Forget listings, brokers are gearing up to pile their resources into social media, according to a new report.
Realtors Property Resource (RPR), a subsidiary of the National Association of Realtors, just published its 2017 Social and Digital Media Report.
In it, 74 percent of Realtors surveyed cited awareness as the main outcome of their social media efforts. 64 percent plan to commit more time to social media and 60 percent plan to commit more money.
“Social media has become the new norm for reaching out and staying connected with friends, family, clients and prospects,” said 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.”
Facebook and LinkedIn are the most popular social media platforms for marketing among Realtors, with 94 percent of respondents reporting Facebook as most effective at building their businesses, followed by LinkedIn at 57 percent.
Listings are the most common type of content Realtors post to social media, closely followed by buying and home improvement tips. Yet of Realtors surveyed, just under half (48 percent) reported achieving measureable results.
“Listings are the default post for many Realtors,” one respondent said. “If Realtors really want to engage their followers, they need to post less about listings and become a true local area resource. If their clients see them as an expert, their sphere of influence will grow.”
Some 76 percent or brokers cited email as the the most effective form of digital media. They said that market activity receives the the best engagement on social media, followed by listings and home improvement tips. School information sees the least amount of engagement.