New Google Research: 3 Tips for Brokers & Agents on How to Better Connect with Clients Online

Google’s Think Newsletter recently published data on trends in home-related searches and the news is positive for the real estate industry. With home-related searches up, Google indicates potential for increased transactions in the next six to 12 months. In addition, according to Google, Millennials are finally planning to buy.

What specifically can you do to take advantage of these trends?

Help lead more of these potential clients to you with these three key action items that you can blend into your social media activities:

1. Differentiate yourself with targeted content – People looking to buy a house are often entering a life transition. You can rank higher in search and get more exposure if you share stories that relate to their life stage. Here are the key facts from Google:

– People searching for real estate are 5x more likely to search about planning for retirement
– People searching for real estate are 4x more likely to search about finding child care
– People searching for real estate are 4x more likely to search for furniture. In addition, vintage and antique furniture is trending more than rustic, contemporary, shabby chic and traditional.
– People searching for small homes are 3x more likely to search for gardening, 8x more likely to search for woodworking and 4x more likely to search for knitting

Action item: Be a resource to your clients, consistent to the above trends. Send your client’s interesting articles about planning for retirement or how to make furniture look vintage. Customize your social media content to appeal to these buyers by providing relevant tidbits of information to establish yourself as an expert!

2. Increase exposure by posting when people are online – Increase your exposure by being online when potential customers are online. Posting at the right time increases your chances of content appearing in people’s newsfeeds. Since mobile owns a majority of this traffic, we’ve listed the top times for targeting!

– Mobile usage peaks at 6pm
– Tablet usage peaks at 11pm – after the kids go to bed
– Search related to home buying are highest over the weekend

Action item: Post around 5pm, 10pm and in the late morning over the weekend. Don’t worry, you do not need to actually be online at that time. You can use Lumentus Social’s scheduling software to send articles at specific times of the day.
3. Maximize your impact with targeted advertising – We’ve identified different content types that different groups may find appealing, but instead of picking and choosing who you will try to reach, you can reach them all by targeting selected posts to individual groups. For example, if you are sharing articles about retirement planning – these posts should be targeted at ages 55+ and who are homeowners. You can even select specific cities and interests.

Action item: When choosing content to post on social media, be conscious of who your preferred audience is so that you can choose accurate targeting options to increase your exposure and online presence.

These three easy steps will make a big difference and help you differentiate yourself from the crowd. To dive deeper into Google’s research, you can check out the full article here.