Marketing is a core skill that all real estate agents need in 2022. Whether it’s social media marketing, personal branding, or traditional marketing, agents are mobilizing techniques to grow their audience, generate new prospects and promote their own professional brands. When it comes to marketing for the Canadian market, fewer are more adept than real estate consultant Alex K. Liang. Liang uses his experience as a social media influencer (and an audience of hundreds of thousands of followers) to stay on top of the latest marketing techniques. He now works as a luxury real estate broker in one of Canada’s hottest markets, Vancouver. We spoke with Liang about his learnings as a digital marketing and social media pioneer and he shared some of the best marketing techniques real estate agents should use in 2022.
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1) Create value for your audience
It’s important to create value, so there’s a reason to follow you on social media, advises Liang. Create posts that offer market information in simple terms with captions that invite deeper conversation. Invite conversation and open the door for your followers to suggest reports or specific information about their neighborhood.
2) Connect by personal interests
Don’t underestimate the power of an authentic personal brand. For a newbie real estate agent, create a personal brand and post content unique to you. “It’s one of those things where over time you build a relationship [with your audience] and people feel they know you or communicate with you for various reasons. Keep taking people on a journey.
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3) Interact with your audience and learn more about them
Stories are a great way to spark conversation and learn more about your audience, Liang tells us. Polls, sliders, and AMAs can encourage responses that will help you learn more about your audience’s interests (like light or dark kitchens!). “Getting people to vote on things they like about homes is also a great way to see what people like best.”
4) Prioritize the platforms used by your audience
When creating a digital marketing plan, think about the social media platforms your target audience is on and prioritize content creation on those. “Facebook and Instagram are great because people in the age group that uses these platforms are more interested in buying properties.” Liang recommends looking into TikTok if you’re looking for a younger demographic or looking to drive traffic to Instagram.
Back in Toronto for a visit and had to share a few #ForestHill Favorites of course! This sought after area of Toronto never disappoints when it comes to beautiful homes. I’m always drawn to old stone houses. What style of home do you prefer?#torontohomes #torontorealestate #homesdeluxe #realestatedeluxe
5) A sharp photograph is a worthwhile investment
Working with the right media teams is key to getting content that really showcases the property. Liang recommends creating custom media plans that allow each property to shine. “Drone photography is cool, but sometimes it’s not relevant to a property,” Liang says (although if it’s a waterfront property, he says you’ll want to show off the property). full picture). “Photography is one of the most important things and investing in it pays off the interest it generates.”
6) Prioritize video on social networks
Most social media platforms favor video content, so you’ll put yourself at a disadvantage if you don’t have video content to share, Liang says. It also provides a more cinematic look which helps in selling a property. “It’s the magic of the moments, the time of day and everything you see in this video that you wouldn’t see in a photo.”
7) Make an appointment easily reachable
It may seem obvious, but make sure your contact details are easily accessible. People have a short attention span online and you don’t want to lose potential customers by making yourself hard to reach. Include your contact information on your social media profile and on posts so you can turn those likes into customer conversions.
8) Leverage your real estate network
This is particularly useful in British Columbia, where brokers cannot terminate a trade (although they can in Ontario, notes Liang). For new agents, co-registration is a great option. In general, Liang recommends aligning yourself with other people who are successful and doing great things online. “Follow each other, support each other’s listings and sales – just be really supportive and everyone wins.”
9) Luxury marketing is in the details
Liang describes luxury as “detail-oriented” and recommends making sure all your marketing materials (from print to digital) are aligned and neat. “Think about your brand, the brokerage brand and the ownership brand and present it and showcase it in a really elevated way.”
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10) Price determines quantity, not marketing quality
Finally, Liang shares that real estate agents need to stay true to their brand and deliver consistent, polished results no matter the price. “Whether it’s a $500,000 condo or a spectacular $50 million property in Whistler, it’s the same level of service and marketing. Maybe not [the same] amount of marketing and advertising, but it’s the same level.
Images courtesy of Alex K. Liang and shared with his permission.