This article is provided by RLI's partner, LandHub.com.
Social media can be a fantastic tool for marketing land for sale. Sites like Facebook, Instagram, Nextdoor, and YouTube provide sellers with an additional means of sharing their listings. They also offer unique targeting features that can enhance local marketing efforts and get properties in front of a larger pool of potential buyers.
So how do you use social media to your advantage when selling land? Here are some must-know social media tips that sellers and their agents can use to market properties and garner more interest for a sale.
Be Strategic When Choosing a Platform
Quality is better than quantity when it comes to marketing land on social media. Choose one or two platforms to use based on reach potential, keeping in mind that user demographics are more important than the total number of users on a site. For example, if you’re marketing land for commercial use, you’ll probably have more luck on a site like LinkedIn than a lifestyle-focused app like Instagram. Likewise, a platform like Facebook could be ideal for reaching recreational land buyers with relevant interests in a given locality.
Use Lots of Images
One of social media’s greatest assets for sellers is its visual focus. While a property might have a laundry list of highlights to share with buyers, it’s the images that are going to first grab people’s attention and get them digging for more info.
For best results, use a combination of different types of images, including aerial drone shots and on-the-ground stills. Social media is also a good place to share any videos you have of the property.
Spring for an Ad
A basic social media post isn’t going to get you the same results you’d get with a paid ad. That’s because an ad provides you with additional options for reaching your core audience, such as demographic targeting and strategic placements. Do still share your listing via an app’s news feed, but budget for an ad as well to ensure that you’re maximizing your reach and placing your listing where more people will see it.
Engage with Comments
Respond to any and all comments on your post(s), regardless of how interested the person seems. Good or bad, all post engagement boosts your viewership and lets potential buyers know you’re active and involved. Engaging with comments also provides you with an opportunity to open up new threads of dialogue that could be helpful in getting your property sold.
Don’t Ignore the Analytics
Social media platforms give you a lot of information about what’s working and what’s not with your posts. Use that data to streamline your strategy and make sure you’re hitting the right notes. Based on analytics, you may realize that you’re not getting your listing in front of the right people, or that you’re failing to reach anyone at all. They could also clue you in to trends you might not otherwise have noticed, such as interest in your property from a certain subset of buyers.
Marketing your land on social media isn’t a guarantee that you’ll sell fast, but it is a way to amplify your efforts and expand your community. Use it in conjunction with other marketing tactics to reach buyers in your area, and don’t underestimate what a bit more advertising can do for your listing.