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As we prepare to usher in a new year, businesses across the board are busy strategizing for the year ahead. While getting back to basics may be the plan of attack for some—and a complete 180 for others—there’s no doubt that social media will continue to pave the way to future success for companies large and small.

A new report from Borrell Associates, Inc. in Williamsburg, Va., takes a closer look at the role social media plays when it comes to attracting new customers. The report, “Social Media’s Impact on Local Advertisers,” derived from a survey of 3,293 respondents who selected social media among the best sources of new customers, highlights the fact that social media is gaining value as a lead-generation mechanism—a rise that has occurred most dramatically over the past five years.

While referrals still top the list when it comes to the best source of new customers (66 percent in 2016 vs. 65 percent in 2011), the percentage of advertisers selecting social media as a leading source of new customers has more than doubled within the same timeframe, from 21 percent in 2011 to 44 percent in 2016.

But what does this mean for the real estate industry specifically?

With 88 percent of real estate agents/brokers having a social media presence today, and 74 percent buying ads on these sites, Borrell Associates predicts social media advertising moving into high gear in 2017—with Facebook leading the way.

That’s good news for real estate professionals, 84 percent of whom have a Facebook page, 64 percent of whom are currently buying Facebook ads.

Ads aside, real estate professionals must also have a foolproof plan in place to consistently engage their friends and followers across the spectrum of social media platforms—a task that gets put on the back burner more often than not. But with RISMedia’s ACE—Automated Content Engagement—the stress and time that come with staying on top of social media are taken out of the equation entirely.

By automatically posting engaging and informative articles, videos, infographics and more to your social media channels every day, ACE helps real estate professionals build their brand and generate leads. Better yet, ACE content is branded to you—the real estate professional—driving impressions and leads back to your website.

While there’s no knowing exactly what 2017 has in store—besides the fact that social media will continue to be a boon when it comes to attracting new customers—real estate professionals can’t afford to overlook the insights gleaned from Borrell Associates’ “Social Media’s Impact on Local Advertisers” report and the importance of using social media to consistently engage with each and every one of your friends and followers.

Source: Borrell Associates

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