The advertising landscape has significantly transformed with ever-increasing, global Internet use. Companies hopped on the bandwagon, hiring influencers to promote their products.
However, the push differs from industry to industry, and real estate is traditionally one of the slowest fields to change. So, realtors are only getting into it in 2021.
There are concrete benefits to collaborating with a mini-celebrity and their large, trusting following, though. Let's examine some strategies to help you execute your campaign as effectively as possible.
#1: Vary Your Post Types
You might've gone for traditional advertising modes in the past, relying on AdWord campaigns, banners, and pop-ups to promote your website. Working with an influencer is a whole other story. Some creativity will be necessary to make the ads seem genuine.
That's where video comes into play. It's people's favorite mode of consuming content and a trend to adopt, no matter the industry.
For realtors, this means displaying authenticity and transparency in advertising listings and services. You could get a free real estate video editor and go solo, but it also works with a well-known face on your team.
Tip: Hosting a person people recognize in your content arouses curiosity. Consider hiring a local persona who already makes posts about interior design, locales, or the area's beauties.
#2: Build Long-Term Relationships
The more companies become aware of the benefits they can enjoy from this type of marketing, the more they start hiring influencers. As a result, the demand is at an all-time high. It seems like every other brand is cooperating with an Instagram or YouTube celebrity today.
This growth led to higher costs and expectations. On the influencer's side, they now require more than free products to advertise a brand. When it comes to the company, they can no longer expect that a one-time endorsement will cut it in the competitive marketing world.
Tip: Perhaps the best way to go about this in real estate is by having an influencer be a client first. If they have a positive experience, they're likely to share it without you having to ask. Later, you can enter into a marketing agreement with them.
A genuine review boosts brand trust. Surveys show that most consumers make purchasing decisions based on this factor. Combine that data with the fact that people trust online personalities, and you see how confidence skyrockets when they endorse your brand.
#3: Go Cross-Platform
You'll find a host of influencers on every social network, but they're not all the same. Various platforms breed different audiences, and you'll have to think about who your target demographic is before selecting the face for your campaign.
For example, if you work with people looking to settle down for good, you're likely to garner a more professional style while presenting yourself online. Facebook can be an excellent platform for your business page and group, especially with older audiences.
Instagram is another fantastic option. It's proven itself a go-to for influencer marketing in general, including your field.
In this context, it works best for agents working with luxurious properties. Its visual nature helps you get creative with your content, too. The best real estate Instagram posts:
Display the property and brand personality
Showcase how a particular listing can feel like home
Inspire potential buyers and help them imagine living there
Tip: The influencer can promote your agency much more naturally if you have them work with you behind the scene. For instance, have them stage an open house with you and do a shooting at that locale. Plus, if they go live as you're working together, you get a chance for extra exposure.
Overall, influencer collaboration can bring enormous benefits to your agency. All you need to do is find the right one who shares your values and cultivate a long-term, amicable relationship with them.
While you're at it, don't be afraid to pursue new marketing avenues. Explore various platforms and content types. You and your social media persona can create an efficient, appealing campaign that sends a flood of potential homebuyers to your doorstep.