New information helps actual property brokers grasp digital advertising and marketing
Australians spend an average of 1.46 hours a day on social media and 20.5 million of us use Facebook in our country, but most agents have not yet fully harnessed the power of social media as a promotional tool.
But a new whitepaper from Social Media PropTech, properti – called Selling Through Social Report – gives agents hands-on insight into developing powerful and effective advertising strategies for the world’s largest media companies.
Craig Deveson, property’s chief executive officer, said because social media is so easy to play with, most agents assume they can learn how to advertise on the platforms between openings and listing dates.
“Social media is deceptively simple at the front end, but the advertising backends of Facebook, Google, and LinkedIn are sophisticated marketing tools that can take thousands of hours and years to master,” said Deveson.
“This is why the use of social media advertising in real estate is extremely low: Only 46 percent of the real estate agents state that they feel competent in advertising and advertising on the platforms.”
The Selling Through Social Report provides agents with a comprehensive, yet easy-to-understand playbook to help them develop and conduct strategic social media marketing and integrate it into their other marketing activities.
Topics covered include:
- Which platforms you should use (and in which order)
- How much do you have to spend
- Build target groups strategically
- Content and campaigns
Mr Deveson said many school principals still struggle to understand the need to get into social media advertising, but such an attitude has ensured they are spending more than necessary.
“Social media posts are like signs in the digital landscape,” said Deveson.
“When you put money into your campaigns, your signs get bigger and in busier places. The more you post, the more signs you have. “
Using the strategies and tactics outlined in the report, Caliber Property in Brisbane demonstrated how it used social media advertising to generate 24 times more views for a unique property on a budget similar to traditional portal advertising.
The property was sold to a Melbourne buyer for a record price after seeing the house on Facebook during the lockdown. The campaign won Caliber Real Estate a REIQ Excellence Award for innovative marketing.
The Selling Through Social Report can be downloaded here
