Real estate agents, is your social media marketing bringing in more clients? Or have you been wasting your time and effort this whole time?
A landmark study prepared by social media consultancy and PR agency Impact Communications Australia (ICA) discovered that many real estate agents are posting the wrong content at the wrong time.
The report covered 53,111 posts on 560 real estate Facebook pages. The ICA found out that the most popular time for real estate agents and firms to post content was on Friday between 9 and 11 in the morning.
This time frame is actually a period of minimal engagement for the audiences of those pages, the study revealed.
ICA suggests that in order to be noticed, real estate agents and firms should post on the following schedules: Mondays, between 9AM and 12PM; Tuesdays, 5PM to 8PM; Wednesdays, 5AM to 8AM; Thursdays, 1PM to 4PM; Fridays, 5PM to 8PM; Saturdays, 1PM to 4PM; and Sundays, 1PM to 4PM.
The study posted sugggestions that encourages real estate agents and firms to "create conversations that are of interest" with content that "educate, entertain or help" such as local news.
The report revealed as well that 70.6 percent of posts contained images. This is a low rate given that effective Facebook posts should include authentic images.
According to the study, articles accompanied by images increase the average views by as much as 94 percent. Likewise, photos increase the average Facebook audience engagement rate from 0.27 percent (plain text) to 0.37 percent (with photos).
ICA also analyzed the top 10 real estate pages and discovered that news only comprised 8.0 percent of their total posts even though it garnered them their highest engagement rate. The report discovered that news related to real estate generated 7.19 percent of audience participation.
Property information took up a huge percentage of their posts with 25 percent but only delivered 3.36 percent engagement. Promotional material also made up 21 percent of their posts and delivered only 2.27 percent engagement.
