The fundamentals you need to improve in your social strategy.


With the year coming to an end, and people looking at wrapping up before Christmas, we wanted to look back at the significant blunders some agents have made when it comes to implementing their social strategy. With a few weeks left for the year, there is a perfect opportunity for you to rebuild your social brand, and plan its execution and roll out over the next year. With 90% of people starting their home search process online, it's imperative you learn from others mistakes.

Mistake 1: 

Agents focus on the listing not the buyer: Its all good an dwell pumping up the features and benefits of a house, and yes some people will be interested in hearing about it, but what people will be even more interested in is if you can fix their problems. People move because they have a want or need that is not fulfilled in their current living arrangement. The cut through of a call will be that much greater if you can pitch a house to someone and demonstrating how it is a solution to their current problem. Stop posting listing photos on social and post real life photos. A photo from a happy client who shares a snap from their first night in their new home. People buy in to real life examples, and they want to be able to relate to it. There's no use promoting million dollar homes with no personal focus all the time, as it will alienate people.

Mistake 2: 

Agents add an abundance of content at once and don't back it up. A classic mistake agents make in their social strategy is focusing on it heavily at a stage, before dropping it entirely when things get busy. This unreliability makes it very hard for people to know what and when to expect content from you, and chances are they will stop engaging and unsubscribe. The key is to add little bits of value consistently, write a blog article each week for buyers and what they can do to be proactive in the market, also write an article for vendors on the processes to go through when listing a home and finding a new home, have an open line of communication to increase engagement. 

Mistake 3:

Agents start increasing their social media exposure but don't monitor if it's working. A good way to do this is to work on a solitary week with the content and channels you plan to engage and see how it goes. Once you can measure how much engagement you had, you can then start to decide if it is working or not. If the engagement isn't where you'd like it to be, then think about varying your content and asking people what it is they want to hear. Your open for inspections are a great place to chat and openly say, 'I'm looking at building out some local content and information for prospective home buyers, what information would you like' if you ask enough, this can save you having to test the content to find out if they like it or not. 

Mistake 4:

Agents don't plan and take an ad-hoc approach to their social media. To make this simple, save templates in to your social media scheduling tool so every week when you are posting that content you can just vary the source of information. This can mean you just need to fill a few holes. (Note: be wary when doing this as some content can come across as boring due to the continual execution be exactly the same, try changing your templates every few weeks to ensure it stays fresh whilst also saving you time) 

Mistake 5:

Agents don't put a compelling call to action at the bottom of their posts. A lot of people write great content, but after it's read the person doesn't know what to do next. People need to be told to share it with the people who are relevant and encouraged to do something, be it pick up the phone and ask for an appraisal, or sign up to an email list. By spelling out what it is they need to do, you will create a work flow where they move from passive recipients to active engagers. 

What to do next?

  • Press the share button below and share it to your social networks
  • Go and establish your social profile accounts
  • Commit to writing two updates a week about your market and tips that people can use when looking to buy or sell
  • Start engaging in other peoples post where you think they are adding value to you.
  • Syndicate the content across multiple channels.
  • Write appropriate content for appropriate audiences. Facebook is a lot more visual than twitter so think about the content you'd post there over a platform like twitter where it's a much higher turnover of content. 

Need any further help?

Shoot me an email at todd@homely.com.au and I'll be more than happy to try and help you get on your way.

About the Author:

Todd Schulberg

Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach. 

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Rocky Bartolotto

Rocky Bartolotto is the National Sales Director for Homely.com.au - Rocky's extensive experience in introducing new product offerings to the market and client management abilities makes him one of the most knowledgeable property specialists in the country. 

In addition to his time working in the online space, Bartolotto is also one of Sydney’s top auctioneers, with over 4000 auctions performed through his business Auction Services.

is the National Sales Director for Homely.com.au - Rocky's extensive experience in introducing new product offerings to the market and client management abilities makes him one of the most knowledgeable property specialists in the country. 

In addition to his time working in the online space, Bartolotto is also one of Sydney’s top auctioneers, with over 4000 auctions performed through his business Auction Services.

rocky round.png


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