How Instagram is Changing the Real Estate Marketing Game
Online marketing studies have shown a new trend: 63% of millennials would rather place their trust in what social media influencers have to say about brands, rather than in B2C brand advertising. No surprise there, as these influencers are now seen to play an increasingly significant role in the marketing world.
But just who are these influencers? To put it simply, an influencer is someone who has a large following on social media, and whose posts get noticed in the online world. Influencers in the Social Media world are capitalizing on their niche audiences to promote products and services, right from the latest micro fads in music and clothes to environmental campaigns on a macro level. In the world of real estate too, social media feeds are now playing a large role in reaching out to potential buyers.
Buyers who used to rely on real estate online listings or Property websites like Trulia now get the information they need fed to them on social media, through targeted feeds that cater to their specific requirements and interests. Through influencers on Instagram, Twitter, and Facebook, real estate marketers are now able to take focussed content, including 3D Property Renderings to the next level. This means that they can draw the attention of a larger population of potential customers, even those who may not have intended to buy in the first place!
Sanjay Narula, of Prime Properties, has reaped the benefits of this new trend. Not only does he sell real estate, but he also dabbles in blogging and social media and found that his Instagram posts were hitting all the right spots. His paid Instagram ads featuring the advantages of buying into his properties have reached a far greater market than he could have envisaged at the outset, catapulting his Real Estate Business to the top of the charts in a very short period.
“I started up my Instagram account to promote my listings and found an instant uptick in responses. I have to agree that social media marketing has a huge impact on my business, far more than any form of traditional marketing could ever have had. Responses are instantaneous and there is a sense that you are connecting with customers in real-time. Everything is very personal and upfront.”
Sanjay is also appreciative of the data and statistics that print media cannot provide. He gets to know that 50 k unique accounts see his posts, which translates to mass exposure to a huge audience. “ The same post will show up several times on each person’s feed, which leads to greater conversion rates as well”, he explains. This is where Narula utilizes the value of Premium Quality 3D Renderings and 3D virtual Stagings to gain eye-time.
And just like many influencers, Narula has discovered that he can also have fun connecting with followers and creating a close-knit community. His unique approach is all about marketing a lifestyle which his real estate listings also happen to promote. He loves interacting with his audience, and talking to them about topics that range from his favorite restaurants to the stock market, besides real estate! “These queries are a lot of fun to answer and I get my social interaction and connections through the virtual world now. I think this is the best part of social media marketing…it’s very real!”
A very happening trend in real estate online marketing through social media is sharing existing property videos, 3D walkthroughs, and 3D virtual tours. Sanjay Narula adds short 3D walkthroughs to his stories and often finds that they have quickly gone viral.
And there are many others who do the same. Patty Brown, of Ulrich Estates, got a very real and unexpected offer on a listing that she had made on Instagram, from a close friend who was not even looking to buy. Her friend said that the property looked so gorgeous that she was sorely tempted to invest. “The video tour showcased the stunning landscape, decks and swimming pool in a way that traditional real estate listings couldn’t have”, she explained. “And even though this friend did not end up buying it herself, she sent the video to her colleague who did sign the deal with us!”
Many influencers feel that 3D walkthroughs make a greater impact than 3D renderings, as they depict the right sense of spatial flow. While 3D renderings are very professional and look like they could be out of the pages of an architectural magazine, viewers get to see just too many such images and quickly grow tired of them. 3D walkthroughs and 3D virtual tours, on the other hand, get noticed and capture attention in a different way. They show things as they are, and from every angle, and viewers value the real-time element. Real estate agents can use influencers to point out what’s really important in the property.
High-Quality Photo Listings
San Mateo photographer Cindy Rich has a lot of experience in working with real estate agents to create online listings and social media content. She has her own blog and Instagram account, and by posting pictures on her own account she has been able to propel sales of properties for her clients. “If you aren’t on Instagram these days, you are practically invisible”, she feels. “It is so much easier to close a deal when you have a social media account, and by using Instagram’s filters you can enhance the quality of your photographs even more. “
While quality images and videos help, using the right social media accounts through the right people is what really helps to get noticed. By telling your story in a way that engages audience attention and enhances recall, you can create a sense of buzz around your real estate brand that gets it noticed. The goal is to be the first brand that comes to mind when anyone in your social circle thinks of a real estate deal. By using social media influencers who can reach the right audience, you can create the connections that will help you sell your properties.
Get in touch with us for premium quality 3D Renderings, 3D Walkthroughs or 3D Virtual Tour. Rayvat Rendering Studio provides specialized assistance to a global clientele for their architectural, interior design and property marketing requirements. Call us now at +1-(888)-864-4445 to discuss your property marketing needs.