Five ways to leverage the power of online marketing

In the ever-evolving world of real estate marketing, staying ahead of the game is crucial. The advent of social media has created exciting new avenues for property professionals to reach their target audience and create brand awareness online.

However, with emerging platforms like Threads making headlines all over the world, knowing which online channels to choose and how to leverage them successfully can be a minefield. We speak to some industry experts for some actionable tips and best practice

1. Choose the right platforms

According to Grant Smee, CEO of Only Realty, marketing an estate is a complex field that has yet to be fully mastered. ‘Property practitioners primarily utilise Facebook, Instagram, and TikTok on social media, while also making use of Google AdWords and LinkedIn. The main challenge lies in reaching the right audience, especially when competing with major portals such as Property24 and Private Property. Matching this extensive following, reach, and budgets is a formidable task,’ he explains. 

Natasha Barbosa, a marketing manager at Tyson Properties, emphasises that it is essential to select platforms that justify your reach and investment.  

‘While various social media platforms like Facebook, Instagram, Twitter, and LinkedIn are widely used in the industry, Facebook stands out as the most effective tool due to its large active user base of 22.15 million in South Africa. By leveraging Facebook’s targeted advertising and engagement features, estate managers can ensure their marketing efforts generate the best results in terms of lead generation and conversion,’ she says.  

2. Use captivating visuals

In an increasingly competitive market, it’s crucial to capture the attention of potential buyers scrolling through numerous estate listings. ‘High-quality, professional photographs that showcase the best features of an estate can significantly enhance its visual appeal,’ says Cobus Odendaal, CEO of Lew Geffen Sotheby’s International Realty.  

Furthermore, using captivating videos can allow prospective buyers to engage with the estate on a deeper level, tapping into their senses and generating a stronger connection. 

3. Apply compelling descriptions and hashtags

Crafting property and estate descriptions that go beyond the physical attributes and sell a desirable lifestyle is key. Buyers are not only interested in the property itself but also in the experience and benefits an estate offers. By focusing on creating enchanting narratives, estate managers can pique the interest of potential buyers and increase their chances of conversion. 

Additionally, leveraging relevant hashtags when advertising on social media platforms can significantly improve the reach of your content. By utilising the right hashtags, you can ensure your advertisements are easily discoverable by your target market, maximising the visibility and engagement of your posts. 

4. Build an engaging brand

Tšepang Molisana, a Developer and Property Practitioner at REMAX One Bedfordview, highlights the importance of building personal branding and engaging with the audience. ‘By utilising platforms like Instagram, estate managers can connect with millions of potential buyers, fostering engagement and sharing estate-related content. Sharing interesting advice, adding humour, and showcasing local businesses and events not only attract potential buyers but also help establish a sense of authenticity and trust,’ she says.  

5. Be consistent and responsive

Consistency plays a vital role in staying top of mind with your audience. By maintaining a regularly updated content calendar across platforms, estate managers can ensure a steady stream of engaging content that resonates with their audience. Being responsive to comments and questions is equally essential, as it fosters a sense of trust and shows that you value and appreciate your audience’s engagement. 

So, should you join Threads?  

It’s the million Rand question being asked by every brand and business owner. Threads is big news – and a huge potential market – having amassed a record-breaking 100 million users in just five days. Meta’s first platform, Facebook, took four and a half years to reach the same milestone and Twitter took two years to reach a mere one million. 

So, while there is a possibility the new platform could fizzle out, right now it’s hot property and that’s what counts. Barbosa explains that whilst it’s easy to jump on the bandwagon, one should do so cautiously.  

‘It is early for Threads with no solid data to show the effectiveness for the property market yet, but I am impressed with how fast the Threads app is growing. We’re watching Threads closely to determine the efficacy for a paid advertising perspective that can generation leads and conversion. Until then, this is very much a wait and see situation,’ she concludes.