There is something inherently social about real estate sales, so it is unsurprising that real estate firms are increasingly seeking innovative online social solutions to attract customers. Every transaction has a story behind it, and an engaging digital marketing strategy is a unique way to convey those experiences. Online social outlets allow real estate firms to not only post images and videos of their listings, but also virtually show would-be home buyers around the neighborhoods and incorporate the personality of the company as well.
Speaking to the mass audience available on these networks, firms have the opportunity to communicate and generate leads and sales on the broad spectrum available through Facebook, Twitter and YouTube. Social networking sites like Trulia and Zillow take the opportunities a step further, by aggregating the real estate audience into targeted and specific communities to which real estate companies can directly speak. Home sales is a very information driven process, and between search + social media channels, people are looking to find out as much as possible. They are increasingly expecting that their realtors provide them with information in the networks where these discussions take place.
In the Simmons New Media Study, research showed that 66% of all adult Americans had been on a social networking site in the last 30 days, and 43% of those visited the sites multiple times a day. Of those between ages 18 and 34, 88% had been to a social networking site recently, as well as 69% of the 35 to 49 age range, and 41% of the 50+ group. The reach of these sites spans the entire range of potential home buyers, demonstrating their presence and engagement with social networks, and the opportunity real estate companies have to connect with potential home-buyers on these networks.
Even Google is targeting real estate as a search vertical, with plans to incorporate specific listings into the Google Maps portion of the site. This increases the specificity of Google search results for real estate companies and provides them an additional opportunity for promoting their offerings. Without an understanding of search engine optimization and how to prioritize keywords, companies will struggle to capitalize on this new development. Even a step further, companies without a strong digital marketing strategy will be at a disadvantage in any attempts to establish an online presence. The advantage of social media in a social market like real estate is found in incorporating a digital marketing strategy that encompasses each piece of this rapidly developing online space in order to more effectively and engagingly reach out to a company’s target audience in the places they are seeking information.
