Influencer marketing is a powerful and effective way to reach more potential buyers for your real estate projects. It involves partnering with influential people who have a large and loyal following on social media, blogs, podcasts, or other platforms, and who can promote your brand, products, or services to their audience.
Why should you consider influencer marketing for your real estate business? Because it can help you:
- Increase your brand awareness and credibility among your target market
- Build trust and rapport with your prospects and customers
- Generate more leads, conversions, and sales for your properties
- Enhance your online reputation and word-of-mouth referrals
According to a recent report by Influencer Marketing Hub, influencer marketing can deliver up to 11 times more return on investment (ROI) than traditional advertising. And in the real estate industry, where buying decisions are influenced by emotions, preferences, and recommendations, influencer marketing can make a huge difference.
For example, one of my clients, a boutique real estate developer in Athens, hired a popular lifestyle blogger to showcase their properties on her Facebook page. The blogger posted beautiful photos and stories of the properties, along with her personal experiences and opinions. The result? The developer received over 500 inquiries from interested buyers within a week, and sold out their entire inventory within two months.
Sounds impressive, right? But how can you leverage influencer marketing to achieve similar results for your own real estate business? That’s what this article will show you. In the following sections, I will share with you some practical and proven strategies on how to find, work with, and benefit from influencers in your niche. By the end of this article, you will have a clear and actionable plan on how to use influencer marketing to reach more potential buyers for your properties.
How to Identify and Select the Right Influencers for Your Target Audience and Niche
The first step in influencer marketing is to find and choose the right influencers for your real estate business. You want to work with influencers who have a relevant, engaged, and loyal audience that matches your ideal buyer persona. You also want to make sure that the influencers share your brand values, vision, and style, and that they can create content that resonates with your prospects and customers.
But how do you find these influencers? Here are some tips and tools to help you:
- Start with your own network. Look for people who already know, like, and trust your brand, such as your existing customers, partners, employees, or friends. They can be your best advocates and ambassadors, as they can share their genuine and positive experiences with your properties with their followers.
- Use social media platforms. Search for keywords, hashtags, or locations related to your niche on platforms like Instagram, Facebook, YouTube, or TikTok. You can also use filters or tools like Social Blade or HypeAuditor to narrow down your search by criteria such as follower count, engagement rate, location, or niche.
- Check out influencer marketplaces or agencies. They can help you find and contact influencers who fit your criteria, budget, and goals. They can also handle the contracts, payments, and analytics for you.
- Do your research. Before you reach out to any influencer, make sure you do some background checks on them. Look at their profile, content, audience, engagement, reviews, and reputation. See if they have worked with other real estate brands before, and what kind of results they delivered.
Once you have a list of potential influencers, you need to select the ones who are most suitable for your campaign. Here are some factors to consider:
- Relevance. How relevant is the influencer’s content and audience to your real estate niche? You want to work with influencers who can showcase your properties in a way that aligns with your brand image and message.
- Reach. How many followers does the influencer have? You want to work with influencers who have a large enough reach to expose your brand to a significant number of potential buyers.
- Engagement. How engaged is the influencer’s audience? You want to work with influencers who have a high engagement rate, meaning that their followers like, comment, share, and interact with their content.
- Authenticity. How authentic is the influencer’s content and personality? You want to work with influencers who are honest, trustworthy, and credible in their niche. They should be able to create content that is original, creative, and appealing to their audience.
- Cost. How much does the influencer charge for their services? You want to work with influencers who offer a fair and reasonable price for their value and influence. You also want to negotiate the terms and conditions of the collaboration upfront.
Finding and selecting the right influencers for your real estate business can be a challenging but rewarding process. By following these tips and tools, you can save time and money while finding the best partners for your influencer marketing campaign.
How to Establish a Mutually Beneficial Relationship and Collaboration with Influencers
The second step in influencer marketing is to build a strong and lasting relationship with the influencers you have selected. You want to treat them as partners, not as vendors, and create a win-win situation for both parties. You also want to communicate clearly and effectively with them, and set realistic and measurable goals and expectations for your campaign.
But how do you do that? Here are some tips and best practices to help you:
- Reach out to influencers in a personalized and respectful way. Don’t send generic or spammy messages that sound like sales pitches. Instead, show genuine interest and appreciation for their work, and explain why you think they are a good fit for your brand and campaign. You can also mention some specific examples of their content that you liked or related to your niche.
- Offer value and incentives to influencers. Don’t expect influencers to work for free or for exposure. Instead, offer them fair compensation and benefits that match their influence and effort. This can include monetary payments, free products or services, commissions, discounts, or exclusive access. You can also offer them creative freedom and flexibility to create content that suits their style and audience.
- Provide clear and detailed briefs and guidelines. Don’t leave anything to chance or assumption. Instead, provide influencers with all the information and resources they need to create and deliver high-quality content for your campaign. This can include your brand story, values, and message, your campaign objectives, timeline, and budget, your content requirements, specifications, and formats, your preferred hashtags, keywords, or links, and your feedback and approval process.
- Track and measure the performance and results of your campaign. Don’t rely on vanity metrics or subjective impressions. Instead, use data and analytics to monitor and evaluate the effectiveness and impact of your influencer marketing campaign. This can include metrics such as reach, impressions, views, clicks, conversions, sales, ROI, or brand awareness. You can also use tools like Google Analytics, Facebook Pixel, or UTM codes to track the traffic and conversions from each influencer’s content.
- Maintain a long-term relationship. Don’t treat influencers as one-time collaborators or transactional partners. Instead, nurture and sustain a long-term relationship with them that goes beyond your campaign. You can do this by providing them with regular feedback, recognition, and support, by inviting them to join your loyalty or referral programs, by featuring them on your website or social media channels, or by collaborating with them on future projects.
Establishing a mutually beneficial relationship and collaboration with influencers can be a rewarding but challenging process. By following these tips and best practices, you can ensure a smooth and successful influencer marketing campaign that benefits both your brand and the influencers.
How to Optimize Your Influencer Marketing Strategy for Maximum Results
You have found the right influencers, built a strong relationship with them, and launched your influencer marketing campaign. But you are not done yet. You still need to optimize your strategy and make sure you are getting the most out of your investment. You also need to keep up with the latest trends and best practices in influencer marketing, and adapt your strategy accordingly.
But how do you do that? Here are some ways to optimize your influencer marketing strategy for maximum results:
- Test and experiment with different types of influencers, content, platforms, and formats. Don’t stick to one formula or approach. Instead, try out different combinations and variations of influencers, content, platforms, and formats, and see what works best for your brand and campaign. You can also use A/B testing or split testing to compare the performance of different options and make data-driven decisions.
- Leverage user-generated content (UGC) and word-of-mouth marketing (WOMM). Don’t rely solely on influencer-generated content. Instead, encourage and incentivize your influencers and their followers to create and share their own content about your brand and campaign. This can include reviews, testimonials, stories, photos, videos, or live streams. UGC and WOMM can boost your brand credibility, trust, and loyalty, as well as increase your organic reach and engagement.
- Repurpose and amplify your influencer content across multiple channels. Don’t limit your influencer content to one platform or format. Instead, repurpose and amplify your influencer content across multiple channels, such as your website, blog, email newsletter, social media accounts, or paid ads. You can also use tools like Lumen5 or InVideo to turn your influencer content into different formats, such as videos, podcasts, infographics, or slideshows.
- Collaborate and co-create with your influencers and their communities. Don’t treat your influencers as passive or isolated partners. Instead, collaborate and co-create with them and their communities on various aspects of your brand and campaign. You can also involve them in your product development, feedback collection, customer service, or advocacy programs. This can help you build a deeper connection and loyalty with your influencers and their audiences.
- Stay updated and informed on the latest trends and best practices in influencer marketing. Don’t ignore or overlook the changes and developments in the influencer marketing industry. Instead, stay updated and informed on the latest trends and best practices in influencer marketing, such as new platforms, tools, regulations, or opportunities and subscribe on our ProperNews (footer of every page). You can also follow industry experts, blogs, podcasts, or newsletters to keep yourself in the loop.
Optimizing your influencer marketing strategy for maximum results can be a continuous but worthwhile process. By following these ways to optimize your influencer marketing strategy, you can ensure that you are getting the best return on your investment.
That’s it for now! We hope you enjoyed it and learned something new about influencer marketing for real estate businesses. If you have any questions or comments, feel free to contact us. Thank you for reading!
This Article was written by Lilian.
Lilian is the Founder and CEO of Propertising. She has more than 17 years of expertise in Advertising and Marketing, collaborating with large International Enterprises, and has a proven track record in Hospitality and Real Estate Entrepreneurship. She is currently focused on creating a Marketing Community that helps Small/ Medium Real Estate Businesses to grow into great companies. On her spare time, she builds Star Wars Lego and travels around the world!
