In today’s real estate market, all agents need to use social media to connect with their clients, but does social media drive results for high-end Real Estate Marketing? For high-end real estate marketers, social media is a powerful tool and can be the difference between winning a listing or losing out to another competitor.
Reaching and engaging with wealthy, decision-making clients requires a different approach than real estate marketing in general.
As a high-end real estate agent, it’s important to be aware of the distinctions between your audience and “average” homebuyers. The average homebuyer is not nearly as affluent or educated as the buyers you’re trying to reach. They may also have less knowledge about online marketing, social media and technology in general. By contrast, your potential buyer is likely more financially secure than the average person and will probably be interested in learning more about their options—especially if they’re paying $1 million or above for their new home!
The wealthy are also more likely than other demographics to use Facebook, LinkedIn and Twitter. According to a recent survey from Lightspeed Research (a global research organization), 74% of consumers with household incomes over $250K use social media on a monthly basis compared with only 48% for those under $50K annually. High net-worth individuals also tend to have higher levels of education—33% hold graduate degrees compared with just 14% among all U.S adults combined.
For more affluent buyers, there are many other factors to consider with regard to high-end real estate marketing: What are their concerns? What will they look for in a new home? What type of imagery will appeal to them?
For more affluent buyers, there are many other factors to consider with regard to high-end real estate marketing: What are their concerns? What will they look for in a new home? What type of imagery will appeal to them? The answer lies in understanding that luxury home buyers value different things than other types of home buyers. For instance, they’re not concerned with having the biggest house on the block. They care more about how well it fits into their lifestyle and what kind of community it’s located in. Their priorities lie in amenities like pools and spas (which can be found in many homes), along with nearby restaurants and shopping centers.
The current trend toward social media platforms like Instagram has proven successful for many agents selling high-end properties because they provide an opportunity for sellers to share beautiful interior shots without overwhelming visitors with too much information at once. The key is finding images that don’t distract from your listing but do help potential buyers see themselves living inside your property!
These buyers have different needs, but one thing they have in common is the use of mobile devices. Mobile has overtaken desktop as the preferred method of searching the web.
It’s no surprise that mobile has overtaken desktop as the preferred method of searching the web. With their smartphones and tablets, buyers can search for homes from anywhere at any time. Mobile devices are convenient for buyers who are on the move and have limited time to look for homes in person.
Mobile has become a crucial part of real estate marketing because it makes connecting with your audience easier than ever before. Today’s homebuyer is tech savvy and expects to be connected all day long. You want those potential clients accessing your website on their phones instead of through another agent’s site? Then you need a mobile-friendly site! Your listings will be easily accessible wherever they go, which increases engagement between yourself and your target market by allowing them quick access from anywhere.
So high-end real estate professionals must be prepared to connect with their audience on their terms. And today’s buyers expect the same quality of service from their agents as they expect in their daily lives.
You must be responsive.
It’s important that you respond to questions quickly and personally, so that buyers feel as if they’re interacting with a real estate professional and not just another faceless agent. You should also ensure that your website has up-to-date information about current market conditions in the area of town that you service.
Your content needs to be relevant and helpful.
Buyers are looking for more than just an agent; they want someone who can guide them through the home buying process from start to finish, including everything from finding a property to closing on it. While they may be able to find this information on their own through internet search, most buyers still prefer working with a real estate professional because they know they will receive personalized attention when they need it most — which is why giving buyers what they want (and expect) will help increase sales numbers!
Make sure your services are personal rather than impersonal: give potential clients something extra special when engaging online by providing links leading directly back into their social media accounts where users can follow along as well as leave comments/questions.
With the right plan, you can connect with luxury home buyers through social media.
- Listening and learning. Social media allows you to listen and learn about your audience’s needs—which is crucial for successful marketing.
- Sharing content that will help them. You have to put yourself in the shoes of your target audience, and then share content that helps them in some way, whether it’s a sale or a great article they can consume while they wait for an appointment at the salon.
- Building trust. Your clients want someone they can trust, who will guide them through their home buying journey. Use social media as an extension of who you are as a real estate agent—by sharing relevant information that’s helpful to others (and relevant to real estate), people will begin seeing you as trustworthy and knowledgeable about their industry needs.
While there are a number of challenges to high-end real estate marketing in the social age, the benefits far outweigh them. The ability to communicate with your audience directly and build relationships is invaluable for achieving success in this competitive industry. By taking advantage of social media channels like Facebook, Twitter and Pinterest (or any other network you find relevant), you can engage potential clients and grow your business without sacrificing quality service or attention paid to individual needs.