Is it time to review your real estate marketing, and embark on a social media digital detox? Is it time to give up on the Google bots, writing those 1000 word posts filled with key words to emphasize your Google worth? Let's get real here, no human really wants to read those posts.
Perhaps it is time to create a style that reflects your genuine personality, and emphasizes your brand essence. That is what attracts people to work with you and become your loyal referral base.
Some of our most successful clients are experiencing a banner year in their luxury and other niche real estate markets. Yes, there is a frenzy of buyers and slim inventory, low interest rate that has only fueled and added to their success .
However, prior to the latest rush to buy a home, their businesses continued to thrive throughout the years. The majority are not, nor have they been social media oriented. They may be on Facebook privately with a family or friends group.
They are focused on where their business is coming from, and are constantly strenghtening these avenues. They see no point in Twittering about their latest listing, let alone having it appear on Instagram...
Outside the real estate world...
The pandemic hit the luxury retail industry hard. One of the biggest luxury brand group reported an 84% loss in profits. So naturally, everyone looked to creative avenues to regain buyers.
This past week, one of the luxury publications we read cited a case study, where a luxury brand solution focused on their social media audience. Keep in mind that the luxury brands have some of the best staffs and creative souls on their social media payroll.
This company focused their energies on increasing their social media presence. Their staff created fun, lavish outreaches with video games, virtual shows, movie shorts with stars, and creative virtual interactive events.
This company became known as "the most popular company in the luxury sphere." Their social media numbers skyrocketed and went through the roof. However, their profits were down 10% from the previous quarter!
The other firm took a drastic approach to social media. They went dark and completely withdrew their communication from all social media. Instead they focused on their existing pool of customers.
This was done with on-line announcements to their exisisting buying sphere, which significantly increased as a result. They emphasized their brand essence, not their social media wow! The results spoke for themselves. This firm's quarterly results were 10% up from the previous quarter.
Another luxury firm invested millions designing a fashion brand around a popular icon whose social media presence is over 250 million individuals. In the whole scheme of things, they did not bother to study the psychology of that audience. It was a failure!
Would this icon's followers be able to afford those 6 inch stilletos for $850? Or the matching bag for $3,000? The likes and the thumbs came in approving of the styles. Very few bought. The firm closed the company, and there is talk that they are planning to create a skin care brand instead.
Other than this platform and our own website, we have long been quiet on social media. We detoxed years ago, and our business has done well, and new avenues have emerged.
We have learned, it is not about your social media numbers and ranking on Google, it is about your brand essence. That is what attracts business to your door!