As real estate becomes more competitive, the best agents are finding new ways to assert themselves, and most are doing so with the help of one, or many, of the social media platforms. One innovator has come up with a novel way to stand out in the (over)crowded digital space.
Ari Kaklamanis, creator of Million Dollar Listing Sydney (MDLS), an Instagram-led real estate portal featuring high-end Sydney properties, said that social media success is hinged on what he calls the 2 Cs.
“Controversial and cool content,” Mr Kaklamanis revealed.
“It is important that these elements are included in my posts, because they often elicit a reaction from followers and also prompt people to engage more with my page.
“I like to create controversy when posting a house in Bondi with one-car space on 398sqm that sells for AUD$7,500,000, and then subsequently posting a Hollywood-style mansion in Lilli Pilli with a five-car garage on 1486sqm of land that sells for AUD$3,500,000.
“This contrast in posts really sparks a reaction, which I love. It gets people interacting with the page.”
Mr Kaklamanis said that the cool aspect is very simple.
“Posting a beautiful house with an amazing view. A place where people dream of living. This sort of content also elicits some form of emotional response, which also attracts people to the page.”
He said that he prioritises Instagram because it suits the subject matter.
“It has such a simple user interface, and I think it is the best platform to communicate to an audience through images.
“I have a Facebook account which I created to complement the Instagram page, but I definitely focus my attention to the Instagram site. Each post requires significant preparation and thought.”
Mr Kaklamanis said that agents using social media should have a profile that is personal as well as professional.
“There must be a blend of these two elements,” the portal creator said.
“Followers want to see you as a person, your lifestyle and social activity. But at the same time, followers want an insight into your professional life. This sort of content contributes to the creation of a personal ‘brand image’ that is a necessity for agents to stay relevant and have a competitive edge in today’s day.”
Mr Kaklamanis predicts that the era of “real-time real estate” will rise.
“By this, I mean, the whole process of buying and selling will become live-streamed on social media,” the agent said.
“With ever-increasing workload and social commitments, people are finding it difficult to find time to physically inspect properties. I also believe the auction process will become more frequently live-streamed because of the entertaining nature of watching an auction.
“Social media will develop into a more interactive experience, especially on the advent of virtual reality and AI technology. Social media advertising will continue to blossom and will eventually become the primary means of advertising for all individuals and enterprises.”