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The Lasso Blog

In this two-part series, we’ll look at some of the major social media channels and how you can use them to effectively market new homes.

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As marketing and social media expert Carol Morgan said in her latest Lasso CRM guest post, “…with the rise in technology also comes the need to change your company’s marketing practices to be inclusive of the new technology that your potential buyers are using. Right now, that means adapting a solid social media strategy…”

With 90 percent of home buyers starting their research online, consumers are scouring the Internet for information on your company or community. If they can’t find what they’re looking for, they will likely move on. These days, having a website alone isn’t enough. Consumers want to see how people interact with your brand. They want to follow your updates without investing too much time until they’re close to making a purchase decision. With social media, you can drive much of the content consumers seek.

In this week’s post, we’ll look at three of the most prominent social networking sites – Facebook, Twitter and Google+ – and the most effective types of content to post for each.

Facebook: This continues to be the most popular social networking site on the planet; it currently has 1.11 billion users. (Your buyers are definitely on here!) Facebook is not a channel for hard selling or in-your-face marketing. It is a vehicle to show your brand’s personality, what you stand for, and why people like and buy from you. Engaging photos along with timely, relevant content are the best ways to leverage the viral nature of Facebook by promoting Likes, Comments and Shares. In addition to scheduled posts, be spontaneous, creative and fun.  It’s also important to be social on social media! Like other businesse pages in your area to foster a sense of community. Don’t forget to interact and engage with others, as this will draw even more people to your page. Facebook is also a great way to capture new leads in a non-disruptive manner. As users are browsing your content, you can provide a registration form right on your profile page.

Twitter: This micro-blogging network is gaining users at a rapid pace. You have only 140 characters to express each thought, so posts must be clever, relevant and entertaining (easier said than done!). Twitter is a great platform to develop a voice of expertise or authority about a certain subject. As a marketer of new homes, post about events, businesses and developments in your community, neighborhood or city. Share articles about the home buying process and what makes your community unique. Think about the kind of information you’d want to read if you were a buyer, and post it. Most importantly, don’t be afraid to engage in conversation on Twitter. Many large companies are even using Twitter as a customer service platform. If someone asks a question or directs a comment toward you, respond! It will show there are people behind your brand, and that you are part of a responsive, responsible company.

Google+: With its latest timeline redesign and improvements in ease-of-use, Google + is quickly gaining users. But the power of Google + is not in the number of daily users; rather, it is a direct path to the Google search engine. Posting unique, optimized content on Google + will increase your organic search engine rankings, which means more potential home buyers will find you on the Internet.  Google is also a big fan of photos, and it’s algorithms will throw more weight to relevant posts that include pictures.

It would take three separate white papers to discuss how to effectively leverage each of these social media channels, but hopefully this article gives you a broad overview of the differences between them and why they’re important to use daily.

Stay tuned for our next article on social media. We’ll discuss Linked In, Pinterest and YouTube. If there are other social networks you have questions about, please comment below!

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