Influencer Marketing – Right For Estate Agents?

Estate agents should look for every angle or avenue to achieve success, and this includes marketing. In recent times, there has been a lot of talk about the impact of influencer marketing.

It is only natural if you have considered if influencer marketing is right for you as an estate agent.

What is influencer marketing?

There are probably as many definitions of influencer marketing as there are influencers, but it is a simple process.

Influencer marketing is a form of social media marketing based around an individual recommending or endorsing a product or service to their followers.

This style of marketing has long been successful, with celebrity endorsements being a common feature in advertising and marketing.

However, in recent years, social media and reality TV has allowed more people to enjoy fame (and sometimes fortune). There is a huge amount of people who are online famous or social media famous, and they have large followers.

As a business, if you can get the influencer to promote your product or service to their followers, you will be placed in front of a lot of potential clients.

With many influencers charging affordable prices for their services, this is a genuine opportunity for businesses to enjoy a good return on their investment.

Is influencer marketing suitable for estate agents?

At first thought, influencer marketing isn’t associated with the housing market, and you might not think it was suitable for estate agents. This style of marketing is more commonly associated with the health and fitness or beauty niche.

These are topics where many people have enjoyed great success on social media, and there is a natural link between the user, their audience and the products which are promoted.

However, there is no reason why influencer marketing cannot work for estate agents.

Ideally, the influencer should be in one of the following two spheres for it to be a good match for an estate agent:

  • The influencer should have a localised following in the same area as the estate agent
  • The influencer should be associated with the housing market or at least property

If you can find an influencer who meets one or both of these criteria, there might be a chance for estate agents to use influencer marketing.

The importance of being a good match is crucial, and you shouldn’t overlook this.

If there is an influencer with a million followers, but their audience is 10–15-year-old children, they aren’t going to be a good match with estate agents.

By comparison, an influencer with 40,000 followers who lives in your local area and who reviews household cleaning products with an audience of men and women aged between 30 and 45 would likely be a reasonable match for an estate agent.

As with everything in marketing, it is vital you:

  • Understand who you are, what you offer and why people are likely to call on you
  • Understand who your audience is, what they want, and what they want from you
  • If you plan on introducing an influencer to the mix, you need to understand what they offer, and what their audience expects from them

In this regard, using an influencer adds another element to your marketing activity, but this isn’t out of the ordinary.

If you want to be found by people, you often have to use another platforms traffic.

In this regard, choosing an influencer to partner with is no different to selecting which newspaper to run an advert in or which website to run ads on.

You likely have many newspapers or websites to choose from, but only some will be relevant. This is also the case for influencers, and the factors you use to make your choice are likely to be similar.

You will want to consider:

  • The cost of the campaign
  • The expected return and impact of the campaign
  • The overall impact on people who view the campaign

If you believe you can generate a good return from influencer marketing, it is as valid a form of marketing as any other, even for estate agents.

Of course, you will also need content that ensures the traffic you derive from influencers is put to good use. If you direct traffic to your home page, it is unlikely to do well.

However, if you give the influencer a link to share that takes people to a page that connects with the influencer and which then details why you can help, it will generate more success.

Contact Agent Media to create content that connects

At Agent Media, we know the important of content, and connecting with others We have helped many clients generate a great piece of content, and then use this content to build relationships with prospective clients.

If you are keen to be the leading agent in your local area, contact Agent Media today, and we will do what we can to assist you utilising activities such as influencer marketing.