Social Media Marketing Tip #2: Work Smart, Never Forget About Your Past Clients.
Never Forget About Your Past Clients.
Social media is a great tool for realtors to build relationships and land clients. But, that’s only part of its appeal. It can also help maintain relationships you’ve already developed.
What happens when those closing papers are signed? Clients feel a rush of adrenaline, but after a few months, everyday life creeps back in. An incredible 70% of homeowners can’t even remember their real estate agent’s name one year after closing.
It’s a shame to have those relationships slip away after you’ve spent so much work building them. With a little social media love, it’s much easier to maintain them. That way, when clients are ready to move again or recommend a realtor to family or friends, you’ll be the first person who comes to mind.
How can you do this on social media?
Release a steady stream of that evergreen content we mentioned earlier. Brainstorm all the things you wish you knew when you moved into a home. Is it design inspiration? Checklists to get organized? Ways to prepare for the winter or save money on utility bills?
You can also broaden your content from real estate itself. Now that your client has moved, they’re living, working, and integrating into the community. They might be interested in that new restaurant down the road. Or the best summer camps to send their kids to. You can become their go-to source for all things local.
You’re sending emails to clients, working open houses, and putting out yard signs. (Not to mention trying to keep up with your own personal life.)
You don’t have endless hours to pour into social media that isn’t paying off. How are your tweets performing compared with your Pinterest posts? Should you be posting on Facebook or focusing on Instagram?
These are the questions that can frustrate you to no end. Instincts might give you some indication, but measuring will let you know for sure.
Fortunately, it’s never been easier to collect data on social media performance. It’s easy to see which posts get the most engagement in terms of likes, retweets, and comments. But, if you’re looking to see what’s really moving the needle in terms of sales, why not create unique landing pages for each platform?
A landing page simply directs visitors whenever they’re interested in contacting you, seeing a new listing, and so on. Tailoring them for each social media platform allows you to track where leads come from. You can also find out a lot more about each user’s interactions with your brand and their path to becoming a client.
Keep an eye out on which platforms, campaigns, and topics perform best. As long as you keep tracking your analytics and tweaking your strategy, it will gradually get more effective. This optimization process never ends, but the payoff increases over time.