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?
I think social media does play a part in agents’ success, but not as large a part as other areas such as print media and online websites like realestate.com.au and Domain.
Personally, I find social media great for referrals, as friends, and friends of friends see the success I’m having, and in turn will mention and recommend me to people they speak to that are considering selling.
What strategies do you employ to market yourself on social media?
I really keep my social media marketing about my properties. In my opinion the days of posting “sold in a week” or pictures of sold stickers on sign boards, have been and gone.
To the customer and the public it is your job to sell the property, so why are we celebrating when we do our job?
For me, I focus more on marketing properties I have available and if you target your demographic correctly, the public will notice that “you sell everything” and “I see your face everywhere”, without us telling them how good we are.
What social media platforms do you use and why?
I use Facebook, Instagram and Snapchat. Facebook is fantastic as it is super easy for people to interact with and share with friends. I often sponsor posts to ensure they get more exposure, and I can target particular demographics by using Facebook.
Instagram I use to ensure I stay top of mind to those who follow me. When sharing properties for sale, I would always hashtag the suburb so people that are “exploring” through Instagram photos in that suburb will come across the property for sale. I also use Instagram stories (which automatically links to my Facebook story) to show my newly listed properties.
I use Snapchat to again stay “top of mind” to close friends and family. My snapchat is private so only those I’ve accepted can see my stories. I post videos/photos of amazing views, kitchens, bathrooms etc, as well as a photo with Snapchat’s new “link” feature for newly listed properties.
Which demographics are you trying to target when promoting on social media?
I keep my demographic relatively broad. Currently mine is set to 18-65 year olds in Adelaide, South Australia. Facebook keeps telling me my target selection is great so I must be doing something right haha!
How does the effectiveness of social media marketing compare to other methods of reaching clients, such as physical advertisement and face-to-face encounters?
There is no doubt social media can reach more people, and in a quicker amount of time than almost any other marketing tool.
Currently, social media marketing is also very cost effective in comparison with other marketing avenues. However, in my opinion, this doesn’t necessarily mean it reaches a higher amount of genuine buyers.
When people pick up the paper to look at property, or search for people on realestate.com.au, they are usually more in “real estate mode” than those interacting on social media with ads. Although, with the amount of people social media can reach, who knows whose eyes it will pop up in front of!