In 2019, a marketing strategy is incomplete without social media. With this, we now live in a digital age where social media plays a significant role in our daily lives. Not long ago, terms such as “hashtag” and “selfie” were adopted by America’s Merriam-Webster dictionary, which exemplifies how technology-focused our society has become.
The most successful real estate agents today make the most of major social platforms such as Facebook, Twitter, LinkedIn, and Instagram to promote both their services and property listings. Because of its character limit, Twitter is an excellent platform for busy agents who want to quickly advertise homes on the market by including a brief message paired with a website link in a tweet. Another popular social media platform is Snapchat, released in 2011. According to Statista, there are 186 million active Snapchat users worldwide each day.
While Snapchat is a fun platform to use, it is easy to get lost in its many features if you are unsure of how it works. If you are a real estate professional looking to get started, there are a few key points to know about Snapchat and the role that it can play in your marketing efforts. With this knowledge, you can unlock the potential of one of the world’s most popular social media applications for your reaching your target audiences on a new platform.
History of Snapchat
Snapchat is a multimedia messaging app that was initially designed for person-to-person photo sharing. For years, ‘snaps’ were fun and engaging forms of communication between friends and family. While Snapchat is still used to share picture messages directly with contacts, it has evolved to include Snapchat “Stories” and a “Discover” feature, both of which are useful tools for real estate agents to use. Snapchat Stories allow a user to post picture and video content in chronological order for 24 hours. Many agents use their stories as a way to advertise open houses or showcase their busy schedules on a mobile device. Snapchat Discover is also a useful tool because it allows brands to display short ad content. Because it shows users a feed based on their particular interests, it also serves as a way for people to stay updated on pop culture and current events. An interested homebuyer today can Snapchat Discover to stay updated on the local real estate market.
According to Statista, over 93 million people use Snapchat in the U.S. With this, Snapchat has grown to be the 6th most popular social networking app in the U.S. as of 2018. Additionally, it is worth noting that the most popular age range of social networkers are teenagers and young adults, otherwise known as ‘millennials’.
Millennials are a growing force in the housing market
Did you know that millennials are the largest home buying group in the U.S in 2019? As a generation, millennials are tech-savvy and heavily reliant on their smart devices. This generation uses their mobile devices for almost everything, from sending important work-related emails to ordering shoes on Amazon. Snapchat is one of the best tools for connecting with this younger generation of homebuyers. A typical millennial opens Snapchat on their phone at least a dozen times a day, so it makes sense to make the most of this digital space to reach your target audience.
Why use Snapchat in real estate
Why should real estate professionals bother with Snapchat when there are many other popular social platforms like Facebook and Twitter? Consider these important factors.
Snapchat is free
One of the most appealing qualities of Snapchat is that it does not cost money. It can be downloaded for free, and you do not need expensive camera equipment to create great content. Many social media experts argue that professionally-taken photos less effective at connecting with audiences because they seem less authentic.
Snapchat is easy to use
With Snapchat, you do not need to be a skilled photographer or videographer. Anyone with a smartphone can use Snapchat to produce authentic content. Taking a “snap” is just as straightforward and easy as using your phone’s camera.
Snapchat generates high engagement
The typical Snapchat user checks their app several times a day. Most users spend several minutes at a time clicking through stores, discover, and sending messages back and forth between friends. As a result, Snapchat receives high levels of engagements which is ideal for real estate professionals looking to grow their business.
Real estate is one of the most competitive industries in the world today. The National Association of Realtors reported that there were 1.3 million Realtors in the United States in 2018. A real estate professional who wishes to grow their business does not need to rely solely on paid advertising. Snapchat should be seen as a tool by professionals looking to brand themselves. Many homebuyers today want to connect with their agents on a personal level. Snapchat allows professionals to not only showcase their expertise in their industries but to show they are people too by showing moments in their lives outside their office. For instance, an agent can showcase their day on the job on Snapchat Stories (hosting an open house, closing a deal, meeting with potential clients), and time out of the office (eating out at local restaurants, spending time with their friends, attending events like concerts and sports events). This enhances a professional’s authenticity and makes them more relatable to homebuyers.