Agents need to use social media for more than just posting property listings, an industry digital marketing expert claims.
Craig Vile, director of instant online valuation and lead nurturing firm The ValPal Network, said social media platforms including TikTok, Twitter, Instagram, Facebook and YouTube are becoming important tools for agents but must be used properly.
He warned those not embracing these technology platforms risk being left behind.
Vile said: “Making an account and churning out the same old content is simply not enough when it comes to generating leads and creating a real impact. Instead, social media requires consistency, innovation and invention, as well as a solid, thought-through strategy.
“Agents should always use social media to offer value to prospective clients and, like with everything you do, it should be value first, brand second.
“Social media, when used correctly, can be used to drive traffic to websites. This can then help agents win more instructions if that website has various call to actions and ways of engaging the consumer to remain on the page.”
Vile said agents need to make their social media feel personal rather than cold, generic and informal.
He said: “Sharing staff stories with images can make people feel more connected to the agency.
“Doing so puts a face to the name and helps to humanise the estate agency making it more personal. The same is the case when it comes to promoting charitable endeavours. Social media shouldn’t just be there for posting property listings – though that is important – it needs to offer much more than that.
“Content that is fun, engaging, and informative is guaranteed to pique the interest of prospective and existing clients. Use a mixture of video and written content, make everything look great, try and generate engagement by running polls of your followers, and get across the uniqueness of your brand.”
Estate Agent Today has previously featured stories of agents generating interest from social media posts.
Davidson Estates last week predicted that it could soon secure sales through TikTok.
There are also several property professionals with large social media followings.
James Property (@jamesproperty_), a successful TikTok and Instagram property investment content creator, has over 300,000 TikTok followers and videos with up to 7.1 million views. Meanwhile, That Property Guy has nearly 500,000 followers on TikTok and 6.6 million likes.
There’s also video creator Aaron Vankampen who has 200,000 followers on Instagram, 5.7 million TikTok followers, 1.2 million Snapchat followers and more than 130,000 YouTube subscribers, for videos where he interviews and tours the homes of successful people.
The ValPal Network is owned by Angels Media, publisher of Estate Agent Today and other Today industry news websites.