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The impact of social media on real estate.


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A strategy of social media real estate should always be studied and reports are very important, as they help us value the impact achieved.

The planning and the implementing of a social media strategy are essential factors, but we should never leave aside the previous actions that brought good results to the real estate.

The specific area of the social media strategy must be analyzed differently than the online marketing strategy, although we should always maintain a link between them.

The social media strategy of a real estate is part of the planning of a real estate digital marketing.

Measuring the social media impact on a real estate is not based only on abstract numbers (followers of the page on Facebook, followers on Twitter, likes of the contents and posts, or retweets).

Although the numbers are real indicators of some objectives, they do not show the real impact achieved by the real estate on social media.

On the other hand, the achieved engagement with the help of posts on Facebook, LinkedIn, Twitter or Google Plus might get a statistical value. However, the data analyzed separately will not show exactly the achieved target.

The social media measurements must be analyzed inside a context and they must be evaluated taking into consideration the previous objectives set by the real estate. A real estate post with many retweets will not necessarily imply an achieved objective.

When the real estate blog articles manage to get hundreds of retweets is a positive thing, but the real significant impact is that the users of Twitter visit and read those articles. This is the case of the page of real estate on Facebook.

When a property for sale published on a social media platform gets a high engagement, but it does not generate traffic to the real estate web, the achieved impact is really low.

All elements related to a social media strategy must be previously planned and later justified with a clear intention, which must always attend to the specific necessities of the real estate.

Normally, a real estate social media strategy has two clear targets: to achieve a brand development and get potential buyers. Although they might seem very related, the achieved results might show the contrary.

Taking into consideration that the real estate product is not a cheap one, the targets already stated before can be applied in the same time, but not merged.

For a real estate Community Manager is really important to get good results based on the previously set targets, but it might become a really difficult challenge when the real estate responsible people do not have the basic knowledge on the social media sector.

Having thousands of Twitter followers does not mean having a high impact, or counting with thousands of followers on a Facebook page does not mean we will get a high engagement rate.

Anyway, for a real estate is important to achieve a clear and concise data on its social media strategy, so it could analyze it inside a context and compare the obtained results with the ones previously set.

Measure the social media impact with Google Analytics.

One of the most efficient tools to measure the social media impact of the real estate is Google Analytics. This is a system that must be used by a real estate to measure the impact of its real estate blog and web.

Moreover, the great advantage of Google Analytics is that it is used as a tool for supervising different sites and the different online actions that we might implement.

This webmasters´ tool of Google is adjusted for the specific necessities of a real estate and there is the measurement of the social media impact.

Social media conversions for the real estate blog and web.

The measuring system of the social media impact with Google Analytics is very effective and it allows us to measure the strategy of real estate online marketing in a precise way from different points of view.

The conversational reports of the real estate are generated from the set reference and it is linked to the set objectives.

This report system allows us to make a follow up of the implemented strategy. This is an important function, when we want to make some modifications and improve the impact of the real estate on social networks.

– Advantages of this function:
  • The reports show conversion percentages of the social networks.
  • The visits on the real estate web and blog can be linked to different networks.
  • It individualizes the contents in order to get a better conversion rate.
  • The generated reports can be exported to other systems in order to be evaluated.
  • It measures the traffic on each social media platform in an isolated way.
  • It defines the importance of each social media on the set conversion channel.

Platforms that bring better benefits to the real estate blog and web.

The quantity of the social media platforms has been increasing over the years. That is why we need to know and use exactly the ones that bring higher benefits to the real estate.

The time management of a real estate Community Manager must focus on the benefits that each social media brings to the real estate.

A professional on the social media sector must not be fooled by his own intuitions or beliefs. The best argument in order to define the strategy is always the objective data.

– Advantages of this function:
  • It offers a clear vision of the most effective platforms for the brand development.
  • It shows the social networks that bring higher traffic.
  • The location and the way the last users got to the sites can also be seen.
  • It makes easier the identification of the pages with higher traffic and the source platform from where it comes.
  • It manages the assigned resources (human, economic, technological, etc.) in a more effective way.

The impact of the shared real estate contents.

Real estate contents (properties for sale or articles of the real estate blog) bring lots of benefits when they are shared on social networks. However, it is not enough to measure the conversion funnel in a traditional way.

In order to be sure on the impact achieved, we need to combine the levels of the achieved traffic with the percentages of the multiple times the content was shared. In some way, the real target of this way of managing social media data is to get a precise idea on the way the contents shared is linked with the achieved traffic.

The achieved flow of activity is reflected on the source and pages reports, allowing us to combine them with the percentage of the conversion level. This is a precise system if we want to make the follow up of the shared contents.

Social media buttons included in the real estate blog and web are a very important source of info. Clicks rate received show which contents are the most shared and it shows also the platforms where they were shared.

When the real estate gets to know which contents had a higher impact and where they were shared on, that is the moment that can really strengthen the social media strategy.

The method of analyzing the activity flow of Google Analytics uses URL addresses to identify and make follow ups of the users´ interactions.

It helps us define where and how the content was shared, including any type of action that the users made (comments, level of spreading, tags and marks, etc.).

– This type of info gathered through Google Analytics can be used for:
  • Managing the resources according to what each platform brings to the strategy.
  • Generating contents on the real estate blog targeting a certain theme.
  • Defining the interests of the users by type of property (apartments, villas, studios, etc.).
  • Deleting functions of the real estate blog and real estate web.
  • Segmenting the targeted public and defining the reach of the planned objectives.
  • Analyzing the number of users interactions inside the real estate website.
  • The generated graph makes us understand better the info and its distribution.

For a real estate is very important to analyze the social media impact through objective data. Regarding this point of view, Goggle Analytics offers very effective functions.

However, there are also other tools for measuring the impact got from social networks.

Anyways, the most important thing is to use the measuring systems that can adapt to the necessities of the real estate and strengthen the strategy of online marketing through the obtained info.

Source: Google Analytics

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