You see social media influencers everywhere! They are on every platform reviewing, suggesting, recommending, and not recommending products and services to their audience.
And it is no surprise that the audience listens to them and follows through with their recommendations. But, what makes them so compelling?
Influencers, in general, have created a self-identity amongst the general audience. They invest their time, expertise, and energy to build a trustworthy image.
Businesses leverage their identity to market products through them. This process has also benefited a lot of real estate businesses as there are numerous real estate influencers on social media.
Let’s learn more about how it becomes a win-win situation for every party involved – the business owner, the influencer, and the audience.
The Role of Real Estate Influencers
Real estate influencers, often individuals with a significant following on social media platforms, have gained substantial influence in the industry.
They don’t just offer aesthetically pleasing videos but provide insightful content including personal experience, research, and advice to their audiences. As a trusted figure in the industry, a real estate influencer can shape perceptions of the audience, change trends and influence the customer’s decision too!
The Power of Social Proof
In the digital age we’re living in right now, everyone needs social proof even to purchase the smallest of things. We look for reviews, customer feedback, ratings, etc. to make a decision.
However, when it comes to real estate, social proof is the validation provided by satisfied buyers, renters, and investors that a particular property realtor or agency is trustworthy.
Here’s why social proof matters in the real estate industry:
1. Trust Building: People are more likely to trust the opinions and recommendations of their peers or trusted figures than traditional advertising. Real estate influencers, as relatable personalities, can bridge the gap between the industry and potential clients, fostering trust.
2. Authenticity: Influencers often share personal experiences, stories, and insights. The relatability enables the audience to feel more connected to the influencer and the properties they promote.
3. Trendsetting: Influencers have a knack for the pulse of the audience. Hence, whatever they endorse, be it a property or a location, will drive demand and raise interest.
4. Wider Reach: Reaching out to the audiences through influencers is easier compared to traditional marketing means because of the massive followings these influencers have online.
Collaborating with Real Estate Influencers
Making the best of all worlds is possible when you collaborate with the right talent at the right time. Here are a few tips to help.
1. Identify Relevant Influencers: Research influencers whose niche aligns with your target market. Look for those who have a genuine interest in real estate and a solid knowledge of the industry along with a great following.
2. Build Relationships: Building a genuine relationship with influencers is key. Engage with their content, comment thoughtfully, and establish rapport before reaching out with collaboration proposals.
Connecting with them through emails is much easier than keeping a tab on their social activity. Find their email addresses using email extractor tools like GetEmail.io. This AI-powered tool can help find professional email addresses of anyone on Earth!
3. Craft Compelling Collaborations: Of course, collaborating with an influential influencer is a deal breaker. However, content also weighs in this scenario, if not more! So, create compelling content when collaborating with the influencer. You can also leverage their style of content creation and ask them to pitch in the ideas.
4. Transparency: Influencers are very cautious about who they promote and how they do it as it affects their credibility too. Hence, they ensure to publicize if it is any paid partnership. In order to maintain your credibility too, you need to maintain that transparency with the influencers and eventually the audience.
5. Highlight Value: Showcase the unique value your properties or services offer. This aligns with the influencer’s role as a trusted source of information.
6. Leverage Various Platforms: Real estate influencers often have a presence on multiple platforms such as Instagram, YouTube, and TikTok. Tailor your content to suit each platform’s format and audience.
7. User-Generated Content: You can also ask the influencer to encourage their followers to share their own experiences. Hence, creating User-generated content which will amplify the overall social proof.
8. Track Results: Nothing can be evaluated properly if there is no tracking done on the performance. Even if you collaborate with the world’s best real estate influencer, you still need to track the performance to see what’s working and what’s not. Measure metrics like website traffic, engagement, lead generation, etc.
Conclusion
The end goal of every real estate business is to ensure the property is showcased to the right people and buyers love the deal they’re getting.
While there are several marketing strategies that’ll work for real estate businesses, influencer marketing is here to stay. It is also because of how the current generation of homeowners have a different taste for appeal. With changing times, only the business that adapts well will grow!
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