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.
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.
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.
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.
There are three main advantages to using SNS in the real estate industry
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.
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.
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.
The following are examples of successful use of SNS that have been reported to have actually led to brokerage nominations.
| Company Name | SNS used | Specific Efforts | Results |
|---|---|---|---|
| A Real Estate | Posting of high-quality photos and videos of designer properties | 15 nomination inquiries per month | |
| B Real Estate | YouTube | Floor plan explanation video by a first-class architect | 40 contracts per year from video viewings |
| C Real Estate | X (formerly Twitter) | Community-based information dissemination and campaigns | 10 appointments per month from 5,000 followers |
| D Real Estate | TikTok | Short videos of room tours for young adults | More than 100 visits/applications for previews per month |
| E Real Estate | LINE | Provide instant information on properties that match your criteria | 15% increase in contract signing rate from those who registered as friends |
As these examples show, strategic use of SNS can build relationships of trust that lead to the acquisition of designated intermediaries.
Now, we will explain three specific points to increase the number of nominated intermediaries by utilizing SNS marketing.
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.
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.
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.
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."
Sharing customer case studies (respecting privacy)
Sharing (with permission) examples of successful and happy clients will showcase your track record and credibility.
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.
Positioning as an expert in a specific field
Establish unique content format
Visually differentiated design and tone
To discover your company's points of differentiation, the following analysis is useful.
| Analysis Items | Question Example | Utilization |
|---|---|---|
| Qualifications and skills held | Do you have any specialized qualifications that other companies do not have? | Property review from a first-class architect's point of view |
| Characteristics of properties handled | What kind of properties do you handle the most? | (Specializing in investment properties, renovated properties, etc.) |
| Characteristics of clientele | What attributes are valued by the clients? | Information for families and seniors |
| Regional characteristics | Which areas are you strong in? | Introduction of local hole-in-the-wall spots, market price information |
| Service Features | What services do you offer that differ from those of other companies? | (e.g., services to accompany househunters on previews, plans specializing in replacement purchases, etc.) |
Analyze these factors, clarify your company's strengths, and use them in your SNS communications.
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.
Make a habit of sending out information on a regular basis.
Interactive communication with followers
Structuring follow-up
Each SNS has its own characteristics, and it is effective to operate by leveraging the strengths of each.
| Platform | Main user base | Key points of use in the real estate industry |
|---|---|---|
| 10s to 30s | Visual property introductions, interior and exterior photos, daily communication through Stories | |
| X (formerly Twitter) | 20s to 40s | Timely dissemination of market trends and property information, campaign announcements |
| YouTube | Wide age range | Property introduction videos, room tours, real estate knowledge |
| TikTok | Teens to 20s | Short room tours, property information for younger generations |
| LINE | Wide age range | Individual communication, immediate property information |
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.
This section introduces specific successful cases in the real estate industry where SNS has been utilized to increase the number of brokerage appointments.
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
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
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
In order to succeed in SNS marketing, it is necessary to pay attention to some points to be noted.
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.
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.
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.
Planning and scheduling of postings
To operate multiple SNSs efficiently, it is important to create a content calendar and post in a planned manner.
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.
Establish rules for team operation
When operating SNS with multiple people, create guidelines and manuals to maintain a consistent brand image.
The following is a summary of the three key points for using SNS marketing to obtain nominated intermediaries.
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.
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.
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?
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.
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.
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.
A4: In the real estate industry, particular attention should be paid to the following points
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.
INA&Associates offers seminars and individual consultations on real estate marketing utilizing SNS. Please feel free to contact us.