Australians Use Realestate.com.au and Social Media to Search for Property


If the #smashedavo talks made you think that the only thing happening online was complaining and time-wasting, then you may not quite have your finger on the pulse.

The latest realestate.com.au numbers are in, and it shows that their audience spent 110 million hours looking at property across all of their platforms from 1 January to 30 November 2016.

“Australia’s property obsession peaked in October this year when interest reached the highest levels recorded according to the REA Group Property Demand Index,” REA Group Chief Economist Nerida Conisbee says.

As a result of these findings, plus the likelihood that you are reading this as a back to work kickstart for the year, I hope you are thinking what more and more agents are thinking every single day.

It’s time to take social media off the back burner, and start using it to provide real value to your audience, and start getting real returns.

Need more to convince you? How about the fact that 26% of social media users in Australia access the suite of sites more than 5 times a day! There is endless stat’s like this explaining the social media usage in Australia from Sensis. It’s a long read, but definitely some fantastic insight.

Want to know how easy it is

Until next time!

Social Media Content: 5 Things You Should Know

Don’t get caught out by old social media content habits. It’s the start of 2017, the perfect time to be reflecting upon your online activity.

For those who are re-assessing how they approach their content and social media marketing, we think that the list below should give you some pretty positive direction.

Number 1: Content is fluid

Stop thinking of content as a video, a blog or another individual asset. Content really does come down to the story you are telling, and a story can be told in thousands of ways. It can be short, long and countless other descriptors. Look to build content pieces around a core content idea.

For example, you’ve just been awarded Real Estate Agent of the Year for your area (heck, the world!). This doesn’t just have to sit as a logo on your site. Think of “Real Estate Agent of the Year” as a content idea, which can take many forms. It could be the award logo on your site. It could also be a video interview, a blog about what people are getting with the agent of the year, amongst many other things. Content is fluid, so don’t get stuck on one style.

You’ll have a lot more to talk about with a lot less.

Number 2: Social Media Content can be re-purposed

Furthermore from point number 1, content doesn’t just take different forms but can also be a constant ongoing conversation.

Video doesn’t mean YouTube. Video can be shared on Facebook, in an email to your contacts or on your website. Going back to the Real Estate Agent of the Year concept, you could create a landing page on your website all about this including your specific video.

Think about how else you’re content can be used. You are after all investing a bit of resources to it and you want to make sure it runs the full marathon if you get my drift.

Number 3: Content can be timeless

Fads and phases are always going to be around, sure.

Relevance is only held until it’s not, absolutely.

However, that doesn’t mean that you have to resort to shamelessly using things like “memes” to showcase all of your business communications. Think deep about your message and ensure that it is clear.

Really good content lasts a lot longer than you think.

Number 4: Social Media Content needs to be seen to be effective

If you are of the mindset that content will speak for itself and that no ad budget is required to get the word out, then think again.

You are investing often a bit of time or resources into your content. Whether it’s a video series, a podcast, your blog or other sources, it’s a waste of time to create this content if you are only reaching 10 or 20 people (in most cases).

When you are creating and developing content, always ensure that you have some money put aside to promote this content, and make sure you drive it’s promotion hard.

Make your content work for you.

Number 5: Content can get you customers

With the right thought and strategy, you will get customers as a result of your content efforts.

Have no doubt about that.

What are the main things agents want from their marketing?

What is the main thing agents want from their marketing? Well it doesn’t take a blog to work that one out.

Results.

Agents want to see their marketing efforts working, and streamlined into their business processes. Simple processes and automation, ease of implementation and reporting with substance and visibility are crucial to allow an Agent to know what is working and what isn’t (plus the ability to make the necessary changes).

Digital marketing is incredibly transparent. An enquiry from your website about a listing has clearly come from your website. 10,000 views on Facebook means 10,000 views. There is much less guessing and estimation of results on digital, plus clear attribution for results.

So, what should agents be looking to measure online?

For those who are looking to maintain a healthy sales funnel online, there are 4 key metrics that you should measure:

  1. Targeted Reach
  2. Clicks to a Listing
  3. Brand Awareness
  4. Enquiries

Amongst your various digital marketing campaigns, platforms and assets, online offers second to none capacity to not only reach goals for these metrics, but also the ability to measure the results.

Targeted Reach can be measured within analytics dashboards of each social media platform like Facebook.

Clicks to a listing are easily identified on your social media channels, but also verifiable on your listings on realestate.com.au, domain.com.au or on your website (you can use Google Analytics, if you aren’t already).

Enquiries can be measured simply by the number of genuine leads you have seen come through to your inbox!

By tallying your reach, clicks and enquiries for each listing or month, you’ll be able to identify over time which of the various online activities are affecting each metric, and whether or not certain refinements to your strategy are leading to better results.

Finally, brand awareness is an important metric to assess how many people are seeing your brand on a regular basis, not just your listings. Seeing where this awareness is coming from will allow you to determine whether or not your brand is likely to be noticed and acknowledged.

You’re Not Using Facebook Right If You Aren’t Advertising

Facebook in Australia has over 15 million monthly active users. Facebook as well as many other social media channels has been the opportunity of the century for businesses globally to speak to a wider and/or more targeted audience.

In terms of accuracy in message distribution and transparent results, Facebook is second to none. But if you think that just putting up a photo of your latest listing or some happenings around your office, then you are going to be disappointed with the results.

With the rise in popularity of the Facebook platform gave the opportunity for it to be monetised with the advertising mechanism. Businesses have now really taken a hold of this opportunity and as a result, the competition has led to dramatically reduced organic reach and engagement.

It has now become a pay to play landscape.

selling real estate with social media

Selling Real Estate with Social Media: 3 Reasons Why it Works

Selling real estate with social media is a great opportunity for real estate professionals. When you’re in real estate, you’ll use just about any tool you can in order to get more homes in front of more customers and more people showing interest in purchasing or renting a property. Yet, many real estate professionals have been slow to implement social media strategies in their businesses.

For those who are in the group of real estate professionals that are hesitant about social media’s ability to help you perform your job better, these 3 reasons why social media platforms are useful for real estate agents should put some if not all of your concerns to bed.

#1 You can reach a lot of people

When I say a lot, I mean a lot. For just $10 boosting your post on social media, you can reach over 10,000 new people, depending on your location and targeting settings. This is quite an affordable messaging channel.

This reason is often re-butted with “well all my listings are on domain.com.au and realestate.com.au so I’m pretty sure that people are seeing my listings”. This is true. 100%. People are seeing your listings. However, in order to do this people needed to decide to open up realestate.com.au or domain.com.au on their phone or computer and browse the listings, of which some of your properties may have come up. The problem is that people don’t look through EVERY property. They use search filters to refine the properties they are looking at to match what they think they are after – but that doesn’t mean a listing you have isn’t exactly what they are looking for.

The benefit of social media platforms is that you can PUSH these messages across to your audience. They are on social media looking for something to inspire, distract or entertain them, and your property showing up in their newsfeed may do exactly that.

#2 People use social media for due diligence

You may have a fantastic network of customers, partners and more that have been very good in terms of new business for you. However there are always those people within that network who won’t blindly follow a referral, or people who haven’t been referred to you, who will check out your website and social media to assess your ability to sell their home.

Seeing that you are using social media to promote properties (and seeing engagement on these posts), can show these prospective clients that you know what you are doing in the digital arena.

Plus, continuously posting on social media allows for subtle extensions of your network through brand awareness, and increasing the people who can say that they have ‘heard of you’, and perhaps more likely to act on a referral given by your network.

Finally, presenting not just your properties but your brand professionally will help your audience understand who you are and how you carry yourself/your brand in the real world.

#3 You can play the long game

Social media requires consistent, high quality and interesting content for your users. As a result, you are allowing people to take their time to make a decision. Unlike many other businesses which can offer sales prices, real estate agents are in the services game which is where it can be a bit trickier to pull such a marketing manoeuvre (and most likely to leave you looking cheap and untrustworthy). Your prospective clientele may take 6 – 24 months to make a decision to sell their property, so social media is the perfect communication form to get your brand on the shopping list for a future sale.

Wanting to know how you can make the most of social media for your real estate business? Check out this article we wrote, giving you our top tips for social media!

Top Social Media Tips for Real Estate Agents

Real estate agents know the power of making connections with people — it’s those connections that when nurtured, provide them with ongoing business and great client referrals. The rise in people’s use of social media platforms for things like sharing, discovering and connecting with others has made them an ideal place for real estate agents to work on growing their sphere of influence. Whilst obviously there is not much better than face to face time with buyers and sellers, social media can allow for an extension of this in the time you don’t have with these people, as well as allowing people to see you and your brand during their discovery and learning phase before picking up the phone.

However, being a success on social media involves more than just creating an account and posting your properties.

Find below are some social media tips for real estate agents…a couple of things that we think that you should be doing to improve your relevance with people on social media, thus catapulting you to success!

Social Media Tips for Real Estate Agents

1. Post about Your Neighbourhood

Show off the neighbourhood in which your listings are based. This not only educates your buyers on the neighbourhoods in which you sell in, but also shows the expertise you possess of where you are selling homes. For example, if you are selling in a community which has lots of little events like markets, fare’s, gigs or even just a lovely community of people who get behind holiday’s like Halloween…then talk about it! Talking about certain happenings, amenities or elements of the culture of a neighbourhood will naturally attract a certain sort of person to join your community – the sort of person who might be a future resident!

Show how wonderful your city culture is. Show all the beautiful features it has to offer. Post about local events in your town. If you’re going to a neighbourly event, tell your Fans, and invite them to join you. Ask questions, too, to spark engagement.

2. Show How You Treat Your Clients

You care for your clients. You already do this in person, so now it’s time to show you care about your clients on social media as well. It could be a picture of your latest homebuyers or happy sellers, it could be a picture of the gift you leave on the kitchen bench for the new owners, it could be a reflection on a lovely meeting you had with someone today. The new clients know who they are, and it shows prospective homebuyers that you genuinely care and follow up.

3. Post The Properties You Have Available.

Yes, use Facebook to post your listings, too.

A lot of other social media experts would suggest that this falls under promotion. But honestly, your community is likely following you for a few reasons:

  • they like you
  • they enjoy what you post
  • the are on the hunt for a house and want to see what you offer
  • they’ve bought from you before and want to support you

As a result, I believe that along with posts about the neighbourhood, how you interact as an agent and so on, that posts about the properties you have available at the moment is just as much about posting interesting content as anything. However, when you post your listings, ensure you keep the personality of you and your brand. This is not an ad in the weekly paper talking to people who don’t know you you are. You are talking to your community! Tell about the home, and what points will sell it. Tell how many bedrooms and bath. Tell the address. Tell the price.  But say it with your charm and style, and it will be engaging.

If you feel like you are getting to dry, try a to ask questions about your new place, like “what do you like about it?”, “what do you like about the neighbourhood?”.

4. Use Facebook Ads!

To round up these social media tips for real estate agents is for you to get onboard with Facebook Ads.

It’s one thing to talk to your current community of followers across your various social media platforms. But Facebook lets you up the ante so to speak, with the ability to reach 1000s more people outside your current audience, as well as target your ads to a suitable audience. We highly recommend posting properties on Facebook, and then running ads with the goal of increasing clicks to your property listing on your website.

You want to make sure that your information reaches home buyers and sellers when they are ready to make a sale or purchase, and Facebook Ads are the perfect way to do that. Facebook Ads allow you to target prospective clients according to demographics, topics of interest, and so much more to make sure that your ad is seen by the right person. Unlike when people are on realestate.com.au or domain.com.au, on Facebook people aren’t just looking for houses, but they are still in a discovery mentality. They are looking for something to stimulate them.

There you have it – our top social media tips for real estate agents! Any that we’ve missed? Feel free to add them in the comments below.