5 Influencer Marketing Strategies for Real Estate

The real estate sector has experienced a sudden change due to new technologies and the growing demand in the market. This sector has created maximum impact on markets and economies of countries. Due to such a boom, multiple players have started investing in this sector and capitalizing on the profit it brings in. Hence, to win big in the real estate market, you must have a well-defined marketing campaign that reaches out to the target audience to create awareness about your company or housing project. Until and unless you have defined strategic goals in your marketing campaign, it will become difficult to achieve your business goals.

Influencer marketing strategy is currently being used by business owners and global brands to increase their reach out to potential customers. As per a study done in the US, 71 percent of consumers make a buying decision depending on the social media review of the product. Therefore, including influencers in your marketing campaign will give you an edge over your competitors and you would be able to convert the online audience into customers. Let us understand influencer marketing and the strategies that you can use to grow your real estate business.

Influencer Marketing

Influencers are people who have a good following on multiple social media platforms and have direct access to the local audience. Generally, local entrepreneurs, lifestyle bloggers, celebrities, etc. come under the influencer category. These influencers can help you in creating awareness about your brand with your target audience. Based on a survey conducted by the National Harris Poll in the US in 2016, 82 percent of customers rely on peer referrals, 67 percent of customers are more likely to buy a service or a product if recommended by a friend or a family member, and 88 percent of households with an annual income in access of $100K make a purchase based on referrals from personal networks. These statistics clearly show that including influencers in defining strategic goals for your marketing campaign to reach out to an audience to which your business doesn’t have direct access to is the best idea.

Now that we have established that influencers are capable enough to boost your business by reaching out to a larger audience, let us try to understand some of the real estate marketing strategies which will help you in working in sync with these influencers to achieve positive results.

1. Influencer Choice: Picking the right influencer for your job can be tricky, hence it is very important to understand the target audience of your influencer. Influencers can be divided into three categories: mega-influencers, macro-influencers, and micro-influencers. Pick your target audience first, and then research the influencers based on the lifestyle they promote online. Pick an influencer who is the best fit for your real estate marketing campaign and has a good impact on the potential audience. You can even work with multiple influencers across different social media platforms to maximize the output that you are looking for.
2. Content Quality: The influencer would be creating Instagram stories, blog posts, Facebook posts, etc. to create awareness about your real estate business. Hence, it is very important that you must provide him or her with well-prepared content that will catch the attention of the target audience. To give you an example, video marketing attracts 80 to 82 percent of the customers easily. Bedrock Real Estate’s “Anthem of Us” video is a great example of a video marketing strategy implemented in the Detroit area to encourage purchases. You can even include multiple influencers in the video and have the video marketed by the same influencers. Such content-based strategies are very effective in establishing a brand’s presence and the gains are maximum. Make sure that you do some brainstorming for content creation with the influencer you are working with.
3. Build a Relationship with Your Influencer: Not every business or brand has reach to a wider section of target audience, hence the demands of the influencers is increasing constantly. Almost every brand nowadays collaborates with an influencer to grow their business and expand the customer base. A lot of investment and time goes into working with the influencers, hence building a healthy relationship with them is an added benefit. A long-term relationship with an influencer will help you in completing your marketing goals faster. If you are able to convert your influencer into a client, then there is even more benefit, as they would then be sharing their personal experience with your brand with the audience. Genuine reviews are more powerful and create more impact than pseudo ones.
4. Social Media Investment: Instagram and Facebook are the most powerful online platforms currently. More than 800 million users are using Instagram and Facebook every month. Moreover, based on estimates, influencer marketing is set to cross $2 billion by 2019. These social media platforms provide visual content to the audience, hence it becomes easy to grab their attention. A post on Instagram not only flaunts your brand but also communicates your personality. These are great tools to expand your influence and have personal interactions with your target audience which was not possible before. A good idea would be to host an open house and invite influencers to encourage social media sharing. Such small strategical actions will have a huge positive impact on your brand.
5. Boosting Events with Influencer Marketing: Including influencers in events hosted by your real estate business will help you achieve the goals of your digital PR strategy. The influencers can communicate with the target audience and attract them towards these events which will increase your brand’s reach. Strategical actions like hosting online competitions, creating the event communication plan, etc. can be carried out seamlessly with the help of influencers. Moreover, with the help of influencers, you can create hashtags to track the traffic and customer reviews for such events. This gives you instant feedback and also highlights the improvement opportunities in your current marketing campaign. Generating traffic with the help of influencers keeps the target audience updated with the live event even if some haven’t been able to come to the event.

Conclusion

Influencer marketing is a great strategy if you wish to reach out to a targeted audience where your brand has zero visibility. It boosts brand awareness and adds great value to a marketing campaign. Working with the right influencer will set your real estate business on the path to success. So, keep the above-mentioned points in mind while working on an influencer marketing strategy to create an effective and powerful marketing campaign. Your brand will benefit a lot with such a well-defined marketing strategy. Happy Influencing!

This article has been contributed by Prince Kapoor.