Are You Killing Your Brand?

June 26, 2019 4586

Are you speaking to the right audience?

Property video's and real estate updates on social media are becoming very popular, specifically over the past few years. They are an easy and great way to communicate an engaging message, views, ideas and opinions. But have you thought about whom you are talking to?

Did you know that 90% of Facebook users do not want to see real estate or property related updates on their Facebook accounts? This is certainly a surprising statistic, where the number one piece of content users do not want to see is Real Estate Agents in video updates on their Facebook accounts. In fact, they are blocking and deleting you, never to be connected again.

Similarly, the LinkedIn community feel the same, there should not be property videos or updates in LinkedIn, where 8 out of 10 people surveyed say that LinkedIn is a professional community and not a market place. OUCH!

The Instagram community are a lot friendlier where an equal amount of people agree that Instagram should or should not be used for property marketing purposes at 5 out of 10 people.

Twitter was much more accepting of property videos and real estate updates at 4 out of 10 users. YouTube received the least amount of complaints, at 10% of users not worried about seeing property related material.

These numbers are very worrying as a lot of real estate agents are using social to sell property and themselves. If your goal is to boost your profile and selling more property, then it is having the opposite effect. You are most likely losing customers and buyers/sellers find you annoying and in the instance of Facebook, 9 out of 10 people see you as interfering with their personal space and probably will not use your services in the future.

So what is happening here? Why are some platforms more accepting than others? If you look at the survey results and cross reference what the platform is and does, it becomes a lot easier to see.

  • Facebook is a users personal space on the internet where the user controls what they want to see and whom they engage with. Typically, this is family and friends. As such, too much promotion of Facebook could be damaging to a Real Estate agents profile.
  • LinkedIn is a professional community. This is where users collaborate and follow peers and as such, they are not looking to be sold to. They are interested in the professional career and progression of peers, but that is it. This is not the place to sell property.
  • Instagram is a photo sharing platform. Users typically following and engage with "nice looking" things that interest them. Not ideally the place to sell property, however, there are an equal amount of people that do not mind.
  • Twitter is an update and engagement service and as such, updates are moving quickly so users are less inclined to be annoyed or frustrated by property updates. Still not the ideal platform to sell property on, as the exposure of updates is very small.
  • YouTube is a content marketing platform for video, but YouTube is used in 8 out of 10 cases as a video storing platform, like a repository. Given the sheer amount of content on the platform, your message is hidden and washed out with the many others.

So what does this all mean? It means that all property video content needs to reside in one place where the audience is and where the audience wants to view it. YouTube could be an ideal place to store your videos, but they will not get seen by the right people. Facebook might seem like a good place to promote yourself, but it is having the opposite effect on you and your brand.

This is why exists. Property TV is a centrally managed place to feature all property video so users can receive real exposure by a community of buyers, sellers, investors, buyers agents, real estate agents and the many other property enthusiasts.