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HootSuite for Real Estate:

4 Tips for Using Social Media to Build Your Business

The real estate industry has shifted because of social media. Long
gone are the days of real estate agents being limited to costly bus stop
advertisements with enlarged portraits or newspaper pull-outs. Potential
clients are now online and social has become a pivotal resource for
marketing and business transactions.
We will cover 4 social media tips for real estate success including how to:

•	 Be consistent and schedule in advance
•	 Use Twitter Lists to your advantage
•	 Geo-target your audience and stay local
•	 Use analytics to measure your social ROI

Katie Lance CEO/Owner
of Katie Lance Consulting
suggests to:
“Become a resource for
local anecdotes by sharing
information about free
concerts, farmers markets,
and other interesting
local activities. When your
community needs to make
a decision, you’ll be the
one they seek out, since
you’ve branded yourself
as a priceless source of
relevant news. You can
also curate content by
using Google Alerts or by
creating specific lists on
Twitter for specific types
of content you’d like to retweet or re-post.”

The real estate industry is competitive, and in order to succeed you
need to understand how to find and attract prospective clients. The
social media messages you share need to be relevant to your brand and
audience.

1
HootSuite for Real Estate:
4 Tips for Using Social Media to Build Your Business

Tip 1: Be Consistent and Schedule in Advance
The key to branding is to be consistent. Maximize your outreach activity
by making sure that the content, links and advice you post to your social
networks is at regular intervals and is authentic.
Dewayne Hankins, the Director of Digital Media for the LA Kings, lives
by this tenant and says that “social media is about adding a more
informal, human element.” For more insight into his social media
strategy read our latest interview with him.
Become a trusted resource, respond to relevant questions and topics
while online and when you’re not able to be online, schedule messages in
advance.

View the Publisher with the
HootSuite University video above

For example:
If you are hosting an open house on the weekend and have limited
time, take advantage of HootSuite message scheduling options. You
can schedule all your messaging in advance so that your updates can
be released while you are busy. This way the conversation with your
audience continues regardless of whether or not you are in the office.
Also consider sharing content such as a link to a map to the location
of your open house, and photos of the property.
Plan and publish updates across social networks. The Publisher view
within HootSuite helps you manage your social media campaigns with
an editorial calendar view. If you are unsure what time to schedule your
posts, use the AutoSchedule feature to do the scheduling for you. You
can continue to publish and share content by building out a schedule of
messages that can be uploaded in bulk (up to 350 at once).

HootSuite Publisher:
Learn about scheduling in bulk

Tip 2: Use Twitter Lists to your advantage
It’s easy to get side tracked, distracted or overwhelmed with the amount
of social messages from colleagues, clients, prospects and more. Cut
down the noise with Twitter Lists. Use Lists to monitor groups that you
put together as opposed trying to keep up with a constant broad stream
of messages and updates that often are not always relevant for you.

Bulk Scheduling is a Pro
feature. Want to learn more?

Put together your Lists and follow those who are interested in buying
a new home, clients seeking local resources, and even colleagues or
competitors who are offering interesting industry information.
2
HootSuite for Real Estate:
4 Tips for Using Social Media to Build Your Business

A public List of community resources, is a great way to show your
followers that you’re a knowledgeable resource and opens up the
conversation for advice and recommendations. Lists are easy to manage
and maintain right in the HootSuite dashboard. You can also update your
Lists with HootSuite’s mobile applications.

Tip 3: Stay Local and Tune in to Your Audience
General search terms can often return an overwhelming amount of
information. This means your social searches can turn up a broad range
of information that will take hours to search. For example, a Twitter search
for “real estate” is going to return thousands of hits. Narrow your focus
on the areas you serve. Use the Twitter geo-located search feature in
HootSuite to filter your search results according to distance and see
only the messages sent locally. For example, set up a geo-search for
#realestate or “new house” and you will be able to strategically engage
with local prospects who are interested in real estate. Also, consider
monitoring your competitors to build from their successes and learn from
their mistakes.

Add a List Stream

Targeted listening and audience engagement is important for
organizations of all types and sizes, but it is especially relevant for real
estate agents that want to connect with local customers.
Interested in Geo? Learn more about how the Five Guys use it.

“Buying or selling a home is so much more
than the home—it’s the local parks, the school
districts and so much more. Your audience
and potential clients love that hyperlocal
information—and as a real estate pro that is
one area that will really set you apart. When
you are planning your content strategy make
sure to include things that only locals know—
like the best place to get a slice of pizza or the
best place to get a cup of coffee.”
							-Katie Lance

Geo-location in the dashboard

Keyword Search
Streams Tip
Search for all mentions
of your name, your areas
of expertise, your core
neighborhood and other
keywords which set you
apart from the crowd.
For example, search
“#JeffResidences” to follow
specific news, reactions and
updates on a new housing
development.
3
HootSuite for Real Estate:
4 Tips for Using Social Media to Build Your Business

Tip 4: Use Analytics to Measure Your Real Estate
Social Media ROI
Measuring and reporting is important. Do you know which Facebook
posts or Tweets get the highest number of clicks or engagement? Do you
know how much of your web traffic is coming from social networks? Do
you know where your audience is?
By using the different HootSuite Analytics tools, you can gauge how your
social media strategy is doing. Start with tracking the Like, @mention,
Retweet and Follows, but also build the capacity for measurement into
every social action. Use URL shorteners, like our own ow.ly links or use
your own vanity URL to track your click-throughs. Integrate Google
Analytics and Facebook Insights to track on-site conversions or drill into
geographic disparities in data.

Analytics Tip
Use The Quick Analytics
resource within HootSuite
to decrease the amount of
time you spend analyzing
your messages. At a glance,
you can see which of your
followers are more likely to
visit your links and which of
your posts were the most
successful.

Analyze the most successful Tweets and investigate why they were
interesting for your audience: Was it the tone? The content? A specific
campaign? The use of hashtags? Constantly modify and refine your
strategy to improve your communication outreach.

Resources

For more tips on how to leverage
social media for your real estate
business, check out our HootSuite
University Lecture with Katie
Lance.

Learn more about analytics and
other HootSuite Pro features from
the Social Media Coaches in this
webinar: Track & Measure with
HootSuite Analytics

4

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HootSuite for Real Estate Agents - A HootSuite Industry Sheet

  • 1. HootSuite for Real Estate: 4 Tips for Using Social Media to Build Your Business The real estate industry has shifted because of social media. Long gone are the days of real estate agents being limited to costly bus stop advertisements with enlarged portraits or newspaper pull-outs. Potential clients are now online and social has become a pivotal resource for marketing and business transactions. We will cover 4 social media tips for real estate success including how to: • Be consistent and schedule in advance • Use Twitter Lists to your advantage • Geo-target your audience and stay local • Use analytics to measure your social ROI Katie Lance CEO/Owner of Katie Lance Consulting suggests to: “Become a resource for local anecdotes by sharing information about free concerts, farmers markets, and other interesting local activities. When your community needs to make a decision, you’ll be the one they seek out, since you’ve branded yourself as a priceless source of relevant news. You can also curate content by using Google Alerts or by creating specific lists on Twitter for specific types of content you’d like to retweet or re-post.” The real estate industry is competitive, and in order to succeed you need to understand how to find and attract prospective clients. The social media messages you share need to be relevant to your brand and audience. 1
  • 2. HootSuite for Real Estate: 4 Tips for Using Social Media to Build Your Business Tip 1: Be Consistent and Schedule in Advance The key to branding is to be consistent. Maximize your outreach activity by making sure that the content, links and advice you post to your social networks is at regular intervals and is authentic. Dewayne Hankins, the Director of Digital Media for the LA Kings, lives by this tenant and says that “social media is about adding a more informal, human element.” For more insight into his social media strategy read our latest interview with him. Become a trusted resource, respond to relevant questions and topics while online and when you’re not able to be online, schedule messages in advance. View the Publisher with the HootSuite University video above For example: If you are hosting an open house on the weekend and have limited time, take advantage of HootSuite message scheduling options. You can schedule all your messaging in advance so that your updates can be released while you are busy. This way the conversation with your audience continues regardless of whether or not you are in the office. Also consider sharing content such as a link to a map to the location of your open house, and photos of the property. Plan and publish updates across social networks. The Publisher view within HootSuite helps you manage your social media campaigns with an editorial calendar view. If you are unsure what time to schedule your posts, use the AutoSchedule feature to do the scheduling for you. You can continue to publish and share content by building out a schedule of messages that can be uploaded in bulk (up to 350 at once). HootSuite Publisher: Learn about scheduling in bulk Tip 2: Use Twitter Lists to your advantage It’s easy to get side tracked, distracted or overwhelmed with the amount of social messages from colleagues, clients, prospects and more. Cut down the noise with Twitter Lists. Use Lists to monitor groups that you put together as opposed trying to keep up with a constant broad stream of messages and updates that often are not always relevant for you. Bulk Scheduling is a Pro feature. Want to learn more? Put together your Lists and follow those who are interested in buying a new home, clients seeking local resources, and even colleagues or competitors who are offering interesting industry information. 2
  • 3. HootSuite for Real Estate: 4 Tips for Using Social Media to Build Your Business A public List of community resources, is a great way to show your followers that you’re a knowledgeable resource and opens up the conversation for advice and recommendations. Lists are easy to manage and maintain right in the HootSuite dashboard. You can also update your Lists with HootSuite’s mobile applications. Tip 3: Stay Local and Tune in to Your Audience General search terms can often return an overwhelming amount of information. This means your social searches can turn up a broad range of information that will take hours to search. For example, a Twitter search for “real estate” is going to return thousands of hits. Narrow your focus on the areas you serve. Use the Twitter geo-located search feature in HootSuite to filter your search results according to distance and see only the messages sent locally. For example, set up a geo-search for #realestate or “new house” and you will be able to strategically engage with local prospects who are interested in real estate. Also, consider monitoring your competitors to build from their successes and learn from their mistakes. Add a List Stream Targeted listening and audience engagement is important for organizations of all types and sizes, but it is especially relevant for real estate agents that want to connect with local customers. Interested in Geo? Learn more about how the Five Guys use it. “Buying or selling a home is so much more than the home—it’s the local parks, the school districts and so much more. Your audience and potential clients love that hyperlocal information—and as a real estate pro that is one area that will really set you apart. When you are planning your content strategy make sure to include things that only locals know— like the best place to get a slice of pizza or the best place to get a cup of coffee.” -Katie Lance Geo-location in the dashboard Keyword Search Streams Tip Search for all mentions of your name, your areas of expertise, your core neighborhood and other keywords which set you apart from the crowd. For example, search “#JeffResidences” to follow specific news, reactions and updates on a new housing development. 3
  • 4. HootSuite for Real Estate: 4 Tips for Using Social Media to Build Your Business Tip 4: Use Analytics to Measure Your Real Estate Social Media ROI Measuring and reporting is important. Do you know which Facebook posts or Tweets get the highest number of clicks or engagement? Do you know how much of your web traffic is coming from social networks? Do you know where your audience is? By using the different HootSuite Analytics tools, you can gauge how your social media strategy is doing. Start with tracking the Like, @mention, Retweet and Follows, but also build the capacity for measurement into every social action. Use URL shorteners, like our own ow.ly links or use your own vanity URL to track your click-throughs. Integrate Google Analytics and Facebook Insights to track on-site conversions or drill into geographic disparities in data. Analytics Tip Use The Quick Analytics resource within HootSuite to decrease the amount of time you spend analyzing your messages. At a glance, you can see which of your followers are more likely to visit your links and which of your posts were the most successful. Analyze the most successful Tweets and investigate why they were interesting for your audience: Was it the tone? The content? A specific campaign? The use of hashtags? Constantly modify and refine your strategy to improve your communication outreach. Resources For more tips on how to leverage social media for your real estate business, check out our HootSuite University Lecture with Katie Lance. Learn more about analytics and other HootSuite Pro features from the Social Media Coaches in this webinar: Track & Measure with HootSuite Analytics 4