Hi again and welcome to the second installment of internet marketing tips for letting and estate agents. Last week I discussed all things Pay per click and weighed up the pros and cons of investing your marketing dollar into paid search advertising. This week I planned on continuing discussion on search but after the last blog was covered by Agent Media
over in the UK I came across a great post
on how to use Facebook for agencies and wanted to delve into this area further as I have read a LOT of literature on the topic of social networks.
Image courtesy of Mashable
The blog mentions that the majority of company pages fail as they don’t understand or know what to do on the page and this is a point reinforced from a Digital Marketing talk I attended in April from Avril Fagan
the head of digital at Sage Ireland. When it came to social media and social network sites such as Facebook the question was asked should a brand do it or not? There is no right or wrong answer according to Avril but the important thing to note is if your going to do it , do it right and commit to it or as she described ‘once your in there is no going back!’.
And that’s where this list can really help letting & estate agents setting up and maintaining their Facebook page.The list provided in the blog above covers everything you need to or can do when setting up your Facebook. Below I want to discuss in general how an agency might use Facebook to maximise your return on investment.
Image courtesy of Alltopstartups.com
If we take a second to think of why people use social network sites like Facebook we will quickly learn why you cant solely use it to promote your agency and its properties or services. People are there to build social relationships with others, so for a company or a brand to come in and attempt to directly advertise or connect with customers it can be difficult. The two main uses I identified from reading publications on the use of social networks like Facebook are customer service (information exchange, discussion, communication and participation) and Viral media opportunities which are actually closely linked to one another.
So discussion is one of the main marketing benefits you can take from setting up a Facebook page for your agency, the more you engage the more people will find your page as they see there friends and colleagues have commented or shared items from your agency page. As Ian mentioned in the blog posting relevant questions and photos will encourage such activity- how to come up with this content is another days discussion but understanding the benefits of doing so is important. If your agency is showing up in a followers news feed (Where their friends see your brand) due to a like/comment/share on content from your page like a photo or video it adds credibility to the content as it is not directly from you. Research has shown that receivers of information related to a company are much more accepting when coming from a friend.
Once you build that social relationship with your followers it will become easier and easier to spread your content virally. Just look at Paddy Power above, although its completely different industry, they rarely ever advertise their services or odds on their Facebook. Instead it is full of humorous images and interesting statuses, quizzes, videos that people like and share every day, generating a huge buzz and a growing reach. So weather it is landlords, tenants or other property professionals your engaging with this is the type of strategy I think you should be aiming for, although it certainly isn’t easy to do!
Thats all for today, plenty more to get through with this topic so look out for more next week, dont forget you can click ‘like’ below to share onto Facebook or Twitter and let us know what you think.
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