How to use social media to publicise a luxury property development.

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We recognise that you, as a developer of property, have many responsibilities. There is typically little time left to think about social media after handling financing, preparing the development program, and securing relevant official permissions.

Now more than ever, especially for luxury property projects, a strong online presence is essential for success. Since every builder has to find tenants, managers, or buyers for their projects eventually, you might as well use the channel yourself.

Finding potential clients, whether for commercial or residential properties, has never been easier than it is through digital platforms like social media. Given that 90% of boomers and 99% of millennials start their home search online, this makes sense.

Here's the best way to get people to pay attention to you.

Create a narrative.

Using social media to attract homebuyers requires a visible online presence and consistent posting. Telling your narrative online is a great method to establish credibility, which is crucial in the sales process.

Potential buyers can get a sense of your development's location and amenities, as well as get answers to any concerns they may have. This will make them far better qualified leads from the start, as they will already have some knowledge of your property before contacting you.

However, the most crucial component is that you tell a tale through your social media networks. Any luxury developer who has invested in great locations knows that there is no shortage of buyers.

And it's likely that every one of them is elegantly decorated with expensive-looking furnishings and features helpful services like a personal concierge and round-the-clock security. Therefore, it is not the 'what' that will set you apart, but the 'why.'

It's not so much the name brand of the furniture you use in the design of your high-end home, but the story that brand tells, that matters. Explain your rationale for selecting those architects, components, and finishes for your home.

  • How do these features distinguish your creation from the rest?
  • How do they stand for and improve the lives of the people who will eventually possess them?

Don't be scared to let your imagination run wild when posting to your social media accounts.

You can showcase the home from various vantage points, highlight the property's materials and features from interesting angles, and introduce the neighbourhood’s cafes and stores.

Step Two: Post high quality images

Scientists in MIT's Brain and Cognitive Sciences division discovered a few years ago that the human brain can analyse an image in as little as 13 milliseconds. This means that individuals will be able to recognize property photos and CGI’s much faster than the average human blinking time of 200 milliseconds.

Once you've got your brand's story nailed down, it's time to start telling it through a variety of visual mediums. Aim for a variety of images, including some from outside the structure to show context and those taken within to focus on details.

Paying close attention to detail and employing a few simple strategies will help make your photographs more engaging to a social media audience. The property looks bigger and has more depth if, for instance, all the doors are open in the images.

And once they hit the market, they do even better: homes with high-quality photos sell on average 32% quicker.

Promote it through appropriate means

You have your brand's backstory and visuals down pat; now which social media platform should you utilize to spread the word about your new venture?

It is dependent upon the intended recipients. LinkedIn should be your primary platform if your intended audience is comprised primarily of business professionals, such as property agents or commercial clients. Since LinkedIn is geared for professionals, the stuff you share there shouldn't be the same as what you share on other social media platforms. Inform the public on the development's progress and any accolades or press coverage it has received.

LinkedIn campaign management gives you the option to promote your listing in addition to organic posts. You can use LinkedIn's targeting options to communicate with certain groups of people based on factors such as their industry, job function, and/or employer. Advertising on LinkedIn can be fruitful if you already know the names of the property (or commercial) organizations and the specific job functions you want to contact.

Facebook and Instagram are more effective for targeting a B2C audience, such as when selling a home directly to the final consumer. Adverts on Instagram and Facebook allow you to narrow in on a specific demographic by specifying their location, age range, gender, and even occupation and level of education.

In some areas, you may even target people based on their annual household income, which is especially helpful when trying to sell luxury property.

Using digital marketing to achieve your social media goals.

Property developers' marketing strategies should include but not be limited to social media marketing. Greater success in terms of brand awareness and sales can be expected when SEO, PPC, and content marketing are employed together by property developers.

It's important to have a plan in place before you get into social media marketing, which is why we recommend developing a digital marketing strategy first.