How Developers Can Use Social Media For Brand Building
Easy as it may sound, using social media to market your brand and expand the consumer base no child’s play, especially if we are talking about the real estate sector. Selling a property through social media channels requires the right strategy since buyers could be leery of “going for it” because their lifetime’s savings could be at stake if things go wrong in a transaction of this nature.
In the Indian context, the use of social media tools to market housing products is gaining ground as developers and agents are use these channels to find their potential clients, the millennials.
Data available with Statistica show India had over 326 million social media users in 2018. This number is expected to grow 447 million by the end of 2023.
They are trying various channels, including Facebook, Twitter, Instagram and YouTube, to find the right audience that is seen using a large part of their day in browsing these social media platforms.
For video-streaming website YouTube, India has become the largest and fastest growing market, with 265 million Indians watching the video-sharing website every month. In the past year, the website’s consumption on mobile phones has increased to 85 per cent.
“In the last one year, YouTube’s consumption on mobile has increased to 85 per cent, with 60 per cent of the watch time coming from outside the six largest metros in India,” said YouTube’s CEO Susan Wojcicki.
This rising social media user base puts forth an opportunity for the real estate sector that has over the years adopted new technology to provide timely deliveries and good quality construction, to now go the tech way to invite new customers.
So, how can real estate companies use social media more effectively?
Facebook, Instagram, Google & Twitter: These two platforms are used to generate leads using ads. These ads then redirect the potential buyer to the developer site to know more about the project as well as the developer. These ads, unlike their vernacular counterparts, can be targeted towards a refined user base that can be selected at the time of placing the ad. They could pick the age, location and also the salary bracket. These three media are used for pictorial depiction of the product. This can also be a platform where the developer can respond to queries directed regarding the platform or buying process as a whole.
YouTube: At this platform, it is all about the visual impact. Developers can use this platform to showcase their projects using visual media such as walkthroughs, 3-D depiction and the fast-picking virtual reality (VR). The plus point here is that a home, which is a huge product to showcase, provides a lot of opportunity to create a visual content for the seller.
Quora: Quora is a platform where information is shared in the form of questions and answers. This turns out to be a unique platform for a developer to showcase its expertise and insights on real estate to the common users. They could respond to questions people ask pertaining to various steps of homebuying. Genuine information you share would generate awareness and trust among users . This is a great platform for brand building.