5 Principles for a Real Estate Developer to Harness the Potential of Social Media in Sales

Promoting a listing on your own thoughtfully designed website and on popular classifieds sites such as Zillow, Realtor, Trulia, Redfin i Homes is a good start, but it's not enough.

Real estate developers aiming for above-average results should use social media marketing to reach the widest possible range of potential customers. As the survey shows, as many as 47% of real estate agents believe that social media delivers the most quality leads.

Although 77% of real estate developers are currently using social media, many are not getting satisfactory results. A real estate developer can spend a lot of time and money on social media activities and still fail to attract new customers. What is the reason for this and how to prevent it?

The key is to follow a few rules to achieve above-average results.

Here are 5 secrets of effective Social Media Marketing for real estate developers:

1. Use high-quality 3D visualization

Photorealistic 3D visualizations provide a good first impression and attract the attention of potential customers. That's why it's worthwhile for promotional materials shared on social media to be of high quality and high detail. It is also important that they highlight the strengths of the offer and the selling aspects of the property. If the house stands out for its unique architecture, beautiful surroundings or thoughtful layout of rooms, this should be visualized. It's also a good idea to use drone photos to show the attractiveness of the neighborhood.

In the case of finished developments, it is worth using the services of a professional photographer. However, what to do when construction is underway and we want to promote it? Then 3D visualizations and 3D walk-throughs, which visualize the final effect, become indispensable. Thanks to them, you can effectively advertise your investment on social media even before the construction work is completed. It is worth using the services of a proven company that will take care of the high quality of visual materials. This is the key to successful social media promotion.... The latest technology allows real estate developers to promote the investment even before it is built.

2. Promptly and courteously answer any questions from potential customers

Publishing photos of the property and visuals of the estate on social media will certainly attract the attention of potential customers. In comments and private messages, they can ask questions about the offer. It is crucial to answer them promptly.

Delaying responses gives the impression of a lack of professionalism and may discourage interested people, who will start looking for other developments with better customer service. That is why it is important to respond to all issues as quickly as possible.

A real estate developer may also face negative comments and criticism. The key then is to be able to respond in a balanced and constructive manner - even when the accusations are wrong. In this way, it is possible to establish good relations even with the biggest critics and gain a loyal customer.

Since addressing each comment and question individually is time-consuming, it is worth hiring a social media specialist. Such a person will choose the optimal promotion channels, establish contact with potential buyers and ensure the activity and high quality of published content. This is the key to successful social media promotion.

3. An effective investment and real estate developer website

(Realization for real estate property project “OsiedlePodMiastem” by RendPro Limited)

It is crucial that potential customers have one central source of reliable and up-to-date information about the development on offer.

That's why it's so important to direct viewers from social media directly to a dedicated property development website. It should present the most important data in an accessible and engaging way: at what stage the investment is, who the real estate developer is, what are the main advantages of the location and the estate itself.

If the neighborhood stands out for its unique qualities, they can be visualized through infographics superimposed on 3D visualizations from a bird's eye view in a drone photo. It's also worth adding bulleted descriptions of nearby attractions and amenities.

The website should be kept up-to-date and the real estate developer's contact easily accessible. This will provide potential customers with full, reliable information and the ability to contact them quickly, building trust in the development.

(Realization for real estate property project “OsiedleZieloneWzgorza” by RendPro Limited)

4. Share ideas and tips, not just dry information

Listing-only sites may only be of interest to people who have already made the decision to buy a house and are actively searching.

However, social media for real estate developers who aspire higher and want to build their brand should be more than a source of information. It can be used to engage customers at various stages of the sales process.

It is worth using the potential of social media to engage users at different stages of the sales process. This can be done by publishing useful advice, such as what to look for when choosing a new apartment or tips on how to increase the value of a rental property. Information about trends in the housing market is also interesting.

Equally important is to maintain a dialogue with the audience and encourage them to be active. Before publishing posts, it is worth choosing the right hashtags to reach the widest possible range of potentially interested people. This will increase reach and allow you to reach new customers without cost.

5. Share 3D Walk-through of your property development project

An interactive virtual tour of a planned development is one of the best social media promotional tools for real estate developers and marketing professionals. It allows potential buyers to take an in-depth "tour" of the property and learn about all its features, without having to be physically present on site. This is especially useful when customers live far away and cannot see the listing in person.

Although 360-degree visualization is supported by many platforms, few real estate developers take advantage of it. Meanwhile, it's an effective promotional tool. Even if a particular site does not allow you to publish an interactive 3D walkthrough, you can always include a link to the site with the walkthrough in an ad, for example.

To take full advantage of the potential of social media in marketing an investment, real estate developers should use high-quality photorealistic 3D visualizations, respond quickly to customers' questions and share useful tips. It's also a good idea to invite real-life walk-throughs of the development whenever possible. This builds trust and interest in the offering and the real estate developer.