To figure out how to get your real estate marketing plan to go right, let’s start with talking about what can go wrong. Here are some of the biggest mistakes we see real estate agents make when it comes to digital advertising and brand-building — along with advice for avoiding these missteps so you can reach more potential clients.

Mistake #1: Neglecting social media strategy.

Most of your future clients have spent time on a social media network like Instagram or Facebook within the past week (or even the past day). Where better to promote your real estate services than the places where buyers and sellers already are?

Social media takes word-of-mouth marketing to a new level. An Economist survey of chief marketing officers and senior marketing executives predicts social media channels will remain the top place to engage customers in the coming years. Overlooking these networks is a big mistake when it comes to digital marketing. Consider running ads on networks like Facebook and Instagram to get in front of potential clients. Or, create social pages for your business and share resources that potential clients would find helpful.

Mistake #2: Failing to know your audience.

Take a step back and make sure you know your audience before you jump into your digital marketing plan. If you don’t tailor your strategy to your target audience, you’re not achieving your highest potential return on investment (ROI).

The most successful agents analyze their current sphere of influence and develop consistent messaging strategies that speak to the unique concerns of that audience.

For instance, on our Homesnap Pro Ads on Google, Facebook, Instagram and Waze, we’re constantly testing the custom audiences we’re building for Homesnap Pro Ads users. We want to make sure they’re reaching the right people. That’s why we target people on an agent’s client list and Facebook users who live near a property. We want to tailor ads to the leads who are mostly likely to be interested.

Mistake #3: Not testing enough.

Speaking of testing, it’s worth reiterating: In digital marketing, testing is not optional!

Testing is the only way to determine which of your efforts are effective and how to optimize your campaigns. You need to track metrics daily.

That means looking at landing page conversions (e.g. when people come to your page, how many submit their email address?). It means analyzing different versions of ad copy and trying different keywords for search engine optimization. You should be isolating each variable to measure its success.

Mistake #4: Trying to be the top agent on a single network.

You might neglect bigger-picture digital marketing goals if you strive to be the top agent on just one network. In the long run, it’s better to have a consistent presence across many networks than to bid for top placement on just one. That’s why we made it easy for agents to expand their visibility on four big networks instead of just one. Seek consistent engagements and let data be your strategic guide.

Mistake #5: Falling for real estate marketing scammers.

There are a lot of marketing companies out there offering relatively similar products. Before choosing the right service for you, identify what makes a particular company qualified to run your ads. Do they test their products for better optimized ads? How do they measure their success? Do they put agents first? Are they endorsed by your MLS?

You want to make sure you’re putting marketing dollars toward companies that have solid tools, excellent reporting and a history of success.