Real estate is an industry that depends on high-level communication skills to generate the levels of persuasion needed to attract attention, to get noticed and sell property. Where once all this energy was directed through print advertising in newspapers and photos in shop windows, it is now channelled via the internet.
Social Media – a Game-Changer
This doesn’t mean that those older methods are obsolete, but there is no doubt that internet advertising and the growth of social media have been game-changers. If we stick with real estate as a prime example, twenty or so years ago, real estate ads in newspapers and photos in every agency window in town were the “go to” places if you were looking for a property to buy or rent.
Web Pages Also Essential to Advertising Success
Fast forward to the present day, and we still use these methods, but an internet presence is also essential. Bunbury Real Estate has a professional website displaying all our information, photos of current properties, an option to get a free appraisal, interesting news and other marketing material, designed to grab and hold attention.
Facebook and Instagram the Current Favourites
Agents have also become more adept at connecting with their markets and projecting their persona via social media. These platforms add depth to the client/agent relationship and open a communication channel that is more personal than a company website. In our industry, Facebook and Instagram are currently the front-runners, with Instagram favoured because of its more visual nature.
Social Media Platforms must be Well Managed
When social media platforms are created and managed properly they are highly effective because they are constantly changing. Regular followers check in almost every day to see what is new, loving the photos and visual effects and the opportunity for a more personal connection with the agent.
It is essential to post regularly, keep content new and interesting, know your audience and tailor your posts to the needs and interests of that audience. A successful social media platform is the ultimate marketing tool, but like everything that brings success, it takes work and commitment.
Start with a Plan and Jump in with Both Feet
The best place for any agent or agency to start is to develop a social media plan as part of the overall marketing strategy. Like any other marketing initiative, your social media presence should reflect the overall philosophy of your business. It should complement your other marketing efforts and be an integral part of the culture of your organisation.
Social media is a powerful tool for both the positive and negative aspects of our society. Like all businesses and institutions, we want ours to be seen in a positive light, so now is the time to embrace this medium, get to know its quirks and use it to project ourselves to the world in the best possible way.