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Why Real Estate Agents are Prioritizing Social Media More than Email in 2021

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why real estate agents are prioritizing social media more than email in 2021

Like most sectors, the real estate industry has been hugely impacted by the COVID-19 pandemic. Unlike many small businesses, however, agencies are also encountering a booming market.

During 2020, social media became a critical tool for real estate agents. Real estate has traditionally been an industry that utilizes older school marketing methods (e.g., print advertising) and has relied on in-person meetings. However, agents are increasingly embracing social media as a means to showcase their value, and their properties, virtually. And that’s become an essential element in the time of social distancing. 

A recent study conducted by real estate website, The Close, found that 44% of agents said that they gained a new client in 2020 due to posting on social media. In fact, social media was only second to referrals for obtaining new listings last year. 

Perhaps more interestingly, when asked to pick where they’ll focus on growing their business in 2021, 82% of agents chose “improve social media presence.” Social media reigned, even over email marketing efforts. 

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(Note: Agents were allowed to pick multiple selections for this question)

Agents are leaning even further into social media this year – according to the National Association of Realtors, there are roughly 1.4 million licensed real estate agents in America, and agents have a median age of 55 years old. However, agents of all ages seem to be embracing even the newest platforms. 

On audio-based social media app Clubhouse, there are now dozens of real estate clubs on the app, and some have sizable membership. The aptly named “Real Estate Club,” for instance, has almost 13,000 followers and 7,000 members. Others have equally impressive followings despite the app’s early stages. 

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Even TikTok, which is dominated by Gen Z, often sees viral and popular real estate content from agents of all ages, and Nextdoor, the hyper-local app for local neighborhoods, offers ad options specifically for real estate agents

Real estate agents who are embracing social media successfully can emerge as leaders in their communities. While social media brands and influencers with huge followings tend to dominate much of the conversation, agents who invest in creating hyper-local content that resonates with their community can position themselves as market leaders.

Many agents are also embracing top video marketing trends. For example, online video maker, Animoto, features real estate agents who make hyper-local videos with their platform, which often see hundreds of shares on Facebook, with minimal ad spend. 

Conclusion

With 44% of real estate agents getting a new client from posting on social media over the last year, it’s evident that social platforms are not just a branding avenue – they can actually drive business for the largest of purchases. 

This might explain why more agents are investing in improving their social media presence than they are email marketing or SEO in 2021. Agents who focus on crafting hyper-local content can target prospects, and position themselves as personable experts in their area. 

The pandemic has sparked more agents to show what they’re doing for their clients and their listings virtually on social media. However, it’s obvious social media has staying power – and with agents of all ages succeeding on even the trendiest of platforms, there really are no excuses for the agents to sleep on cultivating a strong social media presence.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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