Effective real estate social media management requires more than just having profiles and posting regularly. Agents need to closely track key metrics to determine if their efforts are truly paying off.
With countless numbers and reports at your fingertips though, what should you actually pay attention to? When it comes to social media metrics, not all are created equal. Some provide valuable insights that can steer your overall strategy. Others are vanity metrics that simply boost your ego but have no real impact on your business.
The key is identifying and monitoring the KPIs (key performance indicators) that reveal how your real estate social media management strategy is performing. Keeping diligent tabs on the right metrics will help you better understand your audience, refine your approach, and prove your social ROI.
In this post, we’ll explore the most important social media KPIs that real estate agents should monitor. These will reveal how effective your social presence really is. Keeping tabs on these key metrics will help you better understand your audience, refine your approach, and prove your social ROI.
While vanity metrics don’t always affect your business, follower count is still worth watching. Steady follower growth over time, across multiple platforms, shows you’re reaching more potential customers. Just ensure followers also engage; an audience that only consumes without interacting has less value.
But beware of follower spikes or drops, which could signal purchased followers or fake accounts. Track followers lost and gained each month. Legitimate growth tends to be gradual.
This reveals how well your content resonates with your audience. Engagement rate is the percentage of followers that actively like, comment on, share, click, or otherwise interact with your posts.
Benchmark studies vary, but an engagement rate of 1-3% is solid. If your rate falls below 1%, your content may not interest followers or appear in their feeds. Experiment with different post formats, topics, and timing to boost engagement.
Click-through rate shows how many people click from your social posts to your site or landing pages. This helps determine if social traffic aligns with your goals.
For real estate, aim to drive clicks to listing pages, “about me” pages, email signups, or other properties that move prospects along the sales funnel. If click rates are low, tweak your call-to-action or leverage different post formats, like video.
Website Referral Traffic
You want social media to drive website traffic, not just collect likes and comments. Referral traffic metrics show how many visitors come from social platforms vs. other sources.
Compare traffic over time and monitor which social channels send the most visitors to spot trends. Then focus efforts on the platforms yielding the best results.
At the end of the day, social media helps facilitate conversions for real estate agents. This could mean email signups, showing inquiries, direct listings requests, or closed sales.
Set up tracking pixels and UTM parameters to monitor which social posts and clicks convert. See which posts spur your audience to take action. THEN create more of that content!
Content Reach and Impressions
While these don’t directly indicate engagement, tracking reach and impressions helps gauge your content exposure. Reach is how many unique accounts potentially see your posts. Impressions are total views.
If your reach or impressions decrease suddenly, it likely means your content is no longer hitting target audiences. Social platforms may not be showing your posts. Keep an eye out for any algorithm changes you’ll need to adapt to.
Mentions and Hashtags
Monitoring brand mentions helps agents see who is talking about them and what they’re saying. Set up alerts for your name, company, and key real estate terms. Keep tabs on hashtags related to your market and listings.
This allows you to jump into conversations, thank those mentioning you, and gauge how you’re perceived. You can also react quickly to negative or inaccurate posts.
Speaking of perception, occasionally sample sentiment in comments on your posts and mentions. This helps you understand the tone people use when engaging with or discussing you online.
If sentiment turns negative, respond politely to concerns. Delete abusive comments if needed. And consider adjusting your content strategy if many people seem unhappy.
Regularly audit competitors’ social media presence and activity. Compare their follower counts, engagement, click rates, and overall strategy to your own. See what they do well and areas you might improve upon.
Just don’t replicate their approach outright. Do your own thing, focused on your unique value proposition. Competitor research should spark ideas, not copycats.
Finally, dig into the native analytics within each social media platform. Facebook Insights, Instagram Insights, etc. provide metrics unique to those sites regarding your followers and content.
Review these regularly to assess what types of posts, topics, and engagement methods perform best on each platform. Let this guide your customization to maximize results.
Which Metrics Matter Most?
When it comes to services for social media management, no single metric rules them all. The best approach is to track a mix of metrics related to audience growth, content reach, engagement, conversions, and competitive research.
Together these provide a 360-degree view of your social media program. Relying on just one or two vanity metrics can be deceiving. You want multiple indicators that show quality interaction and business impact.
The goal should be gradual improvement over time, not quick home runs. Be consistent, monitor key metrics diligently, and keep refining your social presence. With an effective real estate social media strategy guided by data-driven insights, your social platforms will become invaluable marketing tools for your business.
Leveraging the right services for social media management will help you benchmark your efforts and unlock the true potential of social media. Focus on the metrics that matter most and let your numbers guide your path to social media success