How Social Media Is Shaping The Real Estate Industry

By Author: Manoj Upadhyay
Total Articles: 38
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Social Media has affected most, if not all the different aspects of businesses today and the real estate industry is not immune to this trend. Traditional marketing methods, like advertising through newspapers, magazines, radio and other means are now being replaced with digital channels, that is social media platforms.
 
While real estate has been a late-starter, the recent adoption of social media as a marketing strategy has made it attractive with the help of numerous innovations and advancements. From making user experiences much friendlier, to getting in touch with customers within seconds, today the real estate industry has taken tremendous steps forward, with the mobile-centric technology essentially transforming the landscape.
 
When the concept of real estate viewings arose, there was no internet and brokers controlled all the information. It was impossible to know anything about a property from afar and there were far fewer ways to advertise properties. But with the dawn of the internet ...
... era and the consequent emergence of social media platforms, things took a positive turn for the real estate sector.
 
Today, real estate companies are creating online presence to reduce stress related to the home-buying process. It saves time and money. Facebook, Twitter, Instagram and real estate property portals are the platforms where brokers are advertising properties with every minute detail. Real estate agents have made a good innings on social media.
 
But, by far the best gift social media has given the real estate sector is bringing the concept of live streaming into its fold. Live streaming has allowed brokers and realtors to interact, engage and connect with their customers and potential clients in real time, making it a more personalized approach. And by holding live open houses and virtual tours of properties, real estate agents are able to show off properties in a more detailed way, saving time and money and also allowing the customer to make an informed decision before they invest in it.
 
Social media platforms have helped real estate professionals build their reputation and their brand identity and a platform where they are able to position themselves as an industry expert, thereby making it easier for them to attract new clients and grow their base. Platforms like Facebook, Instagram, Twitter and YouTube have further helped real estate professionals acquiring ideas by giving them access to their peers.
 
Today, social media is infused into every stage of digital marketing – from lead generation to digital strategy, from content marketing to customer management. Furthermore, the utility of each of these social mediums are different and it is important to use the right medium for the right messaging.
 
While Facebook is important for brand and customer acquisition, Twitter can act as an influencer of thought leadership. Instagram, on the other hand, is helpful for creating a good visual experience. Coupled with other traditional marketing tools, the social media platforms are working wonderfully well for the real estate sector.
 
Today, social media is key and content is king. While there are those who swear by the power of platforms like Facebook, Instagram and YouTube, there are sceptics too. We continue to observe how the businesses of those who are discontent with social media or just flat-out refuse to learn and grow with the rapid change of the social community seem to fade away – to the point of almost erasing their connection with customers who used to be their bread and butter.
 
In a way, the internet has lifted the veil and given us information on people that we never had before social media became a giant force in our lives. This is compelling agents and firms to review policies and adjust core philosophies that now seem dated or too controlling and allow for more freedom of creativity in marketing and brand image.
 
For better or for worse, social media is here to stay. As it evolves, the way real estate companies and professionals will use it will need to evolve as well. One thing is for sure – whether it is Facebook’s tutorials, or Instagram’s visual pleasures or even the knowledge bank that YouTube offers, social media has made sure that real estate viewings will never remain the same again.