As a result of Tuesday’s publication of Rayner Personnel’s assessment of agents’ use of social media we heard from a firm that specialises in developing social media strategies for agents.
What Mint Content has told us is a useful pointer to how agents could start to approach the use of social media.
Getting social with the right strategy
Instagram hit one billion monthly users in June 2018 and, according to eMarketer’s research, it will have 26.9 million users join by 2020.
Pair this with the fact Instagram is the perfect place for showcasing property images and building designs, it is surprising many estate agents in the UK are not taking advantage of this social platform.
One local estate agency that is seeing success on Instagram is Parrys Fine & Country, who appointed Mint Content earlier in the year to help grow their social profiles.
Launching a strategy
In April 2020, the company launched a new website for Parrys Fine & County.
To drive traffic to the site, a comprehensive social media strategy was employed to grow the agency’s social following – notably Instagram.
This platform has seen growth from around 200 followers in April to almost 3000 followers currently – an increase of nearly 1000 followers per month.
This highlights social media as a key component to a successful content marketing strategy, but, as an estate agency looking to grow your presence on platforms crowded with other agencies, what else do you need to consider?
Some key considerations for building your social media channels include:
Involve your team and prospects: Personalise your brand and let those outside your agency get to know the personalities within it.
For example, the strategy for Parrys Fine & Country included a Meet the Team video series, where each team member was filmed answering a set of questions.
A 5-minute video was released each Friday to introduce a member of the Parrys team.
These have proved popular, especially on Facebook, with one post reaching over 12,000 people and being watched 3.3k times.
This helped to cultivate greater brand awareness for Parrys, positioning them as a go-to estate agency which potential clients recognise and feel they have a connection with.
Demonstrate knowledge of the area: Some of the most popular posts on Parrys’ Instagram account are the #lovewhereyoulive posts.
Aimed partly at their local audience who are proud to live in such a beautiful place, they also offer key facts to anyone who doesn’t live in the area but may one day choose to buy in.
Be consistent: consistency and reliability are vital components of building trust on social media.
Give potential customers relevant, consistent content and be a reliable source of information.
Be consistent with the amount and times of posts, and your followers will start to look forward to – and expect – your content.
Earn your customer’s trust and they will be more likely to return.
Offer real value
Social media shouldn’t be used to sell. Instead, communicate the value of the solution you are offering.
Think about what your audience wants or needs. They will mainly be interested in property or the local area so offer tips for buying, selling, renting or building property.
Write about the local area; top restaurants to visit; local attractions; things to do with kids etc.
Dedicating time and effort to your social channels – Instagram, Facebook or another platform – will have a huge influence on how people view your brand, so it’s important to consider them when planning your content strategy.