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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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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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4 ideas to attract and engage with potential clients

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4 ideas to attract and engage with potential clients

Knowing how to attract and engage with new and potential clients can seem to be an overwhelming and just plain difficult task at times. The most successful agents continuously look for and try out new methods and activities to generate more leads, build up their brand, and engage with potential business.

We've come up with four new tactics to try out to not only gain new leads and more business but also to build up your brand and reputation as the go-to agent in your neighbourhood. 

Showcase your listings

After you add a new listing to your site and Homely, add images of the most impressive and appealing features to your Facebook or Pinterest boards. You could try creating and updating different kinds of albums to show off different styles, features and amenities. Such as newly renovated kitchens, spacious bedrooms or outdoor entertainment areas. Then you can share the album or board with clients that mention they are looking for that particular feature in their next home. Potential clients will love to see the interesting ways in which you'll be promoting their property and drumming up interest.

Start conversations online

A great way to scope out and engage with potential clients is to contribute to online discussions and forums about your local neighbourhood and community. Jump on Homely’s Q&A forum and start answering questions and conversing with people that are curious about your area. This allows you to further build up your reputation as a local area expert and its real estate by sharing your knowledge and advice with a new audience.

Also, consider adding your own questions to Q&A forums that you find clients frequently ask about moving to your neighbourhood and the real estate market there. This will be beneficial for your brand and business when people are researching your suburb and they frequently come across your name and useful advice in posts.

It can also be helpful to set up email alerts on Google for specific keywords about your neighbourhood, popular places in the area and surrounding suburbs. This way you can be notified when discussions about your region begin and seize the chance to contribute advice and information swiftly when the forum is running hot.

Encourage ratings and reviews

Can you think of the last time you bought a new product or used a service without first researching it online and reading customer reviews? Most smart consumers couldn’t and home buyers and sellers are no different. They will be thoroughly checking you out online before they contact you. Most people will choose their real estate agent based on the experiences and feedback of other home buyers in reviews they read on the net.

Online reviews are the new word-of-mouth advertising. So it is important that when clients look at your online presence they see evidence of satisfied customers and the good work you’re doing. If you don’t have many reviews encourage current and past clients to post reviews on your website and social media channels. Some agents even go as far as incentivising clients to write reviews with gift certificates.

When requesting reviews ask clients to include specific and detailed information about why it was so good to work with you, rather than just saying you did a great job. Potential clients want to gain a better understanding about how and why you do a great job. Also keep in mind that responding to reviews publicly is a worthwhile habit to get into. Consumers really like to see that personal touch from you and knowing that you are accessible and active online.

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Neighbourhood networking

Join local organisations and clubs, such as the PTA at your child's school, Scouts or Girl Guides Australia, Rotary Club or Meals on Wheels, coach at AFL Auskick or volunteer at community events to network with people in your neighbourhood. You’ll not only meet people who might be looking to sell in your area, locals often know of other family members and friends looking to move into their area and connect them to you. Building relationships with locals is also a good chance to build up your brand and reputation as an active, engaged and informed member of your community and the go-to agent for real estate queries and enquiries.

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We hope these four ways of attracting and engaging with potential clients come in handy for building up your reputation and generating new business. You can start by sharing your expert advice with our online community today by writing a suburb review or answering someone's burning question

 

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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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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Social media dos & don’ts for real estate agents

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Social media dos & don’ts for real estate agents

Social networks are great tools for connecting with your clients and potential clients. Using them can build trust with homebuyers and expand your business through social sharing.

Having said that, too many real estate agents and agencies seem to use their social media accounts as a forum for flagrant self-promotion, posting link after link of their listings and sales results.

Before your next post put yourself in your follower’s shoes and consider whether that particular listing or result would be of interest to you. Ask yourself 'Would you take the time to like the post or share it with your friends?'. If the answer is obviously no then your should try a different tact.

We’ve come up with some critical dos and don’ts for using social networks in real estate to help you more effectively utilise them to better engage with your audience and take your marketing efforts to the next level.

Do:

Make life easier

Consider subscribing to a service such as Hootsuite to make your life a little easier. With these kinds of platforms you can easily manage all your social media accounts and schedule content in advance all from the one dashboard. We also recommend choosing one to three social networks and focusing on those only. Remember a jack of all trades is a master of none.  

Have the right amount of relevant and relatable content

According to Wishpond.com the key to keeping social media content engaging is the 80/20 golden rule. This means 80 per cent of your posts should contain something of interest to your followers (such as their lifestyle, interests etc.) and the other 20 per cent should be about you and your business (listings, sales results, upcoming auctions etc.).

When generating content think about what your followers are likely to care about, respond to and share, and the value you offer them for continuing to following your page. Ask yourself 'How does your business align with their needs and tastes?'.

Ensure your updates are useful to all types of potential clients, like homebuyers, sellers, renters and homeowners. Including images in your messages will also help to generate more engagement with your followers. Check out Gary Peer Real Estate for some great examples of informative and useful content.

Ask for participation

Don’t be afraid to put in requests for your followers to take action, like liking, sharing or commenting on your posts. For example if you’re posting a photo about a new listing with a pool you could post 'Tag a friend you’d invite to lounge by this pool after you move in.'. Have fun and be creative with your posts. Try using polls, fill-in-the-blanks and posing questions to your audience. 

Keep posts short and simple

Remember to keep your status updates and posts short, use one to three sentences max and let your images do most of the talking. You can add links so people can click through if they need further information or want to read more. It’s a good idea to add short links to drive more clicks to improve the simplicity of your post. You can create short links on Hootsuite or Bitly. Also try not to overuse hashtags in your posts, two or three per post max. Ray White New Farm is an excellent example of the use of simple, fun and to the point content.  

Don’t:

Use personal instant sharing apps

It is very important to realise that you cannot use your business social networks the same as your personal ones. Remember you’re in a business relationship with your followers so they probably don’t need or want to see what you ate for lunch today on Instagram, what you’re listening to on Spotify and how far you rode your bike this morning on Map My Ride. Lets be brutally honest here, nobody really wants to see these things but if you must share keep it for your personal pages. Be careful when syncing social sharing apps like these and make sure they don’t automatically post to your professional pages. 

Over sharing on your businesses social networks can end up causing the opposite of what you’re setting out to achieve. You can end up boring, frustrating and ultimately losing clients. Posting too frequently or posting irrelevant information is a big no-no.

Use negative comments

Avoid commenting as a business on controversial topics and debates. Remember social media is a public forum and negative comments could lead to others perceiving your business in a tainted light and damage your reputation. So save voicing your opinions for your personal social media accounts. When responding to negative feedback choose your words carefully and read and re-read your response to make sure it is not aggressive and conveys the right tone.

Create obvious self-promotion

There’s no larger pet peeve for followers of real estate agencies than being directly marketed to every time they check their Facebook. It may come as a shock but prospective homebuyers and renters don’t want their whole newsfeed clogged up with your real estate listings. When people are on the hunt for a new place to live they head to sites like Homely or Google, not to your Facebook page. So try to be creative with your posts so they don’t look exactly like advertising, and add variety to the types of news and posts you share to make sure you don’t end up ignored or forgotten. 

Ask yourself ‘Are you delivering useful and interesting content to engage with your followers?’ or ‘Are you mindlessly churning out your listings and sales results across your accounts?’. If you’re doing the latter it may be time to reassess your social media strategy based upon the above dos and don’ts, to ensure you’re not wasting your time and energy alienating, frustrating and losing followers.   

What content are you creating to successfully win the hearts and minds of your followers? Please feel free to leave a comment 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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