Lumentus Social sheds light on what to publish to social media

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Lumentus Social is a social-media management and content-sharing tool for real estate agents

Platform(s): Browser-agnostic; responsive
Ideal for: Mid-size to large agencies and teams with dedicated marketing personnel; agents who have time to orchestrate, manage their marketing efforts

Top selling points

• Lumentus Social monitors and suggests content to be shared.
• The interface is very practical and easier to use than agency-oriented social media management tools.
• Posts and sharing can be done on behalf of specific agents and teams.

Things to consider

While posts can be scheduled, no social media outreach effort can succeed on “cruise control.” It takes a at least daily oversight to be effective for the long-term.

Full review

Rignite, Sprout Social and Hootsuite are powerful tools for managing social media.

However, they’re directly targeted at people already comfortable with social media marketing. They are publishing tools, not content tools.

Each connects to sources of content, but scheduling, monitoring and collaboration come first.

Lumentus Social puts content first, then publishing.

The company has partnered with a number of real estate news sources, Inman included, to provide its users with a perpetual stream of useful content.

Lumentus Social puts content first, then publishing.

Lumentus Social skews heavily toward Facebook, but Twitter and Google Plus accounts can be connected as well.

Like other tools in the space, you pick and choose when and where to share content, and even to which agent’s account the share will be attributed.

Lumentus Social is designed primarily for teams with dedicated marketing personnel.

Multi-office brands can benefit from a central source of publishing through this ability to link specific agents with specific types of content. One agent across town may have a better a Twitter following than Facebook audience, so content can be shared accordingly.

Individual agents can benefit from Lumentus Social, too.

Conceptually, though, to make any marketing project effective, a concerted effort is required, one not necessarily afford to more nimble real estate entities.

I was happy to see that Lumentus Social takes the caution out of deciding what to share, which is often a tough obstacle for those new to this marketing arena to tackle.

The post preview helps publishers feel confident in the look and feel of the public-facing result.

How many times have you sent off a Facebook post via a third-party publishing tool only to realize that the video preview didn’t materialize? In its stead, you discover your audience was confronted with a paragraph-long, click-averse embed link.

Yeah, no one is sharing that.

The material to be shared is curated carefully via a number of topics available in a drop-down menu. Agents can choose which issues and trends are more suited for their audience. Local and national stories alike enter your feed.

The software isn’t overly focused on advanced engagement metrics, another differentiator.

Brokers in charge of the account get monthly overviews, while basic stats, such as shares and likes, can be viewed within each post.

Lumentus Social is not a pushy, sales-driven marketing tool. I view it as a brand-building customer loyalty creator.

By providing your audience with a steady stream of reliable, relevant content, you’ll remain ever-present.

There’s little learning curve here. Your accounts are easy to connect and the publishing process is straightforward. There’s little not to like.

If you’ve been baffled or overwhelmed by the technical, Madison-avenue approach of the heavier players in this milieu, I think Lumentus Social can provide an easy-to-adopt balance between content discovery and effective outreach.

Have a technology product you would like to discuss? Email Craig Rowe.