When you think about property marketing, what comes to mind?
The first method owners typically recall is listing.
True, you can't generate tenant inquiries without listing your properties on sites like Zillow and Trulia. However, you shouldn't sleep on supplementary strategies, either.
It's time to think more like an agent.
The latest stats show that a staggering 90% of industry professionals promote real estate listings on Facebook. This social network is a leading marketing platform for local businesses.
Let's take an even closer look at how social media marketing can spark local interest in your properties.
Understand Your Audience
The first step in any digital marketing strategy is to understand your audience. You already know you want to speak to locals, but what are they looking for?
You can ask this question when deciding what kind of rental you want to promote, as well.
For example, if you live in a tourist-friendly area, you may want to promote a short-term rental. This is an excellent way to generate income if your city is hosting a big annual event. Maybe, you own a property that sees a lot of foot traffic from industry conferences.
You may own a property in a residential area that's perfect for a new family. Commercial rentals also benefit from local marketing strategies.
Once you define your audience, perform market research to understand the following:
- annual income (buying power)
- desired amenities
- preferred location
- style preferences
- reasons for renting
- preferred social media platforms
These data points will help you craft a content strategy that aligns with the buyer's (or renter's) journey. This journey starts with awareness and ends with an action.
The Renter's Journey Defined
The renter's "awareness" can be anything from a problem they need solved or a future life goal. They may be in a position where they have to move suddenly or want to think carefully about renting a home near work. As you can see, your audience is thinking a lot about their options; this step is known as the decision stage in the buyer's journey.
Like Google, consumers see social media as an information resource. Users can read about experiences, find directions, look for local services, view photos, and more. Thus, it's the ideal avenue for property marketing.
You can create and publish social media content that speaks to users' awareness and decision-making, eventually leading to an action. Blog posts, property photos, and virtual tours go a long way. Facebook, in particular, allows for a lot of user-generated content which populates pages with reviews and testimonials.
You'll need enticing call-to-action strategies that encourage people to call or apply. Make their journey even easier by including click-to-call buttons and user-friendly online applications on your Facebook page.
You can also sync your property's Facebook with an Instagram page to generate even more local interest.
Learn How Property Management Can Help
Social media, market research, and content informed by the buyer's journey are a great start. However, you'll increase your chances of success even more with an experienced property marketing partner.
PMI Gatekeeper Realty Services is a leader in Cincinatti's property management community. Whether you're listing a residential or commercial property, we have your marketing needs covered.
Schedule a consultation to get to know us even better!