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While the pandemic is causing major economic impacts, the real estate industry is still booming in many markets, with house prices skyrocketing in Q2 of 2021. That, in turn, has increased competition within the sector, and with over 3 million licensed real estate agents in the US alone, the race to stand out is incredibly fierce.

Agents need to establish an edge, wherever possible, to maximize their performance, and many are finding that effective social media usage can give them that push, and boost their connection with both buyers and sellers.

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Indeed, in July 2021, real estate publisher The Close conducted a survey of 135 real estate professionals, with the results indicating that the majority (60%) of agents now feel that social media is even more important than their own website for their marketing and outreach efforts.

Of course, social platforms can facilitate more reach than an individual brand website, so the finding here is not a total surprise. But it does suggest that real estate professionals need to take social media marketing more seriously, and put more focus on social promotions and connection where possible.

Which, given this next stat, points to a significant gap in the current market.

Despite the majority of agents acknowledging the importance of social media in their process, many still lack the confidence and skills to maximize that potential, with only 35% of agents feeling confident with their online marketing skills.

Staying on top of social media trends can often prove challenging for agents who are juggling all their other day-to-day tasks, with constant platform updates, algorithm shifts and totally new apps coming on the scene, consistently complicating matters.

 

Understanding best practices, then, is an ever-evolving process. Some agents have sought to address this need with industry-specific eBooks and explainers. But as the numbers show, it remains a key area of concern.

The study also suggests that video can be a key way for agents stand out, with 79% of respondents noting that agents who use video on social media generate better impact than those who don’t.

Many savvy agents are embracing video marketing, and with Instagram recently noting that it’s expanding its focus to incorporate more video content, that further underlines the need to align with such, and tap into the latest usage trends.

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