One of my clients, who is a real-estate agency, had a really hard time liberating itself from the real-estate aggregation websites, that are very expensive and gave them absolutely no way to distinguish themselves from the competition, even though their services are much superior. What they did was create their own website, try to open a couple of social media business pages and hope for the best.
What they had already going for them was the fact that their business had history, clients knew them for a really long time, and potential clients from their area, usually stay in their area, so thanks to their already great service, their happy clients stayed with them.
The problem was that while some clients knew them, they still had the real-estate aggregation website giants to work against, so we had to come up with a strategy that helped show-off their excellent services, their impeccable style and create a reason to connect with them and not others.
The solution was really simple, actually: We already knew some of their clients, we knew what their clients liked about them, and we knew that their clients loved the part of the city they covered, since they liked sticking with it.
What we did was talk exactly about these issues
Facebook will cover all the communications with their clients, and will sport some behind-the-scenes footage, people liked.
Family photos would help connect with the human part of the agency (the proprietors are husband and wife).
Every once in a while, news about events and recent happenings would be posted on the page, so that potential clients could even learn about what’s going on in the area, before moving there.
Pinterest will have boards about historical and architectural facts and photographs about their area of coverage.
Since one of their services was interior design makeovers for the houses for sale, they would have tips and ideas for interior design and DIY projects.
Instagram can show both snaps from around the office, houses they’re currently working on and photos from construction sites.
There are a lot of ways you can connect with your audience, it’s really important, however, to choose the right ways, the right language, and the right channels, otherwise you might be wasting time and money.
Keep in mind:
- The why being interaction and fidelity.
- The how with research and analysis.
- The people you’re trying to reach and what you can give them.