In the dynamic landscape of real estate marketing, the concept of social currency has gained prominence. Social currency refers to the value that content holds in social media, particularly its shareability. In an era where online visibility is paramount, creating shareable content is a strategic imperative for real estate professionals. This article explores the significance of social currency, strategies for creating shareable content, and real-life examples of how real estate’s social currency can be maximized.
Understanding Social Currency in Real Estate
1. The Power of Shares:
In the digital age, shares on social media are the modern-day word of mouth. When a piece of content is shared, it is exposed to a broader audience, creating a ripple effect. For real estate professionals, the ability to create content that is not only consumed but shared is a powerful marketing tool.
2. Building Brand Awareness:
Shareable content contributes to brand awareness. When your content is shared, it reaches individuals beyond your immediate network. This expanded reach is instrumental in building brand recognition and establishing a strong online presence.
3. Leveraging Social Proof:
Social currency is closely tied to social proof. When content is shared, it serves as a form of endorsement. Potential clients are more likely to trust a brand or professional if others in their network have shared content, indicating a level of credibility and authenticity.
4. Enhancing Engagement:
Shareable content is inherently engaging. It prompts reactions, comments, and discussions. The more engaging your content, the more likely it is to be shared. Engagement is a key metric in social media algorithms, further amplifying the reach of your content.
Strategies for Creating Shareable Real Estate Content
1. Know Your Audience:
Tailor your content to the preferences and interests of your target audience. Understanding their demographics, lifestyle, and aspirations allows you to create content that resonates, increasing the likelihood of shares.
2. Visual Appeal Matters:
Real estate is a visual industry, and visually appealing content is more likely to be shared. Invest in high-quality images, videos, and infographics. Consider using professional photography and virtual tours to showcase properties in the best light.
3. Highlight Lifestyle:
Move beyond showcasing properties;real estate social marketing highlight the lifestyle associated with them. Create content that paints a vivid picture of the experiences, amenities, and unique features that make a property more than just a house. Lifestyle-focused content has a higher shareability quotient.
4. Leverage Trends and Timeliness:
Stay attuned to trends and timely events. Creating content around trending topics or tying your content to current events makes it more relevant and shareable. It also positions your brand as current and in touch with the times.
5. Create Informative Content:
Educational and informative content has inherent value. Share insights about the real estate market, provide tips for homebuyers or sellers, and break down complex concepts. When your content adds value, it becomes share-worthy.
6. Utilize Storytelling:
Incorporate storytelling into your content. Whether it’s the narrative of a property’s history, success stories of satisfied clients, or the journey of a homebuyer, storytelling adds a human touch that resonates with audiences and encourages sharing.
7. Contests and Giveaways:
Organize contests and giveaways on your social media platforms. Contests create a sense of excitement and participation, prompting individuals to share your content as part of the entry requirements. This not only boosts engagement but also expands your reach.
8. Collaborate with Influencers:
Partner with influencers or industry experts. Influencers have established audiences, and their endorsement can significantly enhance the shareability of your content. Choose influencers whose values align with your brand.
Real-Life Examples of Shareable Real Estate Content
1. Virtual Property Tours:
A real estate agency implemented virtual property tours on their website and shared snippets on social media. The immersive experience of these virtual tours not only engaged their audience but also encouraged sharing as users showcased potential homes to friends and family.
2. Client Testimonial Videos:
A realtor created short video testimonials featuring satisfied clients. These authentic testimonials, accompanied by visuals of the properties, were widely shared by the clients themselves, amplifying the reach of the realtor’s brand through social networks.
Overcoming Challenges in Creating Shareable Content
1. Striking the Right Tone:
Finding the right balance in tone can be challenging. Content should be professional while still being relatable. Understand your audience’s preferences and adjust your tone accordingly to maximize shareability.
2. Staying Authentic:
Authenticity is crucial for shareable content. Avoid overly promotional or sales-oriented content that may come across as inauthentic. Share real stories, experiences, and insights that genuinely reflect your brand.