With Free Google Sheets Template!
As a real estate agent, you know how important market stats and analytics are to your business. Your listing and negotiation strategies are likely guided by those key data points, and you probably check in on the newest stats every day.
The same concept applies to social media. Analytics and data are key to fast-tracking your growth and impact on social media. But chances are that when it comes to pulling and using your social media analytics to improve your content, you feel a little out of your depth.
That’s where an end-of-month social media analytics report comes in. With this report, you’ll be able to see what’s going well with your content and where there are opportunities to grow.
You can build out an analytics report that gets you the information you need to move the needle in your real estate biz by following 3 simple steps and using our free template (link below!).
Step 1: Identify Your Real Estate Social Media Goals
Before you can use analytics to get your social media where you want it to be, you have to know where you want to go. Developing goals for your real estate social media marketing is the first step to creating an analytics report that works. One of the most effective ways to create great goals is to follow the SMART goal framework.
You probably learned about SMART goals in elementary school, but here's a quick refresher since third grade might have been a while ago. SMART stands for…
Specific
Measurable
Actionable
Relevant
Time-bound
Now, let’s compare a SMART goal and a non-SMART goal to see why SMART goals are so key for progress. Take a look at these 2 examples of goals that you might have for social media:
Goal 1: “Increase Instagram engagement rate by 5% in Quarter 2 through daily Stories, replying to comments/DMs, and a post every other day.”
Goal 2: “Grow my number of followers on social media.”
Which goal do you think will be 1) more effective and 2) way easier to actually achieve?
My money is on Goal 1, which is specific, measurable, actionable, relevant, and time-bound. With Goal 1, you have a game plan and you know exactly how you’re going to meet the goal.
Goal 2 is an idea and a good start–but there’s no plan to support it or a way to actually know if it’s been achieved. Vague goals like this can put you on track to frustration and failure.
SMART goals win every time. If you want to get results on social media, you have to start with goals that set you up for success. Follow the SMART framework, target what you want to achieve, and you’re in business!
Step 2: Define Your Real Estate Social Media Metrics
Now that you know what your goals are, you’ll find to define which analytics you’re going to track each month. Real estate agents should focus on these key metrics for the end-of-month analytics report.
Posts: You want to track the best-performing posts of the month so you can see what’s working and replicate that success in the future. Save a link to your best posts so you can easily go back and see what worked each month.
Numbers: Good data is crucial for actionable analytics. Your analytics report should track each of these numbers for the month:
Follower growth
Reach
Engagement
Shares
Saves
Link in bio clicks
Video views
Ad spend
Month-over-month percentage increase or decrease
Number of leads generated from social media
Key learnings: You’ll also want to note down the wins, challenges, and opportunities that you found throughout the month on social media.
From tracking these metrics, your goal is to learn 3 things at the end of every month:
What do the numbers reveal about your strategy? Your numbers should tell you what’s working and what might need to be tweaked for the next month.
What do they reveal about your audience? Discovering more about your audience and what they like to see should play a huge part in your next month’s content.
Where are your wins/opportunities? This is where some of your best ideas for growth will come from!
Step 3: Find Your Real Estate Social Media Analytics
Most social media platforms have built-in analytics tools that you can use to discover your weekly numbers.
For Instagram, it’s pretty straightforward. First, make sure your profile is set up as a business or creator account. If it’s not, switch it over–it takes just one tap. From your profile, tap the menu (≡) in the top right corner. Then select “Get Insights” and tap through to confirm. Now you can see all the details on your posts, stories, and reels. The process is similar for other platforms.
Once you know how to find your real estate social media analytics, all you have to do is plug them into a report template at the end of each month.
Creating an end-of-month social media analytics report is one of the key strategies real estate agents need to use to fast-track growth and impact on social media. With the report, you can easily see where your current strategy is getting you so you can discover what you should do more of and what you can scale back.
Get started with tracking your real estate analytics by grabbing a FREE Google Sheets template here. Happy tracking!
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