From the hard labor circulation of manuals and newspaper clippings, to specialized short- run, high quality information, the buy and sell process in the real estate market has never been wider in scope. And social media has something to do with it.
Social media, as the most prominent element in real estate marketing communication, has an increasingly number of significant effects on the decisions of its audiences.
Medium quality and long- wait printing have been the stationary procedure in real estate advertising, until the modern media unfolds. The sloppy technicalities in radio and television were resolved, and the evolution of advertising has made consumers become more interactive, generating a positive sway in commercial growth.
With the influx of the digital age, human communication and common sharing have developed more. Powerful equipment, software, computers, and the Internet have become the major shifts in media and communication developments – inclined to create more optimistic results in human life experiences.
With that change, most real estate companies have spent a large amount of money on advertising in pursuit of attracting more prospects, not knowingly that the effectiveness of the real estate marketing to the decision of the consumer lies on context, and the medium that the sellers choose. It is also true that media has taken an overwhelmingly important role in providing information on real estate properties, whereas the opinions of relatives or friends, called “referrals” help influence other consumers’ purchasing decisions.
Apart from information sharing, social media has patterned a different yet creative approach in product advertising, complementing the understanding of different audiences. This approach has made even one of the slightest knowledge of computer, evolved into an internet savvy when it comes to browsing website interfaces. Real estate companies use photographs, 360° virtual tours, and videos on their websites to convey a clearer message. In this way, homebuyers are able to become more flexible in their choices, while sellers become more accommodating to their consumers’ needs through which are granted by announcements, press releases, FAQs, etc.
Clicking the mouse alone transports you to different places – designed to consumers who have distinctive preferences. A group of reliable sources conducted a research called “What makes people follow brands?”, and 97.09% of the respondents said that their online experiences have strongly influenced them into buying a product or a service from a particular brand.
Sources: http://www.razorfish.com; econsultancy.com; and socialmediatoday.com.
Also, Knowledge Networks, an online research company, revealed that 45.6 million people either use media to learn about unfamiliar brands or products, or allow media to help them discover new brands or products.
These findings go to show that linking consumer interactions back to brands, with reference to purchasing decisions, is an essential instrument for real estate companies to know their competency in the market, and what steps they can make to attract more consumers.
The Positive Effect
From a large- scale, social media is valuable in generating traffic. And real estate selling is the type of business that logically goes hand in hand with it. With the right tools, and understanding, anyone can rock any real estate business venture. This fledging industry of acquiring media in real estate marketing is truly an enormous potential opportunity especially that this business relies on generating new leads.
The Negative Effect
The effectiveness of real estate marketing to the decision of the consumer lies on context and the medium used, and since the media is vast, and a world of its own, conveying the right message is difficult. People are everyday bombarded with messages from a multitude of sources. These messages aim to inform, entertain, and mostly, promote products and services, while shaping consumers’ purchasing behaviors. However, as easier it is to reach out to more people, and influence them from buying, it does not guarantee that these people mean doing business with you.
For example, people can sometimes focus on a depressing headline even if the article tells a positive story. This suggests that a negative headline can also influence someone’s willingness to buy. Moreover, a website’s face value can readily spark a good impression to customers.
Real estate tips when starting into social media marketing.
From a survey called “Real Estate Industry + Social Media Use”, a full 84% of real estate professionals have said that they are using social media to further their businesses, and increase their sales. Of the major popular social networks included in the survey, Facebook took the crown with 79% of the total responses.
When on the look for greater audience for your business, it helps to know what the completion has been up to. In the ever- competitive real estate industry, you need to meet changing regulatory requirements, and reduce financial risks to achieve sustainable growth. And by sustainable growth, we mean commercial success, and a lot of customers. This can be achieved with a large platform – social media. Here are some effective social media tactics that will give you best results in the property industry:
Know your market niche. This will help you create a clear picture of whom you are marketing to. And when you already know who your target audience is, it will be easy for you to determine where your marketing energy and dollars should be spent. Not only would you be able to achieve marketing success online, you are bound to develop ideas for new products or services that inherently appeal to your specific niche.
- Advertise properly. Advertising plays a very important role in today’s age of competition. It is the best way to communicate with your customers. And as someone who wants a growing number of those, overselling will surely do no good. Set your objectives first, and determine what medium you will be using in promoting your products and services. Interactive media platforms such as Facebook, Twitter, LinkedIn, Flickr, Youtube, etc. hold enormous potential for realtors in growing their businesses, attracting customers, selling properties, and promoting new listings.
- Drive traffic to your website. While it is a challenge for any online business owner due to the overwhelming number of e- commerce websites today, driving targeted traffic to any website is achievable. What you need to have is an intelligent content marketing strategy that will provide your audience with targeted content values leading them to your website. Remember that people won’t come across your website by chance, or luck. Guest blogging is one of the fastest ways to drive massive traffic to a website; just make sure you create quality content.
- Build relationships. Grow trust from your customers, and prospects and provide them something of value. Giving away information useful to their needs will help you earn their trust. Also, by communicating with them through responding to their queries and comments can help you tailor and improve your products and services.
The presence of social media has made connections much easier. It has given real estate professionals the means of connecting to the right people. Since social media sites are typically user- friendly, utilizing them to maximize your business is an easy and intelligent decision. The staggering statistics of these sites should directly tie into your marketing approach on how you reach home buyers and sellers.