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With the constant deluge of content online, getting eyes and clicks on listings is a challenge that many real estate agents face. So how do you cut out the noise? Digital marketing tools and platforms offer a stream of new features to create innovative content – and success in real estate is often linked to exploiting the possibilities.
Jennifer Gilson, Realtor at Golden Gate Sotheby’s International Realty, and Angela Boyer-Stump, Senior Global Real Estate Advisor and Certified Salesperson at Sotheby’s International Realty – Bridgehampton Brokerage, share some insights on how to leverage digital marketing for your own strategy of referencing.
Enjoy multiple channels
While some agents are successful with a single digital marketing channel, an omnichannel approach is the best way to reach the widest audience. For Boyer-Stump, that means starting social media and YouTube listings first, then using email marketing. “If someone doesn’t see the list on social media, they can find it on my weekly blog in their email,” she explains.
It’s also useful to know where your audience hangs out online. Gilson says, “We’ve noticed that many people in our database are not on social media, such as Instagram and Facebook, so we’ve tailored our LinkedIn content to announce important sales and market updates. locally on our network.
Listen to your community and adjust your strategy
Struggling to come up with content ideas to post on social media? Let your contacts tell you. “The most important strategy of all is to listen to the community,” Gilson points out. She cites conversations at open houses and with local real estate partners as potential sources of inspiration for finding out what matters most to your community. For example, if people are talking about buying turnkey properties because renovation is difficult due to supply chain issues, that’s a topic worth discussing through digital channels.
Gilson also notes that digital strategies are not one-size-fits-all, and there is a need to align multiple ideas. “Every property is different, so you’ll have to adjust your story and your strategy,” she says. “A repairman is not new construction, and new construction is not a 10-year-old house.” Keep in mind that you may also reach different audiences depending on the type of property and content should be tailored accordingly.
Create video content that shows the big picture
Marketing with video has evolved from just shooting a home tour to using catchy intros, beautiful shots, and unique editing. For Boyer-Stump, that literally means a noble thought. “For my high-end sales, I use a videographer who has experience in drone work and indoor and outdoor video,” she says. There are also plenty of apps and effects on social media platforms like TikTok and Instagram that can help create compelling content quickly.
Gilson cites the success of mixing lifestyle and property content in his videos. “Whether the home is under construction, a traditional home, or an inherited estate, the connection between lifestyle and property enhancement creates a vision,” she says.
Go behind the scenes and show some personality
Don’t underestimate the desire for behind-the-scenes footage and information. Giving your audience a glimpse behind the curtain is appealing, whether it’s posting photos or videos on social media, or sharing them with an exclusive mailing list.
“We’re able to showcase the local businesses we love, capture behind-the-scenes video of preparing our listings to be market-ready, and offer exclusive listing previews before they go live. ‘come to market,” says Gilson. “It is better to be authentic yourself. By incorporating elements of my personal life, I show that I can be trusted and become the referral agent for my clients. »
Boyer-Stump agrees, noting that screen time is an invaluable asset. “Many agents are afraid to step in front of a camera and get attached to their listings and how they look. Video is a unique tool that personalizes and brands the great properties I represent.”
Enjoy the process of trying new things
Ultimately, being successful online comes down to showing the same qualities that make an agent successful in person: consistency and authenticity. But, as Gilson says, it’s important to have fun: “If you have an idea, look at it, test it and see how it works. Keep pushing and don’t stop.
As for Boyer-Stump, she’s experimenting with TikTok to spotlight listings, though it can be a daunting platform for many agents. “I love TikTok – although my kids think I’ve gone crazy. It’s a great conversation starter, and a lot of my customers are thrilled that I took the initiative to use something that comes out a bit of the ordinary.
Whatever digital paths you pursue to showcase your ads, innovating and experimenting with new platforms can only help improve your marketing strategy. By taking risks and putting yourself in the spotlight, you also light up your business.