As a commercial real estate professional you have a local, targeted audience that you are trying to reach. Thankfully, social media can help you reach them. If you’re a bit confused about how social media can help your business and attract new clients, then you have come to the right place.
As with any type of business, your customers need to find you. Some businesses, like a restaurant or coffee shop, may get customers who simply drove by and decided to stop in. While you likely have a commercial real estate office, your customers likely won’t just stop in. In your professional industry, it is more appropriate to call or email you first to schedule an appointment to meet face to face at the office or schedule a property tour. So how do new clients find you on social media?
Social Media Strategy
When it comes to social media, you have to have a strategy in place to get the most out of it. It doesn’t work to just randomly post something on Facebook one day, and another random post on Twitter a week later. You have to be deliberate, have a plan, and be consistent in order for it to pay off.
What Social Platforms Are Best?
Think about your target audience and the demographics that they fall into. What social platforms do they use? Remember, you need to reach your ideal clients so you have to be active where they are. For commercial real estate, Twitter and LinkedIn are the two most popular social media platforms, followed by Facebook and Instagram. You don’t have to be active on all of the platforms. If you’re just starting to use social media for business purposes, pick one or two platforms to start with. You can always add more later on if you feel the need to. The key is to post consistently, so start small and only take on what you can commit to.
What To Post
You may be thinking that you don’t have enough content to share on social media; but I’m sure you do! You can share your current property listings, recently closed transactions, client testimonials, photos from office events, local market news, and links to your blog posts. It’s also common practice to share articles from other sources that your audience would be interested in. Make sure that the content that you are sharing is relevant to your audience and worthy of sharing. Use relevant hashtags so people can find your posts easily, and tag other people or companies if you mention them in your post (they might just share it, and that will help you reach an even wider audience!). Having your own blog goes hand in hand with an effective social media strategy since you can easily write and share your own content. Click here to see why all commercial real estate professionals should be blogging.
Be Social On Social Media
Part of your social media strategy should include a little time to actively engage with your followers. If you receive a comment, take a minute to reply back. Follow other people and businesses that you are interested in and like, share, or comment on their posts from time to time as well. It’s all about building an online community, and keeping your name fresh in people’s minds. Building a loyal following takes time and consistency, but social media provides you with the platform to promote your services to a wide audience.
Keep It Professional
For your commercial real estate business, it’s best to set up separate accounts that are professional in nature. Let’s say you already have a personal Facebook page to connect with your personal friends and family members. On that page you show photos of your kids, talk sports with your buddies, and include posts about your personal life – including that awesome vacation that you just took! Now, set up a professional page that’s specifically for your business. Use your professional head shot photo for your profile picture and keep your posts related to your business and the targeted clientele that you are trying to attract. You still want to let your personality shine through, but remember that you likely speak differently to a client than you would to your best friend. Make sure to include your contact information, such as your work email address, phone number, and office address. Oh, and definitely keep politics, religion, and any other controversial topics off of your business page.
Steps To Get Started With Social Media
Once you’re ready to market your commercial real estate business online, you can get started with these simple steps:
- Pick one or two social media platforms to start with (Twitter, LinkedIn, Facebook, Instagram, etc.)
- For each platform, sign up for a new account. Use your personal name, or a variation of it, such as “@JohnSmithCRE”, so people can easily find you
- Complete your profile; include a professional head shot photo, a description of the services you offer, what city you’re located in, and your contact information
- Start following other brokers, investors, clients, and commercial real estate related companies
- Post and share relevant content
Remember that social media platforms provide you with a free way to advertise your commercial real estate business, so take advantage of it as part of your marketing strategy.