Property Inspector: What a difference a tweet makes
TheMoveChannel.com´s Property Inspector, taking a closer look at global real estate each month. In the first podcast of 2013, the inspector investigates something that´s become a permanent fixture in the property world: social media.
Do you like property on Facebook? Do you follow property on Twitter? Thousands of people do, from house hunters and journalists to estate agents and portals. Social media has transformed the way we receive the latest news, communicate with friends and even how we interact with celebrities.
But how has it changed the property industry? Can it be used to sell a house? Does it help buyers find one? Is it the future for property portals?
Property Inspector interrogates Charlotte Ashton, Director of AB Property Marketing, and Andrea Morgan, aka @RightmoveAddict on Twitter, who has moved from real estate tweeter to co-founder of A Passion for Homes, to get some answers.
Charlotte, social media has been around for ages, but does it actually do anything?
“The property world was quite to slow to embrace social media. Over the last 18 months, we’ve been working with more and more clients who have asked if they should do it and we’ve said yes, but they have to do it properly. It’s not just about, say, tweeting property listings or sending messages once in a blue moon. Lots of journalists use Twitter as a tool because it’s more immediate than press releases or emails – so from our point of a view, we use it all the time.”
Expectations have shifted among consumers. High street stores, such as HMV, are closing now because they can’t keep up with online companies. Has there been a similar shift of expectation in real estate?
“Exactly, yes. People expect more from companies now. It’s a real-time presence. I just posted this morning construction photos of a development in Bacolet Bay, Grenada, for @PropFrontiers on Twitter. If you waited for that in old-school time, it would have taken weeks!”
How has social media changed the activity of house hunting for buyers?
“I think it gives a different, more relaxed approach to finding property. Because it’s not something you do just at work, you can contact people at any time of the day.”
It definitely makes it easier to share content or listings with friends or partners, but it’s also easier to contact agents, isn’t it?
“Yeah, for sure. I was looking for a house and I arranged to do a couple of viewings with an estate agent before work. I made sure I was there before 8am and he didn’t show up. I couldn’t get hold of him – the mobile number, office numbers didn’t work – so I went on Twitter and within five minutes I got a reply. And at the end of the day, the MD of the whole company got in touch to apologise!”
Andrea, you’ve worked with Charlotte on several marketing campaigns, but how did your addiction start?
“I’ve loved property for as long as I can remember! When I came across Rightmove, I was completely hooked, looking at properties all the time – not because I wanted to buy, just because I like to look at them. I decided to join Twitter. I can’t remember why, but I couldn’t think of what to be called. People used to call me the Rightmove Addict, so I just put that on!”
You’ve gone from social media to launching your own property website, A Passion for Homes, this month. How has Twitter helped?
“It’s the access to big brands that you’ve never had before. For example, Rightmove picked up on my name and they’ve become a big part of the business, sponsoring areas on the website. That never would’ve happened if it hadn’t been for Twitter! On my personal blog, I also showcase properties that agents send me – these companies are forward-thinking and understand how social media can get their message out to an audience without using traditional methods.”
We talk about buyers and sellers, but social media has changed the property landscape, hasn’t it? The categories have disappeared…
“If you’re starting on Twitter now, the last thing you want to be doing is selling! You’ve got to change your whole methodology of thinking. You need to engage and interact. Some company Twitter accounts don’t even mention their own products, they just quirky cartoons or photos and you want to be following because it makes you laugh.”
Click here to listen to the full investigation – or subscribe to the TheMoveChannel.com´s podcast in iTunes.
Notes to Editors
Founded in 1999, TheMoveChannel.com is the leading independent website for international property, with than 400,000 listings in over 100 countries around the world, marketed on behalf of agents, developers and private owners.
The website address is http://www.TheMoveChannel.com and the office address is 45 Lafone Street, Shad Thames, London, SE1 2LX.
Contact Dan Johnson on 0207 952 7650 for further information.