Like in any modern organization, real estate agents can utilize social media channels to effectively conduct their day-to-day business. Indeed, recent research conducted by the National Association of real estate agents® tells us that this is already happening, with 77% of real estate businesses using social media to market their portfolio or conduct business in some shape or form. Furthermore, 47% of those agents polled for the survey revealed that social media generates the best quality leads. And finally, and predictably, 99% of millennials jump into their home search online. The number is 90% for baby boomers.
The results are conclusive: social media is a great tool for real estate agents. However, first agents must understand the ways in which this medium should be harnessed for this particular industry. Here’s all you need to know:
Utilize social media demographics
Platforms such as Facebook have detailed targeting tools which can really help you hit that required demographic, so if you are listing a property which is great for a first home for those looking to climb onto the property ladder, or alternatively a perfect downsize for an older couple whose kids have left home, then you can reach out specifically to these age ranges by using targeted demographic campaigns. Understand your audience first, and then utilize the tools which can help you reach out.
Use images and video
Instagram is obviously a great platform for marketing properties with its focus on pictures, but don’t forget video too. In fact, all popular social media channels, as well as LinkedIn, allow the opportunity to share video content, and when selling or renting properties it’s a perfect opportunity to show people around both inside and outside.
“You can even save yourself considerable time and effort in terms of physically showing people around, so put the resources into making great videos and this tactic really pays off,” says Tanya Maher, a real estate SMM manager at Writinity and LastMinuteWriting.
See what’s trending in terms of real estate circles and follow popular hashtags online yourself to make sure you are on the ball in terms of the topics that people look out for when searching for properties online. For example , #JustListed and #DreamHome are two such popular options.
“Hashtags are part of the bigger social media picture for a real estate agent which means conducting thorough social media research and having active accounts where you follow other real estate agents in order to stay up-to-date,” suggests Kirk Forrester, a tech journalist at DraftBeyond and ResearchPapersUK.
Promote the area too
As any real estate agent worth his salt knows, promoting a property is as much about promoting the neighborhood and town/area in general as it is about promoting a physical building. As part of that bigger social media picture, utilize links to events, local promotions and any other activity in the place the property is situated to show off a vibrant community or peaceful oasis of calm, or whatever it is about the area that you believe complements the property itself. For example, if the property works as a family home, include links to popular family events which really showcase how family-friendly the location is.
You can also flip this around by actively posting on online community pages that you know attract the types of users who would be interested in the property. Don’t just wait for the audience to come to you, but actively go out and seek that audience by ascertaining the best places to find them. Local community online noticeboards are a great example.
In fact, you shouldn’t just include reviews, but build your who advertisement around the reviews themselves, as these really help convince viewers that the property and area is right for them. Use the reviews coming from and directed at your target audience, and be sure that the review includes key words and key topics that you know relate well to the property and the likely search criteria of the required audience.
And make sure your profile is optimized
This is a simple point but often overlooked. Make sure that with any posts your contact details are overtly clear so users can quickly engage you about the property. In the world of real estate, things can move quickly, so ensure efficiency of communication with optimized profiles.
Professional writer and real estate agent Ashley Halsey can be found contributing her insights at LuckyAssignments and GumEssays, where she has established her reputation as an erudite and intelligent observer of real estate marketing trends.