You are missing out on potential residents and opportunities by not building a social media presence for your property business.


As of January 2023, there were 57.1 million active social media users in the United Kingdom (UK), according to the research on Statista. Whether people are online to buy goods, find properties or to get inspired, social media has become a crucial medium for the property market. If you are in the property market and you don't have social media presence, you are missing out on opportunities.


Social media marketing for property businesses is about creating the right content to showcase your property in the best way, while indicating how your property and business fulfills the dreams and expectations of your target audience, who can be the landlord, tenant or short-term, mid-term guest.


Applying these three tips will guide you to create and enhance your property businesses social media presence, which will ultimately lead to positive business outcomes and growth.



Identify the right social media channels


Having the goal of building an online presence doesn't mean that you need to be active on each social media channel.


Who is your target audience?


Start by identifying who you want to reach and on which social media channels does your target audience spend time. A target audience can be set on various factors such as age, gender, income, occupation, location, interests, and many more.


Your choice of social media channels will depend on what your service is and who you target. Some questions you can ask to identify your target audience in the property market:

Are you looking to sell a flat or a luxury home?

What is the price range of the homes you market?

Are you looking to sign more landlords to manage their properties?

Are you a short-term let business?

Do you need landlords or tenants?


Answering these questions will give you a better understanding of your target audience and you can start to imagine what type of content you will need to target them and how you will target them.


Youtube for Property Marketing


In the UK, YouTube has a wide-ranging audience. Which makes it a go-to platform for property and real estate businesses to create content, from estate agents to Airbnb management companies. More than 75 percent of individuals of every income bracket watch YouTube, with the likelihood of watching increasing with the pay-grade. Whether you market million pounds valued homes or student accommodations, Youtube is a great social media channel to connect with your target audience.


What are you trying to achieve?

If your goal is to increase awareness, as well as attract landlords, you may consider building your presence on Instagram, Youtube and LinkedIn. On the other hand, if you're interested in communicating with owners, investors, brokers, and other professionals within the industry, LinkedIn can be an effective resource for networking and establishing new connections.


If you have a short-term rental management business, you may consider to get more keys to manage and let those properties as soon as possible in order to achieve a high occupancy rate. Both of these can be done through a well-planned management of various social media channels.


It is important to keep in mind that each social media channel has different purposes and algorithms.



Create high-quality and strategic content


Of course you’d like to showcase your property in the best way possible, the first step for this is capturing high quality photos and videos. In real estate marketing, having high-quality images are crucial and influential.


The competition is high and it is important to differentiate through strategic content. If you share home and property photos as your competitors, your target audience will not perceive your uniqueness. For your content strategy to market a property business must have a strategic and creative approach, where you showcase the features of the home and use key marketing messages and call to actions. You must also be creative and bring a new perspective to your video content.


Instagram Reels for Property Businesses


Through the creation of engaging and creative Instagram Reels, reaching wider audiences in an organic way has become possible. While having a strategic approach, you must be creative to catch the attention of the audience while they scroll down. Creative differentiation is an important component when presenting your uniqueness in a competitive market.


Besides being strategic and creative, you should also be consistent and post regularly. Another benefit of Instagram Reels is that you can share the same content on TikTok and YouTube Shorts. Don’t forget to keep up with the trends.


You can video content to showcase a more engaging perspective of the property you market, through:

  • Property Tours: You can save time and reach more by filming engaging video content and repurpose it for different channels, such as: YouTube, Facebook, Instagram, TikTok and LinkedIn.
  • Neighborhood Tours: Buyers and renters would likely want to know about the neighborhood and its features. Include into your content strategy the features of the neighborhood and what makes it an attractive place to live or stay in. Potential residents like to see what life will be like in that area, and how the lifestyle of the community is.
  • User-Generated-Content: User-generated content is a great way to add a friendly touch to your social media page when marketing a business.It can be impactful as its audience can associate your offering with themselves easier.


Be consistent and learn from analytics


Consistency on Social Media in Property Marketing


Building a social media presence is not easy. To differentiate from your competitors in the property and real estate market you should be consistent and should differentiate with your content.


Creating content and posting regularly will help you to reach more and increase awareness. Increasing awareness and generating word of mouth, will generate leads as a result.


Learn from Analytics


All social media channels have their analytics where you can track your channels and posts performance and learn from them. Understanding what your target audience is interested in and taking actions accordingly is an important step to your success.


You can invest your time and efforts more to create the content tha your audience is interested in.


As you will be keeping up with the trends and discover new and creative ways to showcase the unique points of your business and properties, after creating content you follow its success through analytics.



Looking for a property marketing agency?


We’re here to help you in your property and home marketing journey.


Retli Group’s marketing experts and creative team is here to support you in your marketing journey, from social media marketing strategies to management, content marketing to content creation.


Retli Group follows how social media evolves, including what formats and content are most relevant and impactful. For property marketing, we experience that video content is influential in social media, where we ensure the content we create gets to potential clients.

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