Influencers have taken the time, energy, and effort to build their respective communities. There’s a higher level of trust between the influencer and their followers, leading to higher chances of success in your campaigns.

To date, influencer marketing is one of the most effective ways for real estate businesses to advertise directly to their target audience. However, to really reap the best outcomes, you need to be intentional and strategic every step of the way. Here are some of the key considerations when using influencer marketing to promote your real estate business.

1.   Choose the right influencers

Influencers are not created equal. Choose influencers whose audience is engaged and relevant to your business. In this domain, authenticity and credibility matter, so before you choose influencers for your campaign, it’s important to understand which kinds of influencers your target audience appreciates.

For example, if you focus on residential real estate services, influencers whose audiences are incoming homebuyers are a great option. Those in the finance, lifestyle, home design, and even personable development niches are potential candidates. If you’re all about commercial real estate, it’s a good idea to work with influencers in the business and investment domains.

You can check how engaged their followers are by looking at the likes and comments section, views, and overall dynamics between the influencers and their community.

2.   Set goals and metrics

A good influencer marketing campaign has measurable goals. Thus, it’s important to have your KPIs in place. Most businesses use the following KPIs to measure the success of their influencer campaign:

  • Traffic
  • Engagement
  • Conversions
  • Brand Awareness/ Brand Sentiment
  • Audience Growth rate
  • ROI

3.   Refine your offer

You can create a compelling offer that not only benefits the influencers but also their respective audiences. For example, both the influencer and their followers like exclusive promos or access, insider information, and other perks that can benefit both parties.

4.   Use a variety of influencers

Instead of using only one influencer, it’s best to diversify your approach in order to gather more data and learn which engagements generate the best results. Also, not all influencers dominate every platform. For example, some are huge on YouTube but not so much on Facebook and other social media sites. On  the other hand, some have a high traction in sites like Instagram but not so much with video-based platforms. In order to maximize your reach across different platforms, you can select influencers that are big on each social media platform relevant to your target audience.

5.   Ensure creative video marketing

Whether it’s property tours, drone footage, neighborhood videos, or client testimonials, there are so many ways to tap the power of video marketing. Videos are highly engaging and shareable. Every influencer has their own style of video production and editing, but it’s best to collaborate with them and emphasize the parts that matter the most to you such as SEO for descriptions or CTAs. You may also want to tap more on customer emotions instead of hard-selling. It’s important to give influencers the creative freedom to maintain their voice and personality, but it’s best if you also express the things that matter to you to help guide their strategy and ensure that the results are close to your expectations.

6.   Focus on local influencers

This is a no-brainer, but it makes sense to emphasize this. If you operate in multiple locations, you can tap influencers from all the relevant locations. If you’re still starting out in influencer marketing, you can start by initially targeting one location and then replicate the strategy to the rest of your target areas once you have refined your real estate influencer marketing approach.

7.   Create an affiliate program for influencers

This is a great way to set out  exponential marketing from active influencers. Influencers love the idea of passive income, and if your services are highly relevant to their core niche and they believe in your offerings, your affiliate campaign becomes even easier and more attractive to them.

8.   Track, analyze, and learn from metrics

You can’t keep on investing in an idea or strategy that does not breed results. Thus, it’s important to track, analyze, and measure results. Look at the metrics and learn from those insights. You can double down on the methods that are working and perhaps replace or refine those that aren’t. Protect your marketing budget by making sure to spend it wisely and strategically.

The real estate business is one of the most profitable and sustainable sectors, and with the rise of social media and video marketing, it’s now easier than ever to grow and expand your venture. On top of traditional means of marketing like real estate flyers, it’s high time to explore all digital opportunities for brand awareness. If influencer marketing is the next strategy you want to hone and master, make sure to consider the tips above. Fine-tune your approach till you generate the best outcomes!