There are numerous advantages for real estate agents who favour social media marketing over traditional methods. Here are four advantages that stand out.
1. Your prospects already use social media
There are more than 15 million monthly active social media users in Australia, says social media specialist and founder of Knackmap, Josh White.
“As a result, when prospects are searching for their next/first property, you are bound to see them on social media,” Mr White told REB.
“This provides a unique opportunity to reach your audience on a platform that they are actively engaged in.”
However, while there are 15 million monthly active users on Facebook, Mr White says this is not the be all and end all of their social media engagement.
Instagram has surpassed five million monthly active users in Australia and LinkedIn now has 3.4 million users.
“Each of these channels has its own mechanism in people’s lives, which means you can segment where you promote certain messages to tailor to platform expectations,” Mr White said.
2. You play an active role in the research phase
Mr White said having a digital marketing strategy allows you to communicate with an audience before, during and after their interactions with your brand elsewhere.
“If a prospective buyer drives past a house they are interested in and notices the ‘for sale’ sign or they see an ad in the paper, allowing them to naturally flow their research habits to your digital assets increases attention on your offering.”
3. It’s targeted
Digital marketing allows for a targeted approach to communication, Mr White said.
“From Google Adwords, Facebook Advertising, posting on Twitter, LinkedIn, Instagram, even your listings on domain.com.au, realestate.com.au or other portals, there is a relative ease in segmenting where your listings and brand is being promoted,” he said.
He said Facebook offers the most intuitive and powerful targeting platform, “with abilities to target by location, age, interests, social network, job title and more”.
4. You get to tell the full story
With the richer media experience, you are able to tell a more substantial story about a property and your brand.
Platforms such as Instagram and Facebook give you the ability to post 360 videos, 360 photos and on Facebook Live, among other things.
“By being able to tell a richer story, it makes it easier for people to feel comfortable coming to an open inspection or making an inquiry.”