Penetrate the market with Snapchat
Snapchat becomes real estate agents' best bet for marketing
Social media preferences change rapidly, making it difficult for businesses to know which platforms are best to target with their marketing dollars. These days, Snapchat looks like a safe bet.
“It’s the only social network where marketers aren’t seeing a decline in reach,” Thomas Cilius, founder and CEO of Snaplytics, said in the article, “Snaplytics releases largest survey report ever on Snapchat trends among brands,” on Realtybiznews.com. “With 161 million daily active users on Snapchat, brands are quickly learning this is the go-to outlet because it allows them to engage their brand ambassadors and deliver content that really resonates with people, in real time.” Another article reported one of the reasons real estate agents should use Snapchat is market penetration. Although millennials are the dominant users of Snapchat, the app increasingly is being used by those in their 30s and 40s, and about 14.4% of smartphone users 35 and older have the app installed, according to the article “Snapchat for real estate marketing,” on AgentImage.com. According to that article, the app is predicted to skew much older within the next two to three years. Furthermore, “the app has seen exponential growth among elite top earners age 30 to 45 on both coasts,” the article stated.
Come to life
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Because Snapchat allows you to see who is watching your stories, Riley suggested agents keep track of who those people are and to invite anyone new who is watching to join their circle.
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Another reason agents should use the app, the article noted, is because it doesn’t cost much. The app can be downloaded for free, an expensive camera isn’t needed to produce content – a camera phone works fine – and the quality of content produced doesn’t have to be high grade. According to the AgentImage.com article, “content that’s rough around the edges is generally viewed as more authentic.”
Shoot a video, tell a story
The article suggested agents take photos or 15-second videos of listed properties, neighborhoods, schools and nearby attractions, and to add captions or use filters. The content can be shared with individuals via private message or to groups via the “story” feature. Agents also can take advantage of branded geofilters for a small fee. These decorative overlays allow agents to go hyperlocal with their content. “They’re also fantastic when it comes to real estate events like open houses and association meetings,” the article noted. “Just make sure attendees know your geofilter exists, and encourage them to use it during or after the event.”
Take photos or 15-second videos of listed properties, neighborhoods, schools, and nearby attractions, and add captions or use filters.
Although Snapchat content gets deleted after a short period, it has a “memories” feature that can be used to collect snaps, bring them together to create an album, and save for others to view, according to the AgentImage.com article. Users are then able to “tell better, longer-lasting stories that revolve around a specific property or neighborhood," the article stated.
Snapchat is five times more effective than Twitter at getting users to spend time on the platform on a per-user basis, and the “live stories” feature attracts more than 20 million users a day, according to AgentImage.com. Therefore, even app users who don’t have many contacts can achieve a great deal of online engagement if they are willing to respond to messages and produce content regularly. Agents can increase the number of followers through the app’s “add friends” section. There also is a separate app called GhostCodes that allows agents to discover Snapchat users who are listed under specific categories, according to the AgentImage.com article, which allows for a more targeted way of adding people. according to the article.
The Snapchat app increasingly is being used by those in their 30s and 40s, and about 14.4% of smartphone users 35 and older have the app installed.
Even app users who don’t have many contacts can achieve a great deal of online engagement if they are willing to respond to messages and produce content regularly.
Foster engagement
Snapchat is a great tool for personal branding because it lets users see agents “in real-life situations,” which helps them “come off as authentic to potential clients in ways that paid advertising can’t accomplish,” according toAgentImage.com Danielle Riley, associate broker at Nothnagle Realtors in Rochester, N.Y., discussed how she uses Snapchat in the RealtorMag.realtor.com article “How to use Snapchat for your business” by Meghan Brozanic. “Two or three people have messaged me to buy a house just from connecting with them on Snapchat,” she said in the article. “All of a sudden, I started getting leads.” In the article, Riley suggested a few things agents should remember when using Snapchat, including the importance of the “story” feature. Riley said she keeps it simple when connecting with her contacts. “I usually just post what I’m eating or give a personal look at my day,” she said in the article. “If I’m at a listing, I might post a view of the property.” Snapchat is also a good way for Riley to keep tabs on contacts. About 20 of them are prospects who aren’t ready to make a purchase, she said in the article, but the app allows her to keep her name fresh in their minds.
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