With Toby Albert-Corban’s TikToks of glamorous London pads regularly racking up 100,000 views, selling properties on social media has moved into new platforms and formats. Here’s our list of the 9 new rules to make today’s social media work harder for your estate agency.
Liverpool-based agent Adam Sutton is an Instagram stalwart with more than 11,000 followers.
He recently sold a property to a famous acting couple, who then posted his video on their own Instagram feeds – which attracted more than 100,000 views. “We got loads of new followers off the back of that,” said Adam.
Knight Frank agent Ross Davies is another Instagram convert. With more than 2,700 followers enjoying his posts of smart Tunbridge Wells houses, he reckons on attracting at least one new buyer or seller a day through the platform, and attributes three house sales to Instagram in the last year.
Another long-standing fan of selling properties through social media is Paul Clarke, founder of Mr & Mrs Clarke. Paul said 80% of its social media posts about a home for sale leads to an enquiry.
He added: “We posted about a home in Leamington Spa that was ‘coming soon’ to the market – it generated four enquiries to view, which led to two offers and a viewer asking us to sell their home.”
Adam Sutton reckons that 30% of his viewing requests come through Instagram, often from young people who like being able to message him rather than phoning the office.
He posts video tours of all his properties, regardless of price, which means he’s not neglecting his target audience of younger buyers with a smaller budget.
This canny agent is looking five years ahead when his twenty-somethings followers can finally afford a house deposit. “If I can connect with them now, when they’re ready, I’m going to be the agent imprinted in their head,” Adam said.
Warm up future buyers by targeting younger demographics on newer social media platforms
Instagram works particularly well for interiors-focused properties. So, it’s best to avoid showcasing a dated studio flat on it.
On the other hand, nowadays Facebook is the best way to reach homeowners with an older demographic.
As Facebook’s algorithm continues to deprioritise showing content from businesses to people for free, paying for ads or boosting posts is usually the way to go.
Agents shouldn’t only focus on selling properties through social media, according to Nelly Berova, social media consultant at Art Division.
“It’s for brand awareness not conversion,” Nelly said. “You need to understand who you want to attract then look at what platform has the majority of those type of people in a cluster.”
For smaller letting agents looking for landlords, for example, it might be an idea to join some local Facebook groups as a way to engage with the local community.
“You can look for vendors by targeting them on Facebook in the area around your branch office, but you can’t do that for landlords who might not live in the area,” says Berova. “Using LinkedIn can be a good way to do that instead.”
Ben Moore estate agency on the Fylde Coast is a regular Facebook poster whose videos can get up to 40,000 views.
“It’s easier to capture an organic local audience on Facebook by linking to local groups and bringing them into your ecosystem,” he added. “We’re building up a rapport long with people long before they know they need a house.”
Ben usually deals with buyers who are over 45 and have high-value assets, and Facebook’s algorithms makes it easier to reach them.
Just posting your latest properties is not social media marketing.
Adam Sutton reckons quick-fire questions and polls are good ways to boost engagement. Something as simple as an Instagram story poll asking followers ‘What do you think of matte black kitchen accessories?’ can get would-be buyers talking – and remembering your brand.
Ben Moore reckons the key to social media success in 2021 is consistency. He reckons it’s better to do an average daily post than bursts of genius every few weeks.
Ross Davies warns that content should be engaging – and sensitive.
“During Covid, when many people are experiencing hardship, you don’t want to come across as profiteering or gloating, rather it’s about giving people aspirations.”
He dedicates about 15 minutes to updating social media a day but admits it’s taken a few years to get to this stage.
“You can’t expect your first post to yield something, keep at it and it will eventually lead somewhere,” Ross added.
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