When was the last time you reviewed your social media strategy? 
Do you even have a strategy? Or have you been posting just to post, inconsistently, without any sort of plan?
All good marketing starts with a plan. If you don’t have one, you need one.
If you do have one, you need to understand what you’ve been doing and how well it’s been working.
When it comes to social selling — and translating that into selling real estate — that means doing a social media audit. Hearing the word “audit” might send shivers up your spine, but don’t worry. This kind of audit is well worth the time and effort. The good news is that it doesn’t have to be daunting.
There are common elements to all social audits, regardless of the platform. These six steps cover the core social strategy components you need to be on top of
Your Profile
Start with your photo. This is really your chance to make a first impression, so it’s important to shine! Consider things like: Are your images clear and high resolution? Is your dress, hair and makeup (if needed) professional? Is the photo outdated, or does it give an accurate view of who you are now?
A professional-looking photo is worth the time and possibly money. If you can afford to have a professional take your photo, do it! If that’s out of your budget, consider trading services with a professional or asking a talented friend or family member to take it. Make sure you are dressed professionally and look like you do in real life. This isn’t the time for extra makeup or crazy clothes. You want to look like the very best version of your professional self.
Next move on to your “About” section. You’ll want to fill this out as completely as possible. Make sure you include all of your education and work information, as well as membership in any professional associations. You also need to make sure you have included all of your contact information so that you are giving potential clients as many ways as possible to reach you.
Your Posts
It’s time to move past posting just your MLS listings. Sure, people want to see the homes you have listed, and they should be a big part of your social strategy. But they shouldn’t be the ONLY thing you post.
Think about what your clients need. They will be moving soon, could they use tips on that? How about mortgage news or information about qualifying for a loan? There are so many topics that will draw interest. Remember, you want to make your page a great information source that people will continue to follow long after they purchase a home.
Your Formatting
Make sure you are formatting your posts to fit each channel. A Tweet and and LinkedIn post are going to look very different, even if they are sharing the same content, because they are appealing to such different audiences. Remember, each social platform has it’s own unique options and limitations.
Also ask yourself: Am I using the appropriate tools for that platform? Each social channel has its own idiosyncrasies and different options that will help your posts reach a larger audience.
Your Tools
Do you have a way to track and analyze your progress, such as Google Analytics? Each social platform has its own analytics system — some more robust than others — but it’s a good idea to familiarize yourself with each one. Google Analytics is particularly effective on your website, so it’s a great idea to have your web developer install that for you.
Don’t be afraid to play around a bit with these analytics tools. They are only available to administrators on your page, so feel free to dig in and see what the data is showing you. You may find some cool new insights about your audience!
Your Competition
It’s always important to keep tabs on what the other guys are doing. Check them out and see what works for them! See who their followers are and see if you want to go after the same audience. Social media makes it easy to do some corporate espionage, so feel free to pretend you are a cyber spy and keep tabs on them.
The other cool option social media affords when it comes to competition is networking. Don’t hesitate to reach out to other agents in your area. You may find that you have different areas of expertise and can help shepherd referrals to one another. It’s also a great idea to reach out to agents in other geographic locations that share similarities or relationships with yours. You can help one another out when a client is moving to a new city!
Your List
Did you know email is still the largest social network in the world? But so many business owners forget that it exists! Make sure you are maintaining a list and making regular contact with an email marketing campaign.
Don’t forget to include both current AND former clients on the list! You may have already helped someone buy or sell a home, so they may not be in the market right now, but maintaining contact with them could yield great referrals in the future!
See? It’s not so hard. With these easy steps, you’ll have a better sense of how your social media strategy is moving you toward – or away from – your goals.
