Social media best used for luxury properties

Steven Cross

Agents will get the most from social media when advertising exclusive and luxurious properties, according to the Real Estate Institute of Queensland’s (REIQ) digital marketing strategist Emily Maher.

“If you have a $1 million plus penthouse overlooking the Brisbane River, I’d say go nuts with social media hype,” she said.

“This is a property that some people can only dream about living in.”

The idea is to create an online following of people who have a reason to keep coming back to your page.

“Maybe not for the standard three-bedroom, two-bathroom suburban home… your followers will get sick of seeing the ‘hard sell’ and annoyed with you flooding their walls with properties they aren’t interested in. And in some cases un-follow,” said Ms Maher.

Ms Maher believed the online community needs to trust that you will supply them with informative and up-to-date information.

Setting up an app for new listings and open house times will also promote more followers.

“That way you have an exclusive page with the information there for those who are seeking it, and not annoying those who aren’t,” she said.

But she also warned that just because you generate lots of social media hype over a property, it doesn’t mean you should ignore regular marketing tactics.

“It simply enhances the branding and increases buyer interaction,” Ms Maher said.

Steven Cross

Agents will get the most from social media when advertising exclusive and luxurious properties, according to the Real Estate Institute of Queensland’s (REIQ) digital marketing strategist Emily Maher.

“If you have a $1 million plus penthouse overlooking the Brisbane River, I’d say go nuts with social media hype,” she said.

“This is a property that some people can only dream about living in.”

The idea is to create an online following of people who have a reason to keep coming back to your page.

“Maybe not for the standard three-bedroom, two-bathroom suburban home… your followers will get sick of seeing the ‘hard sell’ and annoyed with you flooding their walls with properties they aren’t interested in. And in some cases un-follow,” said Ms Maher.

Ms Maher believed the online community needs to trust that you will supply them with informative and up-to-date information.

Setting up an app for new listings and open house times will also promote more followers.

“That way you have an exclusive page with the information there for those who are seeking it, and not annoying those who aren’t,” she said.

But she also warned that just because you generate lots of social media hype over a property, it doesn’t mean you should ignore regular marketing tactics.

“It simply enhances the branding and increases buyer interaction,” Ms Maher said.

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