The modern age of technology poses unique challenges for real estate agents, as well as providing new opportunities.
For a prospective real estate agent, the challenge of attracting, engaging and doing business with clients via social media could seem an intimidating and time-consuming endeavour.
Fortunately, we have spoken to a number of South Australian real estate’s most prolific users of social media, who can shed light on the strategies essential to success in this area, and the effectiveness of them.
How important do you deem social media to success in the real estate industry in this day and age?
There are no more blind dates in real estate. A vendor’s first impressions of their prospective agent is now formed well in advance of their first face to face meeting. In today’s day and age the digital space has become first port of call for anyone researching anything, and you need to be aware and manage your online presence. Familiarity increases the speed of conversion and creates social proof.
What strategies do you employ to market yourself on social media?
• Viewers have rapidly reducing attention spans so keep your content ‘snack size’ and frequent. Every day a post should be made.
• Post before 9am or after 4pm to maximise engagement.
• A Facebook page has the best engagement but will limit you to a maximum of 5,000 friends.
• A Facebook account will offer unlimited followers but will require paid ‘boosting’ to deliver any significant reach.
• Experiment with giveaways, photos, videos and tag buyers and sellers where possible to engage with their online networks.
• Avoid self congratulatory content as well as personal views on inflammatory topics like religion and politics.
• Do demonstrate authenticity, celebrate, congratulate and connect.
What social media platforms do you use and why?
Largely Facebook but also Instagram and Snapchat.
These are the most widely adopted platforms and allow me to present myself in an unfiltered authentic way.
Platforms like LinkedIn I ensure to have a current profile but don’t revisit regularly.
I post on the go using my mobile devices and I can also pass the reigns to my assistants, to handle my social media content when I am too busy.
I find that people are more prepared to reach out to me on these platforms and they offer a non intimidating way for people to first engage with me. My online presence generates regular listing opportunities as well as public speaking opportunities.
Which demographics are you trying to target when promoting on social media?
Really I am interested in connecting with people who are real estate decision makers. So commonly upward of 18 years of age and residing in south Australia. Still, being connected to interstate residents and other real estate agents has lead to many opportunities.
Where possible I tag my buyers and sellers in posts and then when their online network comments, likes and engages with the content, I add them to my networks. If you’ve done business with their friends or family they are more likely to do business with you.
How does the effectiveness of social media marketing compare to other methods of reaching clients, such as physical advertisement and face-to-face encounters?
Nothing beats face to face. I’ve always said that if you’re in real estate then you should be best in person; however social media brings us closer everyday to the in person experience. People feel like they know you before having ever met in person.