Agents who commit to Twitter are in pole position to benefit from a massive new technology partnership.
From yesterday, Google has started including tweets in its search results, which would mean higher rankings for agents who regularly post on Twitter.
The partnership currently applies only to American users who search on mobile devices, but it will be rolled out to other countries and to desktop browsing.
CoreLogic RP Data innovations manager Lee Wade said the algorithm change would probably arrive in Australia within six months, giving agents time to build a Twitter profile.
“If you're not going to be an active participant on Twitter, it looks like you might end up being deprioritised in the [Google] search result,” he told Real Estate Business.
Mr Wade said one of the best ways for agencies to gain more followers is to connect their website to their Twitter account so it gets seen when people browse for listings.
Agents should use Twitter to share news about recent sales, market statistics and community events, and should keep their personal and business accounts separate, Mr Wade said.
Onthehouse Group marketing manager Fiona McEachran said the Google-Twitter partnership would create a strong link between agents’ search marketing and social media marketing.
“If it does actually create the effect that I think they’re hoping, it will have a massive impact for agents who use Twitter,” she told Real Estate Business.
Ms McEachran said agents should therefore commit to spending more time on Twitter and even allocate specific tweeting time in their schedules.
However, she warned agents not to start posting more than they could commit to – and that consistency is more important than frequency when building a profile.
Posting once per day from Monday to Sunday is more effective than making seven posts on Monday and doing nothing for the rest of the week, she said.
Ms McEachran also advised agents to not only post information but also engage with other users.
“This is retweeting other relevant tweets, commenting and responding to questions – things that can’t be set up and automated,” she said.
“You have to actually spend the time engaging on Twitter to get the full benefits.”