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In a recent survey, 74% of agents told Real Estate News Group that they received 0 – 1 listings directly from social media in the past 12 months. Meanwhile, a minority group of 14% of agents said they had sourced 11 or more listings directly from social media over the same period.

So on behalf of the 86% of agents not attracting 11+ listings from online activity, we’re going out and speaking with the top agents killing it on social media, who can shed light on the strategies essential to success online.

If online prospecting seems like a difficult, time consuming and expensive activity, here’s the advice of some of the industry’s best.

Dani Fowler – Ray White Unley

Left to right, Blake Scholz (Director), Dani Fowler (Admin/Marketing/Sales Assistant), Josh Gillespie (Director)

How important do you deem social media to success in the real estate industry in this day and age?

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Very important, As of the first quarter of 2017, Facebook had 1.94 billion monthly active users, with 1.15 billion logging on every single day (Source: Facebook 5/3/17), these are huge numbers. When I wake up the first thing I do is check my emails and check social media. It has become such a huge part of every day life I think it would be silly not to tap into that as a business.

What strategies do you employ to market yourself on social media?

We have chosen to use our Facebook purely to promote our listings. Our marketing packages include a Facebook sponsorship budget and each listing is sponsored as soon as the listing goes live, we always post the link to raywhiteunley.com.au to create traffic to our website rather than realestate.com. We also promote ‘off market opportunities’ through our Facebook page and we invite every buyer who comes through our open inspections to follow our Facebook page to keep up to date with our listings.

We use Instagram a little differently, a small part of it is promoting our agents, our listings and our office, but we also like to share personal posts about who we are and what we get up to when we aren’t in ‘real estate world’ so our followers can connect with us on a more personal level and see that we are real people out in the community, rather than just another generic page posting “inspo” pics of beautiful kitchens and bathrooms etc. We also use it to create relationships and help to promote local businesses, eg local cafes and restaurants; we are big foodies so you’ll come across a few posts that will get your mouth watering.

Which demographics are you trying to target when promoting on social media?

All ages, anyone who is interested in Real Estate really. We do use the ‘target audience’ tool when sponsoring listings to target the surrounding suburbs but the age group is always left at 18-65+ as you never know what age group your buyer or next potential vendor may be.
How does the effectiveness of social media marketing compare to other methods of reaching clients, such as physical advertisement and face-to-face encounters?
Face to face encounters are always going to be the best way to create and maintain relationships, but social media is a great tool to gain exposure and to get information out to the masses, quickly and cheaply.