Estate Agent Success for Social Media
At Gather Social, we think that it’s mad that not enough estate agents are making the most of social media. As a bunch, estate agents spend loads on marketing, from taking out ads in newspapers to plastering their brands on the side of a bus… it all seems a bit wasteful if you ask us. The reason for this is that the costs are huge and the returns of these campaigns are… pretty immeasurable. If you’re an estate agent and you’re going to invest in marketing then social media will get you the best return on investment by far.
People in our team have been buying houses and seen little to no marketing from estate agents, let alone on social media. For us, it just doesn’t add up that ads for the most important purchase someone will make are being mistargeted. We want to do something about it, so below you can find a handy guide on how to market an estate agent on Social Media including:
How to be Successful on Social
Paid Advertising is Essential
Choosing an estate agent is a time and a place purchase. You can use Facebooks targeting to identify home buyers and sellers and position your services in front of them. Capturing the attention of Landlords is also about being viable during the time of demand. Luckily Facebook gives you the power to do both.
Use royalty fee images Libraries to give your images a spring clean
Focus your content efforts around building your brand and delivering the brand message.
Keep Landlords up to date with the law and upcoming changes.
Streamline tenant management using Facebook Chat Bots
Focus remarketing efforts on those individuals who visited the website in the last 90 days.
Our top tips
With years of experience doing this ourselves, we are well placed to offer you tips on how to maximise your success on social media:
- Try as many pieces of creative as possible (graphics or photos) – Aim for 500 – 1000 creatives. You don’t know what will work so try everything until you have an idea of what your audience engages with. If something doesn’t work so what? It doesn’t matter in the long run, just focus your efforts on creatives that work.
- Do the same with posts – The text you write is secondary to your image, but it’s a close second. Experiment with different tones of voice and calls to action.
- Be patient at first – It will take a couple of weeks for everything to average out and show your realistic results, leave it for a while and then come back to it.
- Monitor your campaign regularly – After the go-live period make sure you check your campaigns with regularity. If something blows up overnight you want to react to it and run with similar content for a while. Make checking facebook Pixel and Google Analytics part of your weekly routine. Try to understand how your social media is impacting other acquisition channels into your website.
What Does Success Look like?
For an Estate Agent success is quite simply more property listings and landlord registrations. This is the short term success required to indicate a positive ROI.
Longer term success you need to consider the effect of the campaign on the brand locally. Estate agents typically advertise at great expense on the back of buses. Social media gives estate agents the ability to hone in directly on the local property market. You can’t predict when someone will need an estate agent, but you can appear as if by magic when someone is thinking that they need one.
The headlines achieved for our client below were delivered using royalty free images, and using a combination of 2 Facebook paid audiences. The first utilised data available via Facebook, and the 2nd utilising look-a-like audiences. We refined our numbers using Government-backed data.