The principles of social media stay relatively the same across industry. Whilst the content will differ and the execution may slightly differ depending on your end consumer (some content will be a lot more light hearted than others) essentially the practices remain the same. And this can be applied to realestate as well. Seeing the success of a consumer business online can teach you a lot about how you can apply this to your business.
- The channels used are the same
- The messages generally appeal to the same needs and wants
- The audiences can overlap
So instead of reinventing the wheel. We wanted to highlight businesses that have used social media exceptionally well, and show you how you can improve your real estate business by learning from their practices.
Herschel Supply Co
Herschel has only been around for five years, and aims to provide solutions to people in providing travel accessories and bags. The increased their social traction by focusing on something very simple. Answering every question the is directed to them, as well as getting involved in social conversations that didn't directly mention them. By constantly engaging in content and answering questions, they do two things. Firstly, they increase they increase their brand awareness, and secondly they provide valuable information to consumers wanting to know information about bags. Why not set up a following tool that tracks all of the mentions of your brand, and ensure that you answer all questions or topics related to your brand.
Maes Beer gave something away that had a very high perceived value without actually giving something too expensive away. Maes gave away one full barrel of beer to anyone with the last name of 'Maes' that also shared a Facebook post with 20 of their friends. This increased virility, and shared their product like wild fire. An idea, why not share a listing and anyone with the lastname of the street wins a 6 pack of beer? It's cheap advertising and creates uniqueness in your brand.
So how can this be made beneficial to real estate agents? You need to think out of the box and provide something that is shareable and gives people an action to complete. Why not start a campaign with one of your listings that if you tag someone who ends up buying the home, you win $1,000 - the costs associated with this type of marketing are large to an individual but low in the realms of what the actual outlay is for you. By doing this, you create people talking about your brands, people referring you leads, and you position yourself at the front of mind for people when they come to engage an agent or ask for local expertise.
Asking people to tag the appropriate people is good. But giving them an incentive is even better!
Whatever you do in trying to bring traction to your real estate listings, remember that you need to add value and provide something of use. There is no point asking people to share listings, ideas etc. if it doesn't add value. Whilst some may do it if you offer an extravagant prize like $10,000 they won't return if the content is good. Make sure you work out that your content is good and it is adding value, and once you know that is the case, then increase your social exposure by trying ideas mentioned above.
About the Author:
Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach.