Forget Networking, Social Media is Being Used to Sell Real Estate Now
About 66% of the market for first-time homebuyers comprises of millennials, while 99% of those searching for homes to purchase, use the internet to research properties. Still, these 30-something buyers are doing much more than Googling some keywords, to stumble upon their dream home. House hunters are including hastags that are property-related and tweaking their social media feed preferences and searches, and that’s not all that is going on. The second-largest search engine in the world, YouTube, is routinely used to research houses and communities. 86% of home shoppers say they prefer using video to learn more about a specific community under consideration.
In this hi-tech age, home sellers and real estate agents have to be active on social media to nurture interest in newly-listed properties. Real estate voyeurism will continue to rapidly expand its reach across the interweb. How will a home seller exploit social media platforms such as Snapchat or Instagram to move the real estate market?
Imagine showing detailed listing information to every newlywed couple in their 30’s within a 20 mile radius. Although this would be physically impossible to execute, Facebook is easily able to target posts /ads to your core demographics, and 69% of estate agents make use of Facebook because it actually works. Even if Facebook fails, the analytics enables understanding what was wrong.
Try writing posts about what attracted you to the home and share photos of your weekly grocery trip or your dog/ kids romping in the yard. Using the Facebook bandwidth lets you paint a rosy picture of life in that home. Chances are that this resonates with buyers.
About 52% of marketing professionals swear that video content ensures the best return on investment. Upload a neighborhood guide or your home tour, and the ever-curious will boost your online reputation, making listings easier for buyers to discover when researching the area. Most markets employ qualified videography companies specialized in interior, exterior and even drone footage of a staged home to help sellers engage potential buyers before committing for on-site visits. With 300 video-hours uploaded on YouTube every minute, creating catchy content differentiating you from the real estate crowd is challenging.
Instagram is very different from other social media networks as it has the ability to receive instant feedback on property and neighborhood photos. You’ll know right away whether or not that soft-filtered kitchen backsplash picture vibes with your audience. Instagram is now the fastest-growing social media platform, with 800 million monthly users. Max out your hashtags (up to 30) to tap into an ever-expanding community. Invite people to join in a dialogue by including questions in photo captions; it’s ideal for staying relevant in a community over-saturated with content.
Snapchat rarely offers much by way of analytics, but with over 178 million daily users, it manages to have a major impact when selling your home. Each video and picture you send with the application disappears, confirming there’s a small window to create content that captures the homebuyer’s eye and imagination. As you start creating social media posts about a home listing, the golden rule is: create content you would actually read. Enthusiasm becomes contagious, even in a photo caption on Instagram. A potential homebuyer may actually be scrolling through your feed.
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