Marketing Through Social Media for Realtors: Target Audience
Effective marketing through social media for realtors relies on understanding the target audience. This article compares target markets and target audiences, explains why understanding their differences is important, offers a strategy for creating a target audience profile, and provides tips on developing a social network advertising campaign to stand out in a competitive real estate market.
If you’re looking to make your online brand presence unforgettable, be sure to check out my 7 game-changing social media marketing tips for realtors.
Some real estate agents don’t utilize social media to its full potential because:
They don’t know how to use it effectively
They don’t like using it
They don’t understand the value/potential
They don’t have enough free time
These are valid points. But, like it or not, every realtor needs to leverage social media in this extremely competitive market because social media has become a permanent fixture in most people’s lives. Real estate professionals who invest in their online social presence have a greater chance of success than those who don’t.
Knowing your target audience is the first and most important step to building a successful online presence. Then, once you understand your audience, you can develop effective marketing strategies to gain an advantage over the competition. So where do we start?
Target market vs target audience
Both your target market and target audience are interested in your brand/services, but with some important distinctions.
Target market
Your target market is a broad group of every potential client you could sell your services to. These individuals might share similar interests, but there is no guarantee they will become clients. If you are a realtor in Tulum, Mexico, your target market could be: Mexicans, Canadians, and Americans (for example). Knowing your target market is paramount because this is how you identify your target audience.
Target audience
You target audience is a specific subset of your target market that share similar traits and values. This article focuses on your target audience because they are most likely to use your services. As a realtor in Tulum, your target audience could be middle-upperclass Mexicans 50+ years of age and younger Canadian/American expats working remotely with mid-to-senior-level occupations.
Mastering the 5 W’s and H for realtors
Let’s take a look at exactly who your target audience is so we can develop a killer content marketing plan. You can hire someone like me to conduct research and a thorough competitor analysis, but it’s not difficult to figure out the basics on your own. So take a pen and paper and write the following:
Who is your target audience?
Gender, age, occupation…
What do they want?
Buy/sell home, find home with schools nearby, invest…
When are they online?
Weekdays, weekends, early morning, lunch, night…
Where are they from?
Country, city, suburbs, small town, island…
Why are they interested in your services
Need to move/sell for money, have small children, need to downsize…
How do they access information on the internet?
Social media platforms like Instagram, Facebook, LinkedIn, Pinterest, YouTube, TikTok, Threads, X (formerly Twitter)…
Or websites
Now that we have a better idea of your target audience, let’s look at how we can leverage social network advertising to get more sales.
Social network advertising
Social network advertising (social media advertising) is one of the most important methods of digital marketing because each platform has large numbers of users. This means endless opportunities to attract clients. However, many realtors are still making the mistake of not using social media to their advantage.
Not only is social media crucial for attracting new clients, having an online presence also creates trust and credibility. Think of how you feel when you can’t find a brand or service online. Your trust likely goes down. Building an online community that shows your services, personality, and customer testimonials is crucial, if not mandatory, in driving sales.
Marketing through social media for realtors requires a campaign that specifically appeals to your target audience. When creating content, using particular themes and images that appeal to this audience will help grow your following, generate leads, and increase sales.
Any realtor who follows this guide successfully and (1) Understands the differences between target market and target audience, (2) Precisely identifies their target audience, and (3) Utilizes this information to develop a social network advertising campaign specifically for their target audience, will come out on top in a highly-competitive real estate market.
If you’re ready to apply what you just learned, start creating the perfect social media content strategy with this realtor’s guide.
In a world where economic collapses are inevitable and the market is continuously ebbing and flowing, one thing is certain - social media is here to stay. Realtors who develop a strong online presence with a reputable brand image, are the same realtors who will survive the next recession and be the last ones standing.
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Pin this to your social media marketing real estate board if you want to drive sales! That way it will be easy to find when you’re ready to develop a strong marketing plan directed specifically at your target audience - the audience most likely to use your services.
