Zoopla has recently launched its Zoopla Property Power 100, a leaderboard for the most influential UK estate agents in social media. SoMazi would like to point out some “behind-the-chart” best practices for estate agents and property developers – or any business really – to ensure you’re using your social channels effectively.
- Are you engaging with all your key audiences and on relevant and mutual points? Prospective buyers/tenants and sellers, customers, local community, government and sector peers – All of these have intersecting interests.
- Are you harnessing social to handle customer issues in a way that complements your brand? Are you guiding customers to the best channel for resolution, demonstrating your ability to respond, and keeping the deck clear for other conversation?
Some examples from the Zoopla leaderboard:
1. Be active and responsive – Case study: Knight Frank (@knightfrank)
Knight Frank is devoted to social media, with several daily updates. These includes good content, such as information about market trends and available properties; moreover it shows commitment to its online community by engaging and responding to them right away. This allocation of resources and time has paid off, as it ranks #1 at Zoopla Social Media analysis. Well done @knightfrank!
2. Know your public and appeal to it – Case study: Base Property Specialists (@baseproperty)
Base Property Specialists differs from Knight Frank on its business scale, but it’s focussed on the local. Headquartered in London’s trendy Shoreditch neighbourhood, Base Property serves mainly the busy, successful young professionals from the City and Silicon Roundabout. They differentiate themselves through added valued: handy tips for tenants and specialized functionality landlords. All these, plus a stylish website full of news from the local area, are shared on Twitter, reinforcing that they’re aware of (and part of) a community. Their clientele aren’t just offering or securing generic housing, it’s about “location, location, location.”
3. Use images. Lots of them – Case study: My London Home (@my_london_home)
Any detail could give you a big advantage over your competition in a crowded London property market. By using magazine-style pictures for every property it sells, My London Home helps tenants-to-be dream about how stylish and glamorous their new property could be. And by constantly sharing it on Twitter, they make life and lifestyle aspirations easier for the property hunter.
4. Turning users into brand advocates – Case study: StreetsAheadUK (@wwwstreetsahead)
Authentic-sounding word-of-mouth is always useful when searching for good service providers. Social channels amplify the effects of individual opinions and Streets Ahead makes best use of those testimonials. Having one of UK’s best reviewed services online, Streets Ahead reinforces its position in the marketing by sharing customers’ perceptions of their service. And, by sharing endorsements via shareable channels, they can make their reputation go even further.
5. Be professional but be entertaining – Case study: JDG Estate Agent (@JDGEstateAgent)
Sales and marketing specialists know that decision-making and purchasing processes are influenced significantly by emotion; people tend to buy from sellers when they feel an emotional connection with the product or service. This estate agency from Lancaster knows how to do it very well. Rather than just showing the usual photos and property descriptions, their Twitter offers funny/interesting things, from articles about the rental price of an authentic castle to houses built from strange materials. It makes the conversation personal and imparts the feeling of a human-scale business, backed by a team that’s passionate about the business.