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 is a very important medium for reaching both potential sellers and buyers. We are living in the digital age where people no longer simply rely upon the newspaper, tv or specific websites for the latest information but will scroll through their social media platforms daily to access the latest information and updates from their network of friends and business colleagues.
What strategies do you employ to market yourself on social media?
I try to post meaningful information that I deem to be a “value add” to my target audience. I’ll post updates of new listings, interesting articles and videos on the state of the property market, tips for selling or buying and client testimonials that have engaged my services.
What social media platforms do you use and why?
I tend to use Facebook and Linkedin. Facebook is great because it attracts a very broad audience of people, friends, family, business associates and complete strangers. The news feeds are constantly updating with relevant information for the user. Linkedin is very effective for engaging business professionals.
Which demographics are you trying to target when promoting on social media?
I try to target people between the ages of 25-65+. Buyers and Sellers of property come in all ages and stages of life, so I try to keep my content as generic as possible.
How does the effectiveness of social media marketing compare to other methods of reaching clients, such as physical advertisement and face-to-face encounters?
I think social media advertising is a great way of developing credibility with your audience as well as reaching a very broad audience.
Nothing beats a face to face meeting but people have to trust you enough to even get to this stage. I believe social media advertising is even more effective than physical advertising, as the online audience can immediately engage you via a message or like your comment, thereby validating the usefulness of the content being posted.
People also have the opportunity to share any useful content on their own pages, effectively multiplying the audience that will view the content posted.