How to Use Social Media to Sell Homes in a Global Market
Digital marketing has become an important component of advertising in many industries, but in real estate it is particularly essential because today’s market is more global than ever.
Digital marketing has become an important component of advertising in many industries, but in real estate it is particularly essential because today’s market is more global than ever. Danny Hertzberg & Hillary Hertzberg of Second Generation Selling–part of the top selling real estate team in the country, The Jills–recognize the power of digital and social media advertising to sell properties, like this beautiful Miami Beach waterfront property.
In the below video, which first appeared on LXTV Open House, the Second Generation Selling duo shares a few expert tips on using social media to sell real estate in a global market.
Miami, FL where Danny & Hillary are based, is a market where many buyers are coming from around the globe. And when international buyers begin their search, it starts online. Without being present to view the property in-person, photos and video are the next best thing, making visual content more important than ever before. This leading luxury real estate team has been employing the best in high-end photography for some time, but now they’re also using state-of-the art cinematic techniques like drones, and time lapse capabilities to make their videos really pop. Even more brilliantly, they edit these video clips down to fifteen second clips to post them on Instagram for increased exposure.
Social media is the perfect conduit to serving up these beautiful visuals to potential international buyers who might not be exposed to other more traditional marketing efforts. In addition to advertising methods like magazines and brochures, Danny & Hillary use social platforms like facebook, pinterest, and twitter to advertise properties, but they cite Instagram as the most fitting channel for it’s focus on beautiful imagery. Implementing a technique called a “Social Media Hot Spot,” they harness the power of “going viral” to reach thousands of people through linking their social networks and boosting posts with social actions.
To entice potential buyers to view a property, Danny & Hillary go beyond a single photo and instead create an Instagram collage of photos to give viewers a more complete picture of a property. They also show more than the features and amenities of a property and instead focus on showcasing the lifestyle a particular home might deliver. Blogging about their community and the plethora of activities available is just one more way that the Second Generation Selling team showcases the lifestyle of their maketplace, Miami Beach.
Victoria Keichinger is the Vice President, Brand Marketing for Coldwell Banker Real Estate. When she's not managing national media and advertising for the Coldwell Banker brand at work, she finds herself most at home in Jersey City, NJ with her pre-school crush turned spouse and son. A true Francophile, she loves to travel and will go anywhere there are ski slopes.