Boost Real Estate Success: Effective SNS Marketing Strategies for Nominated Brokerage

The real estate industry faces price competition and difficulties in acquiring customers. Many real estate companies are not achieving the desired results even though they spend a lot of money on advertising. In this context, "nominated brokerage" is becoming increasingly important. Nominated brokerage is a transaction in which the customer identifies and requests your company or sales representative, making it difficult to get involved in price competition with competitors and resulting in a high closing rate. This article describes specific ways to increase the number of nominated intermediaries by using SNS marketing. Please refer to the three points that can be implemented cost-effectively and effectively.

Meaning and Value of Nominated Brokerage in the Real Estate Industry

In the real estate industry, "nominated brokerage" means that a customer nominates a specific real estate company or person in charge and requests a transaction. In general brokerage, there are many cases in which multiple companies compete with each other, and competition in terms of price and service content is inevitable.

However, in the case of nominated brokerage, there are significant advantages as follows.

• Fewer competitors and less likely to be involved in price competition
• Since a relationship of trust has already been established, the closing rate is high
• Customer satisfaction is high, and it is easy to lead to repeat business and referrals
• Fewer bargaining and appropriate brokerage commissions

In today's digitalized real estate market, SNS marketing has become a powerful tool for acquiring designated brokers. Effective use of SNS is essential as a new sales strategy for real estate operators, especially in terms of disseminating property and local information and personal branding.

Impact of SNS Marketing on the Real Estate Industry

The widespread use of social networking services has changed the way real estate information is obtained. In the past, real estate information websites and in-store consultations were the norm, but now many potential customers begin gathering information through SNS.

Advantages of Using SNS

There are three main advantages to using SNS in the real estate industry

1. Increased visibility and image
   By disseminating not only property information, but also the atmosphere of the company and the daily lives of employees, a friendly image can be created. This is an important factor in making a decision when choosing a company, especially among young people.

2. Building relationships of trust
   Real-time communication with customers through comments and direct messages is possible, and trust relationships can be built by continuing to provide useful information.

3. Low-cost implementation
   Many of the basic functions are available free of charge, allowing you to start marketing activities with a low initial investment. This feature makes it easy for small and medium-sized real estate companies with limited advertising budgets to get started.

Examples of SNS Use Leading to Brokerage Nominations

The following are examples of successful use of SNS that have been reported to have actually led to brokerage nominations.

As these examples show, strategic use of SNS can build relationships of trust that lead to the acquisition of designated intermediaries.

Three Points to Obtain a Nominated Intermediary

Now, we will explain three specific points to increase the number of nominated intermediaries by utilizing SNS marketing.

Point 1: Communicate your expertise and gain trust

In real estate transactions, the most important thing for customers is "trust," and the first step to becoming a designated broker is to communicate your expertise through social networking services to gain the trust of customers.

Examples of content that demonstrates expertise

• Explanation of market trends
  Regularly provide information on market conditions and future prospects for each region, as well as information useful for investment decisions.

• Know-how on property selection
  Checkpoints for property inspections, mortgage structure, taxes and fees, etc.

• Points for real estate transactions that do not fail
  Points to note when signing a contract, knowledge of renovation and remodeling, trouble cases and countermeasures

When disseminating this information, it is important to provide appropriate explanations of technical terms while using language that is easy for the general public to understand. People who can explain difficult things simply are trusted as true experts.

Practical trust-building steps

1. Create a profile with self-disclosure in mind
   In your social networking profile, include not only your qualifications and experience, but also your passion for real estate, hobbies, and other information to convey your personality.

2. Sincere communication
   Respond to comments and messages within 24 hours, and answer questions in a polite and specific manner. It is also important to have the attitude, "If I don't understand something, I will look it up and answer it."

3. Sharing customer case studies (respecting privacy)
   Sharing (with permission) examples of successful and happy clients will showcase your track record and credibility.

Point 2: Differentiate yourself with a unique perspective

While many real estate companies utilize SNS, differentiation is essential for you to be chosen. Send out content from your unique perspective and show your individuality to make people think, "I want to hire this person.

Strategies for differentiation

1. Positioning as an expert in a specific field

   • Area-specific: Provide detailed local information as an expert in a specific city or station area
   • Property type specialization: Narrow down your area of expertise to condominiums, detached houses, investment properties, etc.
   • Target-specific: Target families, singles, seniors, etc.

2. Establish unique content format

   • Recommended 5 cafes within a 10-minute walk from the station
   • Example of renovation to increase the value of a 30-year-old condominium
   • Checkpoints of income-producing properties that real estate investors tend to overlook

3. Visually differentiated design and tone

   • Unify post colors, fonts, and templates for visual brand consistency
   • Create unique hashtags to organize content (e.g., #Inazawa's Real Estate Column)

How to Find Your Company's Strengths

To discover your company's points of differentiation, the following analysis is useful.

Analyze these factors, clarify your company's strengths, and use them in your SNS communications.

Point 3: Become a "designated contact person" through continuous relationship building

In order to increase the number of designated brokers, it is important to build an ongoing relationship with your clients, not just a one-time connection.

How to utilize SNS to build an ongoing relationship

1. Make a habit of sending out information on a regular basis.

   • Post consistently at least 3 times a week
   • Create a content calendar and send out information systematically
   • Regularly post information in the form of FAQs, which are in high demand

2. Interactive communication with followers

   • Be sure to reply to comments
   • Ask questions and actively seek opinions
   • Provide opportunities for real-time interaction, such as live-streaming

3. Structuring follow-up

   • Provide useful information on a regular basis even after signing a contract
   • Send messages on anniversaries (e.g., first anniversary of moving in)
   • Send out valuable information even after the transaction, such as information on local events

Operation that takes advantage of the characteristics of each SNS platform

Each SNS has its own characteristics, and it is effective to operate by leveraging the strengths of each.

Understand the characteristics of each platform and use them for different purposes. Since it is difficult to operate all SNS perfectly, we recommend focusing on one or two platforms based on your company's target audience and the content you are good at communicating.

Best Practices for Using SNS as Seen in Successful Cases

This section introduces specific successful cases in the real estate industry where SNS has been utilized to increase the number of brokerage appointments.

Instagram Case Study: Good Room

Good Room has gained approximately 160,000 followers by showcasing the interior and exterior of its properties with beautiful photos. Focusing on renovated properties and designer rentals, Good Room posts an effective combination of photos and floor plans to increase visual appeal.

Success Points

• Branding through a unified visual style
• Introduction of the property from the user's perspective (e.g., the path leading from the front door, water features, etc.)
• Communicating the appeal of the property by utilizing Instagram Reels (short videos)

Example of YouTube use：YouTube Real Estate

YouTube Real Estate is gaining popularity for its property commentary videos that utilize the qualifications of first-class architects. Detailed explanations using floor plans, "floor plans that first-class architects do not choose," and other content from an expert's point of view have earned the trust of viewers.

Success Points

• Content that brings an expert's perspective to the forefront
• Provision of practical advice on housing selection
• Building a relationship of trust through careful replies to comments

Example of X (formerly Twitter) use: At Home

At Home is effectively attracting customers through information dissemination and campaigns on X. By providing not only rental property information but also information that users really want to know, such as know-how on living alone, the company has gained the trust of its followers.

Success Points

• Implementation of a campaign to expand the number of followers
• Continuous dissemination of practical real estate information
• Effective diffusion of information by utilizing diffusion power

Key Points and Challenges to Watch Out For

In order to succeed in SNS marketing, it is necessary to pay attention to some points to be noted.

Key Points for Risk Management

1. Accuracy of information
   Since real estate information is directly related to investment decisions and home selection, the dissemination of incorrect information can undermine trust. Be sure to check the information before posting.

2. Consideration for privacy
   When posting photos of properties, be sure to hide personally identifiable information, nameplates, and other privacy concerns by creating a mosaic or other means.

3. Advertising Regulations under the Building Lots and Buildings Business Law
   SNS postings may also fall under the category of advertisements. When posting information such as price and location, be sure to display it in accordance with the advertising regulations of the Building Lots and Buildings Transaction Business Law.

Improving Operational Efficiency

1. Planning and scheduling of postings
   To operate multiple SNSs efficiently, it is important to create a content calendar and post in a planned manner.

2. Use of dedicated tools
   Utilizing dedicated tools such as KASIKA (50,000 yen/month) and Digima (50,000 yen/month) will streamline response management and customer follow-up.

3. Establish rules for team operation
   When operating SNS with multiple people, create guidelines and manuals to maintain a consistent brand image.

Conclusion

The following is a summary of the three key points for using SNS marketing to obtain nominated intermediaries.

1. Communicate your expertise and gain trust
   Gain the trust of your clients by transmitting professional information in an easy-to-understand manner, such as market trends and expertise in property selection.

2. Differentiate yourself with unique perspectives
   Clarify your company's strengths, such as area specialization and property type specialization, and provide content that differentiates you from your competitors.

3. Become the "designated contact person" through continuous relationship building.
   Build long-term relationships with customers through regular information dissemination and two-way communication.

SNS marketing in the real estate industry is not just about sending out property information; it is a communication tool to build a relationship of trust with your clients. Continuous efforts are the key factor in gaining designated brokerage.

Whether you are about to start using SNS to attract customers or are already working on it, you will be able to achieve more effective marketing activities by being aware of the three points introduced in this article. Why don't you start with what you can do today to become the kind of company (or person) that customers want to entrust their business to?

Frequently Asked Questions

Q1: Which platform should I start with if I want to start SNS operation in the real estate industry?

A1: The most appropriate platform depends on the age group and property type of your target customers. we recommend Instagram if you are targeting 20-30 year olds and want to make a visual appeal, and YouTube if you want to reach a wide range of age groups. It is recommended to focus on one platform at first and expand to other SNS after the operation becomes stable.

Q2: What is the appropriate frequency of posting on SNS?

A2: It depends on the platform, but we recommend 3-4 times a week for Instagram, 1-3 times daily for X (formerly Twitter), and about once a week for YouTube. However, it is more important to keep a steady stream of high quality posts than to post frequently with low quality. Start with a frequency that you can continue.

Q3: How can I measure the effectiveness of SNS operations?

A3: Use the analysis function (Insight) of each SNS to regularly check the number of followers, engagement rate (ratio of likes, comments, and shares), and reach. It is also important to analyze the relationship with business indicators such as the number of inquiries and contracts signed from SNS. Based on these data, continuously optimize the content and frequency of your posts.

Q4: How do you manage risk on social networking sites specific to real estate?

A4: In the real estate industry, particular attention should be paid to the following points

• Ensure the accuracy of property information and do not disseminate incorrect information.
• Ensure that property photographs do not show privacy-related information
• Use expressions that comply with the advertising regulations of the Building Lots and Buildings Business Law.
• Establish an internal check system before posting. By thoroughly implementing these measures, you can avoid problems and risks.

Q5: Can a small real estate company compete with large companies through SNS marketing?

A5: It is quite possible. In fact, it is precisely because you are small that you can take advantage of strengths that the big players do not have, such as speedy decision-making and community-based information dissemination. By specializing in a specific area or property type and providing in-depth local information and specialized content, you can become a nominated presence in a niche market. Emphasize personalized communication and provide the attention to detail that larger firms cannot.

Reference information

• Ministry of Land, Infrastructure, Transport and Tourism, "Survey Report on the Computerization of Real Estate Transactions
• Ministry of Internal Affairs and Communications, "2024 Survey on Information and Communications Media Usage Time and Information Behavior" (Japanese only)
• All Japan Association of Real Estate Agents] "SNS is recommended to attract customers in the real estate industry! Introduction of usage and best practices" [All Japan Real Estate Association

INA&Associates offers seminars and individual consultations on real estate marketing utilizing SNS. Please feel free to contact us.