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Social media post ideas

Australia's top real estate influencers to start following

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Australia's top real estate influencers to start following

All real estate agents aspire to use the power of social media to grow their business, engage with more consumers and generate leads. But sometimes that's easier said than done.

For this reason, it’s worthwhile to start following the industry influencers that are at the top of their game to learn what strategies you can implement to boost your online presence.

The digital media ranking system BrandData has ranked the top 44 Australian real estate brands and franchises online presences by tracking follower and engagement measures across various digital platforms (including Twitter, Facebook, website, Instagram and Youtube).

The top 10 Australian Property Agent influencers as of October 25, 2017 based on the BrandData rankings are:

1. LJ Hooker

2. Ray White Group

3. McGrath Agents

4. Harcourts

5. Century 21

6. Raine & Horne

7. Barry Plant Real Estate

8. Elders Real Estate

9. Jellis Craig

10. Nelson Alexander Real Estate

Using the data from these rankings, we can see which agency or agent is the top influencer on different social portals.

Here are our key takeaways from studying the top influencers in real estate on the most popular social media platforms in Australia.

Ray White Group- Facebook

Ray White Group was ranked first for Facebook engagement. With over 10,000 likes their Facebook page is a masterclass on soft sell marketing techniques, where the focus is on building trust, fostering long-term relationships and engaging with their audience rather than just sell, sell, sell 100% of the time. Featuring a treasure trove of posts including competitions, how-to videos, property news, VIP events, agent profiles, corporate reports, white papers and the occasional listing, this is the page to check out if you’re ever stumped for Facebook content ideas.

One of our favourite types of posts they frequently share is their incredible range of original blog content. We think part of the reason their page is so successful is that they create and share 'value adding' helpful blog content to engage with different members of their audience sporadically. This reinforces the Ray White brand in readers’ minds as property experts who are committed to servicing their many and varied followers. This strategy is a win-win for Ray White as the blog articles are also great for SEO and driving traffic from Facebook straight to their website.

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Ray White Group- Twitter

Ray White Group also ranked first for engagement on Twitter. Just shy of 8,000 followers, the content strategy on their Twitter account is similar to their Facebook page but with greater emphasis on sharing and retweeting news, current events and videos.

Research shows Tweets with images see five times higher engagement rates than those without and images increase retweeting by 150%. All Ray White’s posts contain large high-quality images with a short text summary, which helps to explain their success with the platform.

Ray White also shares and retweets lots of relevant video content, which is a great strategy for upping engagement with followers and industry networking. Studies show that 82% of users watch video content on Twitter and that adding video to a tweet gives you a 28% boost in engagement.

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Nelson Alexander- YouTube

Nelson Alexander was ranked first for YouTube engagement. They've had over 1.5 million views since starting the YouTube channel in 2013. As far as we can tell, winning features of their YouTube channel and video content include:

  • Clear and sophisticated branding.
  • High-quality video production.
  • A variety of different videos on offer including listing videos, guided listing tours, vendor interviews, auction footage, auctioneer and office profiles.
  • Constantly uploading new videos (several times daily).
  • Videos are optimised for mobile viewing.
  • Sharing of YouTube content on Twitter.
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Gavin Rubinstein- Instagram

The only individual real estate agent to make the top 44 Property Agents on BrandData’s list, Gavin Rubinstein is ranked first for Instagram engagement ahead of all the major Australian real estate franchises.

An agent at Ray White Double Bay, Gavin regularly shares Instagram stories and posts with his 14.5K followers. His posts are successful at building his brand and profile by providing glimpses into not just his professional life and achievements, but also titbits from his at times glamorous and everyday personal life (think holiday snaps, red carpet events and even cooking dinner). Gavin’s stellar Instagram account can be chalked up to:

  • Knowing his audience- Gavin’s Insta marketing is geared towards the high-end lifestyles of followers and the clients he caters for in the Sydney property market.
  • Adding value- Frequently posting quality, attractive, interesting and relevant content with his target audience in mind (typically every three to four days).
  • Variety- Sharing the perfect balance of business philosophy, self-promotion, listing videos and personal posts to give followers a sense of who he is.
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We hope these insights into what the best of the best influencers in Australian real estate do socially helps to guide your social media plan.

For more ways to improve your online presence take a look at our tips to develop a social content plan, a guide to becoming an Instagram pro and how to build your personal brand.

Happy selling!

The Homely.com.au Team

About homely.com.au:

Homely.com.au is a new way to search for Maroubra real estate for sale and properties for rent in Syndey. With over 340K listings and 500K local reviews and insights, homely.com.au is a faster and easier way to search for property to buy and rent in Australia.

Check out our Suburb Reviews and Questions pages to see what everyone is talking about.

Don't forget to download our iPhone app!

We'd like to hear from you!

If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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What Australia’s best real estate agencies are doing socially

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What Australia’s best real estate agencies are doing socially

Recently the digital media ranking system BrandData ranked the top 40 Australian real estate brands and franchises online presences by studying follower and engagement measures across various digital platforms (including Twitter, Facebook, website, Instagram and Youtube).

The top 10 BrandData rankings of property agent brands as of November 22 2016 are:

1. LJ Hooker

2. Ray White Group

3. Harcourts

4. Century 21

5. McGrath Agents

6. Elders Real Estate

7. Raine & Horne

8. Nelson Alexander Real Estate

9. Barry Plant Real Estate

10. Hocking Stuart

To help inspire and improve your social media strategy and online engagement here are four social media content lessons from some of Australia’s top performing agencies.  

Educate and inform

Many agents approach their social media with the mindset that ‘if you throw enough mud eventually some will stick’ by continually selling and pushing their listings on their followers. Maybe you’ll get one or two leads out of this technique but a much more engaging and valuable strategy is to provide helpful, interesting and educational content that will build up trust and credibility with your followers and see clients coming back to you for years to come.

If you have questions that keep cropping up over and over with vendors, buyers, prospective tenants and landlords, do yourself and your followers a favour and have the answers to these frequently asked questions at the ready. This could be in the form of a blog hosted on your website or a quick 90 second YouTube video that you share out on your Facebook and Twitter accounts weekly.

Here are a couple examples of highly engaging and informative topics shared by the number one performer in real estate for Facebook engagement, Ray White Group.

To develop your own engaging content topics, think strategically about the largest segment of potential clients that are most likely to be following you (Millennials, investors, second home buyers or downsizers). Check your emails and text messages for patterns in requests and questions that come up often from this segment to base your blog topic or video on. In next to know time you’ll have a library of informative blogs and/or videos you can call upon when required and clients can use and revisit in their own time.

The occasional CTA

While sharing educational and interesting content is all well and good, to make the most of your social media accounts and up engagement it’s wise to integrate the occasional call to action (CTA) into your content strategy. That way when your followers are looking to take the next step or engage with you in real life they easily have an avenue to do so.

McGrath came in at second for Twitter engagement in BrandData’s rankings. What they do really well on Twitter is the balance of business development, shout outs, informative and helpful content they share. They’re not constantly SELL SELL SELL. They include a great mix of property news blogs, conference updates, retweets, live auction results, podcasts, videos, tips and advice as well as the occasional CTA for listings, email subscriptions and webinars.

Whether it be signing up to your monthly newsletter, registering for a seminar, to enter a competition or the details of an upcoming inspection or auction, CTAs are the best way to get your followers to engage with you beyond your original social media post.

Hashtagging is essential

In 2015 BrandData’s ranking of the Australian property services showed that for property professionals the average engagement percentage was 3.7 per cent, with the highest average engagement percentage of any social media channel found to be on Instagram. These results stress the importance of agents being active and engaged with followers on Instagram.

In BrandData’s most recent ranking Marshall White came in at third place for engagement on Instagram. The takeaway from Marshall White’s stellar Instagram account is their consistent and thorough use of hashtagging. Hashtagging is a great way to grow your followers, connect with other users in your area, make your posts discoverable and get the conversation flowing with other users on relevant topics. Better yet Marshall White add all their hashtags (you can use up to 30) in the comments section of their posts as to not disrupt the flow of their descriptive captions.

Personalised videos

The most successful real estate brands have recognised the significance of video in not only effectively marketing listings online but for efficiently humanising and conveying the personality of their brand and agents.

If you haven’t already, start up a YouTube channel to build up a library of your listing videos, interviews with yourself and other team members, agent video profiles, Q&A sessions and auction videos to showcase exactly what you and your team are all about in easy to digest 60 to 120 second videos. If you sign up to Premier Agent you can add a YouTube video into your agent showcase to show off your unique talents and work ethic on homely.com.au.

Nelson Alexander Real Estate came in at third place in BrandData’s ranking for YouTube engagement. With a YouTube channel consisting of 3,165 videos, Nelson Alexander are very good at cataloguing their auctioneer and office profile videos. The best thing about videos like these is they can be used many times and they’ll always be relevant to new clients when they’re searching for an agent, real estate brand or auctioneer to work with. They are also highly shareable, memorable and engaging when posted to channels Facebook and Twitter.

We hope these four ideas assist you to further build up your followers, foster online relationships and spur lead generation through social media. If you're curious to see how your social status stacks up, find out your social media report card on BrandData here.

For more tips and tricks for social media check out our guide to become an Instagram pro, how to build a social media content plan and 21 social media ideas for agents.

Happy selling!

From the homely.com.au Team

About homely.com.au:

Homely.com.au is a new way to search for Windsor real estate for sale and properties to rent in Brisbane. With over 340K listings and 500K local reviews and insights, homely.com.au is a faster and easier way to search for property to buy and rent in Australia.

Check out our Suburb Reviews and Questions pages to see what everyone is talking about!

Don't forget to download our new iPhone app!

We'd like to hear from you!

If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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How to build a social media content plan

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How to build a social media content plan

We understand that agents lead very hectic lives, and because of that, a lot of things can go unchecked or be put on the back burner, like a social media strategy for instance.

One of the great advantages of social media is that the content and strategy part can all be planned and scheduled well in advance. You could take a couple of hours on a Monday morning for example and schedule all of your posts for the coming week. The engagement part however will take a little bit more active work on your part during the week. But you'll really only need to focus on answering people's questions and responding to the occasional comment, so it won't eat up a lot of your time.

Here is a day-by-day outline of what your weekly social media content plan as an agent could look like and some ideas on how to get it going.

Monday

  • Market wrap up- You should be spending approximately twenty minutes summarising auction results and property data from the weekend using reputable sources (such as REIV), and what kind of impact it will have upon your market. This positions yourself as the well-informed, local expert and gives your audience a quick update on what they need to know about the market and property this week. Your market recap could be hosted on your blog and shared via your professional Facebook and Twitter pages.
  • Expert tips and advice- Towards the end of the day share out one expert article or piece of information. This could be any information that you think buyers, sellers or renters that follow your page may find valuable. Such as tips on attending inspections, a guide to preparing to bid at auction or how to add value to your home etc. The Homely Advisor blog has a lot of handy tips for buyers and renters.
  • Sales results and client testimonials- Monday is a great day to share any news about a successful sale or auction result (or two!) from over the weekend or glowing feedback you've received from a satisfied client. You could include a short quotation from the clients in the post then link it back to your testimonial page so your followers can read the full review and more. This shows former and future clients your consistent track record of good sales results and happy vendors.

Tuesday

  • Team insight- Social media gives you another opportunity to build up a rapport with your audience, so showing them the goings on inside your business and personalising your team members is a great way to connect. One way this can be achieved is by giving every agent a personality and building up their profile. A snapshot of a team at a board meeting, industry conference/event or explaining what the team is up to every week can give a very personal insight in to your business. Use agent profile videos to provide a quick snapshot into each team members role and everyday life to bond with followers.
  • Social questions- To up your engagement invite people to ask questions and voice queries via your social media accounts. You could even set up a hashtag such as #askouragentsMcGrathNorthbridge so you can easily keep track of questions and responses. For example have people ask your team questions about your local market, selling their home and current listings. After all, you never know where your next lead could come from. 

Wednesday

  • Prestige/ feature listing of the week- Decide which one of your listings you really want to showcase and promote for the week. Then create brief pre-planned text for the post and select an image that best shows off your feature listing to appear alongside the link to the listing on homely.com.au. For really exceptional properties you could even write up a blog post to share out explaining the history of the property, why it is up for sale and other stand out selling points. Don't forget to include your details in the status update!
Our  Facebook page  has a lot of feature listing ideas

Our Facebook page has a lot of feature listing ideas

  • Agent opinion- You could go around your office and poll team members on certain architectural trends or home decor ideas and publish the results on your social pages and see if your followers agree or disagree. You could also pick a new team member each week to feature in a Q&A, have them talk about what they are finding good in the market as well as challenging, put together a blog piece on them and use it as an expert opinion to summarise your local market happenings. Ensure to leave their details so people can follow up for a chat.

Thursday

  • Throwback Thursday to a success story- Take people through a beginning, middle and end, and explain how you achieved a vendors goal and surpassed their expectations sometime in the past six months or so. A success story recap is a great way for you to show that you are helping vendors achieve their goals. Getting one of these up every week is a fantastic testimonial for your office and highlights different team members dedication and hard work.
  • Business development post- Ask people that if they are looking to buy, sell or rent or know of anyone that is to get in touch. It's amazing how much business you'll get from just asking people if they're considering buying or selling. Provide a very clear call to action, such as 'Call Ron, our property specialist on 3333 333 333 for more information'. This way you are giving them a task to follow up on and a clear point of contact.

Friday

  • Promote upcoming inspection and auction times- Create a fully encompassed schedule that shows all of your listings and open times for the coming weekend. It may be worth hosting this on another page and having your post just say: 'This weeks open times are now available, take a peek at when you can visit your dream home here', this can then link them to all your listings and the complete timetable for inspections and auctions.

Weekend

  • Just sold and results showcase- The weekend is the best time to showcase which of your feature listings have just sold, achieved great success or a simple inspection reminder. As the weekend is the busiest time for agents, we recommend writing up your 'Just Sold' posts before auction/sale day and quickly adding in the result live from the auction right before the post goes up. If you're lucky enough to get a great result for a listing, shout it from the rooftops and always include the result alongside a snap of the happy new owners.

When it comes to social media updates it pays to plan, strategise and schedule your posts well in advance. We hope these ideas will set up your social media content plan for success.

 

Happy selling!

From the Homely Team

 

About Homely:

Homely is a new way to search for real estate for sale and properties to rent in Brisbane and across Australia. With over 340K listings and 500K local reviews and insights, Homely is a faster and easier way to search for property to buy and rent in Australia.

Check out our suburb reviews and Q&A pages to see what everyone is talking about!

 

We'd like to hear from you!

If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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21 social media post ideas for real estate agents

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21 social media post ideas for real estate agents

Social media platforms are an asset to your business because they offer a great way to engage with past, present and potential clients, and build up your business network. However, striking the right balance between providing engaging content and promoting your business can be tricky.

We've come up with 21 post ideas to try if you feel as though you've fallen into a rut with your social media updates.

1. Share articles and information about your local community.

2. Provide your 5 top tips for: buying a home, attending an open for inspection or finding the right agent. 

3. Describe the creative ways you go about marketing a home. 

4. Post information about fun upcoming events happening in your area.

5. Review great holiday and weekend getaway spots within one to two hours drive of your area.

6. Upload photos of you and your team in action over the weekend. 

7. Profile or mention a cafe, shop or restaurant you love that is within walking distance from one of your listings. 

8. Post a #TBT (Throwback Thursday) of your 'firsts' in real estate. Such as your first sale, first open house, first auction etc.

9. Personalise your business by briefly profiling a team member and add a face to the name. Talk about what they love about their job and where they live.

10. A fun #TBT could involve looking back at your business's history and your team members careers in real estate. 

11. For an interesting #TBT draw upon a historic event or occasion in your communities history.

12. Review a favourite or new app you're using. 

13. Provide inspiration by covering popular trends in interior design your clients are loving with images to illustrate. 

14. Weekly updates on: DIY home improvement and home maintenance tips.

15. Provide relevant and interesting content at the same time as putting in a cheeky plug for your weekly newsletter, magazine or blog post. 

16. Post a new listing of the week showcasing its best and most interesting features.

17. Share stand out client testimonials, thank you gifts and video interviews. 

18. Put up an open for inspection program, map or guide for the coming weekend. 

19. Let your network know about fundraisers or events you're hosting or participating in, as well as local clubs and teams you sponsor. 

20. Run competitions for tenants of the month, rewarding particularly good and reliable tenants with gift vouchers or gift packs. 

21. The money shot of a satisfied customer. It's always a winner! 

Hopefully these ideas will help you strike a good balance between the right amount of engaging versus promotional content to post on your professional social networks.

Are there any types of posts you've found to be successful and popular in the past? Please let us know in the comments below. 

 

Happy selling!

From the Homely Team

 

About Homely:

Homely is a new way to search for property to buy and rent in Australia. Homely incorporates beautiful design and community engagement, to create an enjoyable and simple experience that helps you find a new home quickly.

Check out our suburb reviews and Q&A pages to see what everyone is talking about.

 

We'd like to hear from you!

If you enjoyed this blog please leave a comment below and share it with your friends. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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