We are often told ‘social media won’t work for my business’. That is especially if they are working in the property sector. Even someone working in property can use social media to their advantage, whether to push their products and services, increase brand awareness, or network effectively.
The ability to share beautiful photos instantaneously is one of the best features of social media, making platforms like Facebook, Instagram, and Twitter ideal for promoting your property listings or development. Whether you’re selling luxury new developments, a Victorian terraced townhouse, single-family homes, shared ownership properties or commercial office space, social media is becoming one of the most used technologies for showcasing their visual appeal.
Plus, with virtual 3d tours, drone photography and 360 degree cameras, the trend is clear that buyers want better digital experiences for visualising a property. After all, a 3d tour can replace the time-consuming process of arranging visits to multiple properties for the buyer, vendor and agent.
Below, we’ve outlined our top tips for property professionals across each relevant platform.
When it comes to engagement on Instagram, the numbers speak for themselves; engagement is 10x higher than Facebook, 85x higher than Twitter, and 54x higher than Pinterest. Engagement is key when it comes to strengthening your brand and growing your business.
As an image-led platform, it may be difficult to determine how Instagram is relevant for the property or construction industry. However, property is an incredibly visual product and something that everyone has an opinion on. Showcasing your developments or properties or interior design work via this platform, means you’re capturing a vast audience.
Rather than just doing your house showings in person, you could reach potential buyers with Instagram live. Some people may even follow just for fun or to be nosy, and end up buying a home from you later on as a result of having you there in their minds from seeing you on their platform all the time. You can also add ‘first peeks’ to Instagram stories to pique their interest.
Don’t forget that utilising appropriate hashtags enables users to find your content far more easily, making your brand more visible and driving further traffic.
LinkedIn is a fantastic platform for professionals across the board. There are a number of uses that property professionals can take advantage of:
- Building your personal brand and reputation
- Connecting with like-minded professionals
- Developing relationships with potential clients / vendors / future employees / professional services, contractors, architects, developers, or interior designers
- As well as keeping your own profile updated, create and update your company page and keep it filled with regular content from your website. Whether people are searching for you or your company, having consistent information is vital for pushing through traffic to your website and allowing people to get in touch.
- Ensure all staff include the company information in their own profile; provide them with the branding and company bio to add to their employment history. Provide recommendations for staff.
Utilising groups and being active will allow you to promote yourself and your business. Adding strong, relevant content to your profile, such as video and links through to your work, gives you an online portfolio and pulls together all your achievements in one place. By building your brand and creating communities, you can start conversations on industry topics, such as the housing market, marketing tools for architects, the UK housing crisis, or the growth of the construction sector.
Hubspot recommends the following as the best times to do your most important posts:
Aim to post on LinkedIn between 10:00 AM – 12:00 PM.
The best day to post on LinkedIn is Wednesday.
The most important premise to remember on Facebook is to be as authentic and genuine as possible to ensure that you aren’t purely trying to push sales. It can be tempting to use Facebook to simply post about houses you might have on sale or developments that are soon to be released. However, offering insightful advice or sharing useful articles from your blog is more likely to encourage people to utilise your services in the future.
Articles such as ‘Top tips for staging a property before a sale’ or ‘Housing Market Predictions for 2019 or 2020’ are great for gaining traffic through to your website and increasing your authority within that subject sector or industry.
Pushing sales-related posts through targeted advertising is also an effective way of enticing new customers and clients. Buyers do their research via social media sites, so it’s vital that you’re capturing their attention. Don’t forget you can create custom audiences for targeted advertising too. A perfect way to get to someone who might be looking to join the housing ladder, for example.
Be aware that you should not be ‘selling’ all the time though. Add personal news on Facebook from your staff, showcase photography and awards.
Use the feedback and reviews that you receive from Facebook as a guide for how to approach customers in the future. You will gain a number of insights from this information, allowing you to build relationships more effectively and convert that sale.
Respond immediately to negative posts. Be authentic and honest – and try to take the conversation off the public wall as quickly as possible.
On average, the best time to post across industries is 9:00 AM, when people are just starting work and going online for the first time.
Facebook sees another increase in click through rates between 11:00 AM – 12:00 PM, for lunch and coffee breaks.
The best days to post on Facebook are Thursday to Sunday. But check your own personal analytics – because things may be different for you.
Having a Twitter presence allows you to follow industry professionals and build your company’s reputation.
Make sure you are tweeting about happenings in your company, such as new staff hires, new developments in the pipeline, industry news etc. Share content from housing related magazines – both consumer and industry related titles. Create lists of journalists you want to keep an eye on, news content or hashtags that you wish to follow, staff, and business leaders in your specific area.
Follow other property professionals to keep an eye on your competition. Hashtags are extremely important too for visibility on Twitter. There are a number of property related subjects that can utilised, such as location hashtags, event hashtags, and lifestyle hashtags.
Twitter advertising is another avenue to explore too. Promote your account to the right audience (location-specific, particularly if you have properties to sell in a certain area), promote your tweets (this could be sales specific for a new property or new development you have), and maybe even start a new ‘Trend’ to create further awareness.