Using Social Media in Estate Agency
Are you using Social Media effectively and efficiently in Estate Agency?
With the visibility and instantaneousness of today's ever increasing social media networks it is important to consider how to use it efficiently and effectively to drive traffic, improve lead generation and increase lead conversion.
Using Social Media is essentially promoting public relations online.
People percieve Marketing as a presentation of what the choices are. PR helps you decide what to choose.
PR is what drives you to choose one brand over another brand, but the exposure of those brands is achieved through marketing and PR together.
You need to be using Social Media to steer a customer's preference of your brand over a competitor's brand.
So how do you achieve this efficiently and effectively in Estate Agency?
There is no point "advertising and marketing" properties through Twitter. Buyers are visual and Tweeter's don't like being "marketed or sold to". Twitter is the medium to pour out your advice and engage with potential customers and win their trust and confidence to either recommend you, or use you.
If you Tweet "Proprety x for sale for Y" you are not engaging your customer whatsoever. Instead you are placing what is "marketing" in completely the wrong media space, as this is marketing information to be directed at potential buyers.
Buyers do not gather and line up in Twitter, they do not search Twitter for property. They can only be recommended property in this space because of.....
You are looking to attract Vendors or Landlords who maybe selling, renting and buying a property, so what have you got to offer them in service terms that the others haven't? What reputation do you have for doing what? What are your achievements in say the last year? What and whom have you got as partners and clients who trust you to do a good job for them? What have they got to say about you?
What they have to say about you needs to be "mentioned" and you need the testimonials published by you and your partners, you need your clients tweeting about you also in this way to give you positive feedback in PR terms.
Think of each property deal as a case study. What was the brief from the Vendor or Landlord and how did you fulfill that brief?
This is the essence of using Social Media effecively and efficiently.
Article by © Oliver Chapple
15th February 2011
Using Social Media is essentially promoting public relations online.
People percieve Marketing as a presentation of what the choices are. PR helps you decide what to choose.
PR is what drives you to choose one brand over another brand, but the exposure of those brands is achieved through marketing and PR together.
You need to be using Social Media to steer a customer's preference of your brand over a competitor's brand.
So how do you achieve this efficiently and effectively in Estate Agency?
There is no point "advertising and marketing" properties through Twitter. Buyers are visual and Tweeter's don't like being "marketed or sold to". Twitter is the medium to pour out your advice and engage with potential customers and win their trust and confidence to either recommend you, or use you.
If you Tweet "Proprety x for sale for Y" you are not engaging your customer whatsoever. Instead you are placing what is "marketing" in completely the wrong media space, as this is marketing information to be directed at potential buyers.
Buyers do not gather and line up in Twitter, they do not search Twitter for property. They can only be recommended property in this space because of.....
You are looking to attract Vendors or Landlords who maybe selling, renting and buying a property, so what have you got to offer them in service terms that the others haven't? What reputation do you have for doing what? What are your achievements in say the last year? What and whom have you got as partners and clients who trust you to do a good job for them? What have they got to say about you?
What they have to say about you needs to be "mentioned" and you need the testimonials published by you and your partners, you need your clients tweeting about you also in this way to give you positive feedback in PR terms.
Think of each property deal as a case study. What was the brief from the Vendor or Landlord and how did you fulfill that brief?
- How did you use the brief to sell or let the property for a more than satisfactory price?
- How did you meet the client's expectations?
- What was their whole experience like?
- What is your office doing locally with local businesess?
- Do you recommend local businesses schools etc? if so where, how and why?
This is the essence of using Social Media effecively and efficiently.
Article by © Oliver Chapple
15th February 2011
