Heat Level: 
Medium: These tips require some experience.
Bottom Line: If you want your Twitter account to take flight, use the Analytics feature to understand your reach and impact.
Do This: Take a peek at your analytics. Then, use the Impressions on your top-performing tweets to impress potential sellers.
Take a look at your stats to see what's working and get inspiration.For real estate pros, Twitter can go one of two ways: it’s either their secret weapon, or a big time waster.
The line between the two extremes is only visible if you see your tweets’ data. How many people did you reach? Are they engaging with you or ignoring you? Twitter has a simple, built-in Analytics platform to help you see what you’re getting out of your tweets. Here’s how to access it:
Log into Twitter. In the upper right-hand corner you’ll see a mini version of your profile picture. Click it and select Analytics from the dropdown.
Now, enable Analytics. Click “Turn On Analytics.” (We don’t know why you have to take this extra step, because Twitter seems to track your data whether you have it enabled or not.)
Now that you’re set up, this tab gives you an at-a-glance summary. Your top tweet, top mention, and top follower are all laid out here. You’ll also get a summary of your monthly performance.
Here’s ours (don’t judge our numbers - we had just started this account when we took the screenshot).
Here you’ll find the full data for your account. You’ll likely spend the bulk of your time here. There are also several different sub-tabs to check out:
This section shows you each of your tweets’ impressions (how many people saw it), engagement (likes, comments, retweets), and engagement rate (the percentage of people who engaged out of those who saw it).
See any big outliers? A tweet with higher-than-normal impressions or engagements means you did something right! Now, what was the secret sauce, and how can you replicate it? Did you use certain hashtags? Tag someone? Was it a really good picture of a beautiful home? Whatever set it apart, do more of that!
If one of your tweets flopped (lower than normal impressions or engagements) consider what might have gone wrong. Not the right hashtags? Bad timing? No picture? Do less of that.
Pro tip: If you tweet your listings and see good results, screenshot the data. You can use it to impress potential sellers.
This is exactly what it says - your best performing tweets. It simply helps organize the information above.
If you’re spending time engaging with other users on Twitter, this area will show you how your efforts are paying off. You’ll see the comments you’ve made on other peoples’ tweets, and how many people saw them.
So if the mayor tweets, “Pittsburgh is once again America’s Most Livable City!” and you respond, “It definitely shows in the housing industry!” you’ll see how many people saw your comment. It’s nice to see that your 30-second interaction can get your name in front of dozens, hundreds, even thousands of people.
We’re not a big fan of Twitter Ads for real estate, but that is an option. We won’t go into detail, but you can read more about Twitter Ads here.
Under this tab, you’ll see how your following has grown (or shrunk, though hopefully not) over the past 30 days.
If you’ve got a big enough audience, you can start to segment it here (age, interests, income, occupation etc.) It can give you good information on who your followers are and if they align with your typical buyers and sellers.
Looking to get in on some big conversations and trends? This area gives you a preview of upcoming holidays, sporting events, and cultural events like the Met Gala or Mother’s Day. You can also click on Recurring Trends to see the topics that trend weekly, like “Motivation Monday’ and “Throwback Thursday.”
This is a good area to check out so you can anticipate these trends. Although there aren’t a lot of real estate specific events, it might spark some creativity.
The “more” dropdown has info on video activity and conversion tracking. We’ll talk through these more advanced topics in the future.
You only have 24 hours in the day. If you’re spending precious time on Twitter, you’ll want to track and measure your results. Knowing this information can help you decide if you’ve found a nice niche for yourself, or if you’re tweeting into the void. On a more practical note, you can use this information to tell potential listing clients that your tweets will get their property in front of hundreds or thousands of online eyes.
Kate's current work with ListingManager bridges the gap between her advertising agency experience and a lifelong passion for HGTV. When she's not skimming the web for new marketing stats, Kate enjoys cooking, crossfit, and dance classes.How did you like this article?
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