Homebuilders and developers are in a unique position to leverage multiple social accounts on any platform in order to reach more people and personalize their connections with potential customers.
In this two-part article, we will look at how sales teams can become social ambassadors for their homebuilders. First, we’ll take a look at how layered social presences help brands reach more buyers. And next time, we will look at how sales teams can generate social content that really brings homes and communities to life.
Layer Social Presences to Extend Your Reach
Visitors and prospective buyers may not have any particular bond with your brand or even the community — yet. Often, their first connection is with the specific salesperson they meet on a given day. The shopper may follow the salesperson on social before they ever follow your community or company page. So you can (and should) think of these social platforms as a multi-layered brand experience.
Managed strategically, these layered social presences represent one of the best ways to amplify your brand. Your salespeople may use their personal social accounts or one dedicated solely to their professional identities, depending on company policy and/or individual preferences (for example, @ckleinscott or @cathyk-mayfieldgreen).
Suggest your salespeople to do the following:
- Follow and/or like community-specific profiles and the company’s main account on all social platforms.
- Engage with brand content in an authentic way. Let’s say a brand post highlights the great walking trails in a given neighborhood. A salesperson who loves to hike might comment on a favorite trail they regularly enjoy, or invite others to join in on an upcoming community walk. The sales team shouldn’t feel compelled to comment on every post — to be genuine, each team member should only respond to posts that personally resonate.
- Re-share branded posts. Even better if the salesperson adds context to personalize the post. This helps spread your company’s messages to a much broader audience — especially if friends and individual contacts interact with the salesperson’s post.
While it’s rare for any post to go viral, every repost, share and comment brings more eyes to your brand messaging. Note: It’s a good practice to include property-related hashtags whenever possible when on Instagram and Twitter. This helps ensure that posts are picked up in trending social feeds.
In Part 2 of this article, we’ll take a look at how personalized on-property photos, videos and perspectives from the sales team can help your brand resonate authentically with your audiences.
In the meantime, if you’re looking for support in orchestrating your social marketing for maximum performance, Wick Marketing can help. Our expert marketing team works with developers and homebuilders from coast to coast to drive sales, enhance brand loyalty and reach their goals. Reach out to barbara@wickmarketing.com or call (512) 479-9834.
