Most Luxury Real Estate companies have profiles on social media profiles, but the majority of them don’t see any results. Is is a problem that their audience isn’t on that platform or does it just not work?
The Role of Social Networks in Luxury Real Estate Marketing
The opportunity to make money on social media is quickly embraced by sales teams who are willing to incorporate social selling into their sales tactics. While this excitement about the new way of selling is great, going all-in can be dangerous if you don’t understand what social selling is or what result you want to achieve.
We have to understand that social media should not be used for hard selling. It’s all about connecting with your audience, building trust and authority. And generate leads to your website.
To get the most out of social media, you should focus on these 5 actions:
1. Tell your story
Luxury real estate marketing depends on telling your brand’s unique story. Social media provides the ideal platform to create and share stories about your brand. Facebook, Instagram and Twitter are all highly visual networks, perfect for enabling followers to look inside your authentic luxury brand.
Use photos and videos to show off your luxury properties and capture the look and feel of your corporate personality. Let your brand identity and unique personality shine through in your visual and written content on social media.
2. Build Authority
Share valuable content that will inform and help your audience. That way, you will get their attention and interest. Next time they have a question or a problem, they will remember you.
The best way to do that is by blogging. Write helpful blog posts and share them on your social media profiles.
3. Create and Nurture Relationships
The amazing thing about these platforms is that they allow marketers to not only share branded content but also interact with followers, building lasting relationships.
Take advantage of this great opportunity offered by social media. Encourage your followers to reach you through comments, photo contests and questions. When your followers interact with your content, be sure to respond! Go ahead and take the time to interact with content published by your audience, peer brands, or luxury property owners. Believe us, these small efforts will pay off greatly.
4. Drive traffic to your website
While you’re sharing helpful articles from your blog, not only that you are building authority, but you are also driving traffic to your website.
With a good lead magnet, you can get them to give you their email and you have a potential customer.
5. Boost your SEO
What many real estate marketers don’t know is that Search Engine Optimization (SEO) can really be enhanced by your presence on social networks. Content on your website is crucial, but a well-rounded online presence also factors in search engine algorithms and can help you navigate to the top position.
Sharing your content on social networks helps build a network of backlinks, which are one of the main factors that algorithms use to determine search engine rankings. Not only that, but social media platforms are also ideal places to share information about your luxury real estate brand, such as name, address and phone number. Believe it or not, keeping this simple information accurate and up-to-date across multiple sites online strengthens your SEO.
30 Types of posts you can share
To increase engagement and get more leads, you can share these types of posts:
- Property tour videos
- Your website content (blogs, resources, guides)
- Client testimonials
- Open house promotion
- Real estate tips and tricks
- Valuable news article
- New property listings
- Home buying and selling advice
- Helpful tools/service recommendations
- Real estate fun facts
- Relatable memes
- Latest local market updates
- What’s New? What’s Trending?
- DIY ideas and tips
- Useful checklists
- Your explainer videos
- Problems your audience can relate to
- Motivational quotes
- Answers to buyer FAQs
- Answers to seller FAQs
- Home moving tips
- Different mortgage options
- Home staging ideas and tips
- Best property investment options in your area
- Pictures of homes you sold
- Pictures of housewarming party of clients
- Home buying process
- Home selling process
- Real estate events around the area
- Local events around the area
Remember: The purpose is to share valuable content, educate your target audience and build relationships within your local community. Keep your promotional content to a minimum and focus on helping your audience.
Effective Property Marketing Examples
93% of people visit websites when searching for homes. These numbers make one thing clear: People prefer to research and evaluate real estate online before the first meeting with the realtor. To give you a good idea of how to take advantage of this, we will take a look at some examples of social media used for high-end real estate marketing.
1. Zillow blog uses its expertise to build a community
As we already mentioned, the best way to build a community around your brand is through blogging. Think of this as a welcome base for your online world. It’s best to answer frequently asked questions and any concerns they may have. By doing this, you will not only position yourself as an expert but will also show your customers that you care about them.
Another good idea is to give readers an inside gauge. Browse local restaurants, fitness centers, etc., post photo blogs about different community events, or do a roundup of recently completed exhibitions in the neighbourhood. Tell your prospects that you are at the top of everything in real estate. The most important thing is to constantly follow the comments on your blog. Who knows, you could just capture a lead from small talk.
Another way to get in touch with the community is to collaborate with professionals in the environment, such as an architect or interior designer, whose expertise is important to your prospects. In fact, you can also write articles for popular websites that welcome guest posts. The idea is to disseminate knowledge as well as the network, as both will improve your online visibility and credibility.
Lastly, actively participate in discussion forums and share your expert tips and ideas. Write answers that are educational. Do not make cover statements on questions that deserve a substantial answer.
2. Bouhaus uses Storytelling through Photographs to Boost Engagement
A survey from 2016 found that 83% of home buyers prefer photos of property available online. You may already be posting photos to your website, but we want you to start posting them on very visual networks like Instagram. If you don’t have an account yet, sign up! Remember that 80% of users follow a business on Instagram. Post only real and quality photos at all costs. Your potential client can obviously differentiate between what is shown and what really is!
Add location to your photos because they are 79% more attractive than those without location-tagging. In addition, use relevant hashtags to help people who search those sites or use those tags easily discover your content.
3. All About Real Estate uses Client Testimonials
The testimonial is great social proof. So ask your clients to vouch for you and write about their experience with your company. Just make sure your customers point out how you have dealt with their pain. One great example of testimony is on the All About Real Estate website. Their client highlights that after a few months with other real estate company, there was no sale. So they decided to approach Gabby and they sold their house in a week. Interestingly, this testimonial is appealing to similar property owners who may not have a similar problem.
Advanced tips for Facebook Ads
- Target Ads to Certain Postcodes. If you know affluent suburbs and you know people in these suburbs tend to purchase expensive or high-end homes, you can geo-target this audience based on the geographical location of that audience.
- Target highest income earners. You can target the top 5% of income earners in the US when identifying your audience. Another way to find high-income earners is to select ‘Frequent International Travellers’
- Target people who have interests in certain clubs/associations like Christie’s and the likes of.
- For more, you can read our post 5 Tips for Using Facebook Advertising to Generate Leads for your Real Estate Development
- If you want us to help grow your business with Facebook ads, contact us!