Digital Marketing now Key Part of Real Estate Business
Social media is a vital part of more and more real estate professionals’ marketing strategies, and 74 percent of Realtors® in a recent survey said that “awareness” is the main goal of their social media efforts.
Of those surveyed, 64 percent of the 265 Realtors say they plan to commit more time to social media, and 60 percent plan to commit more money to it. The 2017 Realtor Social and Digital Media report was conducted by the Realtors Property Resource (RPR), a wholly owned subsidiary of the National Association of Realtors.
“Social media has become the new norm for reaching out and staying connected with friends, family, clients and prospects,” says Reggie Nicolay, RPR vice president of marketing. “Not only do sites like Facebook and LinkedIn provide Realtors with an easy way to stay top of mind, but they now offer highly targeted advertising options with tremendous reach and analytical tracking.”
The most popular social media platforms used by Realtors are Facebook (94 percent of respondents) and LinkedIn (57 percent).
The most common type of content Realtors say they post to social media are listings, followed closely by buying and home improvement tips. On the other hand, they say that school information generates the least amount of engagement on social media.
Nearly half of the Realtors surveyed (48 percent) say they achieve measurable results from their use of social media within their marketing. Respondents said that posting info about local market activity receives the highest social media engagement.
Source: “2017 REALTOR® Social and Digital Media Report,” REALTORS® Property Resource (Aug. 14, 2017)
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