Learn how to kickstart and build a profile that stands out, as well as improving your social media presence by maintaining it with regular postings.
Guest post – AdZiggy
If you’re a property manager looking for ways to kickstart or improve your social media presence, this checklist is for you.
Social media has become an essential part of our lives. A 2017 study reported over 74% of home buyers used the Internet for research. Property owners are increasingly using the internet and social media in their search for an agent to manage their property.
Use this checklist to kickstart your social media presence and build a profile that stands out consistently. Let’s get started!
Kickstarting your social media presence
The first step is to have a social media account, but don’t go creating an account for every social media platform just yet. A common misconception is thinking ‘having it all’ guarantees success. It only matters if your audience – renters and property owners – are active on those platforms.
For example, Twitter users are predominantly 18-24 years of age (as researched by Towards Data Science), a demographic that may not have the necessary purchasing power to rent a house above a certain price. So, choose the right platforms, the ones most likely your audience is active on, to build your profile. Consider using LinkedIn to reach out to working professionals, along with Facebook to reach your inner circle of friends and families.
Here is a checklist to kickstart your social media presence:
- Find out where your audience is. Are they on Facebook? LinkedIn? Instagram? Do they watch videos on YouTube?
- Create a LinkedIn account
- Create a Facebook account
Building a profile that stands out
Visuals are pivotal in real estate and having appealing photos will increase your chances of getting enquiries. Likewise, having well-taken photos on your LinkedIn and Facebook profiles will exude professionalism and boost the confidence of prospective owners who are considering your services.
This ultimate go-to professional networking site boasts more than 7 million real estate professionals, so your profile and posts really need to stand out.
Here is a checklist for your LinkedIn profile:
- Upload a professionally taken headshot profile picture and have it cropped properly.
- Choose a background photo that complements your profile photo: ideally something property related, clean, and does not have complicated, distracting patterns.
- Write an attention-grabbing profile summary: outstanding achievements with a proven track record; or if you are just starting out, highlight your passion for the industry and how you will go the extra mile.
- Customise your public profile URL as it enhances your personal brand. (Imagine sharing your profile URL to a prospective client that looks like this: https://www.linkedin.com/in/your-name-90a61685/)
- Join a couple of community and groups: Australian Property Manager Community and Property Management Chat Room Australia.
With more than 12 million Australians logging on to this social media platform on a daily basis, you should be active on Facebook too.
Here is a checklist for your Facebook profile:
- Write an introductory summary (in 101 characters or less) that is displayed directly below your profile picture.
- Make sure all your details are filled up: workplace, education, and if you manage any pages.
- There is also an ‘About’ section on the top menu bar, right next to ‘Timeline’, fill that up too.
- Join a couple of Facebook groups.
I’d like to address a common question on many agents’ mind: Is it recommended to have a separate Facebook business page?
There are two reasons why some opt to do so:
- You can create a more professional and relevant alias.
- You want to run Facebook Ads and grow your page followers.
If professional branding is the objective, then creating your own website with a unique domain name is a better option. If you are thinking about running Facebook ads, keep in mind that your main goal should be to get users to contact you for an enquiry. Moreover, Facebook’s constant algorithm updates have drastically reduced the visibility of page posts. I’d recommend keeping your personal profile active and use it as a means of reaching your inner circle, establishing yourself as THE property management expert amongst your friends and families.
A note from the Guest Blogger, AdZiggy: Once you’ve completed setting up your profiles, use AdZiggy to reach out and target high potential customers across relevant websites and Facebook, rather than limiting yourself to just one social media platform. Remember, your customers don’t spend their time on one platform only. AdZiggy optimises your ads automatically for you, which means if Facebook is doing better than the other channels, we will swing more of your budget to Facebook. This ensures that you will get the most out of your campaign budget.
Stand out consistently by creating and/or sharing content regularly
Having a dormant profile is worse than having none. It sends a wrong message to your prospects and customers. So, if you are going to start a social media account, be consistent with regular updates across all platforms like sharing your client’s story or recommendation.
It is also good to mix things up and share relevant content from other sources. Every time you come across an interesting article, infographic, video etc., bookmark and save it in a folder for future postings.
Once you have a number of contents that you want to share, use free tools like Hootsuite to schedule and post them across different social media platforms. By setting aside half an hour each month to schedule posts in advance, you keep your digital profile active with minimal effort.
Remember that social media platforms are meant to be personal and conversational, hence always reply to the messages and comments that you receive, regardless if it is property related or not as it leaves a good impression of yourself as an agent.
Here is a checklist to make sure your social media profile stands out consistently:
- Upload your most recent sale (a short story with a photo) across all your social media profiles.
- Bookmark three interesting, relevant article in your online folder.
- Create a Hootsuite account and schedule 4 updates (one update per week) for the upcoming month.
- Always reply to messages and comments.
After having everything in place, it is important to know which platform works best for you. You can track metrics like the number of likes or ‘Post Engagement Rate’, but the best way is to ask your clients two simple questions: “Did LinkedIn or Facebook helped you in your research (of finding the right agent to manage your property)?” and “What do you think of my Facebook and/or LinkedIn profile?”.
- Ask your clients/potential clients if and how LinkedIn and Facebook helped in their research.
- Ask your clients/potential clients what do they think about your profiles.
Lastly, to succeed digitally is to be patient and consistent. Think back to when you just started out as a property manager – how long did it take for you to close your first deal? Good things will come to those who persevere.