Business Case Series: Social Media For Estate Agents

All modern and successful brands are busy on the social spheres of the web, they have been for years now. Yet there are some industries that feel that social media marketing isn’t suitable for them, or that investing in it is a lost cause.

To put it in context, social media is the popular convention for businesses to communicate with their audience, promote content and to ultimately drive traffic to their website.

There’s a common misconception that social media is only suitable for hip, tech-related businesses; anything else will result in a Twitter feed or a Facebook page that’s effectively a graveyard of deserted promotions.

This is absolutely not the case, and it’s crucial that businesses know that social media, approached the right way, is always an opportunity for finding new customers and overall growth.

In this part of the business case series, we’re looking at estate agents. Obviously a huge industry, estate agents – and we’ve done our research – often struggle to get good engagement on social media.


Why should your audience care about what you share on social networks?

On top of being in a competitive market, smaller estate agents struggle even further to make an impact when there’s big dogs in the industry with endless pockets. How can you be popular and boast your value when you’re up against agencies and real-estate portals who can showcase homes from Bournemouth to Newcastle?

Well, there’s actually a host of advantages of being a smaller estate agent. Social media is praised as a way to create online communities, bringing together people with shared interests.

When maintaining a conversation between business and customers the local, smaller enterprises have a greater capacity to build an authentic, tight-knit community than their larger counterparts.

Here’s how they can excel:

Be a source of residential news and information

Be like Obama and provide the people with information. Obviously don't talk about politics.
Be charismatic and explanatory like Obama. Don’t talk about politics though.

An estate agency that spans a few boroughs, or perhaps a county, has a great chance of building a community of loyal leads by posting topical news that’s interesting to local residents.

This can range from regional industry news (new local housing developments, etc.) to local events.

By sharing targeted news, estate agents can establish themselves as community-centric as well as knowledgeable about events that residents will be interested in. Doing this will reinforce loyalty for when residents may be looking to purchase property in the same area.

Provide bite-sized advice to property-seekers

Social media is a great medium for quick, digestible information. There might not be much of an audience for people seeking actual houses on Twitter but you can be assured that advice concerning general home-owning and home-seeking will.

Tips that range from heating your home in the winter to buying your first property will resonate with your audience as well as show that you’re an expert on all things property.

Even some interior design ideas will be beneficial as it appeals to the idea of home revival – where moving elsewhere is an consequence – as well as showing you’re knowledgeable about outfitting homes, too.

Engage with your audience – they need your help

Searching and deciding on a property to rent, let or buy is no easy task. Such an audience will always appreciate a helping hand. Searching for specific query terms on social networks and browsing property forums will produce an array of openings to provide assistance.

tenant key handover

Regardless of whether you offer a consultancy service, taking a little bit of time to help puzzled individuals will always contribute to your reputation as an industry expert. Plus, it’s a nice thing to do, you know?

Landlords and established tenants matter too

Whilst providing people with a new home may be the most rewarding final objective, your collaboration with landlords and existing tenants is vital, too.

Because of this, sharing valuable information (even if it’s somewhat esoteric) about tenancy agreements and such will demonstrate your commitment and concern with everyone your business is associated with, not just your prospects.

Estate agents – Part of the human race

Yes you have property to advertise, valuable information to broadcast and communities to build – but nobody wants to befriend a faceless robot (unless that robot is an AI in which case it’d be invited to all the parties).

Showing personality applies to all businesses on social media and estate agents have a wealth of opportunities to do so.

Why not ask new tenants for a photo on moving-in day or share photos of your office’s wonderful interior design? The word ‘agent’ doesn’t have to imply you’re a stiffly-dressed person with a stoic impression at all times! You’re allowed to have fun on social media, Mark Zuckerberg said so (probably).

"This cat just heard about our new property on Oak street..."
“This cat just heard about our new property on Oak street…”

While digital marketers, app developers and other digitally-born industries might excel at social media with relative ease, some businesses will always need a bit of help acclimatising.

For more tips that are sharper than a serpent’s wisdom tooth, check out the Midas social media strategy guide.

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Nat Rubyan-Ling

Author: Nat Rubyan-Ling

Nat is compellingly unpersuasive in his writing unless he's been fed, in which case he turns into a walking literature academic. Which he was. A keen observer of online culture, you'll find him making odd statements about the existential malaise that memes signify.

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