Why is social media relevant for the property sector?
Social media is more than just a way of contacting your friends or sharing photos – it’s a tool for doing business.
Social media should be seen as your shop window for your business. It can amplify your brand’s story to your target audience and become a platform for sharing useful content to prospective leads, as well as promoting a positive impression of your company/property and helping to keep it at the forefront of prospects’ mind when the decision making process is carried out e.g. buying a property.
Some people who may not use social media on a personal level may overlook the professional benefits of the various platforms. When used well, in a targeted and meaningful way, it can create new business opportunities and help build brand awareness amongst your target audience.
Social media provides a valuable opportunity to engage with a community of prospects.
Creating your brand’s story and pushing out your messages on all social media platforms is one of the best ways to reach as many potential new business leads as possible. In addition, ensuring your brand is as visible as possible on all respected social media platforms will mean that a wider audience will have trust in your brands.
Create awareness of press surrounding your schemes and promote it to a more targeted audience – people who are following you on social media. You can reach a specific demographic of people with sponsored adverts and ensure that you are speaking to as specific an audience as possible with sophisticated targeting software.
Generating new leads
Many people make the mistake of assuming that leads are won directly from social media activity. This is not often the case. Prospective leads will browse your social media pages daily but not necessarily convert immediately as a result of this activity. Over time as they gain awareness and trust in your brand through following your brand’s story, they are likely to convert through a different channel. This trust is promoted through an active presence on social media, being visible and responding to direct messages promptly.
Opportunity to network
See your social media accounts as digital networking opportunities. Talk about topical issues as you would do in traditional media, spark conversations and join relevant groups for the industry. Position your staff as experts on key issues in the property industry and follow news outlets. Share quality content from your accounts and generally make sure your brand is being talked about in all the right circles.
When you go to events, ensure that you are interacting with the event social media accounts. This may help you network with key journalists at the event and promote your content to a wider audience.
Research has found that brands with active social media sites are likely to have more loyal clients, and it’s not hard to see why! Social platforms provide a way to interact on a more personal level with prospective clients and share helpful, relevant content to your target audience at the touch of a button.
Your competition is on social media
Ensure you are making the most of the opportunities available and staying ahead of the curve. This will pay dividends in brand loyalty as you facilitate that two-way conversation with your clients and prospective clients. It will ensure your brand is perceived as forward thinking and modern and outstep the competition to attract new clients.
The right platform for the right audience
Make sure you are using social media in the right way in order to maximise your engagement. LinkedIn and Twitter tend to be the most effective business to business platforms. It’s important to spend your social media marketing time on the best platform for your business so take the time to research what social media platforms your key audiences are using.
How we can help
Our dedicated team has decades’ of experience in dealing with commercial and residential property developers, contractors, agents, consultants, local authorities and funders. We can help you to choose and implement the right types of campaigns, communications and digital marketing strategies that will get your message across to the people that matter.
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