Social media tips for letting agents

In today’s increasingly digital world, marketing strategies which involve an online element such as blogging are more relevant than ever. As well as enabling you to reach a wider audience than traditional marketing – direct mail and ‘to let’ boards, for example – digital marketing channels offer prospective customers the chance to interact with you directly.

But there is little point in creating a website if nobody can find it, or blogging if nobody reads it. This is where social media comes in. Social media platforms such as Twitter, LinkedIn, and Facebook are the leading channels for promotion, advertising and reaching out to new and existing customers. By producing the right content for social media, you can increase engagement, build your following and boost your business’s overall online presence. But social media is a noisy space and requires a consistent strategy and a fair degree of perseverance if it is going to help to get your business recognised.

We’ve put together some useful tips to help letting agents improve their social media presence and engagement.

 

Produce a variety of rich online content for promotion on social media

Social media can be an effective means of amplifying and promoting content that you feature on your website. This could be in any form including blogs, videos and podcasts. Posting interesting, relevant and original content on your website a few times a month will help to increase your Search Engine Optimisation (SEO) and audience engagement. SEO is important for increasing your website’s visibility and, in turn, traffic to your site.

Free tools such as Ahrefs can help you grow your search traffic, enabling you to research your competitors, what they are ranking for and the amount of traffic that is driven by relevant keywords. This will help you to identify blog topics which you can then promote via social media.

For example, it may be useful to create informative blog-style content to attract people who are searching for tenancy related queries to your website. This can also help to establish your company’s reputation as a source of knowledge and professional advice, which will hopefully entice people to keep coming back.

It is worth, where possible, encouraging users to like and comment on your posts to increase your engagement rates. This can have the added benefit of providing insights into topics of interest to your audience.

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Use social media to share reviews and comments about your agency

Many letting agents share positive feedback on their services through review sites, such as Trustpilot. However, as well as posting a link to another site, you can share your customer reviews on social media platforms such as Twitter and Facebook. This is beneficial as it re-directs traffic to your own social channels, rather than an external website, and helps to increase your activity on social media.

 

Post relevant and local content on social media

Target your local community by posting about events happening in the area. This will help your agency to engage with the community and develop a network with other businesses and organisations in the area. This not only helps to raise awareness of your agency in your area, but also shows that you are interested and involved in the community.

You should also follow local businesses and news outlets and share their content. They may in turn share your content to their following, giving you access to more customers.

Social media tips for letting agents

Create visual content

Your users are more likely to engage with your content if you include images and videos. Pages full of plain text can often be tedious to look through. To capture your users’ attention and keep them engaged, you should aim to use a variety of multimedia content.

To make your website and social media content more interactive and engaging, you could include pictures and videos of your properties and create infographics of useful information for your clients.

Accompanying the majority of your posts with photos can make them appear more interesting. If you are using your own photos, you can take them on a smartphone and add graphics to them on a free design sites, such as Canva. Visual content works particularly well on Instagram.

To create videos you can also use websites such as Lumen5, which help you to create sharable content for social media channels.

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Plan and organise how you post content across your social networks

Producing quality content alone isn’t enough to completely maximise your social media potential. In order to use your social channels effectively, and gain higher and more consistent engagement, you should consider planning out a detailed social media schedule.

This will involve scheduling specifically what, when, and where content will be posted. You may update your schedule on a weekly or monthly basis, or you may plan several months ahead. It is advisable to plan in advance but to be agile enough that you can make last minute changes, for example in response to new legislation or new property that you have taken on and are looking to promote.

By planning ahead of time, you can ensure that all your social channels remain active and content is produced in time to be posted when necessary. You may also consider how to redirect your following across your social channels and use them to enhance each other.

For example, you could post a Tweet linking to a new blog that you have posted. It is also useful to make note of key dates in the year where you may want to schedule seasonal posts, or posts around certain industry events or local events, the Landlord Investment Show or a school or community fair, for example. This can also help to drive engagement with your social media posts, and hopefully encourage people to share your content with others.

And finally, you should carry out regular performance reports of your content to identify what type of content produces the best engagement. This will help you to determine the most optimal times to post and share certain content, what is working well and what isn’t.

This can then help to inform future content planning and ensure that you are producing relevant and interesting content to share on social media with your target audience.

Which platform works best for what content?

It is worth noting that not all content needs to be shared on all social media platforms.  In fact, it might even help to boost your engagement if you post different things on different platforms. It’s important to bear in mind the audience on different social media platforms when you are working out your social media strategy.

In a nutshell, Facebook lends itself to videos and curated content; Instagram works best for images and sound-bites; Twitter is most effective for news and blog posts; LinkedIn is most suited to company news and professional content and last but not least, Pinterest is worth your attention when it comes to infographics, photos and step by step guides.

Social media tips for letting agents