Sale of real estate in Instagram: real experience

Instagram has long become a platform, including for the sale of real estate.

I asked realtors and real estate agencies about how they managed to create popular accounts and sell on Instagram.

Andrey Pozdnyakov

Specialist for the sale of real estate in Sochi, specializes in premium segment objects.

@sochi_luxury_house

How long have you been on Instagram?

The first post on my Instagram dates back to May 26, 2016. The idea matured much earlier, but it was then that I began to act.

Why did you decide to use this channel to attract the audience?

Instagram is one of the most visited social services in Russia. Leading companies and brands around the world are represented on this social network, which means that with the help of Instagram you can get even closer to your audience, become more accessible, and acquaint people with my activities at any time, even when I can’t pay attention to tetra a-tet

What was the goal?

My goal is to be as helpful as possible to my client. Just browsing through my blog you can understand the real estate market in Sochi, and it is unique, not like in other cities of the country. Now people want to buy from people, from niche leaders, and my blog on Instagram is another tool that allows me to reveal my expertise to a huge audience.

How was the portrait of the audience shaped?

Very simple, according to the portrait of existing customers. Although, many of them, quite successful people, do not know how to handle this application. But in this case, I am guided by those who are surrounded by such people and influence decision making.

Has the audience segmented specifically for Instagram?

Yes, in accordance with the cost of the product, and it belongs to the "premium" segment.

What were you guided by when filling out a profile and creating a content plan?

I am guided by the need of the client, and these are real proposals in the resort city of Sochi. In the city there is no resource with real prices and daily updated offers. This is what I do.

I also take into account the fact that the majority of the audience is female. For fun, I also introduced the rubric # interesting in real estate_s.

How were the photos picked?

Most of the photos in my profile are salable objects. I make them or my colleagues, as well as professional photographers. In publications I try to post the most "catchy" photos.

Analyzed competitors in Instagram? How to rebuild?

At that time, when I was creating a blog, I had no one to focus on in the Russian market. Especially in my segment. I studied western market specialists: Ryan Serhant, Steve Gold, Fredrik Eklund shark (he is a real star in New York). Of the Russian were those who developed themselves in the "YouTube", but not in a suitable format for me. I decided to make my own, unique.

What kind of advertising used? Tell us about each method.

Targeted, I usually try on those publications that receive a good response from my subscribers.

Advertising in city publics - I bought advertising in a story in cities, from where they often move to us in Sochi.

Participation in the giva was a sponsor of the giva in which $ 3000 was played among the participants.

Of all the methods, the most effective in terms of gaining subscribers was a giv. But we must not forget that it is not the quantity but the quality of the audience that is important for sales. This is what I strive for.

How do you see the leads come from Instagram?

Clients themselves report that they found me on Instagram. As a rule, the reason is a certain publication, we are repelled by it in our communication.

How do you analyze the results?

For me, a positive result is any appeal through Instagram. Not only with the purchase request. Owners often find me and ask me to take their property for sale. So, I had a "secondary" in distant Cambodia :), but so far I have not been able to help in its implementation. Developers also apply, invite for exclusive conditions of cooperation or ask for advice on implementation. All this is very important to me. This forms my personal brand.

What is the profitability of Instagram compared to other channels to attract customers?

The fastest channel of attraction is a personal recommendation, nothing competes with it, especially in my field. Instagram helps me generate leads from all attraction channels in sales. Potential buyers become real. I give a link to my Instagram this is a kind of “tablet”, a solution to the pain of a potential client.

Pavel Tikhonov

Head of real estate agency Step to Sea.

@pavelfromspain

How long have you been on Instagram?

Instagram lead 4 years. Moving on year.

Why did you decide to use this channel to attract the audience?

I use all popular platforms to promote my brand. Instagram is considered one of the most popular among users of social networks.

What was the goal?

Planned to find customers for the purchase and rental of real estate.

How was the portrait of the audience shaped?

I try to attract the attention of the audience from 25 years old, wealthy, interested in holidays in Europe, buying real estate

Has the audience segmented specifically for Instagram?

Yes, focused on the above audience.

What were you guided by when filling out a profile and creating a content plan?

For convenience, conciseness and a single style of photos.

How were the photos picked?

Exhibited what I liked. I picked up good shots from trips, holidays in Spain. Used available in the application filters.

Analyzed competitors in Instagram? How to rebuild?

Yes, analyzed by hashtags and job profile. Took some chips from competitors.

What kind of advertising used? Tell us about each method.

Targeted advertising on Instagram.

How do you see the leads come from Instagram?

Customers write in "direct".

How do you analyze the results?

Instagram statistics. For the analysis of statistics I use third-party specialized services.

What is the profitability of Instagram compared to other channels to attract customers?

About 10% of customers come from Instagram. It seems to me that this is an excellent result for one year.

Kamensky Alexander

Realtor.

@kvartiry_krasnodar

How long have you been on Instagram?

I have been promoting the group since September 2017.

Why did you decide to use this channel to attract the audience?

This channel of attraction is the most relevant in our time. In addition, it is easy to promote at no cost.

What was the goal?

The goal was to attract buyers for real estate in Krasnodar.

How was the portrait of the audience shaped?

I worked in real estate agencies, so I understood about the portrait and preferences of my audience.

Has the audience segmented specifically for Instagram?

Not.

What were you guided by when filling out a profile and creating a content plan?

There was no content plan. I made intuitive posts and descriptions for them. Real estate is a product where the buyer wants to see real estate, find out its parameters (area, number of floors, etc.). I tried to advertise real estate at a price at least slightly lower than the market. All buyers, regardless of age, gender and other characteristics want to buy more profitable and cheaper. I was guided by this.

How were the photos picked?

Picked up high-quality photos. I posted real estate with bad photos only if the price for it was below the market.

Analyzed competitors in Instagram? How to rebuild?

There are no competitors in Instagram in real estate niche, and if someone says that they are, then this is not true. I was looking at competitors. Practically all subscribers are well-behaved, because there can be no account with 10,000-12,000 subscribers with 10-30 likes per post. Means, clocked up subscribers.

What kind of advertising used? Tell us about each method.

I did not give advertising. I tried to regularly post posts, subscribe and unsubscribe from Krasnodar groups with a large audience, so that when I subscribe to them, my group would appear in recommended publications. A couple of times from my personal profile I left links to the group (on a personal account - 24,000 subscribers), but this gave me only about 30 people.

How do you see the leads come from Instagram?

If it's a phone call, then just ask. If personal messages, respectively, in the "direct".

How do you analyze the results?

Mainly through Instagram statistics and keep my own statistics on leads (who called or wrote).

What is the profitability of Instagram compared to other channels to attract customers?

Instagram is the most profitable of all attraction channels that I know. The cost of the development of Instagram "0" rubles. You spend only your time, and profit for real estate agencies - from 50,000 rubles and more.

Nastasya Shtanko

SMM-manager specializing in the sale of real estate.

@loft_groups

How long have you been on Instagram?

The Loft Groups account has been in existence for over a year, but we started working with it since April 2018, that is, 6 months ago we started to promote it. For the first two months, we filled the page with posts and “targeted” the content and visual component.

Why did you decide to use this channel to attract the audience?

Over the past year, the Instagram audience has grown significantly in terms of age and regional characteristics. We will not go into the statistics and marketing research on the audience of the social network, which can be found in publicly available sources.

Just remember the morning when people go to work on public transport. Look around and you will notice that every fourth passenger spends time, flipping through something in the smartphone. In most cases, these are social networks, namely Instagram. Yes, even sitting in a cafe or buying bread in a supermarket, you can hear the exclamation: "Have you seen on Instagram, how ...?".

What was the goal?

The goals are quite classic: raising the awareness of the company Loft Groups, in this case through Instagram, building loyalty among potential customers and, of course, lead generation. In our opinion, the first two points are more priority for such a niche as real estate, if we are talking about the long term.

There is great competition in Krasnodar: more than 200 companies of different levels and countless private brokers work in the city. A potential client does not trust real estate agencies and realtors as a professional unit. But having a high-quality Instagram account greatly increases loyalty. Unfortunately, this is impossible to confirm with any metrics. However, over the past couple of months, we are increasingly hearing from our customers: "If it were not for your Instagram, we would not have turned to you."

How was the portrait of the audience shaped?

We share the common opinion that the audience in a niche is very diverse: anyone can be interested in buying an apartment - from student to pensioner. However, marketing research in the field of real estate, the experience of our agents and my experience as an smm-manager helped to reveal the most important thing: when buying a home in 7 out of 10 cases, the person who made the decision was a woman between 24 and 55 years old. In the rest, it is a matter of segmentation.

Has the audience segmented specifically for Instagram?

Instagram does not provide as much user data as, for example, VKontakte. But, nevertheless, it can be done and even necessary. Segmentation allows you to identify the most effective audience segments and allows you to quickly adjust the work in accordance with this. Due to this, several tasks are solved at once.

For example, the perennial question about content and posts: what and how to write. We are not interested to publish only sold properties, as many do. It would not help in realizing our goals. In addition, buying / selling a property for a client is always a solution to a problem, and often it is much deeper than the lack of housing. A segmentation just allows you to better explore the pain of a particular segment of the audience.

What were you guided by when filling out a profile and creating a content plan?

Again, everything comes from goals as well as pain from the audience. We have developed headings, each of which has its own function. Posts are published in accordance with the content plan for a given proportionality, alternating categories between themselves. The main criterion: more useful, interesting and beautiful, less frankly selling. And honesty - in real estate is especially important.

So, under the # loft_company heading, we do not just describe our advantages and types of services, but also highlight the fears familiar to a potential client: for example, distrust of real estate agents or unwillingness to meet at the company's office. And what is more important - we give counter-arguments and work out objections. But the posts of this category come out every 2 weeks.

For those who are moving to Krasnodar, the rubric # opereduv Krasnodar_loft is interesting, where we are talking about the city and its problems. Such posts are published once or twice a week, and subscribers follow them vividly.

We publish our exclusive offers in the heading # samibuil_loft and basically indicate the prices. Of course, without them, such posts would collect more comments, but this gives reliable information about the value of real estate in Krasnodar and works as a good filter.

The fact is that in Krasnodar on the sites-aggregators for the sale of real estate a lot of fake ads with low prices. Potential buyers develop a false idea of ​​housing affordability.

Another of the most important components of the Loft Groups content plan is photo and video reviews with clients for the # loft_clients category. This is social proof, acting better than any argument. Of course, we do publications with the consent of the people. Such posts come out as material appears and always take precedence.

How were the photos picked?

First of all, we have developed graphic elements and post templates for some headings. It is difficult to underestimate their presence - they help in forming a single account image.

We are not doing fashionable page collage now. In spite of the monthly content plan, we need the ability to quickly swap posts. However, each image is selected according to those in the environment: we are trying to organically enter the photo by color and tone combination.

In addition, we try to use a calm gamut, without screaming colors, and images rarely carry a negative mood (unless under the category of long-term construction_loft). This is due to the goal of creating a sense of calm and harmony for our subscribers. After all, buying / selling real estate is stressful for most people.

Analyzed competitors in Instagram? How to rebuild?

Yes, of course, we analyzed competitors and looked at the accounts of colleagues from other cities. And we continue to do it. But we would not like to comment on detuning for ethical reasons. In general, the main weapon for us today is content.

What kind of advertising used? Tell us about each method.

Immediately it should be said that we did not use actively tattered advertising on Instagram. But this item has already been included in the media plan and the company's budget for the near future.

The first way that we turned to more than a year ago is mass folding. We use it now, however, now quite differently. First of all, the work is based on the segmentation of the audience and sources. And by the way, it is not always competitors. Here you need to look wider and dig deeper.

There are indirect ways to promote our Instagram. After the first contact with a potential client by phone, the agent sends him an SMS or WhatsApp message with his data, as an electronic business card. There are also links to social networks Loft Groups. In addition, throughout the printing company there is information about us in the networks, whether it is an agent business card, a flyer or a folder for documents.

How do you see the leads come from Instagram?

Everything is simple - we fix the leads in CRM with an indication of the source. Bid consider the appeal in which a person left a phone number. We continue to work on the rest of the appeals in Direct, to observe the subscribers who have shown interest, to like them, comment on their posts and watch Stories.

By the way, encourage your regular readers in this way, and this may give good results over time. If they don’t become your clients, they can be brand advocates: they will more often respond to your publications and have a positive attitude towards the company. But your comments under their posts should be meaningful - so we read and then write with our hands, not with programs.

How do you analyze the results?

For analysis, we fill out a table with statistics on your Instagram account every day. Also at the level of numbers indicate the number of leads and targeted hits. After three or four days we analyze the statistics of the post. If there is a clear understanding that a particular post led lead, also enter the data. For the budget and expenses, we also keep separate records. Therefore, at any time we can calculate the cost of the lead and target treatment.

The data for each lead is entered in CRM and is updated with the history of interaction of the Loft Groups agent with it. But this is the responsibility of the sales department, and the SMM-manager works "on the pickup."

It is impossible to take into account all, unfortunately. For example, in the post with an exclusive offer, we indicate the corporate phone number of the agent who works with this object. And then everything is mixed up in a heap, and the data becomes dirty. В таких случаях редко удается отследить первоначальный источник контакта с компанией: это может быть и "Авито", и наш сайт Loft Groups, и Instagram.

Какова доходность Instagram по сравнению с другими каналами привлечения клиентов?

Мы не можем огласить конкретный цифры согласно внутренней политике конфиденциальности компании. Но результаты таковы, что Instagram - один из приоритетных каналов компании по формированию имиджа и привлечению клиентов. У нас уже внесены некоторые изменения по дальнейшей работе в Instagram и запланирован бюджет. I would like to add that you should not chase a large number of subscribers in a short time. They will come and stay with you, if you pay attention to their problems and pains, you will be useful.

Ramil Umarov

Realtor.

@sochi_rodina

How long have you been on Instagram?

Instagram lead from March 2016.

Why did you decide to use this channel to attract the audience?

I really like the idea of ​​Instagram, as well as the contingent. Social network continues to evolve.

What was the goal?

The goal of 100 thousand subscribers.

How was the portrait of the audience shaped?

I myself was looking for someone to subscribe. Spent a lot of time on it.

Has the audience segmented specifically for Instagram?

I was looking for people on specific hashtags.

What were you guided by when filling out a profile and creating a content plan?

On the interests of the audience. I try to constantly change the style and shape of the profile: experimenting with the texts and submission.

How were the photos picked?

I focus on personal taste.

Analyzed competitors in Instagram? How to rebuild?

I do not follow competitors. I think it will give me nothing.

What kind of advertising used? Tell us about each method.

Several times I tried targeted advertising on Instagram.

How do you see the leads come from Instagram?

Clients themselves tell me.

How do you analyze the results?

I write each transaction in a notebook for myself.

What is the profitability of Instagram compared to other channels to attract customers?

Instagram takes the first place, as I practically do not deal with other resources. Approximately 80% of the results I get on Instagram.

Musatayev Ergazy

Director of communications real estate agency.

@ ivitrina.kz

How long have you been on Instagram?

We created our Instagram account on October 14, 2014. At that time, we were looking for a place where people can find the apartment of their dreams without problems and any additional hassle. We tried everything that was possible. Post no more than 10 posts per day. Post the maximum number of posts per day. We had just a huge amount of drawings. They gave an incredible amount of prizes from our partners and just those gifts that they bought themselves.

Why did you decide to use this channel to attract the audience?

We decided to use Instagram because it is very convenient. When asked to purchase or search for something, you use Google or another search site. But, if you are constantly on the move - work / business / home, you should save your time. So, based on this, we decided to use this social network. It is very convenient and quick to use. The man came in, looked, put a like and saved it if he liked the apartment. He can also leave a comment in order to find out more information. And, of course, can always phone with our managers for appointment viewing apartment.

What was the goal?

Our goal was initially to create a boutique. The entire real estate market can be compared to a huge shopping and entertainment center. To find the right product, you must first go around the entire mall. Against this background, we are a boutique that shows only the best products with a price-quality ratio. We filter everything that goes into our Instagram account. We never publish ducks to attract people. We never allow our content managers to publish posts where the quality of photos wants to leave the best. If you browse our Instagram, you will see only the best properties. We also have one text template that goes into the description of each post.

How was the portrait of the audience shaped?

Our target audience is people from 26 years and older. Most of our clients are people who are about 25-35 years old. The portrait of our buyer is simple. In fact, at the beginning of the start of the Instagram promotion, we already had an approximate template of our client. If we talk as a percentage of our customers, we can distinguish 5 cities of our country: Astana - 35%, Alma-Ata - 30%, Atyrau - 10%, Aktau - 7%, Shymkent - 5%. The rest are other cities of our country. In the age range, most people are 25-34 years old, then 35-44. At the end of this list is 18-24. If, however, we are talking about who reads more on Instagram, then the beautiful half of our humanity makes up 76% of our audience, 24% are men.

Has the audience segmented specifically for Instagram?

Of course, we segment our audience on Instagram so that the money spent on advertising is not wasted. Based on our statistics, which we derived in 5 years of work, we place great emphasis on people from 25 to 50 years.

What were you guided by when filling out a profile and creating a content plan?

When we created our Instagram profile, we had only one goal. So that our clients can easily find an apartment in the shortest possible time. At the same time, we indicated the number of our director so that in the event of any force majeure situations, our clients could call the company directly and leave feedback. Our priorities on Instagram: simplicity, convenience and beauty.

How were the photos picked?

From the very beginning, we initially set the standard for the publication of our content - these are professional photos and by no means those that are made on a mobile phone camera. In order for our Instagram account to meet our set standards, we put a lot of emphasis on our back office. We have 2 professional photographers who spend 5 photo shoots at the sites that we sell.

Analyzed competitors in Instagram? How to rebuild?

We, first of all, call them our colleagues in the shop. Secondly, among all real estate agencies, we occupy a leading position not only in sales, service and professionalism, but also on Instagram. If we compare all real estate agencies that are in the city of Astana, then the first who are on the lips of many are we.

What kind of advertising used? Tell us about each method.

As mentioned earlier, we use different ways to advertise on Instagram. First of all, this is a paid promotion in Instagram itself. In such an advertisement, we put forward certain posts. That is, these are non-burning apartments, because they are sold literally in 1 day maximum. In the promotion, as a rule, we put the apartment with a design repair and branded advertising of our company. Secondly, contests among our subscribers. Based on the fact that more than 75% of our audience are beautiful women, we play certificates to spas, romantic dinners, tickets to famous stars. Everyone can participate in such rallies. The conditions for the participation of such competitions, we strive to do the most simple. The standard conditions are to subscribe to certain accounts of our company, mark several friends (2-4) in the comments and like the publication. No reposts. Of course, we can not do without SEO and contextual advertising. Well, I think that the way this advertising is known to all.

How do you see the leads come from Instagram?

As I wrote earlier, we allocate from the budget of our company huge funds for the maintenance of the back office. Our back office consists of: HR-manager, financial director, marketer, 5 call center operators and their manager, system administrator, content manager, designer and our developer. Every call that enters our company goes through a mandatory process. Each incoming call is automatically recorded in our company database (CRM). The first conversation always goes with one of the operators of our call center, who, afterwards, transfers this client to a specialist in the sales department. The entire department of the call center works on scripts that we have specially developed for the convenience of working with clients.

How do you analyze the results?

We place great emphasis on our own website. That is, all advertising on the Internet, which goes, refers to our site. According to the CRM of our site, we look at attendance, clickability. Accordingly, further, the marketer, together with the SMM-manager, compile a report on the advertising campaign done. From this report we see the cost of 1 contact for us, the percentage of conversion. Based on this report, we make another, more targeted advertising.

What is the profitability of Instagram compared to other channels to attract customers?

For our company, Instagram remains one of the best sites not only for attracting, but also for selling apartments of our clients. Every day we receive more than 50 offers of cooperation. Many people want to advertise with us, offer to be "sponsors" in the geniuses and ask to post some ads on a paid basis. But we do not pursue money. For us, our account is our brainchild and cannot afford to publish everything. Our Instagram was analyzed by some famous bloggers, weiners. All of them in one voice said that we planted our Instagram by publishing more posts per day. They were based on the fact that our posts have a small number of likes. But, our sales figures for Instagram show exactly the opposite.

findings

  1. Instagram works well for selling real estate.

  2. For the popularity of the account are important high-quality photos.

  3. Competitions and targeted advertising work well for promotion. In addition, it is important to establish personal contact with subscribers through communication in the comments.

  4. Use different headings that will perform three tasks: teach, entertain, help.

Watch the video: How to Do Real Estate Marketing in 2019. First in Line Q&A (February 2020).

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