Let’s get social…
Would you be surprised if I told that most Americans use social media?
Probably not, right? Everyone has a smart phone, and it’s simply too easy not to use it. Whether it’s YouTube, Facebook, LinkedIn, Snapchat, Pinterest, TikTok, Snapchat, or some other platform, just about every American, and every home buyer, are on social media.
In fact, according to the most recent data, 82% of Americans use social media – and it’s trending up! There’s no other form of media that captures as many users as social.
Here’s another stat for you – the average American spends over 2 hours on social media every day. That’s a lot of time! And in that time, they will likely see hundreds, if not thousands, of posts, images, and videos. Friends, family, influencers, political candidates, and brands are all vying for the social media users attention. How can you, the home retailer, stand out?
That’s where the A.I.D.A. method comes in. A.I.D.A. stands for Awareness, Interest, Desire, and Action. Let’s look at how we can use this method to help you get more followers, engagement, and sales on social media.
The first step in creating an effective social media post is awareness. Social users are seeing a LOT of information, pics, videos, etc as they scroll through their feeds, so you need to be loud and proud to make the user aware of the message you’re trying to share.
Say something that will grab their attention. “Attention Montana!” and “Hey, frustrated home buyers!” and “We’ve got your dream home here!” and “Slow your scroll for a beautiful home!” are some examples of intros we’ve used to get attention on our clients’ social media posts. And to make it extra inviting, use emojis…a lot. Throw in all the emojis that you can. 🤩😎👍
Bold headlines combined with emojis are the best way to make social media users aware of your post.
What are your buyers interested in? Are they looking for an energy efficient home at a great price? Are they looking for luxury and comfort? Are they looking for something available now? Or are they looking for something affordable because they’ve been priced out of the market?
Whatever their interest is, talk about that in your post right after you have their attention. You’ve got their attention…now make them interested.
This is where you take the customer form liking your homes, to wanting a new home from you. You’re taking them from being interested, to desiring that new, modern home on a 1/2 acre in their town.
To do this, try and create an emotional connection with some of the features in the home. For example, let’s say a home has modern, energy efficient appliances. That looks good on a spec sheet, but what does it do for the home owner? High end appliances means that the home owners spend less time on dishes and more time with the family, and energy efficiency means less money on bills and more money on that dream vacation to the tropics. Don’t just give the features of the home, explain how those features will improve the lives of the new home owners.
Finally, tell the social user what to do. If you prefer phone calls, tell them to call you to learn more about the home. If you prefer messages on social, tell the buyer to do that. Never assume that a social media user will know what to do next. They don’t. If you don’t tell them what to do, they won’t do anything with your post and they’ll move on to the next one.
Don’t feel bad about creating a little urgency. People are getting bombarded with more data and info than ever before, and oftentimes social users will need a little push of urgency to take action on a post they like.
Here’s a few examples of effective CTAs (Call To Action) that have worked with us in the past:
“Message us today to learn more about this new home”
“Call us NOW to schedule your personal home tour”
“Click the link to learn more about this new home.:
“Hurry, these homes are moving fast. They’re on wheels, after all…😎)