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How the Real Estate Industry Can Use Snapchat and Facebook Live Video for Sales


24 July 2017

After Crush It! and Thank You Economy were released, I realized that a lot of the readers who were drawn to my advice happened to be in the real estate business. Which, if you think about it, makes perfect sense–to be good in real estate, you have to have great entrepreneurial tendencies. It’s no wonder why I’ve always had a bit of kinship towards that industry.

Back in 2011, I even did a big keynote speech at the Re/Max annual convention to over 40,000 people. Real estate has always been a hot topic and I continue to get a lot of questions on how realtors can leverage social media for their businesses.

My favorite concept in real estate is owning the story around a home and the city or town around it. Where social media comes into play is that you can easily craft daily content about a home and the 10–20 mile radius around the area where you plan to sell property. If you want to win on social, you should also be putting out content to make potential buyers romantic about the local amenities since people often pick where to live based on utility (ie. convenience, commute time, school districts).

So, here are some tactics you can use on two platforms that I can see gaining popularity in the real estate industry. Realtors can use these tips to bring value to their audience and produce real results (aka, actually lead to housing sales and rentals).

SNAPCHAT

I’ve hyperbolized around Snapchat for so long and it is so obvious to me where the market is headed. If you know me at all, you know where I stand on it: it’s a platform that people use with intent. Because the content disappears, you can be sure that users are really paying attention to what’s happening on their screens.

But, the value of the platform that most real estate people are overlooking is the emerging 30 to 45 year old demo on Snapchat. In the next 2–3 years, Snapchat will skew much older and age much like Facebook has. There’s a lot of value in being a first mover on the platform.

FACEBOOK LIVE VIDEO

Now, you also know my stance on Facebook advertising. It’s an incredible platform that allows you to overlay a ton of rich targeting layers like age, location, recent life events, and interests. However, that’s not all that Facebook can offer. There’s a big opportunity to use Facebook Live, Facebook’s native live streaming product.

Live streaming is hot right now and with Facebook Live’s growing popularity, it’s definitely something realtors should move on. Feel lost on how you can use Facebook Live? Think about the ability to create a virtual open house at scale on Facebook–a platform where many real estate agents already have a foothold for potential buyers.

 

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