Number One Real Estate grew its business with social media. Discover how this agency attracted new landlords and learn tips to elevate your letting agency online.
Social media is a complex yet important tool that letting agents can use to develop their agency and set themselves apart from the competition. James Taylor, Associate at Number One Real Estate, has used his social media to build the agency’s online presence and generate new enquiries.
Whether a letting agent is just starting on social media or wants to further develop their brand, read this guide to find out more.
- What role does social media play in building your agency?
- Can letting agents find new business through social media?
- What activity should letting agents start using on social media?
- What should letting agents focus on when starting out?
- What tips would you give to a letting agent who is new to social media?
What role does social media play in building your agency?
Initially, James used social media to build a strong local presence. He aimed to become a familiar face in the community and demonstrate his commitment to the area.
“Social media was initially just a tool to get my name out there in my community,” says James.
However, as these engagement tools developed, James began to utilise his personal brand to showcase his services and help him create new business.
“Social media has quickly become a great channel for me to get inbound leads and enquiries across different platforms. It’s truly a game changer.”
Can letting agents find new business through social media?
Now that James has a developed social media presence, he has started to see the fruits of his labour.
“At this moment, I have five listings live that have come directly from my social media platforms.”
By having a dedicated social media plan and posting regularly, James has seen an increase in viewings and new business.
“Currently, I’d say around 30% of all business has come through various social media channels. Normally, I would have around 50% of viewings come from social media posts that promote available lets.”
What activity should letting agents start using on social media?
When James started on social media, using video was his main priority and focus. Number One Real Estate used property videos and introduction-to-the-team videos to create well-produced and highly engaging content.
However, the more confident he became online the more his social media presence started to develop. James was able to find and utilise local community groups to further develop his relationships in this space.
“I normally would not have easy access to these people. However, using community groups on various social media platforms gave me a great forum to open discussions with people in my community,” says James.
Focusing on local community groups allowed James to share his local knowledge, updates, and market insights, demonstrating his expertise and care for his area.
“This quite quickly positioned me as a key member of the community and someone they would come to for all things property,” says James.
What should letting agents focus on when starting out?
For James, asking what value new landlords or tenants would receive from his content should be the main focus for any letting agent starting online.
“I think it's easy to treat social media like your shop window, but asking what people are getting out of each post is something I recommend everyone to ask themselves.”
Focusing on his community is incredibly important to James and Number One Real Estate. Simply posting a nice photo won’t build trust among members of their community, so finding out what unique information they can bring to the table is key.
“This might not pay off straight away, but over the long term, people will think of you as an expert and keep you in mind when they need help”.
Local news and insights should be the main focus for letting agents who wish to build trust with existing and new landlords.
Letting agents should think about where their target audience is before posting. If they wish to focus on younger landlords and tenants, perhaps Instagram is the best platform to use. However, if they want to build a community with an older audience, they can do through so Facebook.
Thinking about which platform attracts which audience is key for agents so they can understand which area of social media they can focus on.
What tips would you give to a letting agent who is new to social media?
According to James, there are four key tips letting agents should be aware of when starting on social media.
- Deliver value and actions: Each social media post should offer value to the audience and prompt a desired action. Beyond showcasing properties, consider what information or benefit viewers will gain. Whether it's encouraging follows, inquiries, or website visits, define your goal before posting.
- Consistency is key: Regular posting builds brand recognition and trust. Consistent engagement on social media platforms not only enhances visibility but also improves algorithm performance. Increased posting frequency leads to greater reach and engagement.
- Stay informed: Stay updated on both social media trends and industry news. Continuous learning is essential for maintaining a strong online presence. Goodlord’s “How to Win Landlords Through Social Media and Digital Marketing” course provides valuable guidance for starting and growing a social media strategy.
- Learn from others: Rather than reinventing the wheel, analyse successful social media campaigns in the industry. Incorporate elements that resonate with your brand while adding a unique touch.
