The global real estate market has changed significantly in the last couple of years highlighted by the COVID-19 pandemic. While there have been some negative impacts, there surely have been positive opportunities in the market.
The situation gave rise to the popularity and necessity of social media in the real estate marketing mix, making it a critical tool for agents.
What once was an industry that relied heavily on traditional marketing methods such as print and broadcast advertising, as well as in-person meetings when dealing with clients and potential buyers the rules for engagement drastically changed.
Social media such as Facebook, TikTok, Instagram, Twitter, Linked In, etc. became vital tools that allowed real estate agents to get in touch and stay connected with their audience and professional network.
A recent study revealed that 44% of real estate agents said they won new clients during the pandemic simply because they posted on social media. Another study also found that social media ranked second to referrals for gaining new property listings in the previous year.
Yet another study interestingly found that 82% of agents chose to “improve social media presence” as a focus growth area for their business and was more embraced over email marketing.
Social media and email marketing
While both methods are different from the other, taking advantage of both to boost marketing campaigns can be greatly effective.
In differentiating one from the other, social media reigns over email marketing in the current market scenario since the former is more dynamic and extensive as it can reach out to broader markets in one click, while email marketing is more limited only to those whose emails are found in the database.
But when combined, social media and email marketing can go hand in hand in expanding and targeting multiple touchpoints at the same time.
How to make use of social media for real estate
The key to an effective social media marketing campaign is knowing how to make the most of the platform’s capabilities to benefit your real estate business.
Develop good content
Having great quality content such as post articles, guides, images, tips, and more must be reflective of your brand.
Focus on material that provides added value to your audience especially content that helps provide solutions to common real estate-related problems.
You can also make use of social media to showcase high-quality images of your listings to attract people and potential buyers.
Know your audience
One of the best features of social media platforms is their functionality. You can target specific locations, demographics, occupations, professional profiles, hobbies, lifestyles, and the list goes on. This helps you focus your attention and effort on your target market and be able to generate quality leads from among the right people you aim to reach out to.
Innovate and resonate
You don’t have to write lengthy articles when posting to social media, which is why developing immersive, interesting, and captivating content for your social media campaigns can be truly effective.
Make sure to stay consistent and make the effort to find ways to engage your audience.
Become a good guide for their real estate journey
People often have the misconception that a real estate journey is a difficult and complicated one, but for those in the know, it can be a pleasurable and worthwhile experience.
Providing a way to help guide your audience through their real estate journey is a great way to prove that their experience need not be a bad one.
Always remember that with the massive use of social media for marketing today, it’s not surprising to say that people are getting overwhelmed with content and get tired of seeing the same marketing campaigns day in and day out.
But with the right planning and strategies to help in your real estate business, you’ll find it more powerful, convenient, and productive for your brand.