Traditionally, estate agents won business via email campaigns or by honing their SEO. But in today’s economy, social media is becoming increasingly important. Clients expect to interact with agents on platforms like Facebook, Pinterest and Twitter and get quick replies.
But how exactly are estate agents supposed to use social media to find leads? Let’s take a look.
Property buyers and sellers love real estate agencies that offer a personal touch. But this sort of atmosphere is difficult to generate via conventional advertising. You have so little time and space to reveal who you actually are and build connections.
That’s why it’s a great idea to use social media as a way to show people what life’s like behind the scenes at your agency. You could post a video on your Facebook page showing people how you actually do business or take them on a virtual tour.
Social media accounts don’t take off overnight. Usually, it takes around a year to gather a reasonable following (or a bit faster if you get professional assistance).
Therefore, you need to commit by churning out content at a regular clip to keep punters engaged. Buyers and sellers should derive a lot of value from your agency which keeps them off well-known property purchase portals and comparison sites.
Importantly, don’t just post for the sake of it. Create content that makes a meaningful difference to your leads’ lives.
The whole point of estate agents is to list properties and help match buyers to sellers safely. But just reporting flats and houses that are on the market isn’t enough these days to find clients.
When it comes to social media, focus on engagement first, and new properties in your portfolio second. As a general rule of thumb, 80 per cent of your content should focus on entertainment. Only 20 per cent should be pictures of new properties on the market.
Another way you can engage with people on social media is by solving their home-buying and selling problems. Purchasing or dispensing a property is a complicated business and all sorts of things can go wrong. Estate agents that help their customers navigate this minefield are more likely to grab attention.
Therefore, think about what type of advice or tips your audience might want you to post on social media. Consider the threats they face during transactions and the knowledge you can give them to avoid disaster. Rather than viewing your organisation as a profit-making enterprise, play a role in supporting the community.
Lastly, don’t just post pictures of pretty houses dotted around the English countryside. Instead, post images that will engage your audience. Beautiful landscapes and attractive pets always garner attention.
Do you need help with real estate agency marketing? If so, get in touch with our team and start experiencing the benefits today.