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: www.tacticalresults.co.uk/facebook-marketing-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? 

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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.

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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

Why every business should spend £1 a day on Facebook Ads

Facebook is the largest social media platform by far with 26 million users in the UK (of which 70% are aged over 25) checking in on average 14 times a day and quite rightly most marketers and businesses have cottoned onto the massive opportunity this presents: 92 percent of marketers use Facebook for advertising, says Socialbakers.

Are you?

Rumours abound that users are leaving Facebook, but a recent You Gov report found it to be highly influential: “Facebook is still the dominant force, with 86% of active social media users using the service. This is almost double the proportion of its nearest competitor, YouTube, which is used by 46% of active social media users. Twitter, the third most popular, is used by around a third (32%) of active social media users, while Instagram and Pinterest are used by 9% and 6%, respectively.” Continue reading

Are you getting enough sales leads from your web marketing?

It’s all very well being proactive online, having a tremendously good looking website, being active on Linked-in and sending regular posts to your Facebook page, but DOES IT LEAD TO EXTRA SALES?

If you’re smart, you’ve got 100s of connections on Linked In and a growing number of Likes on your Facebook page. You may be an active blogger and an avid tweeter.  BUT ARE YOU GETTING THE SALES LEADS?

If you are not, it would be very understandable for disillusionment to set in and to think online marketing is really overhyped. But maybe you are missing a vital link… is your lead generation strategy sharp, honed and effective?  Crikey, have you even got a lead gen strategy in the first place? Many people overlook this in the clamour to have ubiquitous web presence. Continue reading

Facebook for Estate Agents

Why UK Estate Agents Should Take Facebook Seriously as a Marketing Channel

Facebook has the single largest concentration of consumers of any social media platform: 82% of internet users in the UK are on Facebook. There are just over 31 million Facebook users in the UK, of which 24 million are ‘daily active users’. The largest demographic remains 25-34 year olds, with just under 26% of all users falling into this age bracket in the UK. 29% of users in the UK are aged 35-54

Facebook has an enormous amount of data about its users which marketers can use for (aggregated) targeting, enabling us to deliver highly relevant content to interested audiences. Facebook dwarfs Twitter and Google+ and LinkedIn; it is maturing and has become mainstream, now with an older demographic, with real buying power, having shed some of its early adopter teen users. Continue reading

The ‘Marmite Effect’: New Rules of Marketing vs. Old Habits

Trawl marketing blogs on the web and you could be mistaken in thinking that the ‘new marketing’ techniques are in fact no longer ‘new’ but really quite traditional and established. And so they should be, you may think. Yet a cursory glance around the off line business community shows that it’s only skin deep. There’s a basic awareness of the “importance of Google”, but old habits seem to die hard and many firms are stillshouting at or ‘broadcasting‘ to customers rather than building friendly relationships with them!

Many late adopters are now playing catch up and ticking the boxes by having Facebook and Twitter accounts for their businesses, but how are they using them?  And what’s their motivation for having the social media buttons there in the first place?  Are they following the crowd or implementing a clear marketing strategy?

A good friend of mine, who runs a successful entertainment business and who has always been ahead of the curve with technology, gadgets and all things “web two” is doing a fine job with his firm’s social media. In fact his Facebook and Twitter action is right on the money. Yet secretly he tells me that he thinks Twitter is a waste of time “but I can’t not use it can I?” So why does he use it?  The answer is that he understands that his demographic want it. That’s kids and gossipy mums in his case.

It seems, love it or hate it, the social media phenomenon is self perpetuating as even agnostic marketers accept it’s here to stay, even if they personally hate it.  Social media sort of has a ‘marmite effect’, people either love it hate it, except in this case the dissenters are grudgingly accepting that eventually we will all have to eat the Marmite.