From tracking inspections to settlements, the use of a calendar when working in real estate to track daily happenings is essential.
And for good reason. No two days are ever alike and in order to stay on top of your game, organisation is key.
For these reasons, it becomes essential to approach your social media marketing efforts from the same angle. After all, for as timely in nature as social media may seem, finding success for your real estate business won’t materialise with a haphazard approach to posting. The level of competition vying for attention across every social channel nowadays means you’ll need to be more strategic with your planning – not to mention the constant changes by social platforms that determine how many of your followers will actually see what you post.
To stay competitive, you’ll want to make use of a social media marketing calendar.
What is a Social Media Marketing Calendar?
The concept of creating social media marketing calendars derives from the use of editorial calendars found in more traditional publishing outlets. On a very basic level, they serve to organise media around logical time-frames, guide writing deadlines, and establish consistency around central topics and/or ideas.
Translated to social media, the use of a social media marketing calendar can help your real estate business streamline the use of shareable content, establish a cadence around the messaging you’d like to put in front of audiences, and visualize opportunities to promote various facets of your expertise.
In the end, having a social media marketing calendar in place also creates more efficiency around the content creation process. This allows you to spend less time posting and more time understanding where you’re finding the highest return in your real estate business.
But how does one go about actually creating a social media marketing calendar? We’re glad you asked.
Step 1: Decide What to Post
Having a social media marketing calendar and nothing to set within it doesn’t make much sense. So, to start, you’ll need to determine what kind of information and messaging you want to disseminate through your social media efforts. Much of this will be driven by your end goals as a real estate business. Speaking of which…
- Are you wanting to build awareness around a certain speciality of your business?
- Do you want to attract new staff?
- Are you hoping to build out an email database with warmer leads to engage with?
Whatever your highest priority goal may be in the moment, make sure that your content is reflective of it. After all, you shouldn’t be on social media just to be on social media. Pinpoint a sense of purpose and allow it to guide both your efforts and expected end results.
Audit your Competitors
If you’re stumped on what to say on social media, even with specific goals in mind, one of the best places to gather ideas from is your direct competition. Take note of what your competitors distribute through their own channels, whether it be listings, advice for buyers and sellers, community news, events, and so on.
Be mindful of what appears to perform from an engagement point-of-view. And if there’s a category of content they produce for that you think could be done better, use it as a jumping point for experimentation. Use the inspiration from others to guide your own content but make sure it’s unique and original—not just a cookie cutter version of what everyone else is doing.
You should also be familiar with the types of content that non-real-estate businesses are seeing success within your local market. There’s a reason why their content is performing well in your community.
Step 2: Decide Where to Publish
Once you have a better understanding of what you’ll be saying as a real estate agent/agency on social media, narrow in on where to say it. This comes down to choosing the channels that’ll make the most sense for the audience you want to reach and previously established end goals.
It’ll be tempting to want to have a presence on every social channel that exists. Don’t!
You need to be deliberate with your choices. It’s about producing the least amount of quality content that is going to help you get the most bang for your buck, not saturating your business’ social feeds with as many updates as you can. In fact, that approach can work against you.
Understand How to Target your Audience
From residential to commercial, there are going to be differences in the types of audiences you’re going after in real estate. Because of this, you’ll need to be aware of how channels can work in your favour based on the targeting they may provide.
For example, as part of their ads platform, Facebook allows you to populate detailed audience segments based on various user interests, demographics, location, database contacts, and much more. Using their tools, you can target families, professionals in certain income brackets, or even those most likely to move soon. Doing so ensures that your social content is getting in front of those you care about most.
Step 3: Decide How Often to Publish
When first getting started, it may be useful to establish a set of benchmarks for how often you’d like to be posting on your chosen social channels. Whether that may be 2-3 times per week or more, you want to maintain some level of consistency. This can help you get a better feel for the process itself, as well as build a foundation you can use for analysing metrics.
Another approach is to consider the aforementioned idea of quality over quantity. It’s not always about producing as much social media content to fill a slot each and every day, but rather, producing content that is of the highest value to your audience [and business]. From this perspective, it may be better to focus on consistently distributing around a core piece of content.
This core piece could be a blog, an Ebook, downloadable reference guide—you name it. Whatever it is, set a schedule of posts to regularly be distributed about it, week-to-week. You can then fill in messaging around other topics of choice in between, for added variety.
Take Ben Collier from The Agency for example. His annual Eastern Suburbs Market Snapshot us downloaded by thousands of local homeowners each year.
Step 4: Fill your Toolbox
With the what, when, and where in place, it’s time to choose how you’ll be creating your real estate social media marketing calendar.
Keep in mind, there’s no one right way to do it. The key thing is to find something that’ll work for you based on your needs and resources.
Find a handful of social media marketing calendar creation tools below:
Social Media Marketing Calendars: Budget-friendly Options
Social Media Marketing Calendars: More Robust Options
Step 5: Fill in your Social Media Marketing Calendar Blanks
The final step is to, well, create your social media marketing calendar.
Based on whatever tool you’ve chosen to use, fill in dates for posting with all of the relevant information needed to complete the action. This may include copy for the post, an image or video, comments and notes with reminders for ad dollars to spend, a time to schedule the post for optimum viewership, a link to your website or another core piece of content, etc.
If you’re starting off with a simple spreadsheet, don’t over-complicate the process. You want this social media marketing calendar to serve as an organizational tool for your real estate business—not become busy work. The more focused and straightforward you are in building it out, the more likely you’ll be to continuously use it when planning week-to-week, month-to-month.
Interested in more tips to elevate your real estate marketing initiatives?
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