Over the last twenty years, there has been a huge shift in how we all interact with media and advertising. How often do you leave the house without your smartphone? For many people, social media the first thing they look at when they wake up and the last thing they see before they go to bed. In light of this, there’s been a corresponding shift in how companies advertise to prospective customers (and real estate is no exception).
Brands are with us everywhere we go. From email to messaging applications, businesses today have a whole host of direct marketing channels at their disposal. What’s more, with the rise of ‘influencers’, people are behaving more like brands, while brands are behaving more like people.
In line with this, there’s increasing pressure on real estate professionals to actively engage with customers on social media. Why? Because that’s where people are focussing their attention. In fact, a recent report by Nielsen suggests adults in the US spend over 11 hours per day consuming digital media.
So, how can you use social media to build your personal brand?
As you’re aware, selling real estate often involves a very long lead time. After all, buying a home is arguably the biggest purchase decision your customers will ever make. Considering this, social media provides a unique opportunity for you to build your brand and connect with potential customers well before they even enter the market. If you’re publishing content that is interesting, useful, or even funny, you’ll be establishing a connection with both current and future homeowners at very little cost.
You can leverage social media to:
- Promote current listings
- Attract new leads
- Increase online visibility
- Maintain a touch point with your existing customers
After all, people choose real estate agents that they feel they can trust. And a big part of trust is familiarity, so showing up online and operating with authenticity is a great place to start.
While Facebook is often labelled as the social media platform of the 40+ market, there may be more to the story. Experts at Google argue that demographic targeting is no longer a viable targeting method. Instead, they recommend focussing on intent and values based targeting. In summary, think less about your audience’s gender, age, or income, and more about what they’re looking for at a particular point in time.
While the marketing channels have changed, the basic principles remain the same. Think about who you’re trying to reach, what’s important to them, and how you can connect with them on an emotional level.
Until next time, Happy listing!