The world today is a smaller place, thanks to social media. According to the Pew Research Center, 74 percent of all adult Internet users utilize social network sites, as of January 2014. This includes 82 percent of all online 30 to 49-year-olds and 65 percent of Internet users age 50 to 64. The largest social media service, Twitter, reports 320 million active users per month, with users making over one billion unique website visits outside of Twitter monthly based on click-thru on Tweet-embedded links.
The proliferation of Twitter and mobile social media has helped to make the world a smaller place. Photo credit: kaboompics/Pixabay
With 31.9 percent of the American population expected to be active Twitter users on 2017, Twitter is redefining how businesses, political candidates, and community groups reach out and spread their message. For any realtor that is interested in growing his business, understanding how to properly create and utilize a business Twitter profile must be an essential part of his real estate continuing education plan.
Twitter’s business usefulness can be broken down into four Cs, according to Entrepreneur Magazine: consuming must-know information, creating content that would make you a thought leader in your field of expertise, curating important information that is of interest to clients and potential and communicating with your current and potential customer base. Your goal in using Twitter is to effectively use all four Cs in a consistent manner that maximizes the 140-characters limit of the application.
The first step toward using Twitter to maximize your real estate company’s presence on social media is to create a proper business profile. This guide assumes that you already have a basic understanding of how to use the Twitter app and how to post a tweet. Twitter has created a guide that explains how to use the service, how to use mentions and retweets and how to effectively master your timeline if you need a refresher.
Establish an Online Personality
In developing your Twitter presence, your profile online should reflect not only your business identity but your business online personality – the first impression you want your clients to make about your brand. This includes your business Twitter handle (which does not need to be the same as your business name, but should make it easy for clients to identify your business), your profile photo (which should be clean and readable as an icon), your profile bio (which should include your mission statement, location, hours of operations if applicable and a link to your website) and your header photo (which should reflect what is important to your business, such as a photo of your real estate agents).
Your online personality also extends to what and how you tweet. For example, tweets that feature a photo are 35 percent more likely to be retweeted, while tweets with a video are 28 percent more likely. Feature a quote in a tweet and the tweet gains a 19 percent boost in retweets while tweets featuring numbers are 17 percent more retweet-friendly. The most successful tweets are those that provides visitors with valuable information in an actionable format without sounding like a hard sell pitch.
The first part of opening your business on Twitter is establishing a positive online personality. Photo credit: PourquoiPas/Pixabay
Ultimately, the idea behind having a Twitter business profile is giving your visitors a good reason to follow you. This will be determined by how your visitors perceive your business.
Have a Strong Marketing Plan
As a real estate expert, your Twitter followers will expect from you trustworthy, worthwhile and up-to-date information. This means that you post frequently and highlight important events, conferences, and open house. This also means that you fact-check everything your company posts, that you ensure the quality of every tweet sent in your company’s name and that you offer your followers a look into things they might not be privy to otherwise, such as information and reviews from previous sales, information concerning competitors and events and conditions in the current market that may affect sales.
This sense of integrity will encourage your followers to create online discussions and to recognize you as a thought leader on real estate issues in your market. Maintaining this integrity is the cornerstone of any successful Twitter strategy.
Other key elements to a strong Twitter marketing plan are including your Twitter handle on all transmitted collateral – including emails and business cards – joining and participating in real estate discussion groups online, starting a market-targeted Twitter Ads campaign and using tools such as Google Keyword Planner and Hashtags.org to find the right keywords and hashtags that will draw traffic to your posts. Making sure that every post includes a mention and either a photo or fact is also important.
Using Data to Master Twitter
In your real estate continuing education, the use of data has likely been discussed previously to analyze your market and customer base. Data can also be used to look deeper into your Twitter “tribe” and to understand exactly what make them tick.
Apps such as Insightpool or Tweepi can, for example, suggest to you Twitter users to follow that have shown an interest in your content. TinyTorch helps you to find industry-specific content on Twitter and TweetDeck and HootSuite allow you to filter the Twitter stream to specific keywords and search terms. Other useful tools include Twitonomy and Klear. The idea of using these tools are simple: by knowing what users to target, you can significantly grow your “tribe.”
Twitter runs on three unofficial “rules”: 1) if you follow someone, they will likely follow you back; 2) if you favorite someone’s post, they will likely follow you and 3) if you offer something, like exclusive information or an e-book, the user will likely follow you. These are far from definite rules, but targeting Twitter users that are looking for your content and following the “rules” is the most certain way to gain followers.
Data is the key to mastering Twitter. Photo credit: tigerlily713/Pixabay
There is — of course — more to developing an effective Twitter strategy for your real estate business than we have space for here, such as which type of posts work best for home-seekers. For learning professionals, PDH Real Estate is the brand of professional development training sites that offer the best value in PDH training online. Contact us for more information on how we can help you master Twitter for all of your real estate marketing goals.