A Commercial Real Estate Professional’s Guide to Social Media Marketing. Part 4: Growing Social Influence



By Sarah Malcolm, COO of The Content Funnel

Our CRE guide to social media marketing is a four-part series designed to help real estate agents and brokers launch their social media efforts on the right foot. The right social media strategies push traffic to your website, build brand recognition, offers ways to interact with customers, and generate more leads.

Sometimes content marketing newbies forget about the “social” aspect of “social media.” We become absorbed with the content generation process, creating infographics, writing blogs, recording videos, and sourcing content from our RSS feeds.

A social media calendar and content schedule do manage your workflow, but real estate professionals can’t spend all their time dialed in on curation and creation. You’ve got to include time to be social. Remember, social media started as a way to connect people. When real estate agents and brokers return to those roots, they find real success with their social strategy.

Plan for social media engagement

Every social media strategy document needs a section about how the brand will interact with others. Resharing or retweeting alone does not count as an interaction. Real estate agents and brokers use different strategies based on the platform to be engaged members of their social media communities.

Engage on social media by:

  • Using a social media to ask potential or current clients a question

  • Tagging people in a social posts

  • Thanking a person for sharing an interesting piece of content

  • Joining a social real estate group and participating in the conversation

  • Responding to questions asked by others

  • Leaving comments on others’ posts

  • Joining a live chat, video, or seminar

  • Promoting offline meetings by letting people know where they will be

  • Creating polls or quizzes

This probably sounds like a ton of work, but you’re not doing it all every day. Set small, manageable objectives like, “each day, I will comment on one blog post.” Whatever you choose to do, make the engagement authentic to your brand beliefs.

Use tools like TrendSpottr to track hashtags you care about. Check in frequently to stay updated on the latest conversation.

Even five minutes a day checking and responding to your community makes a difference in building your social capital. You can’t only “output” and expect results. It’s important to have a consistent presence. Being active one month and a ghost the next won’t help you grow an audience.

Engaging with industry influencers

You’ve probably heard plenty about using influencers to grow social capital. Influencers are people with an engaged social media following. When they reference you or your content, your existence reaches a wider audience. The exposure from influencer’s endorsement boosts brand awareness and attracts new customers. So how do you find and engage them?

First, find the influencers active on the platforms you have chosen. Be careful when deciding to open an influencer relationship, especially if you intend to have a monetary agreement. Someone with 1,000 followers might be more impactful than someone with 10,000 followers. This new trend is called micro-influencers. These influencers with smaller circles have a more engaged audience that is more likely to trust that person’s opinion.

Follow the influencer(s). Don't expect the person to share your content or endorse you immediately. Just as real estate agents nurture relationships with clients and colleagues, brands need to develop a relationship over the social networks. Start by sharing their content or occasionally leaving comments.

The Content Funnel provides planning and guidance on how real estate professionals can build a relationship with an industry influencer and improve your social media marketing strategy. Given time, the goal is to build your social media presence as a real estate influencer.

Collaborate to Grow

You don’t need an influencer to reach more people. Partnerships and collaboration give you the same benefit of brand awareness and audience engagement! Find brands you love who offer complimentary services to yours. You’re pulling from each other’s strengths to tackle challenges and build the brand.

Start a relationship with them and see if they’re interested in doing something together. This could be doing some guest blogs, a social chat, or a “social media takeover.” If you work really well together, plan something more elaborate. Partner for a webinar or promote a co-hosted live workshop. Promote this collaboration like crazy on both of your social media networks.

Monitor engagement

As your presence grows, start using metrics to measure your social engagement efforts. Turning your social profiles into a business account gives you access to the social network’s in-house insights and data. Look at how often others like, comment, or share your social posts. What’s resonating with your followers? Spot the trends and post more material similar to this to increase your audience engagement. Create customizable links better track what content and social post style wins a click-through.

Wrapping up on social media

As you begin implementing a social media strategy, remember to invest in the long-term. Quality and consistency drive social media success. Avoid focusing on the number of people inside your circles. You want consumers that actually engage with the brand. These followers give the feedback that elevates your business. For more help, turn at any time to the social media experts at The Content Funnel.

Remember, check out these other chapters in our four-part series:

PART 1: A Guide to Social Platforms

PART 2: A Guide to Planning Content

PART 3: A Guide to Managing the Workflow

Need help with your social media strategy?

Contact Amanda@thecontentfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS.

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Twitter: @mrssarahmalcolm