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 believe in this day and age it’s important to have a presence on social media, as pretty much everyone is using their phones as the main point of entertainment, research, shopping and keeping up to date with everyones lives on Facebook or Instagram. Gone are the days where people call each other up to have a conversation on how everything is going!
For real estate it’s also important for me to add as many buyers and sellers I deal with so I can keep up to date with what’s going on in their lives. For example, if I appraise their home or they connect with me in regards to selling, then a strategy is put in place to keep in contact with them until they are ready to sell.
Seeing what’s going on on their social media is a great way to start conversations and talk about something personal, rather than just calling them up to see “if there ready to sell yet”! Listing a property when you have already built up a lot of rapport is a breeze because they trust you like they would trust a friend.
What strategies do you employ to market yourself on social media?
Every property I list goes on my Facebook page with a maximum of 3 of the best photos, including a small description and some details of the property, such as amount of bedrooms, bathroom and land size.
If I know the property will be suited for a very wide range of buyers then I will usually get the vendor to add in $20-$50 dollars to boost the post either from Benjamin Tan FB or the Harris Facebook page.
What social media platforms do you use and why?
I mainly use Facebook as I believe its more of a selling tool compared to Instagram where people are only interested in pretty pictures.
Which demographics are you trying to target when promoting on social media?
All kinds! I guess the good thing about my age (32) is that my generation is all up to date with social media and computers etc… so they are all on Facebook and they are at the age where they are upgrading their home and selling.
If I list a property on the river I will customise the targeting audience to the Barossa or Copper Coast, where I know a lot of the richer farmers are wanting to retire or buy a holiday house on the river.
If I list a city townhouse it will be customised to reach 20-35 year olds around 5kms of the city.
How does the effectiveness of social media marketing compare to other methods of reaching clients, such as physical advertisement and face-to-face encounters?
Not sure, I can only gauge the amount of ‘views’ per ad, which I wonder sometimes if it’s accurate! I have not received any contact through Facebook to request an appraisal. So in my mind, realestate.com and domain are still the most effective branding/marketing.