According to a study conducted by the National Association of Realtors in the US in 2022, social media has proven to be the most effective tool for generating quality leads. The study also found that 80% of millenials and 78% of Generation X people use mobile devices to browse real estate listings from developers. These statistics underscore the crucial role of effective social media marketing for professional developers.
Although developers are aware of the need to develop a solid social media promotion strategy, they often lack detailed knowledge of how social media works. Instead of using available technologies, such as photorealistic 3D visualization, they often try to act intuitively, which usually ends in failure.
However, even these failures can bring some benefits, as developers can learn from them and improve their strategies. Keep in mind, however, that these are costly lessons. The best approach is to avoid such mistakes from the beginning so as not to waste your budget.
I would now like to introduce you to the 7 most common mistakes made by developers who are starting out in promoting their investments online.
1. Spontaneous publishing of content
One of the most common mistakes made when creating a social media publishing strategy is not having a precise schedule for all content to be published. Creating a well-planned publication schedule can help avoid mistakes such as publishing too much content in too little time. The key to increasing audience engagement on social media is to regularly publish quality content at specific, carefully selected times when traffic on the platforms is highest. This is much more effective than publishing a large amount of content at random times and then completely disappearing from social media for an extended period of time due to a lack of new content ideas.
An additional problem caused by the lack of a plan is that developers often have to manually schedule their posts, instead of taking advantage of automation. Content to be published on social media should be prepared well in advance.
2. Posting of non-original content
Publishing only low-quality content is another mistake to avoid. Many developers fall into this trap, having no time to create new ideas for posts while being busy professionals. Providing content from trade magazines, specialized blogs and other similar sources may seem like a good solution in such a situation. It's an activity that doesn't require a lot of time, while demonstrating the developer's expertise and commitment.
However, if a developer's only activity is to post links to content from other sources, without contributing his own work to create original materials, his online presence may become invisible, and thus begin to lose potential customers. An effective social media management strategy for a real estate developer and his developments requires finding the right balance between third-party content and the unique ideas of the construction developer.
3. Paying for feedback
One of the serious mistakes that developers fall into at the beginning of their journey with social media is publishing unreliable, overly positive reviews. Such fake reviews are often bought and generated by external agencies. However, social media users are usually savvy and can quickly catch inauthentic content, which can lead to a loss of trust and potential customers.
A far better approach is to encourage real customers to share their authentic experiences by writing personal reviews or creating video testimonials. An authentic, positive review from a satisfied customer is much more valuable and can yield better results than a stack of mountains of unreliable praise.
4. Lack of interaction with the audience
Another mistake that construction developers often make is delayed response to comments and messages. It is important to remember to communicate with your audience on an ongoing basis when using social media. This is the only way to convert your audience into potential customers. The decision to buy a property is a major step for everyone, and a potential customer needs to be sure that he is making the right decision. To that end, he is looking for a trusted developer, not just a construction contractor.
A developer should systematically build the trust of his audience by responding quickly, providing assistance and maintaining constant contact on social media platforms. Customers appreciate the person behind a company's social media presence, seeing that they take the time to answer questions and address any concerns they may have.
5. Focusing only on new audiences and lack of interest in current ones
When developing a social media strategy for the primary market real estate sector, developers often underestimate the potential of their current and former customers. This is a significant oversight, as the customer relationship should not fade once the deal is finalized. Both current and former customers can become brand ambassadors on social media, promoting the developer's content to their friends and attracting new people to the developer's offerings.
The greatest value that former customers can bring is authentic testimonials, which can be used as unique and engaging content. Their stories can be presented in a variety of formats, such as interviews, video testimonials, or podcasts, where the developer and customer share their experiences during the buying process. Such content not only enriches the social media profile, but also builds trust and credibility of the brand in the eyes of potential customers.
6. Ignoring Video Marketing
Video marketing has gained popularity in all industries, and the real estate sector is no exception. There are solid reasons why this is happening. According to Wordstream, 92% of Internet users who watch videos share them with others. In addition, Adweek reports that 75 million users visit Facebook's video platform every day!
Therefore, developers should take advantage of the potential of videos to promote their offerings on social media. Even if their developments are still in the construction phase, it is possible to create compelling video content. In this case, the developer should use the services of a professional company to create photorealistic 3D animation. This will provide a realistic video that presents the future property in its final, most attractive form. Such material will be an excellent addition to the content published on social media platforms.
7. Failure to use technological advances to your advantage
The last but equally important point on our list concerns construction developers' overlooking of developing technologies, which significantly reduces the effectiveness of their social media campaigns, especially when promoting developments at the planning stage or during construction. However, when a developer uses modern 3D technologies, marketing such projects becomes extremely simple and effective.
Innovative 3D visualization technologies make it possible to present the future appearance of properties that are still under construction or exist only on paper. Photo-realistic 3D visualizations allow potential buyers to visualize the completed project before it is even completed.
In addition, 3D virtual walk-throughs of a project offer even greater interactivity. Users can decide the direction of the tour themselves, as well as zoom in and explore individual elements. Although most social media platforms do not directly support such digital tours, developers can share links to websites with virtual tours, thereby attracting traffic to their sites and increasing interest in the developer's investment.
In order to take full advantage of the possibilities offered by 3D technology, the developer should partner with a company that specializes in creating 3D marketing materials. This requires the transfer of the necessary files and information regarding the developer's project. The 3D visualization specialists then take control of the process, leaving the developer only to wait for the results and enjoy the results.
In conclusion, it is important to avoid these seven mistakes when creating a solid social media strategy for a development project. Communicating irregularly with your audience, overlooking current and former customers, neglecting video marketing and ignoring technological advances can have negative consequences and should be avoided by any developer. This is especially true when promoting large developments.
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