Social Media Marketing for Real Estate Agents

Let’s dive right in to marketing for real estate agents.

This can be a tricky one. Let’s face it, the Australian market is pretty saturated with people wanting to sell houses. The 2011 census suggested close to 65,000 real estate sales agents throughout Australia and that number has surely grown. With a lower number of properties being turned over and constructed nationwide, that means a saturated industry.

So as an agent, how do you stand out? How do you rise above the noise and the competition? Firstly, there are 2 Sides to this.

Number 1 is getting sellers to trust that you are the best person for the job. Why they should choose you to sell their prized possession over the agents who promised to do essentially the same thing. AT the end of the day, you’re competing on how quickly the house can be sold and what price it will sell for. Agent fees then also warrant a comparison. The second side, once someone has put you in charge of the sale, is actually finding a buyer.

So how to go about it?

Traditionally, marketing for real estate agents has consisted of bombarding the surrounding area with flyers and brochures of the house being sold. A sign out the front and a listing on a few of the major property sites such as realestate.com.au and Domain. Don’t get me wrong, this strategy still works and will probably continue to work. It’s just that it’s inefficient and often incredibly costly.

What are the alternatives?

 

The Social Media Revolution 

2, perhaps 3 platforms are key in marketing for real estate agents and should be a part of any strategy; Facebook, Instagram and perhaps Snapchat. All offer access to a different demographic and a different way to reach your audience.

Now for the strategy…

 

1. Become the ‘mayor’ of your target area

Focus on an area and become the leading expert on all surrounding events, cafes, schools and everything else that may impact someone’s decision to buy a home. Talk up the area, highlight what makes it an attractive place to live.

If you can do this effectively, people will likely think of you first when looking to sell their house. In addition, you’re making the area appealing for those who may be looking to buy.

 

2. Utilise ‘live’ features

Conduct live open houses through Instagram and Facebook Live. It adds scale to the proceedings and potentially hits a number of people who couldn’t get there in person. You can also highlight all the man features of the house and give your input in a way you may not be able to in a traditional home open.

The same applies to live auctions. Your audience can be a part of the action, even if they’re not actually looking to buy the property in question. Both Facebook and Instagram offer the live feature. Just be sure to do a little promotion in the lead up so people know when to tune in.

 

 

3. Focus on offering Value (Don’t Sell Constantly)

Provide tips on selling and buying.  You’ve likely been in the industry for a while and have seen what works and what doesn’t. People will appreciate that insight. Offer value, not just self-promotion of your listings or how good you are at selling. This is an all too common problem in the real estate industry. Though it is an easy way to make yourself stand out by offering an alternative approach.

When you do advertise properties for sale, make quality videos or professional quality images to give buyers the best view of a place. Drone footage is becoming more and more prevalent, offering a birds-eye perspective of the property and its surrounding area. Check out Paul Tonich (@perthproperty) for an agent who does this particularly well.

Keep in mind what you’re trying to achieve with your marketing. Will this appeal to a buyer? Will this add value for someone looking to sell? Do that and you’re sure to win.

 

4. Be Consistent

The same way flyers are distributed regularly to establish recognition, so too does your social media posting need to be consistent. The digital age makes it even easier and a hell of a lot less expensive. Ensure you’re posting quality content to your chosen medium(s) at least 3-4x times per week. Put $10 on each post to expand your reach and target people who may be interested in what you’re saying.

 

The majority of Australian real estate agents still haven’t got the social media game quite right, so it doesn’t take a huge deal of effort to stand out. That’s quickly changing though, so be sure to establish yourself and take advantage of the low standards while you can.