Nowadays, there are literally billions of people using various social media platforms—and not just for posting pictures or staying in touch with friends and loved ones. Indeed, there’s a significant number of business and working professionals who utilize various social media features for work.
Thus, it’s only reasonable to take advantage of this phenomenon in other facets of business. Through the strategic use of social media ads, for example, real estate recruiters and brokerages to hire the best agents. The ultimate result is, of course, increased productivity and business growth.
That said, it can be a little tricky to navigate the realm of social media ads. If you don’t know what you’re doing, you may end up spending money without any results to show for it. To maximize your social media ads, whether you’re directly recruiting through job postings or working on promoting your brokerage, here are some things to keep in mind:
Use the Right Tools
As a real estate recruiter, there are plenty of tools you can use to make your job not only easier but also more efficient. For example, you can use Brokerkit for automated social media profile lookup. This way, you can find more qualified leads, properly segment them based on your needs, and stay in touch throughout the recruitment process. The last one is especially important in creating a positive experience, which is crucial during the decision-making stage of the candidate.
Other tools you can use include the native options of your chosen social platform. On Facebook, for example, you have built-in targeting parameters like gender, age, interests, and location among many others. You can also choose a specific goal—e.g., website traffic, app downloads, signing up—and choose how much you want to spend. By using these tools, you can create a custom audience that will help ensure better results.
Boost Organic Content
Sometimes, you don’t have to come up with unique recruitment ads every single time. Instead, you can choose a couple of your top-performing organic content and then give them a little boost. This is more cost-effective in some situations, especially because you know that the content has already resonated with a good chunk of your audience—all you have to do is expand your reach.
Videos Do Hard Work
If there’s one thing that’s true for all real estate agents, it’s that they’re always on the go. More often than not, they have jam-packed schedules. In short, they don’t have enough time to read long posts trying to convince them to make a career change and join your brokerage. However, a short video that highlights all you want to say in 2 minutes maybe a little more convincing.
You should also consider broadcasting live videos. Some examples include a Q&A with the hiring manager or perhaps a sneak peek at what happens in your brokerage. Doing this helps your push your engagement numbers up, as social media platforms tend to push this type of content on the timeline more often as a way to encourage users to experiment with new features.
Experiment
When you launch social media ads, you can’t stop at just one iteration. Instead, try to tweak your materials and then compare one with the other to see which one produces the better results. You can try various adjustments such as different posting times, a higher (or lower) budget, or even class to action.
With creative testing, you can fine-tune your job ads and other promotional content to make sure that what you’re posting are aligned with your specific recruitment goals.
Consider UGC
UGC or user-generated content is a good way to make your brokerage and your real estate agent recruitment efforts more relatable. Remember that people will trust other people more—those who are “like them” than brands or companies that are sometimes viewed as mere establishments.
Through UGC, you can show that the proof is in the pudding. Are you touting your brokerage’s excellent company culture? Share feedback from your existing employees through a reels-type video compilation. Do you have an excellent performance rewards program? Perhaps ask your latest top achiever to share photos of their all-expense-paid vacation.
Indeed, if you want to resonate more with potential candidates, UGC will deliver more impact and influence than your own photos or videos.
Follow Best Practices
When it comes to social media content, there’s a need to be unique so that your posts stand out from literally thousands of others. However, there’s also merit in following best practices such as image size, video duration, and even the use of hashtags in your recruiting posts.
When you follow these “prescriptions” by social media platforms, the algorithms will view your content as something that caters to what they deem at the moment as engaging and relevant to their audiences. Thus, they’ll push your content onto the main timeline. This will give you more exposure and also help you determine for which recruitment materials you should allocate more advertisement budget, like advertisement design.
Using social media ads for real estate recruitment can feel a little tricky at first. However, once you master it, you’ll notice those numbers significantly improve! Use these tips to maximize your recruitment advertising budget and hire the best people for your brokerage.