Social networks and online comments: how do they influence your real estate sales?
It is nothing new for anyone that the internet is a priority channel for renting and selling real estate. Data released by the São Paulo housing union (Secovi-SP) reveal that 90% of property searches start on the internet.
If specialized portals are not yet able to handle the entire negotiation process, the reputation and behavior of an online company can greatly influence the purchase process. A survey by Nielsen shows that, for at least 70% of consumers, the recommendation of anyone, including strangers, is one of the main factors that lead to the purchase or not of a product or service.
After all, the internet is not just a virtual billboard. The presence on social networks, comments on portals and on sites like Reclame Aqui and even the quality of the ads build the image of a company and are arguments for a customer to choose between his real estate company and a competitor.
Social Networks and Comments: what is the influence on real estate sales?
One of the most basic principles of marketing is to be where your audience is. When it comes to social networks, this audience is quite varied. Last year Facebook, the most popular network in Brazil, reached 108 million active users in the country. This number comes close to the total number of Brazilians with access to the internet.
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In practice, the likelihood that consumers of any type of product have a profile on the network is high. And the housing market is certainly no exception. Having active profiles on social networks is, therefore, a way to increase the chances of your company being found by those looking for real estate.
Keeping an eye on the indicators
Having a profile in each network, however, is not synonymous with presence. As communication channels, it is essential that the real estate company values interaction with potential customers who make contact online - through comments, direct messages or evaluations.
In networks like Facebook, the speed of responses is shown as an indicator on the company page. In Reclame Aqui, what counts for a positive or negative evaluation is the rate of responses and problems solved. A work aimed at keeping these indicators positive can transform the online reputation of your real estate company.
Consistency is the secret
Organic results on the internet (that is, everything that doesn't involve paying for ads) don't appear overnight. It is necessary that online reputation management is a continuous work in order to present lasting results.
However, having a team dedicated exclusively to marketing and commercial is not possible for smaller real estate companies or those who are unable to make this type of investment. The way out, therefore, may be to optimize the time spent on financial management, for example.
This does not mean neglecting to pay due attention to processes that are central to the business, such as lease billing or billing. On the contrary, optimization strategies, mainly involving technology, also include error reduction and rework. Performing batch tasks, such as issuing bank slips or bank reconciliation, saves days of work in some cases.