Video: Real Estate Social Media Marketing

Video: Real Estate Social Media Marketing

DUSH

Hey guys this is DUSH and lucky we’re from SBP creative media and it’s the first time we’re doing something like this the whole idea is to share some insights into digital marketing and what the type of things that we do as a marketing agency so the topic that we’re exploring today is what real estate agents and property developers andeveryone in that bracket should be doing

LOCKIE

when it comes to content and social

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media so from my experience some of the

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areas that I’ve explored a lot in real

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estate is is mainly around promoting the

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property or the house itself and

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something that are lucky and I are going

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to be exploring and something that was

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actually spoken a lot about before is

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the other things that real estate agents

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should be doing so lucky what are some

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of these other things that real estate

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agents could be doing cool thanks – so I

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guess on what the videos we’ve been

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working on a lot recently is at that

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point in when some was already

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interested in the actual house itself

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and what I’m been looking at with a lot

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of agents and even real estate

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developers is to kind of pull the

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conversation a bit earlier so earlier in

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the buying conversation when they’re not

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interested in just a particular house

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but they interested in an area so they

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want to move to Werribee or Melton or

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Caroline Springs so help facilitate some

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of that decision-making educate them on

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the suburb tell them of the local cafes

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some events that are going on what are

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the schools that are in the area help

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them to actually make that buying

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decision and I guess facilitate that

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conversation a bit earlier before

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they’re at that point in inquiring with

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a sales team yeah 100% cos like it’s the

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mum that’s usually doing a lot of the

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shopping all right for property and

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everything like well the the dad in some

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cases but a lot of their things are and

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like are what train stations around the

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area or what school is in the local area

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where can I send my kids more parts and

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all that kind of stuff so as a real

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estate agent or as a property developer

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in in the marketing space you know

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there’s a lot of that type of things

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that that people are thinking about and

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a lot of businesses are leaving these

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conversations out of their marketing

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which is something that you should start

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including which is you know like what’s

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in the local area the schools and

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everything like that

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yeah really the lifestyle I guess that

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the people are going to have living in

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that house as you get deeper down into

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that process it’s probably going to be a

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more I guess rational decision so you

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will start thinking less about the

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lifestyle you’re gonna have once if I

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guess narrowed down a particular area

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and you’ll start thinking about other

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things like well what’s the value of the

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houses in this area and start going down

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the I guess more how am I going to go

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about these sentences is actually going

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to be feasible for me and that’s where

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another point where real estate agents

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can be getting involved so they could be

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producing content there helps people

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understand the market value of

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particular suburbs helping to deliver

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reports because I know that they’re

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getting a lot of internal reports and I

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guess they could be summarizing that for

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the local area and I guess sharing that

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knowledge on yeah 100%

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um I guess like another thing that I’ve

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noticed a lot is just in any business

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this isn’t just real estate but people’s

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hesitation to pick up their phone and

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actually start making some content I

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think as an agent or whatever business

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you’re in that should just become a

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daily part of what you’re doing

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especially if you’re using social media

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and leveraging that to communicate to

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your to your audience right so what one

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of the big things that real estate

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agents could really start doing is just

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using their phone ad to start creating

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content of just the local area in

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general so it more or less being an

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advocate of the local area would you say

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lucky yeah yeah definitely and and you

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touched on another thing there is that

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people are gonna hesitate as well so as

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much as you’re gonna advocate for the

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local area you’re gonna advertise the

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homes that you have doesn’t mean that

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everyone who engages with those homes or

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visits and starts to have a look

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lyon is going to take that next step and

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that’s where actually a lot of social

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media activity comes in handy is

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retargeting so you need to be

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retargeting those people who do take

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that next step so when you’re sharing

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out that content and they’re going and

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visiting listings you want to get them

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along to an open house or some sort of

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pointing where your sales team can pick

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up that conversation and really drive it

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through so that’s where I guess social

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media can come in again it’s not just

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that initial Tosh point but then once

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they’ve engaged with a particular piece

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is driving them through until they’re I

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guess inquiring with the sales team yeah

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so I think what like in retargeting for

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anyone that doesn’t know it’s more using

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social media as an advertising platform

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to drive your message right and and what

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lucky means by retargeting is looking at

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anyone that engages with a brand online

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so if I’m a real estate agency and I’ve

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and I started talking about the local

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area and I’ve made all these videos

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promoting houses and all that kind of

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stuff I couldn’t look at people with in

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general that it’s that’s engaging with

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that content and I can actually work

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with Facebook’s advertising kind of

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components to drive more messages to the

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people that are already engaging and

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that’s what lucky means by retargeting

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so it’s about using more content that

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would be pushing people further down the

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funnel to actually start a sales

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conversation with them eventually right

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yeah definitely yeah and even though I

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guess social media in a in a broad sense

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for real estate it’s funny because when

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we a lot of the time are talking with

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real estate agents about those efforts

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on social media and what they’re doing a

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lot of the time it’s simply just sharing

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out their listings onto their page which

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really doesn’t grasp the concept of

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social media – well it’s not being

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social you’re just trying to push

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content out in front of people and so

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it’s a very one-way it’s top down type

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of communication whereas you know it’s

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it’s a look at media you know starting a

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conversation exactly whereas

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content marketing all these principles

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that we’re learning it’s all about

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engaging people in a way that’s really

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relevant to them and in a lot of cases

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you know what’s relevant to people that

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shopping for real estate is around you

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know what the lifestyle in that area is

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like and everything like that so exactly

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yeah and that’s exactly what we’ve been

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talking to these real estate agents

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about is to win share hang out these

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listings take a particular element of

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the house so these are a question that

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every single buyer who comes to this

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house has or is there a question about

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the suburb that people are commonly

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asking you about or is it one feature

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you could take from the house and really

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make a selling point and use that as

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your I guess social selling tool and

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push that message out there it doesn’t

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you don’t need to I guess showcase the

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whole house on a social media post

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people can go and look at a wristing

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listing they can come into an open

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inspection for that but get them engaged

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and start the conversation that’s the

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other thing is if your job if you’re

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doing that and you’re doing it well you

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will open up for people sharing it with

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friends tagging friends who might be on

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the market for our house and that’s when

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you’re really starting to win on social

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media yeah so if we were just to quickly

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recap on the things that we’ve spoken

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about and also put a bit of a cherry on

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top I think let’s just run through some

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good ideas of content that real estate

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agents could be using throughout I guess

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it’s almost a brainstorming session for

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us but it’s just a couple of ideas of

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content like I’ll start off with when it

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comes to like video on photography we’re

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under professional space because that’s

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a lot of what we do is I know headshots

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is a very big thing for real estate

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agents like a lot of your conversations

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and you know a lot of your first

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impressions is happening online so

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having a very nice headshot of yourself

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or your team is very very good that the

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second thing when it comes to

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photography and the professional space

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of photography obviously all your

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listings having a

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good collection or a good image Bank of

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images is very good but when we move

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into video some of the professional

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things that you could be doing is of the

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the simple ones is like walk through

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videos of houses and just quickly kind

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of sales videos of the local area and

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everything like that but some of the

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additional things that you could start

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doing is like agent profile videos to

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really start giving your customer base

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an understanding of what your team is

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doing and what they’re capable of and

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everything like that is there other

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things like that that you can start

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adding to the list looking yeah yeah

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definitely um I think you touched on a

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little bit there but the the local area

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stuff that we were talking about could

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be a video summarizing a cafe so a

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showcase of a particular cafe or a local

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business that really would be a selling

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point of the area schools events even

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that are regularly held in the area that

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could be a really good I guess good

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drawing point for people who are looking

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at moving in the market news that we

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talked about sharing tips for people who

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are looking to buy homes and helping to

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them to I guess put their mind at ease

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when they’re going through that process

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and one interesting one that we thought

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of earlier was when retargeting it’s all

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about I guess getting people to that

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next point so people that investigating

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the listings on your website you want to

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get them to that point when they’re

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speaking with a salesperson so why not

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share each week a video that targets

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people who have been to those listings

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with a overview of all the open days you

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have in the local area so that you’re

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trying to really get them along to one

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of those so I guess it’s about

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understanding which point people are in

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that journey thinking of the questions

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that they’re asking and how do you push

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them along to that next stage to get

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them to inquire yeah no that’s pretty

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much I mean from from my point of view I

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think we’ve proved

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that topic pretty well is there anything

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that we’ve missed lucky no I guess

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overall as a social media thing at the

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moment using video is obviously going to

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be very engaging like we can see like we

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run tons of ads right and we can always

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see like an a/b testing it’s always a

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video ones that are performing a lot

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more right yeah

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and it doesn’t even like a lot of the

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videos that we’re even we’re producing

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ourselves aren’t what you call

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professionally produced we’re doing them

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on our mobile phones and just using the

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light from a window so a lot of the time

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it doesn’t have to be big production

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value but it comes down to understanding

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the right message at the right stage and

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really getting in front of the right

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people so yeah look if you guys wanted

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to explore a little bit more on this

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topic I suggest you guys check out the

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no bull guide to digital marketing we’ll

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put the link in the description and

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everything like that so definitely check

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that out and these videos are something

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that we’re hoping on doing once every

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week so definitely tune into this again

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next time thanks for tuning in guys but

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until next time have an awesome day

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[Music]

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