Yes. Marketing has already been redesigned and digital efforts are as important as ads on billboards and newspapers were 40 years ago. Marketers have to be where people are, and those people are on social networking platforms now more than ever.
Let’s talk numbers. There are 7.5 billion people living in the world and, according to the latest We Are Social Digital in 2019 Global Overview report, social media reaches 3.1 billion of those people (which increases each year by almost 400 million). In the US 70% of the population are active social media users and that number is growing 7% annually.
The US has the second largest number of active Facebook users in the world and the largest number of active Instagram users (and no, they’re not just teenagers). Surprisingly, the audience that presented the largest growth in the US from 2016 to 2018 was 55+ y/o on Facebook and 25-34 y/o on Instagram, according to a Pew Research Internet Survey.
Let’s get specific. With the information above in mind, it’s no surprise that social media marketing is increasing its importance in a company’s strategy significantly year over year. We’re not talking about just advertising and selling on these channels, but also creating a brand image, reputation, and, above all, a relationship with potential clients / users. Social media is not just about posting pretty pictures – it’s about building your brand identity and gaining your audience’s trust.
Social media plays an important role in the customer journey, as it’s a fantastic tool to connect to new customers and let them know more about your brand organically. If your content is relevant, users will engage and follow your site, making it show up in their networks’ feeds and keeping it top of mind.
Source: Gaurav Agarwal
According to the National Association of Realtors, 51% of the total buyers said they found their home online, and 99% of millennials said they begin their research online. This is extremely important to keep in mind since they’re the biggest home buyer pool.
According to an interview done by PwC, 45% of users said that reviews, comments and feedback are the main source that influence their purchase behavior. This means that, as a real estate agency, testimonials and content showcasing customer satisfaction (like sharing clients posts mentioning your company) is crucial to increase credibility and trustworthiness, along with content that creates a sense of community and places you as an expert on both the city and everything real estate related (buying / renting / selling). Buyers are persuaded by a sense of authenticity.
In real estate and hospitality, especially in NYC – you don’t sell houses, apartments or hotels – You sell lifestyles. Social media, especially Instagram, is the king (or queen?) of lifestyle aspiration. Giving your audience and potential clients an insight into what their life would be like or what the area has to offer is key. Showing compelling visuals (photography, video, virtual staging, and virtual tours) of the area and the building itself is as important as connecting your potential buyer to the community. Going out of the way and interviewing local shop owners or featuring restaurants, parks, and everything that is nearby a listing for rent or sale, will also increase your audience interest significantly.
Overall, creating a master content plan, with specific goals and based on a long-term strategy is not only important, but necessary. Want to know how? Reach out to us for more info!