To tackle the many ups and downs in the real estate realm marketers must make use of diverse marketing strategies. Social media has been playing a critical role in marketing during recent times. Demographics is emerging as a reliable marketing strategy for real estate businesses.
Why is Instagram good for marketing real estate businesses?
- It has one of the most diverse groups of audiences. People of various demographics and age groups use Instagram almost daily.
- It is easy to use
- Instagram ads are profitable in earning better leads and conversions
- It makes sharing images and videos so much simpler
How should real estate businesses use Instagram in their marketing campaigns?
1. It is all about targeting the right type of audience
Instagram is among the social media platforms that offer some of the most efficient targeting tools for ad placement. From the basic filters like the age group of the audience to the more detailed ones based on individual interests, you can create targeted campaigns with Instagram. This can be a huge plus for your real estate business. Most of the money spent by real estate marketers on ads get lost when the targeting is not done in the right way. People who do not have any plans of buying a property any time soon or youngsters who are in an early stage in their career, still building their finances, might not be too keen on purchasing properties. However, they would make good targets for rental properties. Use such detailed comparisons to target the right group. Your ads on Instagram should not be too specific nor too broad.
2. Do not underestimate the power of geotagging
Real estate is one industry where location-based targeting is the most relevant. People living thousands of miles away from the location where your sale and rental properties are, might not be interested in your ads. Narrow down your ads to target based on the location. Geo-targeting based on the location data of users is one feature that you should not ignore when it comes to real estate ad campaigns.
3. Use the best pictures
Even small businesses can benefit from the additional expense incurred in hiring a professional real estate photographer. From aiding you in staging the property to giving you the best pictures professionals can make your ads stand out. After all, on a social media platform where it is all about image sharing, you want your photos to pop out. High definition images that do justice to the strong features of the property would make a sale happen. Stock photos are a big “no” when it comes to Instagram ads.
4. Carousel ads can be useful
Carousel ads are those that let you combine an album of images in a single ad space. Customers would be able to scroll through the collection to get different views of the same room or pictures of the whole house itself. This lets you share as many details about the property as possible within the same ad. Customers would also be more than happy to find all the information they need in the same place. A virtual tour of the property through these images would help in creating the perfect first impression for your listing.
5. Do enough research when it comes to hashtags
Hashtags in your post are as important as the images themselves. Unless you use the right hashtag, you are narrowing the scope of projection of your ads. You need to do thorough research on the currently trending hashtags in the real estate industry. This makes your post easily discoverable for the audience. Creating new and relatable hashtags can also be useful provided you have a strong marketing campaign planned. Make sure that you create a unique identity for your brand so that your listings can stand out from those of your competitors. Another important point to remember is to avoid using too many hashtags. More than ten hashtags in a post might not have the desired effect. You can use a few in the post description itself and use the rest in the comment section.
6. Use videos as much as possible
The good thing about videos is that they give a better perspective of the property for the customer sitting in a place far away. Videos can be used to give virtual tours for busy customers who love to tightly shortlist the properties before visiting them. You can also use interactive 360-degree videos for each room in the house. This would give your customers a clearer picture of the property.
7. Do not shy away from editing tools
Both for your videos and images you can use various online and offline editing tools. Make sure that you only use them to reduce the distortion in images and correct the various aspects that are caused by camera factors. Do not alter the lighting or colors too much. You would not want to paint a false picture of the house. Choose to photograph at the right angles and the right daylight conditions to get the best pictures. Video editors can be of great assistance when it comes to text. These can help you personalize the video by adding the right effects, text, and other details. You can also use them to add color schemes that emphasize your brand identity.
8. Happy customer stories
Another great way in which real estate marketers can use Instagram is to share customer testimonials. You can encourage your customers to share their stories and tag your page. User-generated content shared on your page can have a positive influence on building trust among the new customers.
From strengthening your brand identity to elevating the conversion rates, real estate marketers can benefit in many ways from Instagram. With the option to create live videos and reels, you can further improve the engagement through this channel. Make the most of Feed and Stories, and you can see a noticeable improvement in the performance of your marketing campaign.