2021 Social Media Marketing Predictions – Impact For Estate Agents

At Agent Media, we aim to help estate and letting agents connect with clients and further their business. We have considerable experience and expertise in this area, but we stay in touch with new and emerging trends.

At the end of a year, it is natural to look forward, and plot a path for success in the months which lie ahead. We follow many leading sources and trusted experts in the social media field, and this ensures we provide you with the best standard of guidance and support.

The Social Media Today website is well-regarded in the social media sector. They have created and shared a blog which makes 25 predictions for social media marketing in 2021.

That is a lot of predictions, and if 2020 has taught us anything, it’s that sometimes, predictions end up way off the mark!

However, hopefully the New Year will see more stability for all of us, and this is why we should look forward with cautious optimism. We know you are busy, and that not all the 25 tips relate to your business, or audience.

The full list can be found here: https://www.socialmediatoday.com/news/25-predictions-for-social-media-marketing-in-2021/589785/

So, at Agent Media, we have reviewed the predictions. We’re going to share the most relevant for estate and letting agents, and we’ll talk in greater detail about what these predictions will likely mean for you.

The new Facebook storefront

It looks as though Facebook is keen to take more of your, and other people’s money, in 2021; as the platform is tipped to make a significant push for revenue.

One of the most apparent ways of doing this will come from Facebook Shops, and every business will have the chance to develop a digital storefront.

If you consider Facebook ads, the organisation has a track-record in simplifying the processes in volved when they want you to spend money. Therefore, you should expect Facebook Shops to be easy to use, and payment options to be simple.

There will be a greater chance for consumers to buy in stream, and without leaving Facebook. This offers peace of mind for many consumers, but for agents, it offers convenience.

Your audience is on Facebook, so if you can get people to sign up for services, and even pay for some services there and then, you will conclude deals quicker, and with far fewer risks of the client changing their mind.

We aren’t going to be at the stage of property transactions being solely managed on social media, but for smaller transactions, agents will have another place they can engage clients, and make a sale without moving them to another platform.

You should also expect Facebook to offer significant promotional opportunities around the new shopping experience, including enhanced live connectivity, and this is going to be a useful tool for agents.

AR and VR

When it comes to predictions, AR (Augmented Reality) and VR (Virtual Reality) are always prominent, and yet, they are still a long way away from becoming a mainstream feature. Facebook continues to dabble in these areas, and they will continue to do so. 2021 won’t be any different with respect to these options becoming mainstream features, but you can see them being of benefit in the property market.

The impact of the COVID-19 pandemic has transformed the housing market, and how people view homes. Video content has grown in use and popularity, and this will likely be the case as we move forward.

Most buyers will still want to view a property before making an offer, but improved virtual viewing opportunities will replace countless or speculative viewings.

Agents shouldn’t invest a lot of time or money into these options just yet, but as 2021 progresses, make sure you stay up to date with developments in virtual viewing. Even if we go back to “normal” next year, digital viewings are here to stay.

Twitter will see minor tweaks

If you use Twitter, and are seeing results, keep doing what you are doing. If you don’t use Twitter, or you haven’t seen too many results, don’t worry too much about it.

There doesn’t seem a lot to get excited about regarding Twitter in 2021. The platform has recently moved into the Stories format (with Fleets) and this will likely be more prominent in the year which lies ahead. There will also likely be more audio options, and the ability for users to change their status to show if they are currently available or not.

These are all minor changes which might help users get more from the platform, but as of yet, there doesn’t appear to be anything “game-changing” coming the way of Twitter users in the next 12 months.

Instagram will follow similar lines to Facebook

With Facebook owning Instagram, it is no surprise to see similar changes predicted for this platform. The visual focus of this social platform aligns perfectly with estate and letting agents. If it becomes easier to carry out transactions on Instagram, it should be of benefit to agents who have developed trust on Instagram.

Instagram will also improve its Stories features, and Reels, which is its TikTok emulator. These are great tools for an estate or letting agent to provide immediate and relevant content to their audience.

In 2021, you should look to improve your confidence on camera (be it on screen, narrating or producing), because the platforms are making it easier than ever before to create content and share it straight away.

This is also what people want to see, and of course, in the property market, speed is everything. If you can be first, or amongst the first, to list properties, to promote properties and to encourage engagement from your audience, you can steal a march on your rivals.

The immediacy of stories and this sort of content is a hugely effective tool for agents, and you need to familiarise yourself with these opportunities.

E-commerce options will improve on all platforms

Of course, it is wrong to suggest Facebook is the only platform or organisation looking to make more money in 2021. You will see Snapchat and TikTok also follow suit in trying to monetise the content on the site.

Given the users of these platforms, we don’t believe Snapchat and TikTok are the best platforms for agents to spend a considerable amount of time on. If you have a handle for the app, or you enjoy it, there is no harm in it, but your time is likely to be better spent.

LinkedIn might get a lot more interesting

One social platform which feels a bit dry, but which could become much more useful in 2021, is LinkedIn.

2020 was a year when most of us have been forced into using video content and live connectivity more than ever before. LinkedIn is embracing this, and it set to provide more live platforms and opportunities in the year which lies ahead.

There will be move video tools and options, and it looks as though hosting virtual events will become much easier.

If you are an estate agent who has hosted open house events, you know the impact of having many people present at the same time. When prospective customers realise there is significant competition for property, they act quickly to make an offer or declare their interest.

An agent who can capitalise the opportunity of virtual hosting, not only meets with many people in a short time-frame, the people who are present will be motivated to act faster.

There are suggestions LinkedIn will create a dedicated video space on its platform. This is great news for agents, because video content should be at the heart of your promotional activities.

Also, if a platform is rolling out more video options, it will also roll out more video adverts. New advert platforms usually mean affordable ads (at least at first), and with targeting capabilities, agents can reach the people they want quickly and without breaking the bank.

Add in more live stories (because every platform is doing it), and a greater chance to connect in real-time; and LinkedIn is a platform where agents can connect with the people they want to, when they want.

2021 is going to be a challenging year, and there will be many new things we must adapt to. Agents need to capitalise on every advantage they have, and it needs to be said, social platforms make money through helping businesses make money.

There will be new ways to reach audiences, to promote yourself, and to conclude deals quickly and securely. If you are an estate or letting agent looking to gain an advantage in 2021, new tools on social media could make all the difference.

If you are an estate agent looking to win instructions and gain new clients, you need to find the right clients, and then provide them with information that makes them most likely to hire your services. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.

If you want to learn how to capitalise on new and existing social media opportunities in 2021, and ultimately, sell homes in a challenging time, contact us today.


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