It’s a proven fact, yet one overlooked by many real estate agents: Using listings as a singular source of social media content is a mediocre business builder. Among REALTORS® who cited listings as their primary source of Facebook postings, less than half reported measurable outcomes, according to a study conducted by Realtors Property Resource® (RPR®).
“Sharing individual listings on an as-needed basis is not a sustainable strategy when it comes to building awareness,” says Reggie Nicolay, vice president of Marketing for RPR. “Listings do not inform or engage consumers beyond those immediately interested in purchasing a home.”
So what can REALTORS® do to consistently inform, engage and grow their sphere of influence above and beyond posting listings? Nicolay recommends mixing it up for maximum impact.
“A balanced mix of content yields the greatest reward in terms of capturing interest and earning commitment,” says Nicolay. “Market activity reports, neighborhood data, buying and selling tips, home improvement ideas, and even community events offer agents a chance to communicate both market knowledge and valuable information to potential buyers and sellers, building a lasting relationship over time.”
Nicolay cites RPR’s Market Activity Report as an ideal option for agents who want to create enduring and results-oriented relationships. The report puts audiences in the driver’s seat by equipping them with the when, where and why of real estate in their locality.
Specifically, the report presents a snapshot of the changes in a local real estate market, and includes active, pending, sold, expired, distressed, new for lease and recently leased properties, as well as recent price changes and upcoming open houses for a period of up to six months.
“Every homeowner or would-be seller wants to know what is going on in their local market,” says Nicolay. “Agents who provide that data by way of Facebook are simultaneously empowering audiences and positioning themselves as market experts. It’s a win-win. And now, it’s easier than ever to share the report to Facebook from within RPR.”
The real estate data platform has added a simple “Things you can do with this report” option on the reports page of its website. Within a few short steps, agents can create a report and share it on Facebook, including optional comments and the ability to specify audiences who will see the report.
Capture attention from would-be buyers and sellers by expanding your social media sphere of influence with the RPR Market Activity Report.
Laurie M. Brown is marketing and communications manager for Realtors Property Resource® (RPR®). For more information, please visit www.narrpr.com.
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