Category Archives: Estate agent marketing

If you think Facebook is a passing teen fad, think again

Over a billion people used Facebook on a single day

Facebook has nearly 1.5bn active users worldwide, 13% more than last year. (Twitter has 316 million worldwide). Of these, 65% access it daily. And only last month, for the first time over a billion people used Facebook on a single day.

In the UK, of the 36 million users, about 24 million use it on a daily basis. Accessing it on average 14 times a day, for 40 minutes.

Take Tunbridge Wells

Within 10 miles of Tunbridge Wells, you can reach 28,000 PARENTS all aged over 40 who are on Facebook, filtered by home-ownership indicators and interests. Or, to drill down further, you can specifically target 17,000 Facebook users, aged over 40, whose interests indicate they are likely home-owners, living within 1½ miles of of Tunbridge Wells.

tunbridge wells facebook statistics

Irrespective of the statistics – as important as they are – a key question is how do Estate Agents get home-owners to invite your agency to pitch when they want to sell?

Nurture your prospective sellers

The answer is too long for this blog post, but one key aspect is that with Facebook you can influence how prospective sellers perceive what your agency is all about before they decide to sell.

With Facebook posts you can control the frequency. Assuming you have relevant and interesting content, you can drip feed posts to your audience all year round and they will think of your agency as one of the most active and popular in their area.  You can punch above your weight. If you consistently showcase particular types of property that you’ve sold, to people in that location, they will also associate you with being effective and successful.

Unlike a leaflet door drop, you can do this time and again and at scale. Unlike newspaper advertising, with Facebook, home owners will see your posts whether they’re looking to sell or not. In marketing speak, you are “nurturing” your prospects.  You can’t do that with  local newspaper advertising or leaflet drops.

More information on Tactical Results Facebook Advertising for Estate Agents:

August News Digest: Facebook Ads for Estate Agents

Targeting by property ownership and income comes to the UK

Finally, Facebook has launched its ‘partner categories’ feature in the UK.  By fusing data from third party analytics providers, like Acxiom, Facebook lets us target users by property ownership type, income levels, investment propensity, and if they are likely to be a 1st, 2nd or 3rd time house buyer amongst many other categories – The Drum

Great for estate agents! Could this revolutionise property marketing? 

[su_button url=”” target=”blank” style=”flat” background=”#4561B0″ color=”#ffffff” radius=”0″ icon=”icon: file-text” icon_color=”#ffffff” text_shadow=”0px 0px 0px #1f1c1c”]LINK TO STORY[/su_button]

Continue reading

Are estate agents wise to the real Facebook opportunity?

2You don’t have to just target people who ‘Like’ your Page.

In fact, you’d be crazy to rely just on page followers, even if you’ve got 5,000 fans. You can target people who are not your fans (i.e. not yet “Liked” your page) on Facebook, and reach many more home owners too.

Most estate agents who use Facebook will use it ‘organically’ like most of the rest of the world, except those who know better. By ‘organic’, I mean post stories to your ‘Page Timeline’ and let Facebook distribute it to your Fans who have ‘Liked’ your page.

This is to be encouraged – indeed, it’s essential – but to rely on this method alone for Facebook marketing is like pushing water uphill. In this post I explain why and offer an alternative method.

Continue reading

Local Newspaper vs Facebook Ads: the verdict for property?

fb vs local newsWith so many of the UK population now using Facebook, should estate agents continue using newspapers to fly their flag?

Many agents feel tied to using local newspaper advertising and leaflet drops to attract new instructions but in this day and age it is arguably an antiquated and possibly ineffectual way of reaching and influencing local property owners.

So how do you go about measuring and comparing local newspapers vs Facebook?  This depends on what you are hoping to achieve. Continue reading

Why do property posts perform so well on Facebook?

How can estate agents capitalise on ‘Property Porn’?

Why property posts perform well on Facebook
Like the weather and tea, the British have a fascination with property. Other people’s property to be precise. Just look at the popularity of Grand Designs, or Location, Location, Location. Then there’s Country Life – are readers interested in the rare breed porkers or the house ads? (A third of its readers live in London). Call it property porn, voyeurism, envy or outright nosiness, we all seem to be hooked. And it’s no different on Facebook which, let’s face it, is the home of nosiness. No wonder property posts thrive on Facebook.

Daily mail article Continue reading