Unravelling Threads for Property and Real Estate Businesses
Chances are you’ve heard the hype about the new social media platform, Threads. Launched on 5 July 2023, the Meta app had an incredible uptake of 30 million sign-ups on its first day, and has now been embraced by over 100 million users.
If you’re wondering whether Threads is a social channel worth investing your time and effort into, we’re here to help you make up your mind.
Should you sew Threads into your business’ social media tapestry? Let’s start by unravelling the platform, and how you could use it.
What is Threads?
Threads is a new app by Meta, where users can share short text updates and participate in public conversations. It’s a separate app integrated with Instagram.
Posts on Threads can be up to 500 characters long and can include links, photos, and videos (up to 5 minutes). You can share a Threads post to your Instagram story or share your post as a link on other social media platforms.
Because Threads integrates with your Instagram account, you log in using your Instagram details to create a Threads account. Your username, name, bio, profile photo, and the verification mark will carry over to your Threads account. However, you can still customise your profile to make it unique to Threads.
4 Ways Your Property or Real Estate Business Can Benefit from Joining the App
Establish yourself as an early adopter and industry leader
Now is the perfect time to take advantage of the hype surrounding the platform. Users are eagerly exploring, experimenting and learning about the new app – so why not ride the wave of excitement with them? By adopting this new platform early, you’ll be in a better position to establish yourself as a leader within the property/real estate industry.
Create a sense of community and loyalty
According to Social Hospitality: “Many companies are leveraging Threads to show their personalities…This approach fosters a sense of belonging and enhances brand loyalty, leading to increased customer satisfaction and advocacy.”
By connecting with likeminded accounts and attracting users who are interested in property, real estate, interior design, development or building/buying a home, you have the opportunity to create a loyal and engaged community from the beginning.
Seekflow says: “By posting engaging and relevant content, you can establish deeper connections with your target audience, or even encourage them to follow you on other social media channels, giving more opportunities for you to foster brand loyalty.”
Harness customer feedback and testimonials
Understanding customer wants, needs, expectations and experiences is essential for any property and real estate business. Social Hospitality says brands are also using the platform to “invite customers to participate in threads dedicated to product feedback, ideation, and discussions, allowing them to have a direct influence on the brand’s decision-making process. This inclusive approach not only strengthens the bond between brands and customers but also helps companies to gain valuable insights and improve their offerings based on real-time feedback.”
Reach Gen Z homebuyers on a new platform
The highest number of Threads users are from Gen Z, so if you’re looking for new ways to connect with this target market, this new app could be something to add to the mix.
5 Ideas for Posting on Threads
Tips, tricks and lists
Everyone loves bite-sized, useful information. Whether it’s interior design pointers, tips for saving a deposit for your first home, or a list of the best local coffee shops, there are so many tips, tricks and lists you could share to educate and engage users on Threads.
Market updates
Become a trusted destination for reliable information by sharing market updates with your followers.
Community building
Start discussions to foster engagement by posting questions that prompt response, reflection and debate. You can also ask for feedback and encourage people to share content about your brand.
Updates and announcements
Whether it’s a new product, stage release, listing or an upcoming event, keep your followers in the loop.
Storytelling
Make your content more relatable and authentic by sharing real life stories and experiences. It could be a challenge you overcame, or a client story (case study) with a great outcome.
Important Considerations Before Joining Threads
Ensure your target market is actually using it
Social media marketing is only effective if you’re posting to the channels your target market is actually using. Threads is mostly popular among Gen Z, so if you’re not trying to target first home buyers, then it might not be relevant for you.
Have a plan
While there’s nothing wrong with testing and experimenting with a new marketing channel, it’s always important to first understand how your activities on this new platform will contribute to your overall business objectives.
Understand that the app is still evolving
Threads is still growing and evolving, and so it’s hard to anticipate its popularity, longevity and direction at this stage. This means it could be difficult to adopt this platform into your social media mix as a long term strategy right away.