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Digital Marketing Assessment for Real Estate Agents
Whether your building a personal brand, reinventing yourself, generate quality leads or trying to be relevant in this social world we must first answer simple questions before developing a digital marketing strategy for your business. With all the technology available real estate professionals must step back and define what they want out of digital marketing. We have many digital opportunities to build our strategy for the online world with social media, email marketing, lead pages, video, blogs and podcasts.
However, many agents and real estate firms don’t know where they are in this digital landscape. If you don’t know where you are in the social media world, how will you know what to build for your strategy? Let’s build better brands by answering a few simple questions below.
[youtube https://www.youtube.com/watch?v=0E909gSYEH8]
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Do you have a digital marketing strategy?
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What is your company’s mission statement?
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Who is your ideal client?
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Create a SWOT analysis. What are your strengths, weaknesses, opportunities and Threats
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Does your company or agent have SMART Goals? If not, write them down.
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If I google you or your company, can I find out more information about you or your company?
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What social media platforms are you registered on?
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Of those social media platforms, which social media platforms are you actively using?
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How many followers, connections or friends do you have on each platform?
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Are you or your company tracking insights and analytics?
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Are you using email marketing?
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Are you using a CRM to manage your clients?
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Does your company pay for any online ads? If so, which platforms?
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Does your company use lead capture tools or landing page to capture leads?
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Are you generating business from social media, email or online ads?
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What do you want to portray to your followers on social media? consider; you’re an expert in your market, first time home buyer agent, luxury agent, you know the neighborhood, your a professional, real estate is a real business for you, not a side hustle, etc…..
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What are you expecting out of a digital marketing plan?
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Is your company using video to market the company or create brand awareness?
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Does the company have a blog?
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Does the company have a podcast?
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What is your budget?
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Is there anything else we need to know about your business or current marketing plan?
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What is your goal for a digital marketing strategy? Brand awareness, lead generating, engagement, etc.
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Are you willing to do what it takes to leverage a digital marketing plan?
If you are currently using social media, have you completed a social media assessment. Of the social media platforms you access, do you know how many people follow you and how many you are following? Do you know how many likes you have on Facebook? Take the quick assessment to help with your digital marketing strategy.
The Social Media Assessment
1. Facebook Insights – who is likely to buy from you?
2. Instagram – what content gets the most views, hearts and comments?
3. Does your current content generate leads?
Once you know where you are in the digital landscape, creating a digital marketing strategy is simple. If you are low on followers, it’s time to start targeting your network to gain more followers. If you have followers but no engagement, it’s time to start engaging with your network. Relationships still matter on social media. Not just in face to face arenas. If you have followers, engagement on your platforms, this means that you comment and others comment on your posts, then it’s time to consider ad placement and building a better online persona, and lead generating content.
In addition to becoming more intentional on social media with a digital marketing strategy, I highly recommend creating video content. Per Pew Research “73% of adults report using the video sharing site” (Pew Research). If this is true, by creating video you provide your brand a chance to be found online.
What are your next steps? After answering the above questions and completing the social media assessment
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Create an annual content plan
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Break the plan down into 12 months, then weekly and maybe daily.
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No social media presence? It’s time to start engaging on your networks posts. Each agent or company will create a different strategy, but if you don’t have a presence online consider posting on Facebook business and Instagram at lease once a week. Use appropriate hashtags for your business and location options in Instagram. Start using the story features daily so you appear to consumers daily.
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So you have a social media presence, but no engagement. It’s time to start commenting on your networks posts. Not just a LIKE or an Emoji. Actually have a conversation on social media.
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A simple social media strategy might be to
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post weekly
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create a 60 second video weekly
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create a story daily
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Create original content – the content will depend on your answers to the digital marketing assessment
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Use a call to action when you post about real estate. Or make sure your profile has a way to connect with you.
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Stay consistent with your posts. If you create video stay consistent with date and time. Or pre-post when you will create video or live video content. Set the expectation with the date and time of your live event.
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Stay on task with your CRM or consider a tool like Trello. Trello helps you can organize your digital marketing plan so your team can collaborate and stay on track.
What are you waiting for? Get started on your digital marketing plan today.
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