Now that Donald Trump's tweets are daily news, it's a good time to revisit the ubiquitous social media platform and how Twitter can help real estate agents grow their businesses.
A few years ago, Twitter and Google cut a deal to partner around Google's search indexing of Twitter's tweets. Both giants realized that they needed each other to help all of us find the things we want faster and more easily.
This partnership can now be leveraged in simple and easy ways by agents to help make your marketing efforts more effective and grow your search engine marketing (SEM) overall.
That is if you do Twitter correctly.
After all, SEM is the number one source of digital leads for real estate agents (no, it's not Zillow folks).
So how can you use Twitter to grow your leads and your web brand? It's simple. Tweet regularly and tweet the right way. If you do, here are just a few ways you can benefit:
Good tweets push your brand and site to the top of search results
Google indexes Twitter's tweets. It's kinda that simple. Just go to Google and search for "Keller Williams." See that top result there? Twitter.
Speaking of tweets, that means when you do send one, keep in mind how users search for things they want so you'll know what sorts of phrases and language you should use.
For example, users are not likely to search Google for "#hotproperty #justlisted in #hotlanta !!!!!!! with a link to the Zillow listing, but they almost always search for things like "real estate for sale in Atlanta" or "New homes for sale Atlanta Keller Williams" or "Homes over 400K in Atlanta."
This raises your chances of getting an indexed tweet seen in a user's search results.
Twitter can help with backlinks to your site
When you do Tweet a URL, try to regularly include links back to your website. It's unclear whether Google really considers tweeted URLs in any way similarly to backlinks, but what is clear is that other Twitter users and followers are more likely to help your site with a real backlink to one of your pages if they find an interesting link in one of your tweets than, well, if it's a link to someone else's website.
Also, spend some time crafting your Twitter profile just right.
For your brand name and your realty services in a given location, making sure your Twitter profile is fleshed out with your URL, your brand name (especially if it's a franchise), your locations served and a clear explanation of what you offer will get you more traction with consumers when they arrive at your profile from on one of your tweets. Make sure your official logo is there and always try to use a business name for your handle (i.e. "@JaneWithREMAX" instead of "KaraokeJane1976").
As a side note, Bing actually does consider Tweets in its scoring algorithms so that's a huge plus as well since HomePocket research has shown that Bing is used quite often for real estate searches.
Twitter can set you up as an authority
One of the top mistakes real estate users make is by tweeting out a constant stream of listings. That's not only noise, it gives the shopper looking for a real estate agent no sense of who you are and what makes you the right choice.
In fact, real estate is the noisiest, most disaffecting of all industries on social media - and that hurts conversions. Just take a read here.
Time for a cold hard fact: No one uses Twitter to search home listings, so stop posting them!
The best tweeting strategy for agents is always one that establishes you as an expert on your local market and also one that gives the buyer or seller a window into what your personality is like to help them make a decision to go with you.
What's that mean? Be memorable.
In this day of the web, social media and mobile, it's more important than ever to "be real" and authentic. On Twitter, that means lowering the noise factor and raising the genuine factor.
Tweet out your opinions of the local market, national economic news, opinions on trends and other things buyers and sellers care about. As Mark Twain famously said, "write what you know." That's very good advice for agents in that tweeting about lessons learned from your latest deals or "gotchas" you experience each week for the benefit of your consumers helps would-be customers decide who to trust.
Of course, always intersperse tweets that link back to your website too so they can immediately go from Twitter to your (hopefully good) site and confirm your expertise. The number one thing to remember about this? Make sure your website is functional, up-to-date, engaging and offers your visitors real value (i.e. is not just another real estate agent website).
Just adding images, videos or gimmicky conversion tactics that don't provide a buyer or seller distinct value can actually hurt you not only with clients but with Google. Google's latest algorithm changes are effectively punishing sites that don't offer real value and opt for sales gimmicks.
In summary, many agents ignore Twitter because they feel it takes too much time and also because they're not really sure how to tweet. As a result, they either don't use Twitter at all or end up in the same trap as 95% of those agents who do tweet: tweeting a constant stream of home listings.
If you make time to tweet regular, genuine, and original content that helps home buyers and sellers in your market and links back to your site, you'll begin to see the benefit of Twitter in customer engagement and SEM over the long term.
BIG HINT: Use a free service like https://buffer.com/ to schedule your tweets up to a week in advance. This way you can sit down for a half hour each week, set up a bunch of valuable tweets and set it, forget it.
More Resources for You
How to Build a Good Business Profile for Twitter - https://www.inc.com/peter-economy/10-ways-to-create-a-remarkably-effective-twitter-profile.html
What to Tweet for Businesses - https://business.twitter.com/en/basics/what-to-tweet.html
How Twitter Can Help Your Business Grow - http://www.cio.com/article/3048469/social-networking/6-ways-twitter-can-help-your-business-go-beyond-pr.html
5 Things to Know About Twitter and SEO - https://blog.kissmetrics.com/social-media-and-seo/
About the Author
Jason Polancich is founder and lead architect of HomePocket, a data-driven, residential real estate marketing and listing network. Polancich also founded SurfWatch Labs, a cyber data analytics firm founded in 2013 that provides highly accurate, timely and actionable information to businesses regarding the cybercrime threats they face. Polancich is a serial entrepreneur focused on solving complex internet security and cyber-defense problems. Novii Design, a company he co-founded in 2005 with Rebekah Lewis-Polancich, was based on his contributions to cloud architectures, distributed computing, data analysis and systems integration. The company assisted the U.S. Intelligence Community and Department of Defense in building some of the largest data warehouse and analysis systems ever put into operation within the government and defense contracting sectors. Novii Design was sold to Six3 Systems in 2010.Follow on Twitter More Content by Jason Polancich