twitter, Facebook and LinkedIn). In Twitter you can do this through the use of their handle (ex. @SVNIC) and in LinkedIn and Facebook you can tag other pages/people by using the @ symbol and typing in their name.
Now that you have the tips and tools at your fingertips, it’s time to start posting! We will admit that for #CRE Brokers and firms new to social media there will be a learning curve. When you first start posting expect to spend a little more time on this then you want.
As you get more comfortable, adopt a management platform that makes sense for you, lock down your content sources and start building an image library, social media posting will become quick and easy. Make sure to bookmark our blog as we will be sharing even more social media tips for #CRE brokers and firms. Now, go get social!