Social Media Speaker: Strategic Branding for Your Real Estate
Business → Marketing & Advertising
- Author Krista Neher
- Published November 8, 2010
- Word count 687
When you begin crafting your social media strategy your first instinct may be
to start with the sale...How do you drive a potential home buyer to buy your
home on the market? Focusing on the sale (first) is typically the wrong
answer.
The brand cycle doesn't typically start with purchase. It starts with
Awareness and ends with Loyalty. Your social media strategy needs to focus
the relevant portions of the consumer experience and create a strong
connection (also know as brand equity).
The brand purchase cycle starts with awareness (I know about your company)
then Consideration (I am considering purchasing with your company) then
Preference (I actually prefer your company over the alternatives) then
Experience (I worked with your company and what was my experience like) then
Loyalty (will I do it again or recommend to others?).
Your instinct may be to focus on the purchase - how are we driving sales.
It is important to remember that the actual sale may not be the best part of
the sales cycle to focus on.
In my experiences speaking about social media, this concept is described in
much more depth but here is an overview of some key strategies to implement
the branding cycle for your agency.
Awareness Strategies - Consider a social media strategy where you post
content that is generally of interest to your target audience. Grab their
attention by posting relevant things related to your services that they
actually care about. Trying to sell in a specific area of town? Talk about
special events that go on there. Trying to sell office space? Talk about the
convenience to downtown or local restaurants. Listen to your audience, learn
what they are interested in and start to talk about the things that they are
interested in.
Consideration - They know who you are, but are they really considering you?
Look for people who mention your brand and answer their questions. Actively
seek out people referencing your category or buyers - they know who you are
but do they seriously consider you? Provide information to make sure that
your brand is in the consideration set. Focus on search rankings and make
sure that your site is optimized to answer questions.
Preference - Using social media to build preference can work well when done
correctly. You can build preference by showing that you truly care about
your audience and are committed to serving them. Brands that effectively
build preference using social media focus on building real relationships. Be
nice. Show potential homebuyers that you care. Have flexible policies.
Build preference by focusing on building positive feelings about your brand.
After a social media interaction they should "like you" or "think that
you are cool/hip", etc, based on your brand equity.
Experience - Social media strategies focused on the experience portion can
focus on things like customer service or support and feedback. When focusing
on experience, you should leverage social media to increase the value of the
customer's experience. Customer service via social media can be a great
tool in this.
Loyalty - The final stage is loyalty. Social media is a great tool to
build loyalty. You can use fan pages and twitter to provide specific
offers/incentives/discounts to drive loyalty among existing customers. Focus
on showing your customers that you REALLY care (this can also drive word of
mouth and build new customers). Find ways to use social media to really
give your customers something special. It doesn't have to be a financial
incentive either - it can be insider information or access to a members
club.
Your strategy doesn't have to focus on just one - it can focus on more
than one. They key is to use social media to build a great brand experience
(and this will drive sales over time). This strategy takes great content and
can take longer, but in the end, this is where the real payout will be in
social media. The key is to focus your social media strategy on the right
part of the brand building cycle vs. blindly trying to drive sales for your
agency.
Krista Neher (http://kristaneher.com/) has spent the last 10 years helping
business owners grow sales and get results with social media marketing.
Krista is an internationally recognized speaker, author, consultant and
professor on social media and recently published a FREE Special Report
titled, "The 7 Myths You've Been Led to Believe About Social Media
Marketing." For more information about Krista's speeches and training, visit
her website: http://kristaneher.com/
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