Door hanger marketing is a traditional strategy to reach local clients directly. While this can be an effective marketing method, it can also be time-consuming. With a never-ending to-do list, you need a way to reach potential clients faster and more effectively.
Most modern home buyers and sellers search online for a real estate agent, according to The National Association of Realtors (NAR). Conversely, just 10 percent of buyers and 9 percent of sellers use print advertisements to find an agent.
Your digital-first buyers and sellers are looking online—and if you’re not there, you’re missing out. While a website is important, social media can’t be overlooked in reaching those potential leads. If you’re still not sure about investing time into social media, here are five reasons to make the transition once and for all.
Reach a Broader Audience
There are currently more than 3.6 billion active social media users, and this number is projected to hit 4.41 billion by 2025. What’s more, internet users spend an average of 144 minutes per day on their social media accounts, which makes these platforms ideal for expanding your audience reach and connecting with potential leads.
Social media is an excellent tool to specifically target millennials who comprise the largest share of home buyers, according to the same NAR data. This also happens to be one of the most socially active generations with 75 percent of millennials using social media to interact with companies.
With door hanger marketing, you’re limited to just a handful of consumers within a certain mile radius. With social media, you can communicate with a broad range of users across multiple networks. You can also choose from a wide range of social media platforms, from the obvious, such as Facebook and Instagram, to the newer platforms, like TikTok and Clubhouse.
With social media, you can amplify your message, reaching more people in less time.
Stay Visible and Relevant
To compete with other real estate agents, you must have a visible and relevant presence on social media. An estimated 4 in 10 consumers use social media to discover new brands they want to follow and products or services they want to invest in, according to a 2021 Sprout Social survey.
However, you aren’t automatically visible and relevant by simply having an account. Here are some strategies to keep in mind to make the most out of your switch to social media marketing:
- Get your profile right. Include social proof where possible and share who you are and who exactly you can help.
- Post regularly. One post each month won’t be enough to help you expand your reach—just like hanging one door hanger wouldn’t provide much value.
- Know what your potential clients want to hear. Transfer your door hanger messaging to social media and then expand to create content that’s engaging and drives leads.
Be More Efficient
Which one of these sounds like a more efficient and strategic use of your business hours?
- Driving all around town to leave door hangers at potential clients’ homes.
- Publishing social media content that can reach your target audience with just a single click.
If one of your goals for 2022 is to work smarter not harder, then social media marketing will save you time and optimize your results. A poll from Outbound Engine found that 9 percent of business owners who spend 5 to 10 hours a week on social media marketing tend to see an increase in revenue.
Spending just an hour each day on social media can still help you generate more lead conversions than you might with print materials. Plus using these virtual platforms can streamline your marketing efforts. Rather than walking door to door, you can free your schedule to focus on other important tasks.
Social media’s ROI potential is strong, in terms of both time and profitability.
Build Trust and Credibility
A recent study from the International Journal of Information Management found that consumers are more likely to trust companies who:
- Interact with followers authentically on social media
- Respond to messages in a timely manner
- Nurture credibility with knowledgeable content
Once you earn a consumer’s trust, their intent to purchase will also increase, the research continues. In fact, 39 percent of consumers will not form trusted emotional attachments with brands they have not connected with on social media.
Use social media marketing as a tool to deliver consistent, responsive communication. You can use these tools to post information that establishes you as a credible real estate source. Tell consumers who you are, which areas of expertise you bring, and what your business can offer.
Don’t Just Sell—Add Value
Door hanger marketing doesn’t leave much room for providing value. With just enough space for your name, website, contact details, and maybe a small headshot, your focus is selling. This information might place your business on a consumer’s radar, but it likely won’t hold their attention or cement you in their mind long-term.
On social media, you can do more than just introduce yourself. You can post valuable content to pique their interest and compel them to take action. Think about it: would you want to work with someone who only sells to you? Or would you want to work with someone who offered their insights, advice, and ideas before ever connecting with you as an agent?
Give a little before asking for the sale with social media posts that add value.
Keep Reading: 5 Ways an eNewsletter Can Help Your Real Estate Business
Swap Door Hanger Marketing for Social Media
If social media isn’t at the forefront of your marketing efforts already, now is the time to prioritize this tool. Door hanger marketing and other print materials don’t always resonate with today’s consumers—and are often more time-consuming. Use social media marketing to reach more potential clients more effectively. This way you can focus on building your business not walking around neighborhoods.