In the real estate industry, social media has drastically transformed the way that agents establish relations with their prospective clients. Nowadays, personal selling goes beyond phone conversations and open houses. It involves such platforms as Instagram and TikTok where real estate agents can reach out to a wider audience and create initial bonds without meeting in person yet.
The most trusted content should be professional, informative, and have a certain amount of personality involved. Video tours of the property are extremely effective since they provide useful information to the future client as well as an opportunity for the buyer to see how the agent communicates and acts in general. For instance, just by being friendly and smiling at the camera, one can create an initial bond.
Kotler & Keller in Marketing Management talk about the significance of personal selling and relationship marketing. With the advent of digital media, these connections have become easier to establish and maintain, as the customer may be following the agent for weeks or even months before making any transaction.
As for real estate agents, I would recommend them to produce as many interesting and useful posts on social media as possible, in particular, real estate tours. In addition to attracting viewers’ attention, the main aim here is building the necessary trust.
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