One of the most common mistakes I see real estate agents make when building their digital brands is neglecting analytics. They don’t take the time to audit their content and rely instead on blind luck and wondering why their growth lags behind others. They just post, hope, and blame the algorithm.
This is a FOOL’s move! Social platforms now literally tell you why a post performed poorly. You just have to know what to look for and take a few seconds each day to do it.
So, here’s a quick overview of what you can do.
First, you need a Creator or Business account. If you don’t have one of those, change it immediately or give up now and stop reading. Then, all you’re going to do is go to your most recent Reel and click “View Insights.” This will tell you everything you need to know about your post’s performance.
The two most important insights to look at are your shares and your average watch time. These two actions are what will push your content in the algorithm. So, whenever you make a post, you have to think to yourself: “Why would someone share this? And how do I get them to watch the entire video?”
Sharable content is one of these three things:
- Informative
- Funny
- Controversial
You know what’s not informative, funny, or controversial? “Just Sold” and “Just Listed” templates and Happy Halloween graphics. Go look at your insights and see how those performed. I bet there isn’t one share!
Always make sure you look at your average watch time after each post. This will really help you fine-tune content.
Everyone uses a different email marketing platform, but the principles are the same. If you’re sending emails you should be looking at your open rate, your click-through rate, and your replies. If you’re just firing off an email blast and not paying attention to these metrics, you will never improve the health of your list and database.
The average open rate in the real estate industry is close to 20%. You can greatly improve this by tweaking your subject lines. Take note of what performs best, and replicate those subject lines. For example, here at BAM, whenever our subject has the words “script“ or “objection handling,” our open rates improve by 5-10%. So, we try to work those words in as much as possible. We apply this same principle to our YouTube Channel as well with thumbnails and titles. If a title works, keep using it. If a title flops, never use it again.
For agents, the subject line “OPEN HOUSE 2-5” probably doesn’t perform as well as “Charming bungalow by the water” — with “open house” in the preview subject line. Keep tabs on what works best: shorter subject lines, ones with emojis, ALL CAPS, etc. You won’t know if you don’t look!
This week on the Walk Thru podcast, Jason Cassity mentioned his favorite metric to look at is actual replies. How many people actually responded to the email? In order to get more responses, he sends simple, text-only emails and asks the audience to reply to the email if they are interested in the property or neighborhood.
He breaks down the strategy in full on the episode.
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This Simple Instagram Post Generated 97 Comments (and a Month of Content Ideas)