You Are What You Tweet - Social Media & the Property Market

Recent events with the global Covid-19 pandemic and the government lockdown have changed every aspect of the way we do business within the property market industry – it’s not small changes, like moving the goal posts.  Instead, it's like changing onto an entirely new playing field.

Social media - once considered nice extra marketing tool for many businesses, has now become a core component of marketing almost overnight, particularly for property marketing with buyers and sellers.

How can Social Media to sell my property during lockdown?

Here at Warners, we have been working hard to adapt to the challenges lockdown has brought to the property market.  We have been able to use innovative video and virtual viewing marketing technologies to generate interest for our clients and their properties for sale with Online Virtual Viewings that are Live Streamed to a wide-audience on Facebook Live, as well as using Facebook sponsored posts to promote our Online Virtual Open Viewings hosted on Zoom!

Follow @WarnersProperty on all of our social media channels: Facebook | Instagram | Twitter | LinkedIn | subscribe on YouTube

We have hosted 13 Online Virtual Viewing events on the @WarnersProperty Facebook Page – 11 Facebook Live Streamed Viewings and 2 Online Virtual Open Viewings using Zoom. 

10 of these properties received offers within hours of the Online Virtual Viewing. 

2 of these properties had so much interest we were able to set a Closing Date for offers – of which a 1 Bedroom Flat in Leith which had 33 buyers join the Online Virtual Open Viewing on Zoom, received 12 offers at a Closing Date only 5 days after the virtual viewing.  We were able to engage immediately with the interested buyers using Facebook Messenger and our Online Virtual Live Streamed Viewing Videos remain on the @WarnersProperty Facebook page for buyers to see even after the event.

Here at Warners, we are at the forefront of innovative technologies and are here to ensure that our clients receive the best service and can reach the widest audience, reaching interested property buyers all across the nation and the world, despite any restrictions that the government lockdown has caused. You can follow Warners on all of our social media pages using the handle @WarnersProperty

What’s the difference between Facebook, Instagram and Twitter?

There are 7.6 billion people on the planet, and 3 billion of them use Facebook.

With nearly two thirds of the World population on Facebook, who isn’t Facebook’s target market?

To say that everyone is Facebook’s target market is not an understatement.  But, there are some slight differences when digging into the demographics. Facebook is slightly more popular with women, than men (74% vs 62%) and whilst the platform is more popular with younger adults (as is the same with most social media platforms), it is the social media platform most popular with older adults. In the 50-64 age group for example, 65% are on Facebook as are over 41% of those 65 and older. Let’s face it, you are most likely to find your Mum and Gran on Facebook than Instagram and Twitter! – Follow @WarnersProperty on Facebook.

With Twitter, things are a little bit different. It’s a micro-blogging service that gives you access to wide, fast moving and developing content in short and quick formats (you are restricted with character limits for each tweet to keep it all short, sweet & to the point). If you want to keep up with the latest – sometimes contentious or controversial - missives from World Leaders and musings from celebrities as well as other news, you will find this on Twitter. Men and women use it equally. Similarly, like Facebook, its users are skewed towards younger demographics. 45% of those aged 18-24 use Twitter, 33% of those aged 25-29, 27% for those aged 30-49 and 19% for the 50-64 age group. It’s most popular with University graduates and those that live in a city, too. – Follow @WarnersProperty on Twitter.

Young people nowadays cannot seem to survive at all without Instagram. The social network which focuses visually on photo and video sharing is especially popular amongst 18-24-year olds. Instagram also allows users to add nice filters to their photo and video content which is appealing and can be activated at the simple click of a button. 71% of those in the 18-24 demographic have an Instagram account. In the 25-29 age group, 54% have an account. 40% in the 30-49 age group use Instagram, and 21% for those 50-64. Facebook, who purchased Instagram in 2012 for $1billion, report that 500 million people use Instagram every day and it is now worth an estimated $100billion.  – Follow @WarnersProperty on Instagram.

Whilst all social media platforms are popular, they are popular for different reasons, and attract slightly different audiences.

• Facebook – Information, Events, Connecting to Family & Friends
• Twitter – News
• Instagram – Photos, Visuals, Home Inspiration and documentation your homeowner journey or property renovation journey

Most young people use a combination of all three platforms.

What is undeniable is that these are huge markets with growing audiences accessing the platforms daily and, for many users, at regular hourly intervals. These are also a considerable percentage of local buyers and sellers in Edinburgh, the Lothians and Fife.

Don’t overlook social media as part of your future property marketing strategy, and make sure you choose a firm with an established presence, and the right marketing expertise, that can get it right for you.   

Get in touch today to discuss how we can help with your property requirements buying or selling – 0131 662 4747 | property@warnersllp.com