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Real Estate Marketing

How and why your Instagram profile is suddenly different

(SOCIAL MEDIA) Instagram is making changes. Again. It’s time to check in on the proposed updates to make sure you’re making the most of this marketing tool.

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If you’ve logged into your Instagram account over the past week or so, you might have noticed your profile page has been tweaked a bit. On November 21, the social media company announced that it would be “testing ways you can better express yourself and more easily connect with the people you care about on your profile.”

But don’t panic just yet, these most recent changes are relatively minor and are expected to have nowhere near the effect that the company’s algorithmic feed changes have had on influencers and entrepreneurs across the globe.

These new changes seem to be de-emphasizing details such as follower counts and emphasizing stats such as mutual followers in order to create a more “authentic” experience.

The company also promises that these tweaks will not effect anyone’s current photo grids, and this seems to be the case so far. Other changes include a tab devoted solely to IGTV videos for avid users of the stand-alone longform video app, which could be a game-changer for the fledgling platform that launched earlier this year.

The “Grid,” “Posts,” and “Tagged” icons are being replaced with words in order to make profiles “easier and cleaner to use.”

So what will these changes mean for entrepreneurs, business owners, and Realtors?

If you rely on Instagram to generate leads — and you should be doing that — there are some positive updates coming your way.

If you have a business account, look for a “Shop” tab, as well as “Directions,” “Call,” and “Start Order” buttons to be added as options in the coming weeks (if you don’t have them already). If you have a brick-and-mortar location, taking advantage of these new options could be an easy way to increase both traffic and sales.

These updates are in addition to Instagram’s recent announcement that it would start removing “inauthentic” likes and follows from accounts that use third-party services, as they go against the platform’s Community Guidelines and Terms of Use.

Many business leaders and marketing influencers have applauded these actions and see them as a move toward building and gaining trust with consumers and followers on a social network that has seen its share of fake users and followers grow exponentially over the past few years.

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Staff Writer, Krystal Hagan holds a bachelor of journalism from the University of Texas at Austin. She lives the full-time RV life just outside Austin, Texas, with her musician partner, three dogs, and a six-toed cat. In her free time, she binges TV shows, brandishes her otherwise useless pop-culture knowledge at trivia nights, and tries to become BFFs with every animal she meets.

Real Estate Marketing

Simple weekly emailer curates your stats across social networks

(MARKETING) If you are overwhelmed or turned off by massively granular stats, getting a simple email weekly about your social media stats could be a meaningful tool for you.

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social media metrics

You already know that building a brand (for yourself OR a brokerage) is a lot of work. There’s not only fierce competition, but there’s a lot of ground to cover.

A huge portion of that ground is being present on social media. This doesn’t just mean consistently posting content that is important and relevant to your brand, but it also means keeping tabs on who is following you and engaging with said content.

That’s why Metrics Coffee is here to help. With this new tool, it helps you keep track of your social media metrics by sending you a detailed email to your inbox every Monday morning.

So, how does it work? First, you enter your email to register (the first month is free, woot woot!) and then you attach all of your social media handles to your account.

Then, every Monday morning, you’ll receive an email from Metrics Coffee with a detailed look at your personal metrics. It’ll show the number of followers on each specific platform, and how much your follower count has gone up (or down) within the last week.

Platforms that it currently tracks are: Twitter, YouTube, Instagram, ConvertKit, and ButtonDown. If there’s a platform that isn’t included that you’d like them to track (we would suggest LinkedIn as it is overtly missing), you can request that they integrate said platforms.

“I recently become an independent developer (quit my job!) and started making courses and conducting workshops. I get most of my audience from my twitter and YouTube channel, so I’ve become more intentional about building an audience, said Metrics Coffee maker, Siddharth Kshetrapal. “[I] started tracking [the metrics] with pen and paper along with my morning coffee, but I would forget doing this all the time! Realized I need it to be a push not pull. And that’s why I built this product! It keeps a track of my social accounts and sends me an email every Monday; including my tiny newsletter.”

Much like one needs their Monday morning coffee, Metrics Coffee is designed to give you a rush of adrenaline and inspiration that will help you start your work week. It’s such a simple concept that we wonder why this hasn’t been around for a decade already.

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Real Estate Marketing

Some folks hate retweets – let’s discuss their hidden value

(MARKETING) Retweets suck, but not as much as people are whining about – let’s take a critical look at this emotional topic.

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If your social media marketing campaign is even remotely well-rounded, you’re probably privy to the dumpster fire that is Twitter nowadays. Retweets and all. While it may be tempting to mute accounts with which you disagree, avoid specific hashtags, or even remove all tweets from your feed, there are a few benefits to staying in the loop—no matter how painful.

Retweets are essentially the trail mix of social media posts – you’ll get an M&M every once in a while, but you’re more likely to run into a bunch of salty raisins.

Unfortunately, retweets are also crucial in determining both your competition’s movement and your product’s success, making it tactically important to keep an eye on them.

Primarily, using RTs to monitor your competition’s progress without having to interact directly with their page is necessary for any perpetual multi-tasker.

Virtually all Twitter-geared analytics will take into account retweets mentioning your defined parameters, but being able to see and respond to these retweets as they unfold allows you to stay on top of any developing circumstances while never straying from the Twitter app or site.

Being able to respond to tweets and retweets via either comments or quotes is another invaluable aspect to keep in mind. Consumers love it when brands respond to them, and their primary reaction to doing so tends to be to retweet the response in question. This ensures that others see your response, and, invariably, someone will have a question or a comment regarding your take; if you can’t see quoted retweets or keep track of your current retweets, you’ll miss out on following up with such encounters.

If you think of retweets as marketing research that’s being hand-delivered to your feed, they’re suddenly a bit less nefarious.

Of course, if you absolutely can’t stand seeing the pure, unadulterated BS in your feed, there are ways to avoid it: there is now a script to remove all RTs from your feed, and you can mute specific accounts to prevent them from showing up at all.

However, doing so misses the overall point – inclusivity and awareness, no matter how annoying, which beats out self-affirmation in an echo chamber any day.

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Real Estate Marketing

How to make sure a client actually reviews you online

(MARKETING) Actionable customer feedback is one of the most valuable assets at your disposal. Unfortunately, it’s also incredibly difficult to obtain ratings and reviews.

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sentiment analysis

Actionable customer feedback is one of the most valuable assets at your disposal. Unfortunately, it’s also incredibly difficult to obtain, as angry customers rarely leave coherent reviews and satisfied customers often avoid them entirely. Here are a few ways to achieve positive feedback without breaking the bank.

Before embarking on a crusade to pester your customers for their time, take a second to identify pain points in your services.

Are your negotiating superb, or do they end up a bit lackluster from time to time? Does your customer interfacing garner largely positive results, or do you get the feeling that you’re putting people off? Knowing what to look for when asking for feedback and reviews will help you narrow the number of choices your customers have, making an answer significantly more likely.

Once you have a general idea of what you want to address, it is ideal to implement a universal online reviews strategy that all clients are asked for, and you never cherry pick for marketing purposes, rather publish all of the ratings for an accurate picture, given that consumers want real transparency. For example, RatedAgent.

But maybe you’re a solo agent with a broker that doesn’t invest in anything (especially not a ratings and reviews strategy) and you’re on your own.

In that case, start putting together a form with specific questions targeting your established weak spots – naturally, the fewer the better, but don’t lead people – transparency is good. In most cases, you’ll want to stick to three main topics and a general suggestion area; anything more than that, and you risk intimidating your prospective critics.

Following up directly via email is a good way to catch a customer’s attention, but it’s also a good way to end up in your customers’ spam folders, and it can get expensive quite quickly. If you decide to run an email campaign, make sure your intent is in the subject line.

You might even want to pair your email with a promotion, such as a free annual fire inspection or something similar, but be careful not to skew your potential feedback.

An alternative to mass-emailing your client list is installing a pop-up box on your website. After seeing the same box multiple times, some of your clients are bound to cave eventually; as long as you keep the box clean, concise, and easy to exit, you shouldn’t receive negative feedback inspired by annoyed web-goers. You can also add your message to a modal box or a similarly less-intrusive graphic in order to account for the ad-blocker crowd if you don’t see enough feedback within a month or so.

Acting on customer reviews is perhaps the clearest way to improving your customer-facing image — as long as the feedback itself is clear. Knowing what to look for and implementing a pleasant campaign to obtain will get you one step closer to raking in the critiques.

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