How Social Media Changed the Game of Real Estate Marketing

Written by Posted On Saturday, 24 August 2019 22:40

Gone were the days when marketing means handing out leaflets and knocking on doors. Printed posters and cold calling are not as effective in today’s digital world. The advent of the internet allowed Social Media to change the game of real estate marketing.

Nowadays, businesses are utilizing social media to reach wider audiences. Instead of advertising via TV or Radio ads, they are using Google and Facebook ads. The previous 30-second ad campaigns trimmed down to 10-second Facebook or Youtube videos. Colorful Facebook images and graphics replaced posters. And a quick 5-second messenger ad became more effective than radio advertisements.

The Role of Social Media in Real Estate Marketing

You never know when the next big client is scrolling their feeds for their dream homes. Millennials comprise 66% of first-time homebuyers, and guess what? They use the internet to research for their new homes. You have to be visible on the first page of Search Engines. Having a social media presence can make or break your real estate marketing campaign. It’s not just about having a Facebook or Instagram about, it’s all about being seen and heard in the targeted channel.

Real estate in Cambodia is booming. This is why Cambodia real estate companies like IPS Cambodia, still thrives despite heavy competition. The competition is stiff and 92% of the clients use the internet to look for the space that they need. Major players employ effective marketing strategies to keep them visible to the market. If a company doesn't invest in their social media, they will miss out on income opportunities.

Popular Social Media Channels

There are many social media channels that can be used for real estate marketing. The key is to find out your targeted market. Customize your campaigns based on the audience share of each channel.

Facebook - the most popular social media channel. It has the biggest audience and the broadest range of age range.

Youtube - real estate listings receive 403% more inquiries than regular Facebook listings. A 30-second video is more effective than a long, glowing description.

Instagram - homebuyers get easily attracted to pretty pictures. High resolution, professionally shot pictures converts to inquiries and positive deals. With 800 Million users, it is a very powerful tool to use in maximizing your online visibility.

LinkedIn - this channel is especially powerful to professionals. It has 500 million users and about 3 million big businesses have accounts on this channel. It’s the platform to use for commercial real estate listings.

SnapChat - Snapchat is popular among users aged 18-24. While it may seem young, Millenials now have spending power and can easily invest early on.

Pinterest - more popular with women than with men. This channel is effective because 70% of the house buying decision for couples depends on the wife.

Twitter - currently have 330M monthly users and a total of 1.3B accounts. This channel attracts interest especially when listings are retweeted and shared.

Statistics and Demographics of Cambodia Social Media Audience

As of 2019, there are about 7.7B people in the world. Approximately 57% are internet users. 45% of internet users have social media accounts. The biggest social media channel share is Facebook with 2,375B users followed closely by Youtube at 1.9B.

Cambodia has adapted to this change. Recent studies show that there has been a major growth of social media users in the last 4 years. More than 7 Million of its 16M population in 2018 are social media users. Roughly 6.3M of that are Facebook users and 700,000 are Instagram users. 60% are male and 40% are female users. Out of these users, 91% are using Facebook mobile.

How Mobile-Friendly Apps Affect the Results of Social Media Marketing

While Social Media is a powerful tool, mobile-friendly social media is more powerful. People use mobile phones to access their Facebook, Youtube, Instagram, and Twitter accounts. About 92% of people ages 18 and above own a mobile phone compared to only 74% who own a desktop or laptop. It is no wonder that mobile-friendly apps get more conversion rates. That is compared to apps or site pages that are not mobile optimized.

Mobile marketing can be as easy as making sure your content is optimized for mobile viewing. Page speed is also a key factor in ensuring the success of your marketing campaigns. A one-second delay in page response can affect conversion to as much as 7%.

Messaging Apps are also a powerful thing in this mobile-driven world. An initial inquiry acted on within the next 30 minutes convert to deals easier and faster.

Some of the more popular mobile communication apps are the following:

FB Messenger - recently introduced, FB Messenger ad is a very effective tool. It is designed as a way for businesses to instantly communicate with clients.

WhatsApp - this app receives the 2nd biggest share of users. It comes closely behind Facebook Messenger. With 1.5B users worldwide, it’s the easiest and almost instant way to communicate and/or follow up with clients.

Viber - As of January 2019, Viber has 800 registered users and 260M of that are actively being used. Like WhatsApp, this app is also a powerful tool to connect with your clients.

Line - Popular in Japan, Thailand, and Indonesia, this app has about 217M monthly active users.

WeChat - this app is very popular with Chinese clients. It is the 5th most used app in the world with about 1B daily active users.

How to Make your Social Media Marketing More Effective

There are many ways to make your social media marketing campaigns more effective. The most effective way is to understand your target market and use social media to advertise your real estate company. Engage with them using their preferred social media platforms of choice. Each market is different. People of different age ranges and social backgrounds have varying preferences. There are gender considerations too.

Real estate marketing is not effective when it’s a uniform and boring campaign. You have to be more creative. You have to play with your client’s emotions and thought processes. Reach out to them on a professional but more personal approach.

Social Media changed the game of real estate marketing on so many levels. It is up to you to keep up with the changes or get extinct.

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