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How to use Twitter in the real estate sector

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With almost 350 million users worldwide and more than ten million in Spain, Twitter is undoubtedly one of the social networks with the most followers. And yet, according to a survey carried out by fotocasa, only 44% of real estate agencies in Spain have a Twitter profile. “More than half do not even have an account on this social network, and they are missing a great opportunity when they should bet more on this social network than on any other,” says Erasmo López , Social Media and Content Manager at fotocasa and professor of online reputation at La Salle and at the Online Business School (OBS).

If Facebook is characterized by its versatility among the social networks that a real estate agency can use , Twitter offers greater visibility options and great immediacy as long as it is used well. But what are the keys to a good use of Twitter by a real estate agency? We explain them below. Comprising of residential options and variety of commercial options Skymarketing presents to you capital smart city and capital smart city Islamabad that include facilities like shops, restaurants, clinics and saloons and much more. Why be on Twitter The question is almost rhetorical: Twitter is one of the most important social networks, along with Facebook, Instagram and LinkedIn, and one of those that brings together a larger audience. Although in recent times it has slowed its growth, it offers very important user figures. Another fundamental aspect is its strong media impact. “Currently Twitter is a means of communication, which multiplies its reach, that is why it is so important to be there,” explains Erasmo Lopez. There is also a third factor: “It is much easier to get visibility on Twitter than on Facebook. If it’s done right and the right levers are touched, visibility can be achieved relatively quickly. ” What is Twitter for? Twitter, as a social network, is used to listen, to interact with other companies and people, to get informed, to see how the market is and to know its latest trends, to monitor the competition, be inspired by the experiences of others, follow references and even Contact suppliers, serve customers, generate traffic to your own website or blog and also to look for business opportunities. But none of these goals are achieved overnight, and certain steps need to be taken to get the most out of it. The most frequent mistake The ultimate goal of social media is to build trust, not direct sales. Therefore, Twitter should not be used for constant advertising promotion. Continuous bombardment of links to specific ads is a lousy strategy. To be successful on Twitter, you have to try to generate conversation, be interested in others first and be interesting later. Shooting wildly and trying to sell right away does not fit in this approach, it is a bad practice that should be avoided. What to publish Twitter basically works as a means of communication, in which certain information is published and people read it because they follow the person who publishes it or because they follow the topics that are being discussed. The obvious strategy, therefore, would be to join the themes that have greater visibility and share valuable content to expand the fan base. Step by step: “First you have to listen, then interact, then give and, finally, expect to receive retweets or share the content we are offering. That is, in the first place you have to share content from other users, look for good sources of information (blogs, other tweeters, influencers, other companies in the sector …) and choose your best content to tweet. In this way we will be able to offer interesting content. In the process of searching for this information, we will also find interesting people whom we can follow and retweet, so that our company will also add to its valuable content, ”says the expert. Later it will be time to publish your own content or content that is not yet circulating among these related users. Whenever possible it is interesting to qnnit images: photo tweets are much more likely to be retweeted. Who to follow Before even publishing your own content, it is advisable to decide who to follow on Twitter. You have to analyze those interesting profiles that are found while looking for information. On the one hand, because they will have followers who can be positive to follow, since they will surely be interested in the same topics. “If I follow a real estate agent who talks about marketing in the sector and tweets valuable content on this subject, I’m sure that among his followers there will be many people interested in it,” says Erasmo López. “We can also find interesting profiles to follow among the people these people follow, or we will be able to detect from which sources they get the information.” In other words, there are two main lines from each interesting profile: the people who follow him and the people that person follows. “It is a very clear way of finding a group of people with our same interests and new sources of content,” says López. #hashtags If you share interesting content and add some hashtags you can reach a greater audience, since there are Twitter users following these tags. The key is to find and join which ones may be the most interesting to the agency’s potential audience. Some examples of hashtags in the sector are #inmobiliaria, #realestate, #alquilarpiso or #comprarpiso. “It is important not to use more than two or three hashtags in the same tweet and limit yourself to those that are consistent with our theme: the labels offer visibility, but if we put many, or we add to hashtags that are not really related to our message, Like #Happy Monday or #contest, we can have a little more scope, but not more effectiveness. With these strategies, many people are reached, but without any interest in our business, with which profit is almost non-existent, “specifies Erasmo López. Trending Topics Trending Topics are the conversation trends of the day, those topics about which there are more retweets, about which more is talked about. In the same line of what happens with the hashtags, “if we join these trends intelligently, our messages can also have more visibility and a greater reach: more people will see them than if we just put a tweet that will only come to our followers. ” Monitor conversations One of the tasks that can be performed on Twitter as a real estate agency is to monitor conversations. Through tools such as HootSuite or directly from the web or the Twitter application, you can save searches related to some of the real estate offers that are in the portfolio, such as ‘holiday apartment in Menorca’ or ‘Madrid apartment rental’. “If we are monitoring conversations on this topic, we can respond with our offer, or offer our services if we are specialists in the area, etc. This produces a very powerful effect among tweeters who launch a conversation into the air and suddenly receive a professional response. For this, it is important to respond promptly, because on Twitter people look for quick interactions ”, indicates Erasmo López. This same strategy can be used not only to publicize the real estate offer, but to advise on legal issues in the sector, advice on real estate management, etc. In any case, the direct response to a question posted on Twitter has a “Wow!” Effect. very positive. “You have to try to talk to people, try to resolve doubts and build trust, which is the ultimate goal of a company’s presence on social media. A good solution to a question or agile help at the right time can generate business in the medium or short term, not directly as a direct sale of a property, but rather as a generation of trust. ” How to have more followers In addition to following those who have the same interests and sharing interesting and well-labeled content, it is important to make the Twitter account visible in all possible spaces: the website itself, business cards, email signatures, mailing campaigns, others social networks… An extra use: customer service Twitter is increasingly used as a direct means to manage complaints and inquiries: most of the companies that have a presence on this social network use it as another channel of customer service for its immediacy, ease and short message. It is therefore essential to take into account that it is already perceived as a channel for customer service and to respond accordingly. Avoid conflicting topics A professional Twitter account is also a tool for managing a company’s reputation. For this reason, it is advisable “not to be linked according to which themes, especially those that may be most conflictive: politics, religion, even football. Unless, of course, the company wants to position itself clearly and show a clear position in any of these aspects, “says Erasmo López. From the outset, the safest option would be to avoid any type of controversy.

This talk is part of the skymarketing in islamabad series.

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