How to use social media to deepen your niche

Social media expert Karen Albert has a few simple tips for the top social media sites for agents — they all start with finding your ideal clients

Social media can be excellent for bringing in new real estate business, but only if you know how to use it effectively.

If you’re new to social media marketing or if you haven’t had much success with it, you won’t want to miss my recent podcast with social media expert Karen Albert.

Karen Albert

In addition to exploring the three major platforms, you should use to market your real estate business  (and explaining why the others aren’t worth your time), Albert shares the best strategies for real estate professionals.

Albert also provides great examples of real estate marketing that you can emulate to bring in more business right away. For all that and more, listen to the complete podcast interview below.

To get an overview of the three social media platforms Albert recommends for real estate agents, read on.

Top 3 social media platforms for agents

1. Facebook

Facebook prioritizes content that it deems valuable to users. It uses all the data you enter to target you with relevant content; this is why it’s so important to build your business page in a way that lines up with the interests of your intended niche audience.

Don’t try to be everything to everyone. It’ll throw Facebook’s algorithm off and it won’t place your page in front of as many relevant people because it will have trouble determining who would find your business page relevant.

As you create content for your page, Albert recommends considering who you’re trying to reach and what their interests are. By doing this, you’ll build out your page in a way that delivers loads of valuable information to the type of people you’re trying to reach. In turn, Facebook will recommend your page to users who have shown interest in this type of content.

2. Instagram

You don’t need thousands of followers to find new clients on Instagram. What you do need, as with Facebook, is a niche.

One of Albert’s past clients was a single parent who worked with a lot of single moms. She decided to rebrand herself on Instagram as the agent who understands the unique challenges single parents face. She also hired a licensed babysitter to help watch clients’ kids during showings.

After several months posting consistent, niche-relevant content, this agent managed to really ramp up her business and gained more of the clients she liked representing most.

3. LinkedIn

With LinkedIn, Albert recommends a different approach. Sure, you can pick up clients directly from this platform, but it shouldn’t be your focus.

LinkedIn is for online networking. Instead of marketing directly to consumers, you’re there to meet other professionals who might already have relationships with the types of clients you’re after.

For instance, the single mom from the example above used LinkedIn to connect with divorce attorneys, child-support attorneys, etc. Basically, she created relationships with the types of professionals who would have connections to the people in her niche. Instead of generating a little direct business from consumers, she created a lot of potential business via respected referral sources.

Don’t try to be everything to everyone

Remember: You can’t be everything to everyone, so don’t try to market yourself as a one-size-fits-all agent. Instead, focus your marketing efforts around the things you care about, and try to connect with the clients you truly want.

If you succeed, you won’t just have plenty of business, you’ll have a fulfilling career serving people you understand and, more importantly, like.

For more tips on real estate marketing from social media expert Karen Albert, listen to the full podcast.

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