Craig Brigg takes a look at social media marketing trends in the real estate industry – with a focus on the use of video content, social media ads, and messaging apps.
Social media has become an integral part of the marketing strategies of businesses worldwide, and the real estate industry in South Africa is no exception. Real estate agents are using social media to promote their properties and reach their target audiences.
Video content is a powerful tool that real estate agents can use to showcase their properties to potential buyers and tenants. Videos have a higher engagement rate compared to text or images, and they provide a more immersive viewing experience.
Real estate agents can create videos that show virtual tours of the property, which can help interested parties get a better sense of the property’s layout and features. The agents can also create short personal video clips on reels and stories, on social media platforms, to make a snippet of what’s on offer available to interested parties quickly.
Another popular trend in video content is the use of 360-degree videos or matterport videos, which provide a more interactive viewing experience. Prospective buyers and tenants can view the property from different angles, which can help them envision themselves in the space. Furthermore, 360-degree videos can be shared on social media platforms like YouTube and Facebook, which can help agents reach a wider audience.
Social media ads have become a popular way for real estate agents to promote their properties to targeted audiences. Facebook and Instagram allow users to create ads that specifically target people interested in real estate. Agents can target ads to people based on their age, location, interests, and other factors. As a result, the agent’s ads are more likely to be seen by people who are genuinely interested in purchasing or renting a property in that location.
Another advantage of social media ads is that they can be optimised to achieve specific objectives. For example, if the agent’s goal is to generate more leads, they can create an ad that directs people to a landing page where they can sign up for more information. If the agent’s goal is to increase brand awareness, they can create an ad that showcases their properties and encourages people to follow their social media accounts.
Messaging apps like WhatsApp and Facebook Messenger provide real estate agents with a new way to communicate with potential buyers and tenants. Agents can use messaging apps to reach out to interested parties, answer their questions, and provide additional information about properties. Messaging apps are particularly useful for agents who work with international clients, as they provide a convenient way to communicate across different time zones.
Another advantage of messaging apps is that they allow agents to provide a more personalised service. Agents can use messaging apps to send customised messages to clients, which can help establish rapport and build trust. Additionally, agents can use messaging apps to provide their clients with instant updates about new properties or price reductions.
Social media has transformed the way real estate agents market their properties to buyers and tenants. Modern trends in social media marketing, such as the use of video content, social media ads, and messaging apps, are helping agents reach a wider audience and provide a more personalised service. As the real estate industry continues to evolve, social media will likely remain a key component of marketing strategies for real estate agents.
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