Social media is an integral part of your digital marketing strategy. Utilising it effectively can help to propel your marketing goals into action and garner great results.
2020 saw more and more brands adopt a solid presence on social media in an effort to be where their customers are – on their phones!
So, what will 2021 have in store for property brands in the social media world? Our sister brand, Content Republic, suggests you focus on these four trends:
1. Have a strong online personality
After experiencing restricted human contact in 2020, customers want to interact with brands who can communicate their personalities digitally. In fact, it’s never been more imperative to have a clear, consistent and compelling brand personality.
As the world continues to open up throughout 2021, content and property marketers will need to ensure they don’t lose the brand humanisation they created on their social and digital platforms in 2020. Now that customers have engaged with and enjoyed authentic and personality-filled content from brands, they’ll expect their feeds to continue to show it.
2. Utilise live and short videos
The rising popularity of applications and features like Instagram Reels, Snapchat and TikTok indicate that audiences, especially the younger generations, will continue to respond well to short, impactful videos. The best part about these videos is they require little to no budget, as there’s no need for green screens or expensive productions. Simply use a smart phone and film against an informal backdrop that’s relevant and highlights your real work environment.
Some ideas you can implement today include:
A live construction update that communicates progress
15-second promotional video on Facebook, promoting an upcoming release
Testimonials and interviews with satisfied buyers
Walk-through of a new development or display
Walk-through of your display office, introducing key sales staff
A short video showcasing your project’s different community groups and initiatives
3. Have a raw and unfiltered brand presence
Your property brand is more than your product, so ensure that you are communicating what goes on behind the scenes to add an authentic personality. The ideal way to engage on social media is to stay true to your brand and its value proposition. Being authentic can help you form a personal and more meaningful connection with your target market. They want to know the human element behind the brand, so producing relatable and relevant social posts will remain the best way to go in 2021.
Remember that the content you produce doesn’t have to be perfect and glossy – raw, relatable and real content that lets your brand’s personality shine through performs well.
4. Educate first, sell second
It sells to educate first. The customer journey can be a complex process and your audience wants to know that you’ll support them through every step – especially after the uncertainties experienced in 2020.
You need to provide your audience with the information they need to make a confident purchase decision. Identify your target market’s pain points and inform them of how your brand can help solve them.
So, before you start posting sales messages, make sure that you’ve educated your customers first. It’s the best way to provide them with the best customer experience and keep them coming back for more.
How will you respond to 2021’s emerging trends?
If your property business needs support re-invigorating and optimising its sales, customer experience and content marketing initiatives to respond to new shifts, expectations and behaviours, the Property Republic and Content Republic teams are here to help.
Read more in our PRX Magazine: The 2021 Trends Edition.