In this, the second installment of "Marketing Minute", I'm focusing on 3 Ways to Leverage Instagram for Commercial Real Estate.
Some background! Along with my freelance social media management & consulting work, I am also a Marketing & Research Assistant at Cushman & Wakefield Pyramid Brokerage Company. Working in commercial real estate in Buffalo means I get to see a ton of the behind-the-scenes action as it relates to new businesses coming to town, new developments, restaurant news, and sooo much more! Pretty cool stuff.
The commercial real estate industry is a fascinating one but it is also, admittedly, slow to adapt to new technological advances - and that includes social media. Recently, more CRE professionals and businesses are dipping their proverbial toes into the social media pool (the water's warm, guys...come on in!) but there's still so much to learn!
Today, I'm breaking down 3 Ways to Leverage Instagram for CRE!
Leveraging the power of social media for selling is not a new concept. Leveraging the power of social media for selling commercial real estate? It’s not yet as common as you may think! The commercial real estate industry is notoriously slow to adapt to new technologies and social media is no different. The good news? You can take advantage of this fact to stand out on social media platforms, like Instagram, where your competition is not yet as active. If you’re ready to stand out from your competition while simultaneously marketing your listings and building relationships…keep reading!
Let’s break down three ways you can leverage Instagram for your commercial real estate business:
#1. Use High Quality Images
Instagram is an app focused on sharing photos and video. For this reason, it is important to share images that are of the highest possible quality. Photos and video should be well-lit, should capture interesting features of the property you’re marketing, and/or tell a story to your followers. All of that to say, you don’t need an expensive camera to capture stunning photos for Instagram as your cell phone should more than suffice! There are also a multitude of photo editing apps both built in to your phone and available to download. I recommend downloading the photo editing app called A Color Story. It is free to download, is available for both Android and iOS, and offers additional in-app purchases if you’re looking to take your editing skills to the next level. Photo editing apps like A Color Story allow you to add additional filters to your photos, brighten images, adjust photo size, and so much more taking photos from “blah” to “BAM!”
#2. Use Strategic Hashtags
So, you’ve shared a beautifully edited photo to your Instagram but you don’t yet have a large following. What can you do right away to start growing relationships on Instagram? Use strategic hashtags! A Hashtag is defined as “a word or phrase proceeded by a hash or pound sign (#) used to identify messages on a specific topic” and Instagram users are actively searching out relevant hashtags based on search preferences right now!
Let’s break down how you can join the hashtag party with an example:
You just snagged a high profile listing. Congrats! Now it’s time to market on Instagram. Tap into the existing Instagram communities available to you using strategic hashtags on your posts. Examples of hashtags for promoting commercial real estate include: #CRE #Office #Industrial #Lease #Property #CRETech and many more. Take this opportunity to simultaneously focus on your market using hashtags like: #BuffaloNY #KeepAustinWeird #WestCoast…the options are limitless! Take some time within the app itself to search for hashtags that you may wish to include on your posts in the future or search for relevant hashtags used often in your market. What images are being shared using these hashtags already? How can your images stand out? What can you learn from those successfully utilizing the platform?
Prior to incorporating a hashtag on your Instagram post, run a quick search of said hashtag on Instagram to ensure it is not unexpectedly associated with an unrelated topic or an inappropriate message.
When including searchable hashtags with your photo and video posts, consider adding them as a comment in the comments section after publishing. Why? Aesthetics. It de-clutters your main caption while still getting the hashtag job done.
#3. Personality & Community Involvement
Your Instagram feed doesn’t have to be all-business-all-the-time! Showcase your winning personality by sharing photos (or video) that you’ve captured while checking out a new development or the hottest new restaurant in town. Are you a member of a board? Take a photo at your next luncheon! Involved in a volunteer organization? Share photos or video from your latest fundraiser!
Sharing insight into your real estate expertise and market knowledge while simultaneously showcasing your dynamic personality will lead to strong, personal relationships on social media. And we all know that commercial real estate is all about building and maintaining those personal relationships!