The real estate industry is changing. As the needs, characteristics and demands of today’s buyer and seller continue to evolve, so must the marketing style of any successful real estate professional. What marketing tactics worked yesterday, may not connect with today’s sophisticated and ever-changing consumer.
According to the 2012 National Association of Realtors Profile of Home Buyers and Sellers, 90% of buyers used the Internet during the home search process and of that, nearly two-thirds only interviewed one agent before they found the agent they ultimately worked with. Think about the potential for any agent who has taken the time to establish a substantial online presence.
Diversify Your Way to Social Media Success
As potential clients race to the Internet for answers, having a diverse presence is imperative. While Facebook, Twitter and LinkedIn might have been your entry point, expanding into Google+ can be equally beneficial to your bottom line.
However, to effectively use Google plus for real estate purposes, you need to understand how to make the most of this unique social site.
Below are ways to get started and ideas on how you can best leverage the power behind Google+:
- Create a complete and optimized keyword-rich profile with links to your website(s)
- Add your authorship attribution tags to websites and blogs to obtain a significant ranking in SERP (Search Engine Ranking Pages) pushing your Google+ profile higher in the results page
- Include future prospects, past clientele, appraisers, property inspectors, referral networks’ members and local area real estate experts to your circles
- Upload correctly tagged images to your Google+ profiles
- Upload tagged, high quality videos to your Google+ profile
- Share content links to validate that you are a real estate expert within your local area
- Have referrals from team members within your content posted
- Have comments on the content from team members to validate the content provided
- +1 the content, the comments and share content from other team members (reciprocate)
- Utilize the above mentioned leverage aids to ensure speedy indexing of your content
- Utilize the ‘explore navigation’ for keyword search
- Create events using Google+
- Writing genuine Google+ reviews
- Create a business page in Google+
- Use your new Google+ business page and create a Local Google citation to show the actual business location
- Host hangouts with past clients or potential clients to answer FAQ
- Create and physically attend real life hang outs or Meetups
- Make use of the Google+ private messaging and video chat features to communicate with clients
- Go deep by listening, learning, engaging and making new relationships similar to those in other social networks
Get Started Withfor
1. Google+ Real Estate Circles
To be accepted into other people’s real estate circles, you need to express who you are and post often about you and your business. Add complete bio information in the profile section and upload photos that shed light on your niche, specialty and location.
Whether it’s real estate professionals across the country or potential clients, people want to know who you are before they are willing to work with you. The more people accept you into their circles, the more your network will expand.
2. Using Email to Add to Your Google+ Circles
Google Plus allows you to add people into your circles using email addresses only. You can pull from your Gmail or many other email account providers to invite past clients, potential clients and peers within your current network.
You can then add them to specific circles and whenever you post relevant content, Google+ will send a message to that chosen circle. This avoids spamming other friends on Google+ with information they have no interest in.
3. Google+ as a Real Estate Blog
Despite the fact that Google+ is not a traditional blogging platform like WordPress or Blogger, it can still be used for that purpose. Many are using it as their hub to post extended information that might not have been accepted within a Facebook post. Many real estate agents find this valuable when passing along how-to’s or answers to buyer and seller top questions.
However, while it might be a great hub for some, advanced bloggers will want to stick with their current platform of choice. The limitations in control over design and content will frustrate those with prior blogging experience.
So how will you begin to use Google+ in your business? I’d love to hear whether you find it a valuable pillar within your social media marketing platform or a waste of time as you plan your 2013 strategy!