A Social Media Expert’s Guide to Real Estate Marketing Success
Like any other industry, real estate offers social media marketing professionals a unique opportunity to hone their expertise. If you’ve recently acquired a client in the field, give this guide a quick read.
The following will help you get started with your campaign. Discover some of the areas you must focus on when conducting real estate marketing in social media.
Video and Online Tours
When the global pandemic hit years ago, the real estate industry heavily relied on visual content to showcase their listings and attract potential customers. Agents took more aesthetically pleasing snapshots and footage of their properties and published them across social media channels like Instagram and Facebook. They also engaged in video conferencing to provide a virtual tour of the place.
This has become a new normal in today’s competitive digital landscape, allowing prospective buyers to look at their desired house in the comfort of their home. Videos have become especially prominent because, compared to images, they evoke emotions that allow viewers to envision themselves living on the property. This emotional connection makes them more inclined to schedule a visit, providing realtors with more quality meetings.
You can elevate this idea and help real estate agents promote more creative virtual walkthroughs across social media platforms. For instance, you can produce vlogging-style content that highlights the whole property. Go through each room, walk around the neighborhood, and provide insightful stories about the house in the video. That way, you expand a potential buyer’s imagination and strengthen their connection with the unit.
Aside from Facebook and Instagram, you can explore YouTube and TikTok to widen your client’s reach. The best part is that you don’t have to be overly formal with tone. Many agents utilize video content in a more casual and friendly way.
Tips for New Buyers
When handling real estate clients, one crucial factor to remember is that most of the target audience you’ll encounter are first-time homeowners. These people have yet to learn how lengthy the whole house-buying process is. They have yet to discover steps beyond going through listings, like getting approvals for mortgage loans, inspecting the property, and negotiating with agents to get the best deals.
Catering to these growing audiences is an excellent way to make your real estate social media campaigns meaningful. You can guide them throughout the buying process to widen their knowledge and better prepare themselves.
Meanwhile, don’t limit yourself to the technical aspects of getting a house. You can use industry-related subjects like proper house-visiting etiquette or creative DIY projects for new homeowners.
Similarly, you can use the same approach when targeting potential sellers. For example, you can teach them about putting their property on the market and making their houses more attractive.
Showcase the Surrounding Environment
Location is a crucial deciding factor for homebuyers when looking for their dream home. That means when conducting social media marketing for real estate clients, don’t just fixate on a property’s aesthetics and technical details.
Go beyond the house and explore its surrounding environment. Highlight how homey the neighborhood feels to give potential buyers a more concrete picture of living there. You can showcase nearby establishments, like grocery stores, restaurants, and health clinics. Doing so will help aspiring homeowners gauge the property’s value based on location.
You can also feature the town or city where the property is situated. Provide key statistics, public or local services, and other notable areas or activities. Doing so will help entice newcomers and make them more excited about moving in.
Meanwhile, you can use interesting historical facts about the property’s location. Sharing local history can evoke a sense of nostalgia and connection with potential buyers. Focusing on such narratives adds depth to a listing, making it more memorable to the target audience.
Another crucial thing about the industry is that a partnership with a realtor doesn’t end after selling or buying a house. One of the best ways to acquire new clients is to reach out to previous ones for referrals.
Referrals are influential in the field. They help elevate an agent’s credibility and make them more trustworthy to potential clients.
Aside from referrals, you can seek the help of old clients to gather testimonials. Try highlighting the houses they’ve bought or sold with the agent to create proof you can showcase to potential buyers or sellers.
Real estate is a highly marketable industry, offering various opportunities for social media experts to develop meaningful strategies. Use the above mentioned areas as a starting point for your real estate social media campaign. Once you get the hang of the field, you can expand your efforts and be more creative or experimental.
This article has been published in accordance with Socialnomics’ disclosure policy.