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Organic Social Media Tips for Property Companies

You may have noticed that your organic social media posts are struggling to reach your customers. In fact, a meagre 5.20% is the average organic reach on Facebook, so you may be wondering if it is worth putting the effort in. However, as a property company, it’s still important to have a strong social media presence, and organic social media is a great way to connect with potential and existing customers.

But what’s the best way to go about creating a social media strategy that works for your business? Here are some tips to help get the most out of your posts.

Identify your target audience

To create successful organic social media content, you must first identify your target audience. Who are you trying to reach with your message? What are their interests and needs? Once you have a good understanding of your target audience, you can begin to create content that resonates with them.

The best way to identify your target audience is to use Google Analytics. If you are not familiar, Google Analytics gives you detailed information about site visitors. From their age, location and device used, you can gather information to create a customer profile about your current site visitors.

You will need to ensure you have integrated Google Analytics with your website to collect this data. But, having done this, you can tailor content either to the demographic of those visiting your site already, or those that you can see trending as a potential target.

Remain active and engaging

It is important that you actively engage on social media. The most effective way to do this is to regularly share interesting and thought-provoking content that your customers want to see. From the latest information in the industry to new properties for sale or let, this will naturally improve your engagement rate.

In addition, start conversations and take the time to comment on or like other people’s posts. This is particularly relevant to businesses and industry experts that are relevant to your niche.

By following and regularly liking, commenting, and sharing posts from key accounts in your sector, you are boosting your brand awareness. As your relationships grow, you can start to tag these accounts in new posts that are relevant to or are directly referring to them, and you should do the same in return.  

Organic Social Media - Chatter

By making a conscious effort to stay connected, you can help offset the potentially negative effects of social media and create closer, more meaningful relationships with key companies and individuals in the industry.

Look at your competitors’ social strategy

Whilst you should form your own organic social strategy based around the tips listed here, by understanding what your competitors are doing can help shape your own strategy.

Look at your competitors posts that are getting the most engagement – that are not promoted or paid ads. Are they using a lot of video content? Are they running giveaways or contests? What kind of messaging are they using?

Answering these questions can help you fine-tune your own social strategy and ensure that you’re maximising your chances of customer engagement.

Identify optimal post times

It is important that you identify the best times to post on social media to get the most out of your posts. The best time to post on organic social media depends on your audience, your goals, and the type of content you’re sharing.

As a guideline, if you’re trying to reach a general audience, the best time to post is in the morning. If you’re trying to reach a specific audience, like working professionals, the best time to post is in the afternoon. And if you’re sharing content that’s more likely to be shared (such as infographics or videos), the best time to post is at night.

For best results however, you should run your own tests and collect the data. Using post scheduling tools such as Buffer or Later.com, you can start to identify times of higher engagement rate based on your own customers impressions and engagement rate.

The more you post, the more you will start to spot the trends, giving you a strong advantage when posting. What’s more, these tools allow you to schedule posts at these optimal times, a whole month or more if you wish, saving you significant time in the long run!

Use relevant, highly searched hashtags

Hashtags are a great and easy way to organically connect with social media users who are interested in the same topics as what you are posting. By tagging your posts with relevant hashtags, you can reach a larger audience and encourage other users to engage with your content.

It is important that the hashtags you use are relevant to your brand, what you are posting and, importantly, are highly searched for and used by other users. A couple of good examples in the property market are below:

  • #investment
  • #realestate
  • #money
  • #business
  • #property
  • #house
  • #market

Instagram only:

  • #instainvestment
  • #instamoney
  • #instarealestate
  • #instaproperty

Apply hashtags organically through your text or simply add them at the end of a post.

Combine with a great content strategy

Perhaps the most important factor of all is having quality content to share with your followers. Your content strategy should focus on creating and sharing high-quality, relevant, and engaging content to attract and retain attention.

Organic Social Media - Manage

This includes blog posts, infographics, images, videos, and anything else that potential customers might find useful or interesting. A well-executed content strategy can help to build brand awareness, generate leads, and drive sales.

Not only can you share your expertise in the market with followers, boosting your authenticity as a company, but it also helps your SEO with incoming links and organic views benefiting your overall site strength.

To conclude

Quality content is key when it comes to organic social media marketing for property companies. By creating and sharing high-quality, relevant, and engaging content, you can attract and retain attention – and boost your SEO in the process.