The Social Side of Commercial Real Estate

June 22, 2017

There’s no doubt that social media has had a tremendous impact on our lives. We’re constantly posting, updating, liking, sharing, or scrolling through our news feeds. While “social” may imply “personal,” we’ve all come to expect that social media is so much more than what is going on in our daily lives. It’s become a way of staying informed about the latest products, companies, and services – and commercial real estate is no exception. If you’re not utilizing social media to market your properties, you’re doing yourself a great disservice.

The advent of social media technologies and platforms mean that CRE brands and companies can take more of a “pull” mentality with their marketing. Instead of going out and aggressively “pushing” projects or properties, prospects can now read their blog on LinkedIn, friend them on Facebook, and follow them on Instagram or Twitter. This serves to forge longer-term engagement, trust, and information sharing, so that when the prospect does see something they like, they’re ready to jump at the opportunity.

While not all social media platforms can achieve the results you want, here are a few that organically lend themselves to the visual nature of CRE:

Facebook is everyone’s biggest pastime, so there’s no reason why you shouldn’t be using it to promote your properties. Facebook Ads allow you to target hyper-specific audiences at extremely low costs. It’s very effective to build up followers and brand awareness. Using vivid and high-quality images is a great way to call attention to your post and your brand. Pose a simple question or a poll to generate some conversation on your post as well.

Instagram by nature is almost purely image-based. Here you can really get creative with the images you post and draw people in with awesome views of your property. Ask people to post pics of your shopping center or mixed-use property using a specific hashtag for the chance to win a prize and watch your property virtually market itself. Check out these nine companies who are really using Instagram to their advantage.

LinkedIn is a great platform because it’s a social network that was built for professionals. It’s easy to target audiences by joining groups that are specific to industries or job titles. By setting up a branded company page, you can run ad campaigns as well. While the cost-per-click is higher than on Google AdWords or Facebook Ads, the leads are higher quality, so it’s worth the money you spend. You should make sure your posts are image-based with a call-to-action enticing the reader to click on the link.

Twitter is the one account that you need to make sure is more active than the others. While you can get away with a post every few days on the other platforms, you should be sending out a handful of tweets throughout the day. Following thought and industry leaders is a good way to stay on top of the latest in the CRE industry and by tagging them in posts can even start a dialogue. Tweets can be used to share continuous updates on a building project or sharing new blog posts or articles.

Check your social media accounts daily – as often times prospective clients will reach out on these platforms to ask questions. Answering in a timely manner will build your reputation as being proactive and responsive, and will vastly increase your credibility and trust in the eyes of prospects.

For more information or for help marketing your CRE firm on social media, contact one of our experts today.

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About Insivia

Insivia is a Strategic Growth Consultancy helping software & technology companies scale through research, brand strategy, integrated marketing, web design, and retention.

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