Most estate agents these days are aware that digital marketing campaigns are a key component of their marketing strategy, and that social media platforms have a vital role to play. However, with so many different platforms to choose from, how do you know which ones are most effective?
Maintaining one social media profile can be challenging when you’re running a busy estate agency, not to mention several! So, deciding on the most appropriate platforms to suit your target market and your own requirements is essential. Just to make life even more uncomfortable, there are constantly changing algorithms and updates to contend with too that can make it difficult to get to grips with which platform will work best for you.
So, let’s take a look at four of the top social media platforms today, weigh up their advantages and disadvantages, and give you an overview of their effectiveness when it comes to estate agency content.
Instagram is one of the most popular choices of social media platforms amongst estate agency businesses thanks to the fact that it is image-based. Insta also boasts higher engagement when compared to many of the other platforms, and the posts can easily be seen by people outside your own network. That’s great news when it comes to spreading the word about your brand and reaching as wide an audience as possible.
Selling property is visual and relies heavily on video and photography, so Instagram, as an image-based platform, is a perfect choice. If you’re selling higher-end properties, this platform will work particularly well for you, since aspirational images have been proven to work exceptionally well. It’s also possible to use hashtags and locations to enable other people to discover you outside your existing audience.
Another great benefit of Instagram is that there’s no need to generate long captions to go with each post, so it can be a far less time-consuming option than some other platforms. It’s important to note, though, that consistency is always going to be crucial, and putting in the time for engagement with users is the only way to make sure your following grows.
There are also some disadvantages to bear in mind. Firstly, there are no guarantees that followers will always see the posts you publish, and secondly, conversions can be low, so you’re unlikely to produce sales directly via this channel. To give your Instagram grid an extra boost, make sure you don’t just share images of properties! Add value with imagery based on solving problems, providing inspiration and ultimately being educational.
Facebook is one of the best-known, and most popular social media platforms online. When it comes to using platforms for marketing purposes, Facebook excels thanks to its affordable and simple advertising options, and, of course, it’s also highly likely that your target prospective clients spend time using this platform, so you’ll have a good chance of connecting with them and generating more leads.
On the downside, though, some significant time investment is needed to produce high-quality, valuable content to publish on a regular basis. Facebook is a fantastic channel for driving visits to your website through shareable content, but that content must engage effectively with other users. Fortunately, there are easier ways to come up with great content without having to produce it independently. You can get premium estate agent content by signing up to a package that allows you full access to an impressive library of hundreds of articles that you can personalise and publish on your estate agency’s behalf.
While LinkedIn is a well-established platform, it is geared toward professional connections rather than clients, and that means that relying solely on this social media site will leave you overlooking much of your client base. Furthermore, few people who are outside your network are going to see your published posts, meaning that you could be wasting time and effort that could better be spent elsewhere.
On the upside, though, having a business page for your estate agency will boost your visibility online, and help you establish your brand as an industry authority. LinkedIn is also a helpful platform for forging connections with others within your sector. Thanks to the nature of LinkedIn, it’s perfect for publishing long-form content too, so it’s the ideal location for sharing quality blog posts and e-guides.
While Twitter was a very effective platform for businesses in the past, these days it’s a little more difficult to gain traction on this social media site. It’s a beneficial platform for sharing views and opinions, but not so much for giving information as there is a strict character limit on posts. Therefore, it’s unlikely to match the needs of the content you’re publishing.
That doesn’t mean it’s not worth signing up for a Twitter account, though. Videos perform well on this platform, so you may find it a valuable resource for sharing property videos, connecting with others in the local area, offering tips and increasing awareness of your brand.
Which Social Media Platforms Should I Choose?
It’s clear that some social media channels work more effectively for estate agency content than others, but that doesn’t mean you should just choose one platform and stick with it. You can make all platforms work well for you if you’re prepared to do the research and work that it takes to gather a following. If you’re lacking time and resources, Facebook is often the best multifunctional choice for sharing your estate agency content and widening your reach. And, if you are struggling to create content to use on your blog or social media accounts, get help!