Crafting Compelling Content for Social Media

Welcome to Crafting Compelling Content for Social Media.

We appreciate you being here since this program is optional and discusses best practices for your consideration. If you are thinking of adopting any of them, please make sure to review the requirements in your area region with your broker, branch manager or manager, including those related to contacting consumers. We do want to highlight the importance of the Telephone Consumer Protection act, better known as tcpa. The general rules are that it's okay to call people if the person recently gave you their phone number, but remember to check the DNC lists regularly if they haven't spoken to that person in a while. You will also want to check the DNC list anytime you don't have permission. Automated calling texting platforms should never be used. Pre recorded messages and artificial voices should never be used. You will be personally liable for any violations of the tcpa. We'll mention the TCPA a few times throughout this presentation.

Today we'll be discussing building your brand, different types of content, sourcing content, and we'll talk a little bit about hashtags. Building your brand on social is going to be very important for your visual identity. So your social media branding includes your color palette, your logo and typography and different templates that go along with that color palette and that logo and also your headshots or any visual photos that you had to accompany your templates. This is going to be a short digestible guide to your brand's identity and it's a quick reference so that you always know to use the same consistent colors and the same consistent logo. We do have a few different tools here available at Cold Banker for your branding including Marketing center where you can easily create and build social media assets and marketing materials. They are already ready to go for different platforms like Facebook, Instagram and more. So definitely something to check out available via Desk. We also have Design Concierge. If you do not have a logo, you don't have collateral for your marketing materials. This is the place to go so you can build your own brand kit also available through Desk. Lastly, Canva is a free third party social asset designer and you can experiment with your personal brand by creating feed posts or stories and other social media assets. Different types of content that you can create. So these are the main content types that are going to be available to you on the majority of social media platforms. First is going to be static photos, so a few examples of that would be photos of you or your family property tours, settlement day, open houses, promotions and pretty much anything that you can think of that you can tie back to your brand into Real Video Video is a huge component in social media marketing today and it's going to be a huge piece of your social media strategy. A few ideas for video content would be a video tour of local businesses to really show that you are the expert on your local neighborhood. You know about the latest restaurants, you know the best ice cream shop to go to and you can really sell not only the home but the experience of living in that neighborhood. A property video tour. So anytime you have an open house, you have a listing and you have permission from the client or you have permission from the listing agent. If you are not the listing agent, get video clips of a home. This is a great opportunity to get more video on your page. Next would be educational videos so giving out different tips and tricks about real estate and information that a buyer or seller would need to know. And lastly, if you go to any real estate related events or even local events, you can do an event recap, video written content, talking about industry trends, different blogs, infographic terminology and really being able to break down what is happening in real estate for the average person. So always remember that your target client is not an agent, so a lot of the information that may come naturally to you is new information for your client. Lastly, reviews and testimonials are always powerful in marketing, so you want to make sure that anytime that you can grab a review from a client that you absolutely do that. Lastly, it's going to be live streaming, so going live with another realtor, going live with a lender, or live about industry trends. So you definitely want to take advantage of people being able to engage with you in real time. You can be online by yourself or you can go live with someone else. A few tips for your photos the more lighting the better. You definitely want to make sure that your photos are high quality, especially when it comes to visual platforms like Instagram. The higher the quality the better showing your personality. So feel free to show your hobbies and your interests outside of real estate. Maybe you are part of a golf club. Maybe you really enjoy interior design or gardening. Maybe you love to cook. You could do for example, talk about real estate tips while you are making a new recipe. So think about ways that you can connect with people outside of real estate because again your target client is not an agent so they may connect with you with other things outside of real estate, making sure again that you're using high quality photos over blurry or grainy pictures showing your face as much as possible. People connect with people first and this is one of the largest transactions that most people will ever make in their life, so they want to make sure that they know the person that they are working with. And lastly, if you are doing photos of a property, you want to make sure that you are using the best or most scenic photos of that property. A few content tips for video making sure that you're writing out a script of your ideas. It is so easy to get lost when you are creating video and you're just talking and you're not sure what your talking points are. So feel free to actually write out a script to really better organize what your ideas are going to be. Lighting again is everything, so using a ring light or natural light to enhance the quality of your video is going to be very important. Relaxing. So imagine that you are talking to yourself or someone that you are comfortable with and take the pressure off. If you need to record more than once, that's totally fine, but just don't tense up and relax when you're recording. Using voiceover when you can. So if you are showing a property, maybe you also accompany that with a voiceover so that you are talking and giving your listener something to hear. And lastly, using captioning on all videos when you are speaking. This makes your video accessible. And also when people usually go on social media platforms, their sound may be turned off. So if you have captioning or your videos that lets them know that you have something to say and that they should turn their sound on A few content tips for going live. You definitely want to practice before you go live again. Know your talking points. Feel free to jot them down so that you know what you're going to be talking about and you know what to say next. This is a huge one. Ensuring that you have a strong WI fi connection or cellular connection because we know that technology can fail, but you definitely want to test this connection prior to going live. Begin speaking as soon as you go live so you don't want to delay what you're saying, especially because most of the live streams now will be saved and can go on your page. So you don't want there to be a long delay of no one speaking when you first go live. Use the question box feature to encourage followers to engage with you. So there is a question box where people can actually enter their questions in real time and that will encourage your followers to ask more questions so that you have something to discuss on your live outside of your talking points. And lastly, just as I mentioned earlier, saving and sharing the lives so the people who missed it can watch at a later date. So now that we figured out what to post, how do you kind of source or get inspiration from the for the content and how do you really pull inspo for your content strategy? So you want to think about your own industry knowledge, your own background and then you also want to consider well what are questions that I always get asked when it comes to my clients and then what is their client experience. So it's really essential to identify who your target audience is and who you're talking to and then what would their pain points be or what objections would you have to overcome for them? Your content should definitely do one of four things. It should either educate, connect, entertain or promote to your target client. So some best practices for content that converts Here are just some ideas for an agent who may live, let's say in California. So some education examples would be five most popular types of California homes Farm living why a California farm might be for you and then maybe three things to renovate in your home if you live on the beach. So this is going to educate this client, I'm sorry this realtor's followers so that she they understand what the education piece would be entertainment. So three best summer concerts in LA that you don't want to miss. It can also be an outfit of the day and then memes and relatable jokes and quotes for connection that could look like Download my open house playlist. So if you love music, this is a way to make it very interactive with your followers. Three reasons I love living in California. So really just highlighting different things about the area that you live in and then for promotion. Promotion is going to be all about selling. So a listing walkthrough your contact information why I became a real estate agent Open house promotion. So again this is going to be the piece where you actually go to sell. Next is going to be making sure that your caption writing is in your voice. So this is an example of a post with a template that is in the specific branding for this agent. And this is an example of the caption so really almost how she would speak. The caption would be Imagine this. You're enjoying your favorite morning brew while watching the coast. The smell of saltwater drifts into your bedroom along with the perfect breeze that can be a reality. As a Newport native, I know the ins and outs of Cali living and can help you find a home that you'll cherish for a lifetime of memories. Ready to make the move? Let's find your dream beachside home together. DM me ready or visit madelinejameshomes.com to get started. So this is just an example of how this agent really tied together all of her branding. This coastal California feel, but that's still very relatable and personable. So once you've created your content using sites like Marketing Center Here, Cold Banker and then Canva and really just created them from these pre made templates with your social media branding, you then want to schedule your content. So scheduling is going to help you stay consistent. There are apps like later or hootsuite or if you have Facebook, you can also schedule directly through Facebook for both the Facebook platform and the Instagram platform. Lastly would be engaging with followers so you want to set aside some time to like comment and share with other followers on your social networks. Community management is going to be very important. So again making sure that you don't miss any direct messages outbound or responses, comment replies and story replies. You definitely want to make sure that you are replying to people as they comment and as they engage with you. A few differentiators to remember of course being social and social media networking just like you would in person, responding to your followers authentically. So don't say the same thing to every single person. Respond to them as if you were meeting them in real life and then asking questions to gain insight into your audience. So getting started with those content buckets. These are just a few. I'm going to rerecord that part. Again. Getting started with the content buckets. These are just a few ideas. So testimonials taking from reviews from clients and putting them into a branded social media graphic to share client photos. So having a branded sign that you consistently use for clients to hold in front of their new homes or taking a picture with your clients and sharing their experience Listings so using high quality images of your listings you can create more than one post with images. So you can do just listed. You can show different features or something peculiar about the interior design in the home so you can really get more than one piece of content out of one property. About Me so brag about yourself. Talk about why clients like to work with you. Talk about why you decided to become an agent, keeping it local. So feature your community and show clients how that you know your neighborhood. You know what to recommend to them. You can tell them the best ice cream shop, the best place to grab a coffee, the best part to take your family to. So really showing them that you are the expert in your local area and then Real Estate Tips Positioning yourself as a thought leader in real estate and educating your clients on what they need to know and all of the changes that are constantly happening in the real estate industry. Lastly, using hashtags so hashtags really make your post searchable. They group together similar conversations to help people find content centered around a keyword, so it can really help your content get more views from people searching around that word. Hashtags always start with the hashtag symbol, but they will not work if you put spaces, punctuation, or symbols in between, so you can see a few examples below. Do not string too many words together. So the best hashtags tend to be relatively short and easy to remember. So for example CBProud or hashtag Coldwell BankerProud ColdbankerProud is a little too long. CVProut would be perfectly fine. Use relevant hashtags. So if it's too obscure, it's going to be hard to find and it most likely is not something that people are searching for. And remember to use hashtags that are most relevant to the posts that you are putting out or relevant to your business. So for example, hashtag ATL real estate is more relevant to drive actual business to an Atlanta agent versus just hashtag real estate, which has more usage and is not specific to that agent's location.