How Social is Disrupting the Traditional Housing Market
The online housing market is one of the most disruptive verticals around these days. Social media has a big part to play, of course, so here, we thought we’d curate some of our favourite social ideas in the housing sector right now.
Homes for humans, by humans
Social media is just that: social. It’s a way to connect with the humans behind the corporations, rather than the more traditional one-way flow of old school marketing. Online flatsharing platform Weroom use their Instagram account to pull the curtain back and tell a story about the people behind the company.
With photos of amazing food, team events and smiling faces, the Weroom team Instagram know their audience: young millennials with a bit of cash to spend. They provide a masterclass in brand affiliation. Don’t forget that Instagram offers video, too!
Video: sneak peaks and added value
According to Brafton, 70% of brands say that video is the most effective method of content marketing. With the launch of Facebook Live, housing associations and others in the industry can give people a sneak peak of properties before they hit the market in a far more interactive fashion than previously available through one-way video streaming.
Video also provides property owners, estate agents or third parities the chance to bring added value to their service. For example, they might provide a live Q&A following a virtual property tour.
All of this enables the organisation to expand its brand through sharable, accessible video content, and the audience to see something exclusive, exciting and insightful. It also reduces costs by eliminating the need for quite so many in-person viewings, while increasing the number of people who can view the property.
Innovative social campaigns
Some of the best, most effective use of social in the housing sector comes when channels are brought together for a focussed campaign centred around a single idea. SpareRoom’s ‘Live with the Founder’ campaign invites members of the SpareRoom community of flatsharers to live with the website’s founder on a ‘pay what you can afford’ basis.
The campaign is explained through a video with the founder, Simon Hunt, and is hosted on an advert page on the site. Through targeted social advertising on Facebook and Twitter, the advert has now had over 186,000 views, and subsequent videos documenting the competition and flatmate interview process have achieved similar numbers of views in the hundreds of thousands.
Work in the digital housing sector and like what you hear? If you think we might be able to help you with your social strategy, give me a call on 0203 222 0077 or email me at firstname.lastname@example.org