Social Media for Property Professionals

Informative & eye-opening article from The Negotiator, the leading magazine for estate agents, about how some of them are beginning to realise the potential of social media marketing for the property sector, which is why we have set up our group

Social Media for UK Estate Agents, Letting Agents & Property Professionals

A growing number of property professionals have not only grasped the social networking phenomenon, but are cashing in on it, as Clare Bettelley discovers with four firms in the know.

A recent poll of The Negotiator readers about their social networking habits revealed three distinct user groups.

Firstly there are those who have absolutely no idea what social networking is, how to go about it or the inclination to do so; then there are those who have a vague idea about it and have dipped their toes in the social networking water with profiles for their firm on one of the existing websites, but have a half-hearted approach to the whole phenomenon, listing little more than new instructions.

The third camp is far more interesting, because it’s these individuals and firms who have not only grasped the concept and created profiles, but who are cashing in on the movement and making deals and money in the process.

Most readers tend to use Facebook, the community site, for keeping in touch with friends and family and updating one another about social exploits; LinkedIn for recruitment purposes; and Twitter for business to business and business to consumer networking, which is from where our four case studies claim to have generated the majority of their online business.

The estate agent

Russell Quirk is an avid user of Twitter, which one would expect from a newly-launched virtual agent. But the Brentwood, Essex-based agent and founder of eMoov refutes that social networking sites are the sole domain of the IT crowd, insisting that they should be a core part of every high street agent’s marketing campaign. “It’s about getting your brand out there as a market commentator, which we do in our own amateur way.”

The fact that Quirk has built a follower base of more than 300 individuals and firms, and that he’s generated business from his efforts, proves that he must be doing something right.

Quirk has most recently won two instructions through his Twitter commentary efforts, including a flat in Clapham and a house in Bournemouth. Interestingly, both deals were from technology professionals, one a graphic designer, one a website developer, which suggests that the IT crowd may be a market niche all of its own. Quirk says: “They really get and embrace the whole technology thing, which extends to social networking.”

The lettings agent

Sally Asling claims to have won over £10,000 worth of new business in her first year of trading two years ago.

Asling started her lettings agency career after university and then worked in corporate agency for over 20 years before deciding to quit. “I’d become really disillusioned with the corporate world. The cash cow element has ruined the business, as have remote call centres.”

She was adamant that her own East Horsley, Surrey-based venture, SurreyLets, would be online after noticing that more than 95% of the leads received by one of her previous employers were online queries.

“The only people who branches get in now are those taking shelter from the rain or who happen to be in the area.”

Asling specialises in lettings and property management and has stock ranging from two-bed studios in Guildford to footballers’ property in Cobham ranging from £500 to £8,000 per month, located from Guildford to Esher and anywhere in between.

She attributes her success to date to her commitment to building an online profile through blogs and Twitter, and by offering free advice to establish herself as an industry expert. “It helps you become an obvious agent of choice, which is how more than 90% of my client base is through recommendation and 50% of this is from people online who have recommended me.”

Asling also uses LinkedIn, which she says has won her nine lets over the last year. “Second generation leads are proving more valuable than first generation leads on LinkedIn – the first tends to include people who already know you and use you.”

The trainer

Julian O’Dell has just undertaken a training course for 29 agents from nine different firms across Lincoln as a result of a lead from an agency owner on Twitter.

The Royston, Herts-based trainer explains: “The course gave me the opportunity to present my wares to companies who were all new to me, so it’s not just the event that was valuable, but the potential in terms of what it leads to thereafter.”

O’Dell has 327 followers on Twitter, which he says he prefers for business rather than Facebook, which he prefers to reserve for drunken Saturday night status updates to friends. He is also on LinkedIn, but says he rarely uses it.

That’s not to say that The Negotiator columnist was without his Twitter reservations. “At the time of joining I was very sceptical and didn’t really see the point of it. But now I have followers and tweet most days and tend to receive a lot of response when I upload articles on there.”


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Tagged as: social media for estate agents, social media for lettings agents, social media marketing for commercial property developers, social media marketing for estate agents, social media marketing for property professionals

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