Google Plus has become an important social network that strengthens the digital marketing strategies of the real estate and it is so well-known because it is actually the property of Google.
Right from the beginning, Google Plus has been nothing like Facebook or Twitter. This is a social network with private identity, with particular characteristics and a totally different user type.
We should not forget we are talking about the social network of Google, who always set the trends on the visibility on Internet.
When Google Plus appeared, Google had already had a private social network called Orkut, a social network with millions of active users in Brasil and India. When Google+ was launched, there were several types of comments on it, both pro and cons and so the mistrust and suspicion installed.
After a couple of months, Orkut was closed and all its users were invited to migrate to the brand new social network. This strategy brought Google millions of users for the Beta phase of Google Plus.
This is something of high importance, as the majority of the social networks start with an online Beta phase. In other words, they got the start and then they started to make functional changes based on errors that appeared.
However, it is important to insist on the fact that lots of years, Google counted with the previous social network and the latter was taken as a test and so they noted down the things to improve in order to put them into application.
Nowadays, Google Plus is a strong social network of which we already know some functional characteristics. There are 2 factors which I want to highlight, because they need to be taken into consideration by the real estate in Spain just before implementing a digital marketing strategy.
The first aspect is related to its functional characteristics which make this social network superior to others.
The second aspect is related to the type of user that is more profitable for a real estate. The first point will be discussed later, because I would really like to stress on the profiles of the users of Google Plus. For a real estate, the users of Google Plus are a big group of potential buyers.
We should not compare the profiles of the users on different social networks, I am here talking about the different types of users presented by different social networks. I am actually talking about the so called “active users”, who are the ones that bring life to the social networks.
The users of Google Plus are more segmented that on other social networks and this is an important aspect for a real estate.
Normally, the user of Google+ interacts and links depending on some well-defined interests. On other social networks, the segmentation is quite spread and this makes harder the process of increasing the resources of the real estate´s Community Manager.
On the other hand, the “model user” of Google Plus shows a higher level of training and knowledge than any other social network. This means that the real estate could easily find a huge number of potential buyers.
On a social media level, a digital marketing strategy for real estate must look at a predominant group of active users and their economical possibilities. This does not mean that a real estate must only focus on its strategy on Google Plus.
At the time of practicing it, the real estate could find potential buyers on all the social networks, but the catch is related to how to target the strategy of real estate digital marketing and towards what segment of users to set it.
To leave it clear, it is unusual that a real estate might find potential buyers in a group of users between 16 and 21 years old. A property is a very particular product because of its price and not everyone can achieve it.
Right from the beginning, many other social networks can generate positive elements for a real estate, as the traffic derived towards its webpage or to the real estate blog. In the same time, there are social networks where the real estate could strengthen its brand development and from where the real estate might get some future potential buyers.
One thing is to implement a strategy of digital marketing for the real estate for short term and another thing is to implement a social media strategy for long term.
The real estate should not segment only its potential buyers, but it should define the phases of its social media by periods of time and based on some objectives.
In conclusion, Google Plus is converting into an ideal platform to implement a strategy of real estate digital marketing for short and medium term.
Real estate and Google Plus.
Another typical characteristic of Google Plus users in relation to other social networks such as Twitter and Facebook is that they do not show a higher level of technical knowledge.
When I refer to a “more technical” profile I am actually saying that the trend for a Google Plus user is to count with a medium-high level of knowledge in technology, internet and social media.
This makes higher the necessity of a real estate to implement its strategy of digital marketing on Google Plus. The social network platform has been developed in a “natural way” and has become the perfect environment to make business.
In the same time, Google Plus is a very interesting environment because it makes the real estate agent to generate positive synergies with other professional colleagues. The real estate itself should catch more collaborators and link with other companies in the same sector.
It is important to highlight the fact that Google+ is not like LinkdIn and the former´s target is not only to generate positive synergies or links among the professionals.
Although during the last years Google Plus has showed an interest in creating a certain network between professionals, there are still millions of users that are not segmented to a specific professional sector.
That is actually the segment of potential buyers that a real estate can find on Google Plus and not on LinkedIn.
We know Google is Google! That is why we need to highlight the importance of Google Plus regarding the web visibility. Apart from the traffic that a real estate gets for its webpage and real estate blog, we will notice that the backlinks generated on that social network are seen as quality back links.
There is no mystery on it and we know that any real estate prioritize its products before the competence does.
The presence on the social media is a very important factor for any strategy of digital marketing and the back links generated get “distinguishing values”.
It would be quite strange that Microsoft valued more Google Plus than its own social network (Socl), or Google gave more importance to the back links generated on Facebook which is actually its rivalry on social media.
I do not want to mean the fact that the back links generated by the real estate on Facebook have no value on the “eyes of Google”, or the backlinks generated on Google Plus do not count for Bing (Microsoft search engine).
That is why I was talking about the “distinguishing values” of the backlinks of a real estate. Although all count for the visibility strategy, not all of them are equal on importance for the different search engines.
Moreover, we will only need to analyze the results obtained through the different tools of webmaster and so we will check the fact that the backlinks of a real estate have a “distinguishing value”. For Google Analytics a back link obtained from Google Plus is not the same as one get from Twitter or Facebook.
If we analyze the social media back links of a real estate with any webmaster tool, the result will be different, especially because of the link that every social network has with every tool such as: Google Plus with Google and Vk with Yandex.
All social networks must be taken into consideration by a real estate. When implementing its strategy of digital marketing, the real estate must establish the specific necessities of the agency.
Anyway, because of Google ´s influence on Internet, the real estate must be actively present on Google Plus.
Google Plus basics tips for real estate.
Share the real estate updates.
One of Google+ basic functions is the possibility to share updates and contents only with the preferential users.
This is a very practical thing for a real estate, especially when the latter has segmented correctly the Google+ page by using the contact circles.
This is a very effective basic function when we want to segment the target public.
Example of how to share the updates of the real estate.
When a real estate segments its contacts through the circles, this focuses on its audience and the real estate will achieve better results. Example of contact segments by circles: clients who already bought a property, rentals, followers or potential buyers.
The advantage of doing such a segment is that the real estate would target its contents published on Google+ in a more effective way.
The clients that already bought a house will probably do not want to receive any update with properties´ pictures from the real estate. However, receiving links of the new posts on the real estate blog might result interesting to those clients.
Another effective system for a real estate that wants to get a better level of effectiveness is to use the field “For”.
Apart from segmenting the audience through the circles, with the help of this field, the real estate will get to be more effective and it might use an email address or a name from the contact list.
Practical example of segmenting.
The real estate publishes a very cheap property on its Google+ page and sends an update to its potential buyers.
However, the real estate wants to send the same property to some contacts, but no to all of the contacts inside the circle called “rentals”.
With the help of the previously explained system, we could easily segment the contacts. It is important to underline the fact that there is also another option based on writing the symbols “+” or “@” due to which the update is sent automatically.
Real estate posts with hashtags on Google Plus.
Just like any other social media platform, such as Twitter or Instagram, Google Plus uses hashtags in its posts. The use of hashtags is essential because it allows us to spread the contents of a real estate.
A hashtag is a word or phrase with no periods which functions as a tag and must always be preceded by the symbol #. Hashtags help the users to find posts or conversations based on a certain theme. T
hey also help the real estate focus its target public in order to get better results.
On the other hand, hashtags are a very effective resource when we want to publish related contents. In this way, we will strengthen the social media strategy for a real estate.
Example of how to use the hash tags for a real estate.
A real estate publishes a property for sale with an image related to the property and it can use different hashtags as reference, so that property might get a better level of spreading and more effectiveness.
- Title: Bungalow in Orihuela Costa.
- Image of the property for sale.
- Hashtags: #bungalow / #orihuelacosta / #spain / #realestate / #costainvest
From Google Plus to other platforms.
Getting more audience segmented and targeted towards the potential buyers is an essential step for a real estate. They are used not only to get better results, but also to maximize the organization´s resources.
Sharing the posts of a real estate on Google Plus with other platforms is something very simple to do and it is actually an effective system to share the real estate contents. Speaking of this, Google Plus offers 2 practical systems to the real estate: sharing its posts by links or codes.
The codes generated by a certain post can be directly pasted on the real estate blog or web. Anyway, no matter if we use the codes or the links, this is an effective way to increase the number of external interactions of a real estate.
On the other hand, all the interactions like +1 help us generate do follow links and the back links obtained from the social media platform of the main search engine are the most important.
In this way, the real estate increases its number of interactions, gets more derived traffic and the so called “do follow”. Both elements will bring a better visibility on the internet.
Text format for the real estate posts.
Google Plus does not count with a main text editor which the real estate could use in order to create a text format.
In this case, the real estate must do some tricks. In order to add a certain format to the texts of a real estate on Google+, we should use a series of specific commands:
Example of commands for text formatting.
– Bold texts by adding asterisk to the word.
- (*month´s offer*)
- (*real estate*)
- (*real estate blog article*)
– Italic texts by placing the word between underscores.
– Crossed out texts placing the word between dashes.
- -bargain apartments-
- -short term rentals-
- -terraced houses-
In conclusion, the possibility to add a text format is a very practical resource, especially for the so called “call to action” and for underlining a certain type of contents for the real estate.
Let´s suppose the real estate published a bargain offer a long time ago, but the property has been sold. For its publication, the real estate used a key word.
In order to still keep that property on the website and not take it off, the real estate crosses out that word with the help of a text command.
By doing this, the real estate will not need to delete the contents and so it updates also its Google Plus page in an effective way.
Create surveys for the real estate.
The creation of surveys is a great utility for a real estate. Due to the surveys, a real estate might get important info on the trends of its potential buyers.
Lots of social media platforms and social networks bring the possibility to take a survey, but Google Plus does not have this resource.
The solution to create surveys on Google+ and get a good feedback is to do a good trick.
In order to create and launch a survey on Google Plus, a real estate must do this:
- Create a text with the main question. Example: How much would you pay for an apartment in Orihuela Costa?
- Following the question, we should write a commentary showing the prices, which will eventually become the options for the clients.
- After setting the text format, we need to scroll towards the right side of the post and click on the button “Disable Comments”.
By using the previous system, the contacts of a real estate are able to click only on the options with the prices previously showed. Then, a counter will be enabled for a more precise data.
However, creating a survey on Google Plus for a real estate is actually quite simple.
Private posts for the real estate.
Google Plus is the social media platform that offers the best control system of contents. It is important for a real estate to know who visualizes its posts.
Another simple and interesting thing is when the real estate creates a “special” circle dedicated to “Pending” posts. Those contents will be like “drafts” and they are private and could be sent later on.
Example: a real estate can plan some posts of the rentals in the area, bargains or commercial that have dropped their prices. All this is part of a strategy for real estate digital marketing which should be launched before summer in order to have much more impact.
Instead of losing several hours in order to upload properties one after the other, the real estate can easily plan its work by creating specific circles.
This is a great utility system when organizing the real estate campaigns and the well managed work will always bring higher levels of effectiveness.
When a real estate plans and organizes its time, it gets a better level of effectiveness and better levels of productivity.
Share the contact circles of a real estate.
One of the main pillars of all social media platforms is the linking between the users. In an organization, this becomes even much more important.
In this way, Google Plus is known for its effective system of circle contacts which allow the real estate to manage its interactions in a better and more effective way.
In the first place, although it might seem obvious, a real estate must segment its contacts by using the circles.
Once the real estate contacts have been segmented, the real estate must define the “action” of each of them. In other words, they should be shared or not.
Example of how to share the contact circles of a real estate.
A possible segmentation of the real estate contacts could be the potential buyers, outside collaborators, followers, clients that have bought a property, rental clients, etc. Based on this model we could share particular circles with whom we might think is proper.
For example, a real estate can share its circle of outside collaborators with another real estate in order to generate positive professional synergies.
Another productive option is that the real estate could share its circle of potential buyers with its Community Manager, so he/she could implement a more effective strategy of real estate digital marketing.
Regarding the many ways of sharing the circles, we might find loads. The most important thing to do is to define the intention and the latter should always be targeted to get better results.
There are many tips for Google Plus when used by a real estate. Although they are basic tips, they are really effective and easy to implement.