For a real estate Community Manager, Twitter is one of the most active social media platforms that counts with millions users and particular codes.
The distinctive characteristic of Twitter is the limit of 140 characters per post; a factor that makes the difference among the social media platforms.
To be honest, Twitter is probably the less effective social media when it comes to catching potential buyers, but it is used as an organizational communication channel in order to bring added value to the real estate.
For a real estate, Twitter might result a weak way to attract the potential clients because its dynamism is totally different to the other social networks.
On the other hand, its dynamism makes it a very effective social media when it comes to spreading contents of the real estate blog or promoting the properties for sale or rent.
Anyway, although the possibility to achieve a sale through Twitter is very low, the sharing of the contents and the brand development are very attractive factors for any real estate.
These elements can be effectively achieved on Twitter, but we must never forget this platform counts with codes and particular functions.
As on any other social media platform, a real estate must understand it needs to avoid the practice of spam. Twitter sets some limits for the users with the intention to avoid the spams, so its servers will not get harmed by an overloaded network. The daily sending limits on Twitter are:
Status updates allowed per day (tweets or retweets): 1.000 per day (something like 40 per hour).
Direct messages (DMs): 250 per day.
For sure, a real estate will not get to the limits set by Twitter, but we should take them into consideration and set a frequency of new posts.
For a real estate, an average of 4 daily updates on Twitter is enough, as we are looking to achieve effectiveness by sharing some contents, not all of them.
Effective Real estate on Twitter.
The numbers on Twitter seem to be overwhelming, although there are similar social media platforms that achieve the same numbers, or even more.
What really overwhelms is Twitter´s dynamism; a multitude of interchanging info in real time through which the real estate can manage to achieve its targets.
Normally, Twitter shows these numbers:
500 millions of active users.
An average of 340 millions of daily tweets.
More than 1.5 millions of searches per day.
The daily data volume on Twitter is really important, but what really makes the difference is the speed of the info interchange and the constant number of update posts.
In order to manage an effective brand development through Twitter and get an effective organizational communication channel, a real estate must contain certain aspects linked to the platform and take into consideration some practices.
Real estate posts on Twitter.
A real estate can choose to post any type of content on its channel, but we should be careful, because we are talking about an organizational communication channel linked to a company.
In order to define the posting strategy of the real estate on Twitter, the most effective thing is to get a professional Community Manager. However, for a small and medium real estate in Spain, the strategy of hiring a qualified professional might results very expensive.
Anyway, inside the real estate sector, Twitter channels can be effectively managed by posting:
Real estate blog articles.
Properties for sale.
Properties for rent.
Contents and news related to this sector.
Organizational events and promotions.
Achieve an effective real estate on Twitter.
As a communication channel, Twitter might bring many advantages for a real estate. However, a real estate must always implement a strategy on this micro-blogging platform.
These are the factors to take into consideration by the real estate, in order to achieve an effective social media strategy and strengthen its brand development on Twitter.
– The proper moment of posting.
Each social media platform has its strongest hours; these are the hours the users´ peaks of activity are the highest.
It is important for a real estate to segment its type of user by nationalities and so set the best hours to publish new contents based on the different hours.
However and no matter the countries that the real estate wants to target on Twitter, the hours with a major activity on this platform is normally between 08:00 and 19:00.
Just inside these hours, there are also the hours with lots of traffic, between 13:00 and 15:00.
We cannot define the best moment that a real estate should post something on Twitter, but it is always better to analyze the results in order to modify the hours, no matter the countries that the real estate wants to target.
Twitter has also the best days to share contents and normally, the traffic lowers a lot during weekends, expect if there are any global and geographic events.
A real estate is recommended to post from Monday to Friday.
– Daily frequency of real estate posts on Twitter.
Once established the posting calendar and the proper hours for sharing its tweets, the real estate can set a daily frequency. As part of the strategy needed on Twitter and after setting the schedule, we need to set a minimum target of 4 posts per day.
Among those posts, a real estate can mix the type of contents and post properties for sale, or the real estate blog articles on different languages or advertising properties for rent.
The essential factor in order to achieve an effective strategy on Twitter is to get an effective daily post frequency and we should not stress the followers with contents that do not bring any added value to them.
Avoiding spam and manage not to publish posts based only on properties for sale are two essential factors.
On Twitter, the variety of the published contents and the variety of retweets are essential keys in order to achieve a good level of effectiveness. If the real estate does not bring a channel with attractive contents to its followers, the former will probably achieve the upside down effect and it will start to lose the followers of its Twitter profile.
– Posts extensions for a good effectiveness.
As we already said it before, Twitter is a micro-blogging network that allows only up to 140 characters per post. That is why it is so important that a real estate Community Manager needs to manage those characters in a proper way in order to get a better level of effectiveness.
For this purpose, we need to leave at least 20 characters free so the other users might add some extra info on the retweets.
The limit of 140 characters on Twitter can be exceeded with the help of tools such as Tweenjoy, which allows us to create tweets with higher quantity of info. Those tweets can be personalized using these guidelines:
- Font type (there are nine types of letters to choose).
- Text alignment (left, right, centre or paragraph).
- Font size (small, medium or big).
- Color of the letters and the background (nine for both of them).
- Include overlapped texts on the selected images.
– Links on the real estate tweets.
Normally, real estate contents which we publish on Twitter should be linked to the articles of the real estate blog, or to a property for sale and the space occupied by those links must also be taken into consideration.
According to the studies, tweets that have a link generate a viral level and the retweets get a higher rate.
In comparison to the normal tweets, linked tweets can achieve more than 80% of the rewteets.
In order to get the best out of the real estate linked tweets we need to use short URL addresses. If we personalize them, that´s even better.
A very important factor inside any strategy of real estate social media is to personalize the published contents and the daily updates through different resources, such as URL addresses, hashtags, etc.
In the following article we will keep analyzing different aspects of Twitter and discover more tips so the real estate could optimize its social media strategy on Twitter.