Like every other industry, real estate has experienced rapid change due to new technologies. Perhaps the area that's felt the most impact is marketing. It's imperative to keep up with how it's evolving to stay ahead.
Although direct advertising methods are still popular in real estate marketing, they're not the only way to help consumers change their minds. That's where influencer marketing comes in.
Word-of-mouth is no longer limited to meeting people in person; it's expanded to include social media, too. Influencer marketing in real estate aims to draw in potential clients with content they'll find engaging and valuable. Here are five influencer marketing strategies your brand can try.
Don't underestimate the power of Facebook
Facebook offers ample opportunities for influencer marketers to connect with audiences organically. For example, you have personal pages, business pages & groups, all of which can provide multiple touchpoints.
There are various content options, such as photos, blog articles and videos, through which you can engage potential clients. Facebook posts that get the most likes are creative, genuine and have your brand's personality written all over them.
In addition, Facebook is proven to be a brilliant tool to expand your database and sphere of influence. Personal interactions, even a simple birthday wish, are a great way to reconnect with clients and remind them you're available.
Work with a combination of influencers
Many brands make the mistake of pairing up with the wrong influencers. Not every influencer will work for you, so it's best to realize this early on. Influencers can usually be divided into three categories: mega-influencers (celebrities), macro-influencers (well-known), and micro-influencers (niche).
To determine which influencer would be right for you, you need to define your target audience. Are you looking to attract families and professionals? Perhaps millennials? People tend to follow influencers that represent the lifestyle they hope to achieve.
Many real estate brands choose a variety of influencers to maximize their reach on different platforms. The best influencer would be the one who's most relevant to your campaign and can reach the most significant potential audience.
Be creative with video marketing
Video marketing, today, is a force to reckon with. Video marketing stats show 84% of consumers choose to buy something after watching a video and, by 2020, 82% of all consumer web traffic will be video. Compared to content that's text-based, video has proven to be very effective and is perhaps the biggest trend for content marketing this year.
What does it mean for real estate brands? Well, it means more creativity. Audiences aren't interested in the same old content anymore and are looking for something that's authentic and hits home. Videos seem genuine, are fun, and add a degree of reality to the business.
A brilliant example of video marketing is Bedrock Real Estate's "Anthem of Us" to encourage purchases in the Detroit area. The award-winning video starts off with a voiceover by rapper Big Sean (a native of Detroit) and highlights its culture and, most importantly, its people.
The video employs the use of a mega-influencer and multiple micro-influencers, a combination that hits the bullseye. Big Sean's voiceover would be not worth sharing if it weren't for the local people & businesses whose promotion led to the video going viral. The micro-influencers played a massive role in the campaign gaining ground locally, so if you're aiming for a regional campaign, then local influencers might be more effective than international ones.
Build long-term relationships
With the growth of influencer marketing, the demand for influencers is at an all-time high. The number of brands getting in on the game has led to a rise in cost. In the past, brands could get away with free products as a form of compensation—not anymore.
Today, brands have to invest more time and effort in working with influencers. Once you've built a healthy relationship, you can ask them to promote your content. Perhaps the best way to get a referral is to make your influencer a client and have them share their own positive experience with their followers. There's nothing more impactful than a genuine review.
Invest in Instagram
Last year, Instagram ranked as the best platform for influencer marketing campaigns. There are over 800 million users using the app every month, and that number is still rising.
Influencer marketing is likely to cross $2 billion by 2019, and Instagram is the best platform to use for brands and influencers alike. Its visual nature inspires you to get creative with your content and grab the attention of your target audience.
The best content on Instagram doesn't just flaunt your product; it flaunts your personality. Don't just post pictures of luxurious houses—post pictures of what makes it a home, too. How about a dog in the backyard? Or people enjoying food at the open house?
Influencer event marketing, in particular, is gaining momentum and is something you should start thinking about. Host an event and invite people with large followings to attend. The influencers are then responsible for creating engaging content that will drive awareness for your brand.
For instance, look at the photo above. Isn't it gorgeous and fun? Would you believe me if I told you it's from an open house in Los Angeles and the woman in the photo is an influencer?
The open house was set up in the most Instagram-worthy fashion and encouraged social media sharing. These real estate professionals understood the importance of making open houses seem less like what they are and more like a fun, eye-catching event that's worth telling your friends about.
Influencer marketing can boost your brand awareness efforts and be a valuable addition to your content marketing arsenal. The right influencer and the right platform are bound to set you on the road to success.