A US property manager recently achieved over $150,000 in new leads in six months through the use of social media. A digital marketing consultant explains what needs to happen to follow in her footsteps.
Stepps digital marketing consultancy founder Josh Cobb highlighted a social media success story from the book Utility for Real Estate, where a woman from Manhattan, New York has left her mark.
“What she does is she listens out on Twitter – and Twitter is a huge platform in the States,” he told Residential Property Manager.
“She listens out to people saying things like ‘I hate my roommate’ or ‘I can’t wait to move from here’ and things like that.
“She listens to these conversations and she jumps into them and says ‘Hey, I am a property manager around here, I can help you with that’.
“I think over a six-month period she generated over US$150,000 in new leases and new revenue for the business, just through that initiative - and the total cost was zero,” he added.
Mr Cobb said it all comes down to the power of real-time marketing on social media platforms.
“There should be a structure in place to make sure the content is consistent and the branding is consistent, but it's important to start simple,” he said.
“You need to understand the power of real-time marketing on social media, where things are being posted as they happen.
“Whether that be milestones or an event in which the team is engaged – really that is so, so powerful.
“All the analytics will tell you that some of those spur of the moment posts or that real-time marketing are some of the most highly-engaged content you will ever have on social media,” he added.
Mr Cobb said in terms of engaging your clients and prospects, real-time marketing is one of the most overlooked parts of social media marketing.
“It humanises the brand, in my opinion; everything else is scripted and scheduled and pre-programmed and spell checked – even if there was a slight spelling error you would be forgiven because you are real,” he said.
“We get so serious in business that we often overlook these times when we could be like a friend or a family member.”
Mr Cobb said the best thing about digital marketing is that it is measurable.
“It is telling stories about people’s behaviour in relation to your marketing effort,” he said.
“You will never be able to measure how many people open a prospecting letter in the mail, but you can measure the engagement with all your digital marketing assets, which gives you tremendous business intelligence and feedback to not only your online marketing but your offline marketing.”