10 Ways To Leverage Social Media In Commercial Real Estate
Once a building is completed, the next task is to fill it with tenants. As every power broker knows, social media can be a pivotal force in a property marketing plan. But before figuring out which social media channel makes the most sense, it is important to understand the target audience and to study the demographic.
Kris Ruby, CEO of Ruby Media Group, a public relations, social media and corporate consulting agency, has seen the power of social media for real estate marketing. Here are her top 10 ways CRE professionals can leverage digital outlets.
1. Employ drone photography for Instagram
Strong photography is critical to the success of any Instagram marketing strategy. Photograph properties from all angles and post them on Instagram. Images taken with drones can improve the production quality.
2. Leverage influencer marketing
Search on Instagram to see if any influencers in that area cover all things related to the property in the neighborhood. Direct message influencers and invite them to do a tour of a building and feature it in their feed. Ask to see a copy of their media kit, as many influencers will want to be paid for a post. It is also possible to organize a meetup with several of the most prominent social media stars in the area.
3. Take advantage of the Instagram carousel
The new Instagram carousel feature lets users upload up to 10 videos and static images in a single Instagram post. Try doing a before-and-after carousel to show from construction to the completion phase. Utilize pictures of the exterior and images from inside the property with staged furniture. Including a quick video tour around the property will also add to the visual experience.
4. Use Instagram Live
Instagram live is one of the latest updates to the app, giving users a 24-hour real-time glimpse into daily life. Instagram live should be used to show videos or text that is happening in the moment. This feature can be a great way to highlight behind-the-scenes events. An Instagram live Q&A while doing a walk-through of a property makes it easy to answer prospects' questions.
5. Publish on LinkedIn
Figuring out how to translate building features into engaging content that people will want to read will promote the property in a more dynamic way. Strong pieces will often tie in to a roundup article on the top reasons why a tenant would live in that area. LinkedIn is a great outlet for short-form pieces, especially for brokers with access to a strong professional network.
6. Do hashtag research
Finding which hashtags are popular in the area surrounding a property is a quick way to get on a prospective tenant's radar. Search for everyone in the area who is already using a location-specific hashtag, and look for every variation of that hashtag. Be sure to add in the location of every post to increase the geo-tag searchability.
7. Engage in Facebook groups
Facebook groups are powerful, targeted audiences. For example, if there is a new property in Westchester County for families, engage in the mom groups for each town. Overt advertisement can lead to a ban, but if someone has already posted that they are looking to move, this may be a great place to drop a comment about that new building nearby.
8. Offer an exclusive walk-through on Facebook Live
Utilize Facebook Live to offer a virtual walk-through of a property. Hit record and walk people through every room. Throughout the Facebook live feed, encourage people to share and “like” the content. Encouraging viewers to ask questions about the listing will increase engagement. By sharing a live video while walking through the property, interested tenants or buyers can take a tour of the property without stepping inside.
9. Use Facebook Messenger Day to preview a new listing
Facebook Messenger Day’s timed video option is perfect for teasing a listing without giving too much away. Previewing it on Facebook allows friends to see it on the same platform instead of making them go to Snapchat or another social media platform.
10. Snapchat building amenities
Snapchat is the photo sharing app dominated by Millennials and Generation Z. Post photos and videos to show building amenities including the gym, restaurants, coffee shops and rooftop lounges. If there are building events, showcase them on Snapchat.
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