According to the latest research, more than 90% of all buyers start their search for a home online. About the same percentage of homeowners looking to refinance their mortgages do the same.
It’s fair to say that anyone who works in the real estate and property sector that is not taking advantage of this knowledge by meeting and connecting with their audience online, is really missing a trick.
It is so important for the property sector to be where their audience is online. Property industry professionals need to be present online to help customers find what they are looking for, providing them with valuable information, making online connections and influencing decisions.
The essence of both property and social media is relationship building. Social Media Marketing enables you to go beyond your standard property listing and into truly getting to know your target audience, focusing on their specific needs.
In order to really maximise the potential of social media marketing, you should put yourself on your client’s shoes and share content that both makes sense for them and adds value to their property search – the information you provide must be meaningful, it should actually contribute to their decision-making process. If your content ticks all these boxes, it will hopefully be shared, as a result, reaching a wider audience. Sharing and influencing on social media is key to your social success.
Whilst delivering great content is key, you’ll also have to join the conversations taking place around your products and sector. What we mean by this is, your target audience is already likely to be discussing your sector, or perhaps even your brand on social media. You need to really dig deep and do your research, find these conversations, listen and learn from them. You will gain a better understanding of your brand or industry reputation, and you can react accordingly.
This means to actively search on social media channels for conversations around topics and hashtags that will help you find your audience.
For example, you might find an online discussion forum where your audience is discussing the topic of buying a first house, or a holiday home. You can join in the conversation and provide some industry expert advice, which provides a wonderful opportunity for you to demonstrate your knowledge, with tips, ideas, and industry news that can help them make a decision and will improve your reputation in the market (and of course attract potential clients).
If your website is missing a blog, we highly recommend that you start one. Amongst other benefits, a business blog is a great way to improve your reputation and demonstrate your industry expertise, as you will consistently have fresh, original content to share on social media.
The real estate and property sectors are very visual. In order to maintain your reputation, your website should be up-to-date, professional and informative. Part of this is having a well-written, enlightening blog, which demonstrates your knowledge and puts you ahead of your competition as thought-leaders in your sector.
Your writing should engage, stimulate interaction, and provide answers to FAQs, where possible. You could offer insights into property value, for example, tips on how to increase the value of a property you are selling, or guidance for first-time buyers – what should they be asking? What should they be looking out for?
Providing valuable information in your blog is a great way to grow a regular, consistent blog audience. If your content is varied, interesting and informative, readers will return again and again to keep up with your handy tips and tricks. They will learn to trust your judgement and advice, and thus you will be at the forefront of their minds when they come to buy, sell or rent in future.
Have you had any success stories with your business blog? Or are you simply thinking of getting started with one? Let us know in the comments below, or join us @SocialBuk. If you would like any advice, chat to our team today.
We’ll help you determine the most effective digital marketing plan for your business.