In the modern age, social media is essential for any person seeking to sell or buy a commodity. From the trivial to the considerable, from pre-owned DVDs, to a bicycle, to a house, these digital media provide an indispensable avenue for sale.
For professions dedicated to these sales, failure to make use of social media is crippling to business. Real estate is no different, and the benefits social media can provide can be seen in the experiences of two prominent real estate agencies.
McGrath Estate have explained how, like rappelling from the perils of a ravine, they have implemented social media marketing to recover from recent struggles.
Olivia Wokes, head of marketing for McGrath, spoke to Real Estate Business of their social media strategy. “As technology continues to revolutionise the real estate industry, we are committed to being at the forefront,” she said. “For the past 12 months, we have been actively working with our network to maximise their social advertising results through various partners. We are now in a position to take our brand and property social advertising to the next level, through the implementation of our own in-house digital marketing platform.”
It is one thing to describe in abstract a marketing campaign, but another entirely to provide tangible results. Fortunately, the head of marketing does both. “‘First, in Sydney’s eastern suburbs, an agent advertised an off-market listing on Instagram and the buyer came directly from the platform. Then, in the Sutherland shire, an agent exchanged on a $6 million listing in just nine days through a targeted and optimised social advertising campaign. And on Sydney’s north shore, an agent generated hundreds of leads and $250,000 in commission over a seven-month period after a highly strategic Facebook campaign.”
LJ Hooker can provide statistics to prove the effectiveness of their own social media LJ Hooker Boost strategy. Also speaking to Real Estate Business, LJ Hooker described their use of an automated system for generating the advertising, creating 17,030,378 advertising impressions and reaching 5,553,127 online users.
The result is what LJ Hooker’s Drew McTavish described as “thousands” of of appraisals. “We were very optimistic of the campaign’s potential before its launch, but to get in front of almost five million online users in the first month alone goes beyond our initial forecasts.”
These are just two of the many successful implementations of real estate, and they echo the words of many South Australian real estate agents, who describe the integral nature of social media marketing and the many opportunities it provides.
SA Real Estate News’ The Adelaide agents killing it on Social Media articles, provide snapshots of the experiences and techniques of the state’s most prolific users of social media marketing in real estate.
The most recent of these is Lisa Gavrilovic, who deems social media as vital and describes the strategies she has employed.