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It is no secret that spring is traditionally the busiest season in real estate. The sun’s coming out, the smell of flowers is in the air and the buyers are hot to trot. So, how can real estate agents best leverage this busy time from a marketing point of view?
If you want to get on a selling or leasing streak as hot as the weather, it’s time to properly utilise the digital marketing channels!
Real-time content
Make the most of “real-time” content on social media during this busy period with regular Facebook and Instagram Stories. “Stories” appear on your social channels for 24 hours only.
Its disposable nature allows you to regularly update your audience with spring results without bombarding them on the news feed. It makes followers feel more involved with the process, leading them to see you as a more authentic and trustworthy source.
Despite its temporary nature, it is still very important to make sure real-time content is thought out and valuable. Tell a story in your Stories, show the process from start to finish, take viewers on a journey and make them engaging and entertaining with stickers, gifs and emojis — don’t be afraid to get creative!
Give your content a little ‘boost’
Promote or “boost” your Instagram and Facebook posts by investing in some advertising dollars behind some or all your content. Promoting your posts will allow you to reach a wider target audience than just your followers.
You can target social media users based on many variables including where they live, their interests and demographics. Putting in some extra money during spring will help you take advantage of, and expose your results and services to, people who may be more receptive than usual. Even a small budget of $5 per day can get your name in front of a couple of hundred extra people each day.
In a numbers game, that adds up.
Regular market updates
While activity in the market is heightened, you can keep your audience well informed with “up-to-the-minute” market information. With social media, you have more power to control the narrative of your local market as well as provide commentary on discussions about the market in the press.
Market updates can cover a multitude of topics, from suburb profiles, current market conditions and stats to the latest listings, sales or general feedback or discussion around lending, housing affordability, government grants, development and infrastructure.
Agents can double down on this with a weekly email newsletter featuring a video or written update. By providing your clients with a source of clear, accessible and relevant information, you will be the go-to person for their questions.
Competitions
Who doesn’t love free stuff? Spark excitement and boost engagement on your social channels by running a competition in spring.
With more buyers and sellers coming through open houses at this time of year, leverage this extra exposure by getting more people on your “lists”, whether that’s social or email.
Make sure to announce that only individuals who are members of your email list or follow you on social media are eligible to win the prize! Give away something each month to encourage new subscribers and likers.
Be creative when it comes to the prize and entry method, and make sure to promote your competition at your open houses.
Tiffany Wilson is the founder and director of Chronicle Republic.
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