Rayner Personnel, has revealed which estate agency brands are making the big splash when it comes to their social media profiles.
They analysed social media followings as well as monthly website visits, to see which property players held the most prominent social media profiles and which were seeing the highest number of people coming through to their website.
When it comes to outright followings, Savills ranks in the top three across the three major platforms.
With 70,500 followers, the firm is top dog when it comes to their Twitter following, followed by Knight Frank (63,400), Fine and Country (15,100), perhaps surprisingly the resurrected online agent Emoov (12,400) and Countrywide (10,100).
Foxtons tops the table where Facebook is concerned with 58,662 followers.
Knight Frank (51,044) ranks second, followed by Savills (26,050), Fine and Country (22,732) and Purplebricks (20,147).
On Instagram, Savills again ranks as number one where the volume of followers is concerned (116,000) with Knight Frank (103,000), Fine and Country (12,000) Foxtons (6,160) and Haart (5,030) also securing a large following.
However, when it comes to driving engagement through their websites, there is one clear winner. Love them or hate them, Purplebricks is by far the most visited estate agency website with an average of 1.7m visits per month so far this year.
Foxtons ranks second with 731,667, followed by LSL’s YourMove (595,000) and Knight Frank (540,000).
Founder and CEO of Rayner Personnel, Josh Rayner, commented:
“Social media can be a potent tool when used correctly. Not only is it an essential communication platform in the modern age, but a strong presence can also help drive visits to your website, as well as helping to attract top talent when it comes to hiring.
“While not every platform will suit every brand, it’s astonishing to see how many estate agents maintain a ‘head in the sand’ approach, with little to no social media presence whatsoever.
“It’s also interesting to see that those with the most significant social media presence aren’t necessarily those with the highest rates of website engagement.
“That said, we all know it’s not the size of the tool that matters; it’s how you use it.
“In today’s world, merely having a social media presence isn’t adequate; you need a full-time social media professional to run it efficiently and effectively.
“This is something that many simply don’t invest in.”