If you want to hire the best real estate agents for your brokerage, you need to take advantage of social media for posting your ads. There are literally millions of people using any number of platforms daily, so there’s definitely a LOT of potential exposure that could lead to conversions.
However, you have to be wise about using social media ads so you can maximize your budget and get the results you want. Otherwise, you’ll just be wasting your time and money creating content and funneling your budget into job postings that don’t work for you.
For a quick guide on how to make your real estate job ads more effective, here are some things to keep in mind:
Get the Right Tools
When it comes to making job postings and social media ads, “tools” doesn’t just mean graphics, photo, and video editing software. You’re also going to need a variety of real estate tools like a customer relationship management (CRM) software. Why? Because these tools come with features that can help you manage leads and properly target your ads, among others.
For example, if you Get Brokerkit for your CRM today, you’ll be able to access their integration tool that you can use to forward leads into an API for quicker follow-ups. Brokerkit also lets you point your social media ads to its own landing pages. This way, you can streamline your data gathering and thus have an easier time sifting through applications and candidate CVs.
Keep It Short
Depending on the social media platform, you can input up to 5,000 characters in your job ad. However, you shouldn’t maximize this number. In fact, your goal for a job description should be “as short as possible without missing out on the most important points.”
Aside from the job title, the must-have details in your job ads on social media include the job’s qualifications and the commission split. With regards to the qualifications, make sure you identify which are your non-negotiables and nice-to-haves. This will help broaden your scope, allowing you to build a larger pool of candidates.
If you want your job ad to gain any traction, make sure to upload an accompanying image or video with the caption. Based on several observations of social media algorithms, posts with images or videos receive higher engagement than text-based content.
For maximum effectiveness, make sure to follow the recommendations set by the platform. For example, Facebook used to enforce a 20% text-to-image ratio for ads. Nowadays, it’s not an absolute requirement but the platform still strongly suggests to follow this rule.
Of course, make sure to use your own photos and videos to avoid any copyright strikes. For audio, there are plenty of websites that let you download royalty-free music.
Optimize for Your Audience
Your job ads are for everyone but they’re also not literally for everyone. If you’re looking for senior-level real estate agents, then your job ads should ideally be seen primarily by this specific group. Indeed, hundreds or even thousands of views won’t matter much if they aren’t the intended audience.
Fortunately, social media platforms have built-in targeting options so you can optimize your ads. You can also choose the date and time when your ads would launch. A good idea here is to conduct a test for a week or so and then make adjustments if you aren’t getting results. You can either change the budget allocation or the distribution schedule, for example, and then make observations from there.
Sort Out Your Careers Page
When you launch a job ad on social media, it should lead viewers to your website. Often, the most ideal destination is the careers page so that those who are interested can learn more about the role. However, you can also direct them to a sign-up sheet for a newsletter or even your testimonials page.
Whatever you choose, make sure that the page is updated with the latest information. Moreover, it should be optimized for mobile. Remember that your audience will likely view your social media ads from their smartphones, so the landing page should be mobile-friendly.
Last but not least, make the most of word-of-mouth marketing by having your current employees share your job postings. You can even incorporate this into your referral program, giving incentives to those who can find qualified candidates using your social media ads.
What’s great about this effort is that it lends a more organic touch. While you have to pay for increased distribution on the general timeline, having your employees share the content will make it feel more natural. Some people may also be more trusting of content that has been shared by someone they know.
If you aren’t using social media for your job postings yet, you’re missing out on a great opportunity. That said, you also need to be wise with your approach so you can achieve the results you want. Follow the tips above so you can post more effective real estate job ads on your own social media page.