Inman technology reviews cover real estate software, apps, CRMs, websites and other digital tools for the modern real estate agent
- Browser extensions are making marketing efficient
- Brokers with centralized marketing staff should encourage the use of a single social media management tool
- Buffer's Pablo image creator is a fun and fast way to share property images and other digital collateral
Have suggestions for products that you’d like to see reviewed by our real estate technology expert? Email Craig Rowe.
Buffer is social media content management and publishing software.
Platform(s): Browser-based; mobile for iOS, Android
Ideal for: any agent or team looking to execute social media marketing
Top selling points
- News feed stream interface is placed at point of post publishing
- Browser extension allows for fast scheduling of relevant web content
- Easy to connect multiple social media accounts into a “team” for simultaneous publishing
Things to consider
Whereas some tools allow the same blog post to be pushed multiple times throughout a week, for example, Buffer’s built-in post monitoring discourages this. Users would have to create a new post for each instance of the same content.
Buffer combines what I like about Lumentus with the scheduling power of, say, Rignite or Hootsuite.
This software is much more user-friendly than the former options. Connecting accounts is fast, and if you manage multiple pages under the same Facebook or LinkedIn account, Buffer makes that simple to link, as well.
Buffer nicely aligns your most critical needs in a tabbed format across the same interface. Your Content, Analytics and Schedule are right in front of you.
LinkedIn accounts rarely benefit from the publishing frequency of a Twitter feed.
Content is pushed into your queue, which is driven by an easy-to-manage scheduling tool. Users choose the days of the week and the times for each. Buffer can do this for you, too. In fact, I would encourage using its automated scheduling.
Schedules can be customized for each social media network. LinkedIn accounts rarely benefit from the publishing frequency of a Twitter feed.
In beta now is the Buffer calendar, which was launched this week. I haven’t had ample time to meddle with it. However, one doesn’t need ample time to grasp its value.
The calendar view assembles your queue in a monthly layout, and hovering over a post provides a summary of its content and logistics. You can drag them around to re-arrange, delete or edit.
I prefer the listed view. But now a calendar is there for more visual planners.
RSS Feeds can be linked to assist in content generation and team members contributions can be submitted for consideration by the account manager.
Real estate teams can submit listing announcements and event news to allow the office marketing manager to schedule them accordingly. This way, team members aren’t pushing others’ content into obscurity.
When content is ready, a bold drop-down selector gives lets users choose to queue it, send it next or publish right away.
I really enjoy Buffer’s interface. It’s not clogged with content from feeds you are monitoring, which leads to incessant scrutiny of prospects’ feeds to uncover some reason to share or like.
Buffer has a number of smart value-add features. The browser extension for Chrome, Firefox and Safari allows for fast re-purposing of relevant stuff.
Each account is also granted a special email address that routes content into a Buffer queue via your inbox. The subject of your email becomes the post title and any links in the body are shared to the respective network.
Buffer also created its own image builder, Pablo.
Pablo lets users build shareable pictures with text and graphic overlays, and it’s accessed directly from the content publishing view. Pablo also has one-touch presets for adjusting an image for Facebook, Pinterest or Instagram. Slick.
I’ll admit to being more enamored with Buffer than I am other social media management tools. It’s clean, fast and fun.
Have a technology product you would like to discuss? Email Craig Rowe.