Service Learning Project: Analysis of Nest's Social Media Presence
November 24, 2015
Hannah Faircloth, Adam Lesniak, Kendal Wallis
Executive Summary
Social media is a great tool to maintain relationships with past, current, and future clients and to get involved with the community. As Ryan Crecelius, owner of Nest Realty Wilmington stated, “You only get one chance to make a first impression.” To help Nest make the best first impression possible, we have analyzed their current social media presence and have provided recommendations for change and improvement. We discuss ways to include promotional content that followers will find interesting, how to utilize Instagram more effectively, and the best ratio of inspirational versus promotional content for any social media post.Introduction
Nest Realty is a new breed of broker. They take a customer-centered, transparent, and innovative approach to realty that helps them stay ahead of the competition and provide a uniquely satisfying experience to their customers. Ryan Crecelius says, “obviously we want people to hire us, but we want them to trust us first.” To gain client’s trust realtors need to get to know your clients on a personal level, become familiar and involved with their community, and get connected with the local market. Social media is a great way to do this because it allows you to make a lasting first impression as well as advertise your business to the world. Nest Realty already utilizes Facebook to effectively communicate and advertise themselves in a positive manner. Through other social media platforms, Nest’s online presence has the potential to grow and assist them in reaching a wider customer base.Nest Realty’s Current Social Media Use
Nest Realty currently utilizes several social media platforms to connect with the community and potential clients. Facebook is Nest’s primary use of social media. Facebook is ideal for real estate agents because it allows for both personal and professional pages to be made. Since realty is a “personal business”, it has become one of the most popular forms of social media for real estate agents to use.
Graph shows that Facebook is definitely Nest’s most used social media platform.
Suggestions for Nest’s Social Media Presence
Social Media Icons
The Nest website has links to their social media pages on the bottom of the homepage and at the bottom under the “More” tab. We suggest making these a more prominent part of the website by placing them closer to the top or sides of the page. According to Tom Ewer of the Designer’s Guide to WordPress, “the header is what attracts the eye of site visitors first.” This makes the top of the webpage a great space for social media icons. Additionally, the Nest social media toolbar provides a link to Vimeo.com, but there is no content. Consider removing this link or replacing it with a link to another social media website.
80/20 Rule
Ryan mentions taking the “anti-pain in the ass” approach to social media. Matt Bushery, author of 30 Real Estate Social Media Etiquette Rules for Agents refers to this as the 80/20 Rule. This rule states that 80% of posts should be valuable or inspirational to your followers and 20% should be promotional (Bushery). A great example of how Nest utilizes the 80/20 rule is through valuable content like the market report posts, links to blogs, and their ranking in Inc. Magazine’s Fastest Growing Private Companies. Remember, for posts about real estate news it is important to make sure you summarize key points and contribute Nest’s insight on how it could help buyers or sellers (Pontacoloni).
Example of Nest utilizing the 80% of the 80/20 rule.
While keeping promotional content to a minimum is important, we encourage Nest to think about boosting the promotional content on their online presence. Promotional content doesn’t have to bog down your followers- it can be fun and interesting! Has a broker hit a certain amount in sales this year that shows they are going above and beyond the rest? Give them a shout out on social media. Not only will it give friends and past clients a chance to congratulate them, it will allow future clients to see how outstanding Nest brokers are. An example from Realty World Cape Fear is below. Most people find real estate interesting (think about all of the popular reality TV shows based on the industry) and want to see behind the scenes. Is there a beautiful new listing that followers will find interesting? Post it! Encourage your followers to daydream about a house in the beautiful ILM and they may actually end up buying the house.
Realty World Cape Fear showing off their agent of the month and their agent with top sales.
Nest already provides followers with unique aerial views of properties and Wilmington’s beautiful landscape. To play off of our society’s interest in real estate, we suggest further utilizing Instagram’s video feature and providing followers with short behind the scenes clips. Justin Levitch, VP of business development at Real Living At Home and youngest managing broker at Coldwell Banker NRT in Texas, suggests posting 15 second video tours to get people interested in the property as well as your business (Levitch). Justin also suggests using the Flipagram application which allows you to create videos from previously taken pictures with added sound. Flipagram allows you to post the video not only to Instagram, but to website and blog as well. These videos could include walk-throughs of houses, “A day in the life of…” various realtors, or clips from Nest’s YouTube video.
Example of realtors using Fipagram to give virtual tours of homes.
Be sure to promptly reach out to people who interact with your page. Studies have shown that 50% of customers want companies to respond to their twitter posts or questions within an hour (Bushery).
Utilize the limited characters to get your point across. Less text means less to focus on and comprehend.
Promote account via Twitter advertisements
There are currently only 12 posts, 5 of which are not directly related to realty
It’s important for companies to express their personalities on their social media profiles, but it is also important to retain a professional image. Nest could benefit by weeding out some of the less relevant posts on its current Twitter profile and posting more valuable content. This is especially important because there are currently so few posts that anything gratuitous can go a long way to detract from the company’s professional reputation.
Hashtags
Hashtags are also a great way to facilitate conversations with your followers. Ask followers to post their favorite room in their new homes with the hashtag #myfavoritenest, or use hashtags to start a discussion about the Wilmington community. “Keep in mind Facebook isn’t as transparent with hashtag activity and Linkedin doesn’t yet recognize hashtags” (Murtagh).The use of hashtags creates searchable links that allow users to find posts on specific topics (Drell). We suggest a new hashtag: #newbreedofbroker. It looks as though Nest has utilized this hashtag a few times on Facebook and Twitter, and we encourage this to be a regularly used hashtag. When searched on the three social media platforms, it appears no one else has used this hashtag. This will allow Nest to stand out against the rest of the realty companies in the area… and all over the internet! This approach could be applied across all forms of social media.
Screenshot from #newbreedofbroker Instagram search.
Conclusion
Nest Realty has a significant online presence and does well at promoting itself through various forms of social media. Increasing their regular social media usage on Instagram and Twitter, implementing the 80/20 rule, and creating a hashtag that can be used regularly will help them connect to a wider network of potential clients and promote Nest through even more platforms.Works Cited
Bushery, Matthew. "30 Must-Follow Real Estate Social Media Etiquette Rules for Agents." Placester. 22 Apr. 2015. Web. 26 Oct. 2015.Drell, Lauren. "Hashtags, and Infographics, and Videos! Oh My!" Marketing Research 26.2 (2014). Web. 15 Nov. 2015.
Levitch, Justin. "5 Little Known Ways Instagram Can Drive Traffic to Your Business | Inman." Inman. 11 Nov. 2014. Web. 18 Nov. 2015.
Murtagh. "The Role of #Hashtags in Social Media and Search." Search Engine Watch. Web. 18 Nov. 2015.
Sigmon, Ethan. "4 Tips for Using Instagram as a Real Estate Agent | Inman." Inman. 8 Oct. 2015. Web. 26 Oct. 2015.
Pontacoloni, Mike. "3 Tips for Capturing Friends of Friends on Facebook | Inman." Inman. 24 Sept. 2015. Web. 29 Oct. 2015.Ewer, Tom. “Determining the Best Place for Your Social Media Icons.” codeinwp.blog. Web. 19 Nov. 2015.
