USING SOCIAL MEDIA FOR MARKETING REAL ESTATE: HIDDEN OPPORTUNITIES FOR ESTATE SURVEYORS AND VALUERS

ESV Olatunji Adeyemo

Social media is a group of online platforms used for communication, socialization and interactions in the 21^st century. According to Manning (2014), social media is often used to refer to various media platforms that involve interactive participation. The term refers to online communities that facilitate interactions between parties, e.g. buyers, sellers and their advisors (like Estate Surveyors & Valuers); these interactions may result in transactions. It is a reliable tool for bringing people together, thereby creating a platform to exchange goods and services. Social media presents a great opportunity for practitioners in the real estate industry to reach a much wider audience and market.

Social media marketing is a vital tool for Estate Surveyors and Valuers (ESVs) in the modern digital age to promote properties, engage with clients, and establish a strong online presence. Clients want more than someone with a real estate license. They are looking for an Estate Surveyor and Valuer (ESV) who can guide them through the complexity of real estate and safeguard their interests. The importance given to social media presence can make the difference between closing deals and struggling to keep business afloat. Some social media platforms are LinkedIn, Facebook, Twitter and Instagram.

Social Media Suitable for Marketing Real Estate

LinkedIn: LinkedIn is a great way to network with other real estate professionals, influential people, and possible customers. LinkedIn’s publishing platform, Pulse, enables one to share valuable insights, market updates, and industry trends, positioning oneself as a thought leader in the real estate industry. It’s the best place to build your reputation as an expert on all things real estate. It is a treasure trove for professional networking. LinkedIn can be used by ESVs for recruiting, networking, lead generation, and credibility and trust building.
Facebook: Property owners and real estate agents utilise Facebook extensively. Several real estate companies use this platform with tremendous success. It provides several excellent choices for ESVs, such as the capacity to share numerous types of multimedia, Facebook Messenger for client chats, and targeted marketing for local listings (images, videos, and even live video).
Instagram: Though owned by the same parent company that owns Facebook, Instagram is quite distinct. Instagram is mostly a photo and video-sharing platform; therefore, sharing images is more important than having conversations. Instagram, a visual storyteller’s dream, is perfect for showcasing high-quality property photos and engaging videos. ESVs may use Instagram to create visual listings, interact with the audience through comments, establish a local influence and connect with millennials.
TikTok: TikTok is a great way to reach first-time tenants and home buyers because of its quick rise in popularity among the younger generations, especially Gen Z and Millennials. Despite often being associated with entertaining short videos and trends, TikTok’s rapidly growing user base and creative format offer unique opportunities for real estate marketing and engagement. It is ideal for presenting engaging property tours, comparisons of before and after renovation videos, and other creative ways to build genuine connections with potential clients.
Pinterest: Although Pinterest is frequently linked to do-it-yourself crafts and food ideas, real estate professionals can benefit greatly from this useful but sometimes overlooked network. Its aspirational and artistic qualities fit nicely with the real estate industry’s goal of showcasing homes and motivating homeowners. Although people of all ages use Pinterest, those between 18 and 49 use it the most. This group is frequently in the prime of homeownership and is actively looking for ideas for their homes. Pinterest is a versatile platform for real estate professionals, particularly in showcasing property, sharing before and after pictures of home improvement projects, and building brand identity by curating content that reflects unique expertise in the real estate market.
YouTube: In the real estate sector, YouTube – the second-biggest search engine globally – can be an effective tool for lead generation, branding, and education. Users of all ages, from teenagers to retirees, are drawn to YouTube; it therefore offers access to a large pool of prospective clients. Since it is the biggest video-sharing website in the world, it is the perfect venue for exhibiting home tours, neighbourhood highlights, and instructional videos. In addition to property-related content, users frequently use YouTube for educational and informational films on a variety of subjects. Posting such videos might be helpful for real estate professionals who specialise in different facets of the business.
X (formerly Twitter): X, formerly known as Twitter, has been operating since 2013, it has nearly 335 million users. X draws users of all ages, from young folks to elders, and is frequently linked to quick updates and in-the-moment discussions. For real estate professionals targeting different groups, such as first-time homebuyers and downsizing retirees, this diversity can be useful. Users of the platform are frequently quite involved and active there. They use X to keep up with news, trends, and local events in the sector; therefore, it’s a great place to highlight properties and exchange ideas.
WhatsApp: The WhatsApp platform continues to be the most widely used messaging software, with over 2 billion users globally. It benefits real estate firms in several ways, from sending timely updates on properties to responding to customer enquiries. It facilitates quick and easy communication, helps create a professional image, permits media sharing, showcases business catalogues, automates responses to frequently asked questions and appointment requests, sends timely updates, and increases sales.

Opportunity for ESVs Using Social Media to Market Real Estate

Connecting with the target market, reaching a wider audience, and growing any business – including real estate – requires social media marketing. Ninety-six percent of would-be homeowners and renters look online for their ideal house. Therefore, the real estate market has been greatly impacted by social media’s influence. Social media has changed the way that real estate businesses reach their clients. Below are some of the opportunities social media provides for the ESVs:

Increased visibility and reach: ESVs can reach potential buyers and sellers beyond their immediate network, expanding their visibility and increasing the likelihood of attracting qualified leads.
Targeted advertising: ESVs may customise advertising to target particular demographics and interests. This maximises return on investment by ensuring that messages are seen by people more likely to be interested.
Engagement and interaction: ESVs may gain the trust of prospective customers by promptly answering questions, resolving issues, and providing insightful information. ESVs can promote user-generated content and foster a feeling of community by allowing comments, likes, and shares.
Visual storytelling: Because real estate is a visual industry by nature, social media platforms are excellent at delivering beautiful stories. Strong visual material draws viewers in and evokes strong feelings, piques their curiosity and encourages interaction.
Enhanced credibility: By sharing valuable insights, market updates, and educational content, ESVs can demonstrate their expertise, build credibility, and attract a loyal following. Consistent, relevant content establishes ESVs as trusted advisors.
Networking and referrals: ESVs can expand their professional network, gain referrals and uncover new business opportunities by engaging with other industry professionals on social media.
Increased website traffic: Your social media accounts can serve as a powerful traffic driver to your website, where potential clients can explore property listings, learn more about your services, and get in touch with you.
Cost-effective marketing: Many social media platforms offer free business profiles and cost-efficient advertising options that enable you to reach a wide audience without breaking the bank. Additionally, the ability to track and measure the performance of your campaigns allows you to adjust your marketing strategies in real time, thus optimizing your marketing efforts.

Choosing the Right Social Media Platforms for Marketing Real Estate

Not all social media networks are created equal, and choosing wisely can make your online presence more effective and targeted. Below are some hints on how to choose the best social media platforms for your marketing campaigns:

Recognise your niche: Are you concentrating on luxury residences, rental properties, business real estate, residential properties, or some other niche? Which kinds of real estate appeal to people in your area? You can determine which platforms are most compatible with your target audience by providing answers to queries of this nature.
Choose a platform that is real estate-friendly: Take into account those that have features made especially for marketing real estate. Instagram, for instance, is great for creating leads and aesthetically presenting real estate listings. Meanwhile, Pinterest is ideal for sharing interior design ideas, home renovation projects, and neighbourhood highlights because of its emphasis on lifestyle and inspiring material.
Recognise user demographics: Look into the characteristics of your target audience and compare them to the characteristics of the user base of a platform under consideration.