We are living in a hyper-connected world. From blogs to Twitter, today’s consumers know that they have the power to choose how and when they consume content.
Just as the effectiveness of telemarketing, trade shows and traditional marketing dwindled over time, so has online marketing. In order to remain relevant and stay top of mind, today’s real estate professional must know what tools they have available and how to make the most of them.
Whether it is Facebook, Twitter, LinkedIn or your own real estate blog, following a few basic best practices will keep old school habits from making their way in to your online marketing efforts.
6 Online Best Practices for REALTORS®
1. Stay Compliant
Always remember to stay in compliance with your state advertising laws, the Code of Ethics and Fair Housing Laws.
Using the internet to market your business also means you will need to keep your website up to date and in compliance. According to the National Association of REALTORS®, 88 percent of home buyers searched for their new home online before enlisting the services of an agent. Ensure that you are easy to find and your credibility is supported via local and national associations.
2. Define Your Audience
Who are you trying to reach? In real estate, one size does not fit all. Make sure you understand the needs of your audience and what drives their decisions. Take this knowledge and create a streamlined look and feel across your blog, website and social media channels.
3. Get to the Point
Keep your message short and sweet. Consumers are hungry for news, but are short on time. Give them what they need in short sound bites. What are the key takeaways you want to get across? Put those in bullet or list format so they are simple to scan and read on the go.
4. Be Unique
There are very few new topics in real estate today. What there is though is your unique perspective on existing topics. In order to set yourself apart, you must position yourself as an expert and thought leader. Determine what your niche is and then focus on establishing your personal brand as a specialist within that field.
5. Be Intriguing
What can you tell a consumer that will keep them coming back for more? Whether it is market statistics, personal observations or tips to navigate the purchase process; offering your visitors, followers and fans the information they need in a topical and engaging way, will keep them coming back time and again!
6. Be Transparent
I know this word has been overused and overhyped. However, transparency is still extremely vital when building your online reputation. It is imperative that consumers feel as though who you are online, is consistent with who they meet offline.
There is a multitude of monitoring tools available to help you track and monitor the appearance of your name and company on a daily basis within a variety of media channels. By using these tools, you will be able to see what people are saying about you.
Above all else, be very aware of what you are posting. Remember, in our busy online world, what happens in Vegas, now ends up on YouTube.
Amy is the Vice President of Platform Development at Better Homes & Gardens Real Estate.
To read this article on Better Homes and Gardens Real Estate’s blog, “Clean Slate,” click here.
