This is an abridged version of a presentation I gave to a national real estate organisation outlining the opportunities for social media marketing from an office and individual agent perspective.

1. SOCIALLY SOLD
Social media fundamentals for Real Estate
Scout Digital Marketing // www.scoutdm.com.au // @scoutsocial

2. TODAY WE’RE TALKING ABOUT
➤ Social media in Australia
➤ Reasons to use social media
for business
➤ Social media strategy
➤ The Big 4
➤ Content, content, content!
➤ Facebook Advertising

3. AUSTRALIAN SOCIAL MEDIA STATISTICS
➤ Facebook – 17,000,000 Monthly Active Australian Users
(steady)
➤ Instagram – 5,000,000 Monthly Active Australian Users
➤ Snapchat – 4,000,000 DAILY Active Australian Users
➤ LinkedIn – 4,000,000 Monthly Active Australian Users approx
➤ WhatsApp – 3,100,000 Active Australian Users
(30% increase since 2015)
➤ Twitter – 3,000,000 Monthly Active Australian Users approx
Source: socialmedianews.com.au (April 2017)

4. Source: Sensis Social Media Report 2016

5. Source: Sensis Social Media Report 2016

6. Source: Sensis Social Media Report 2016

7. Source: Sensis Social Media Report 2016

8. WARNING
Social media is not a silver bullet for business development…

9. Social media IS
a natural online progression of networking,
and method for building brand awareness,
that may lead to new business contacts and opportunities…

10. WHAT IS SOCIAL MEDIA?
An internet-connected means of interaction and communication.
Sharing ideas and information,
and engaging in conversations online.

11. REASONS TO USE SOCIAL MEDIA FOR BUSINESS
➤ Build brand awareness
➤ Improve online presence (e.g. in search engines)
➤ Communication
➤ Convenience
➤ Cost effective
➤ Demonstrate expertise
➤ Demonstrate point of difference
➤ Promote key products/services
➤ Attract like-minded, target clients

12. REASONS TO USE SOCIAL MEDIA FOR BUSINESS
➤ Listening
➤ Learning
➤ Product and service development and research
➤ Feedback
➤ Market research
➤ Enquiries
➤ Referrals
➤ Reviews

13. AIM FOR A QUALITY,
LONG TERM RELATIONSHIP

14. EXAMPLE:
Agent A:
➤ Office with sign
➤ Website (300 sessions pm)
Agent B:
➤ Office with sign
➤ Website with blog
(500 sessions pm)
➤ Facebook Page, 150 likes
➤ Instagram, 100 followers
➤ LinkedIn profile, 200 contacts
➤ LinkedIn page, 50 followers

15. Goals
Target
Audiences
Brand
Personality
Campaign
Strategy
Channel
Strategy
Content
Strategy
Measurement
Strategy
SOCIAL MEDIA STRATEGY

16. CHANNEL STRATEGY
➤ Choose 1-2 social media
channels that are relevant
to your:
➤ goals
➤ target audience
➤ brand personality
➤ resources
➤ content
➤ Focus on using them
really, really well.

17. CHANNEL STRATEGY
➤ Website: "hub" for all activity
➤ Facebook Page: suits a wide mix
of updates, focus on "social"
➤ Instagram: high quality,
engaging visuals
➤ Twitter: short company updates
and shared news
➤ LinkedIn profile: professional/
industry news and updates
➤ LinkedIn company page:
company/industry news/updates
➤ eNews: regular summaries of
key information and activities

18. CONTENT IS KING!

19. CONTENT TYPES
➤ Created content (original)
➤ Collated content (shared from other sources)
➤ "Evergreen" content
➤ Time-specific content
➤ Text updates
➤ Graphics/photos
➤ Links
➤ Videos
➤ Live stream videos

20. CONTENT IDEAS
➤ Sales listings
➤ Agent bios
➤ Behind-the-scenes
➤ Seasonal updates
➤ Weather-related updates
➤ Funny updates
➤ Quotes
➤ Tips
➤ Advice
➤ News/blog articles
➤ Office/agent news
➤ Industry news
➤ Events
➤ Special offers
➤ Polls/quizzes
➤ Infographics
➤ Statistics
➤ Checklists

21. CONTENT IDEAS
➤ Questions
➤ Trends
➤ Sneak peeks
➤ Video/live tours
➤ Case studies
➤ Data sheets
➤ Ratings and Reviews
➤ Feedback
➤ Testimonials
➤ Recipes
➤ Team news
➤ Congratulations
➤ Sharing others’ content
➤ Local region news and updates
➤ Historical milestones
➤ Old, historical photos

22. HOW TO SOURCE CONTENT
➤ Develop the habit
➤ Get your team involved
➤ Look around your office and
local region
➤ Monitor real estate industry
networks
➤ Subscribe to enewsletters
➤ Scan social feeds
➤ Share other related/partner
accounts’ updates

23. CONTENT MANAGEMENT
➤ Use a content calendar
➤ Set a goal for 2-3 posts per
week, at regular days/times
➤ Plan and schedule ahead
➤ Facebook scheduling tool
➤ Hootsuite scheduling and
monitoring tool
➤ Create graphics with Canva
and Pablo by Buffer
➤ Source stock images from
Unsplash, Pixabay, Pexels etc

24. Morning:
• Facebook
• Instagram
• LinkedIn
• Email
Tuesday Wednesday Thursday Friday Saturday Sunday
Midday:
• Facebook
• Instagram
• LinkedIn
• Email
Afternoon:
• Facebook
• Instagram
• LinkedIn
• Email
Evening:
• Facebook
• Instagram
• LinkedIn
• Email
Monday
Content log:
• Local event coming up
• Agent’s birthday next week
• Interesting article about…
Local photo
Local photo
New listing/s
New listings/s
Weekend opens
Local photo or
weekend open/s
Auction and
sales results
Industry article
Weekend opens
Agent bio
Agent bio
New listing/s Weekend opens

25. FACEBOOK ADVERTISING
➤ Great opportunity to reach
new (or existing) audiences
➤ Purchase place in newsfeed
➤ Consider ad goals, e.g.
➤ Brand awareness
➤ Sales enquiries/interest
➤ Know your audience
➤ Make use of targeting
➤ Use high quality, relevant
content

26. THANK YOU!
Any questions?
Erica Stacey (nee Nistico)
Scout Digital Marketing // www.scoutdm.com.au // @scoutsocial