Social media has become an integral part of marketing for businesses across all industries, and commercial real estate is no exception. With the rise of platforms like Facebook, Twitter, Instagram, and LinkedIn, commercial real estate professionals have many new avenues to reach potential clients and promote their listings. Implementing an effective social media strategy can help brokers and agents expand their online presence, build relationships, advertise properties, and ultimately drive more business. With potential clients and investors spending a significant portion of their time on platforms like LinkedIn, Twitter, and Instagram, a robust social media marketing strategy can be a game-changer for companies in this industry. In this comprehensive guide, we’ll delve into the intricacies of social media marketing for commercial real estate and how partnering with a mortgage marketing company can further augment your efforts.
Define Your Goals
Before diving into social media marketing, take time to clearly define your goals and what you hope to accomplish. Are you looking to increase your online visibility and get your brand in front of more potential clients? Do you want to highlight current property listings and drive traffic to your website? Are you focused on networking and connecting with other professionals in your local market? Setting goals will help shape your strategy and inform the platforms and tactics you use.
Identify Your Target Audience
The next key step is identifying your target audiences on social media. For commercial brokers and agents, key targets may include:
Potential buyers and tenants searching for space
Local business owners and entrepreneurs
Commercial real estate investors
Other brokers, agents, and professionals in your network
Existing clients looking to buy, sell, or lease additional properties
Get a sense of where each target audience is most active online and which platforms they utilize. This will allow you to prioritize certain networks over others. For example, many potential commercial real estate buyers and tenants are most active on Facebook and Instagram.
Build Your Brand Personality
Social media allows you to give your brand personality. Think about the impression you want to make and the voice you want to project. Are you warm and conversational to build connections? Strictly professional to showcase your expertise? Humorous and casual? Outgoing and friendly? Your brand personality should be consistent across all your social profiles and content.
Populate Your Profiles
With your target audience and brand personality defined, optimize your business profiles on each platform. Include key details like your contact information, specialty areas, experience, listings, and photos. Write clear, compelling bio summaries. Ensure your profile aesthetically aligns with your brand identity. Profiles should be robust enough to inform potential clients and connections.
Expand Your Network
Networking with other professionals often leads to referrals and deals. Follow and connect with other brokers, agents, real estate attorneys, mortgage lenders, appraisers, and related professionals in your local market. Share and comment on their content. Interact and engage to build relationships. You can also join industry-related groups and discussions.
Post Valuable Content
Social media should not be solely self-promotional. Provide value by sharing market insights, trends, local business news, commercial guides, tips for buyers and tenants, etc. Mix promotional content like new listings with other informative and helpful posts. Use photos, infographics, and videos to make content more visual and engaging. Stay active consistently, not just when you have a new listing to broadcast.
Showcase Your Listings
Of course, you want to highlight current property listings and availabilities. Share listing links, embedded slideshows, videos, brochures, and updates across your profiles. Boost high-priority posts to expand reach. But again, balance listing promotions with other content so you don’t come off overly salesly. You can also run social media ads to showcase open listings to interested buyers and tenants in your area.
Run Targeted Ads
Social platforms like YouTube, and Instagram offer powerful advertising capabilities. You can run highly targeted ads to specific demographics and locations to promote your services, listings, and brand. Develop single property and brand awareness campaigns. Geotarget local areas near available listings. Create lookalike audiences based on current clients and leads. Experiment with different formats like photo ads, video ads, carousels, etc.
Review social media analytics to see what content resonates best with your followers and audience. Find out which platforms and posting times drive the most clicks and engagement. Use these insights to refine your strategy. You may discover that more visual posts perform better, or that LinkedIn drives more listing leads than Facebook. Analyze competitor accounts as well for inspiration.
Integrate With Your Website
Integrate social media with your website for maximum impact. Link to your profiles and share website content on social. Have lead capture forms on site that integrate with your social accounts for easy sharing. Show social media feeds on your homepage to demonstrate engagement. Promote live open houses, new listings, and other events across both channels.
Listen and Respond
Monitor social media to listen for mentions, comments, and reviews. Respond promptly to comments, questions, and feedback. Also join and listen in on relevant local groups and discussions. Being present on social provides natural opportunities to connect and engage with prospects.
Succeeding with social media requires an investment of time and strategic effort. But implementing these social media marketing tips can help commercial real estate professionals expand reach, nurture leads, highlight listings, build brand awareness, and ultimately drive more deals. A thoughtful and consistent presence on key social platforms is well worth the effort.