{"id":16095,"date":"2017-04-26T12:00:22","date_gmt":"2017-04-26T16:00:22","guid":{"rendered":"https:\/\/bhgrealestateblog.com\/?p=16095"},"modified":"2024-12-30T11:04:46","modified_gmt":"2024-12-30T16:04:46","slug":"how-to-target-specific-audiences-on-social-media","status":"publish","type":"post","link":"https:\/\/bhgrecareer.com\/bebetterblog\/how-to-target-specific-audiences-on-social-media\/","title":{"rendered":"How to Target Specific Audiences on Social Media"},"content":{"rendered":"<p>Success for real estate professionals in\u00a0the\u00a0social environment requires a balance between their social goals and the time and other resources available for\u00a0reaching them. However, starting with\u00a0a realistic plan can set a course for\u00a0striking this balance.<\/p>\n<h2>Social Media for Every Type of User<\/h2>\n<p>When performed and managed\u00a0correctly, social media\u00a0is effective and accessible to all real estate professionals, though the perception that its\u00a0full potential can be realized quickly\u00a0is simply misleading.<\/p>\n<p>To assist real estate agents in understanding the social media results they can expect from a particular level of investment, <a href=\"http:\/\/www.lumentussocial.com\/?utm_source=Clean%20Slate&amp;utm_medium=blog&amp;utm_campaign=BHGRE%20Social%20Media%20Whitepaper\">Lumentus Social<\/a> analyzed more than 100 real estate professionals\u2019 social media pages of independent and franchised brokerages in various markets. Following our analysis, we\u00a0identified four types of users, each based on patterns of activity, engagement,\u00a0and response level.<\/p>\n<ul>\n<li><strong>Power User<\/strong> \u2013 Active every day, both posting and engaging with others.<\/li>\n<li><strong>Regular User<\/strong> \u2013 Posting regularly, though with limited proactive engagement with others.<\/li>\n<li><strong>Sometimes User<\/strong> \u2013 Posting irregularly and only engaging with those who directly contact them.<\/li>\n<li><strong>New to Social<\/strong> \u2013 Have built pages, though they are mostly static users and can actively view others\u2019 social activity while seldomly engaging with them.<\/li>\n<\/ul>\n<h2>Targeting Specific Audiences<\/h2>\n<p>One of social media\u2019s most unique attributes is its ability to\u00a0hone in on specific\u00a0audiences, making a targeting strategy\u2014from focusing on family and friends to the furthest reaches of your business connections\u2014a\u00a0must-have program feature.<\/p>\n<p><strong>Topline Tips<\/strong><\/p>\n<ul>\n<li>Identify your ideal target audience using existing client attributes to define demographic (age, household income) and psychographic (attitudes, aspirations, motivations) profiles.<\/li>\n<li>Make a list of key influencers or others\u00a0who can connect you with your target audience.<\/li>\n<li>Use social advertising tools to connect you to your specific target audience. For example:<\/li>\n<li>Facebook and Instagram\u2019s ad platforms allow you to create multiple demographic variables like zip code, age, and income range as well as psychographic profiles, such as \u201clikely to\u00a0move,\u201d to build the right audience for your social media content.<\/li>\n<li>If you have a personal website, you\u00a0can add a pixel that will collect data on people that visit your site. You can then use that data to create \u201clook-a-like\u201d audiences on social media of people with similar characteristics and demographics to\u00a0the ones the pixel can pull from your current audience.<\/li>\n<\/ul>\n<table border=\"1\" width=\"607\" cellpadding=\"10\">\n<tbody>\n<tr>\n<td width=\"114\">User Type<\/td>\n<td width=\"135\">Follower Size<\/td>\n<td width=\"159\">Recommended Activities<\/td>\n<td width=\"199\">Considerations for Growth<\/td>\n<\/tr>\n<tr>\n<td width=\"114\">Power User<\/td>\n<td width=\"135\">500+<\/td>\n<td width=\"159\">Participate actively in multiple social networks and create a communications\/marketing strategy with relevant content on each platform.<\/td>\n<td width=\"199\">Analyze and monitor how you leverage\/retarget your email lists and website traffic to\u00a0keep your social media audiences engaged and content relevant.<\/td>\n<\/tr>\n<tr>\n<td width=\"114\">Regular User<\/td>\n<td width=\"135\">250+<\/td>\n<td width=\"159\">Vigorously promote your social media pages with social ads that grow your network.<\/td>\n<td width=\"199\">Connect with influencers who have their own large network and consistently engage with their content in appropriate ways, including commenting, liking, and sharing\u00a0their posts.<\/td>\n<\/tr>\n<tr>\n<td width=\"114\">Sometimes User<\/td>\n<td width=\"135\">100+<\/td>\n<td width=\"159\">Target people with professional backgrounds and interests similar to your clients and connections.<\/td>\n<td width=\"199\">Comment, share, and retweet people&#8217;s\u00a0posts, which will trigger your name to appear on their pages, providing invaluable exposure to a new group of potential contacts.<\/p>\n<p>Create posts with the mind-set that members of your network will want to share your posts on their pages, allowing you to organically reach undiscovered audiences.<\/td>\n<\/tr>\n<tr>\n<td width=\"114\">New User<\/td>\n<td width=\"135\">Up to 100<\/td>\n<td width=\"159\">Reach out to friends, family, and colleagues with whom you have existing relationships.<\/td>\n<td width=\"199\">Extend your outreach to include people on the perimeter of your personal and professional networks who might refer business and industry professionals, including mortgage brokers, contractors, stagers, and others.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>To find the full guidelines for taking advantage of the social media resources at your fingertips, download <a href=\"http:\/\/bit.ly\/BHGRESocialMediaWhitepaper\"><em>The Real Estate Agent\u2019s Guide to Social Media<\/em> whitepaper here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Success for real estate professionals in\u00a0the\u00a0social environment requires a balance between their social goals and the time and other resources available for\u00a0reaching them. However, starting with\u00a0a realistic plan can set a course for\u00a0striking this balance. Social Media for Every Type of User When performed and managed\u00a0correctly, social media\u00a0is effective and accessible to all real estate [&hellip;]<\/p>\n","protected":false},"author":181,"featured_media":16096,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[181],"tags":[],"class_list":["post-16095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-real-estate"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Target Specific Audiences on Social Media - Better Homes and Gardens Real Estate Be Better Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bhgrecareer.com\/bebetterblog\/how-to-target-specific-audiences-on-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Target Specific Audiences on Social Media - Better Homes and Gardens Real Estate Be Better Blog\" \/>\n<meta property=\"og:description\" content=\"Success for real estate professionals in\u00a0the\u00a0social environment requires a balance between their social goals and the time and other resources available for\u00a0reaching them. 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