Showing, not telling.
A real estate agent’s guide to connecting with clients on social media
Styling And Home Presentation Obtainable For Everyone
Contact our prompt, friendly professional staff to discuss your needs
Social media is the greatest marketing tool that any business has, and that definitely includes real estate. Starting a social media marketing strategy can be daunting, what to post, what to say, and how often to say it. There are so many questions and variables that one plan won’t work for everyone. You need to design a strategy that works for YOU. There is an art to social media and once you get the hang of it, it is the greatest marketing tool you will find.
Step one is the same as any marketing strategy, work out who your target audience is. This is more complicated than just saying “people looking to buy and sell.” You need to find your strengths in the market and who this appeals to the most. You might focus on a particular part of the market geographically, such as a suburb or district. Maybe you’re known for selling high end, luxury properties, or you focus more on traditional family homes. This is how you determine your target audience.
Let’s look at this last example; traditional family homes. You are selling more than just a house; you are selling a lifestyle. Your clients are families, usually with young kids, who want to live the suburban lifestyle. Now that we know who our clients are, we need to break down exactly what they value. There are the classics; good school districts, a park nearby, and a quiet street for kids to ride their bike, but every agent knows this. You need to take it a step further by showing them you understand their values. Which local restaurants do cheap and delicious kid’s meals? Which cafes have a place for kids to play in sight of the parents table? Knowing this information will show these clients that you understand what they need.
If you have been in real estate for a while, or even if you grew up in the area you are now working in, you probably know these things, you just haven’t had a chance to show it. Social media is about showing, not telling; so, it’s the perfect place to showcase your knowledge. Go out to dinner with your family and snap a picture of everyone enjoying their meal. Don’t overthink your captions, just share your experience; “Sometimes it’s nice not to cook! Tonight’s family dinner is at [restaurant], the kids love it.” Your clients can see that you have the local knowledge, and that you care about family needs without you having to tell them. Go to your kids/grandkids/nieces and nephews school fate, soccer game, or dance concert. This doesn’t mean filling your feed with photos of kids, it’s about sharing your experiences. Rugged up in multiple jumpers and scarves to watch soccer on a freezing cold morning? Parents can relate, so share it on Facebook. That fairy floss stall at the school fate may be there for the kids… but let’s be honest, who doesn’t want some fairy floss every now and then? “Bought some fairy floss for the kids… how kind of them to share!” For a lot of agents, this is your everyday life. Looking after your kids or grandkids, nieces or nephews, simply sharing these experiences on social media will build a stronger relationship with clients than traditional advertising every could.
The suburban life is not for everyone, agents that focus on high end properties have a completely unique target audience. If you specialise in luxury homes, your target audience is not just different to other real estates, but it varies greatly from client to client. It’s important to sell the ‘high-end’ and ‘luxury’ lifestyle, but this can be very difficult. In order to sell this lifestyle, you need to live it, at least to an extent. Think about how you sell this image outside of social media. You wear a nice suit or dress, you drive an attractive car, and you show houses in expensive suburbs. How can you translate this into your social media? Start from the beginning; what do your clients desire? Usually, we ask what client’s value, but a luxury lifestyle is about going beyond values and needs to focus on wants and desires. There is a lot of high-end content out in the world, especially on social media, so connect with this. Build relationships with high-end restaurants, bars, and cafes, or any local business that caters to the same lifestyle. Creating a luxury community within your city can boost your social media, share their content and invite your followers into this world of luxury.
Clients in this market, or looking to break into this market, want the best. Social media gives you a chance to show them you are the best. Remembers, it’s about showing, not telling. Ensure the images you share on social media are high quality, both in image quality and content. The styling is key, and your feed should follow a constant, luxury aesthetic.
Another common specialisation is a district or suburb, aiming to become the go-to agent for that part of town. Social media is the perfect place to showcase your local knowledge, and have a good time doing it! The key is to hang out in that suburb! Go to the local cafes and restaurants, support the local sports teams and schools, and go to new store openings! Then, it’s as simple as sharing your day online. Take your dog for a walk around the local lake and snap a picture of your fury friend having a great time! Stop at your local cafe for coffee and chat to the staff, maybe even snap a selfie with them! “Can’t miss my morning coffee.” The great thing about social media is that it allows you connect with other businesses too. Tag the cafe or restaurant you visit and soon, other local businesses will be sharing your content with all their followers.
There are so many opportunities for you to not only share your suburb online, but make contacts. Think outside the box, contact your local MP and ask for a coffee catch up, reach out to local athletes, artists, or designers. Make contacts, and share those new relationships with your followers to show them that you are involved in this community, and this community is involved with you.
