Social media presence matters, says global internet marketing expert

KUALA LUMPUR (March 12): As nine out of 10 property buyers are looking for real estate information through the Internet, property agents should enhance their presence through online platforms to reach more new clients, said the managing director of a global internet marketing company.

FJP Marketing Sdn Bhd managing director Dr Frank J Peter (pictured) noted that 92% of property buyers will research their preferred location or property types through Internet search engines for more information before they go to real estate agents.

“According to the US Market report in 2014, keyword searches in the Google search engine have increased 253% during 2010 to 2013. These findings showed that home buyers are taking the initiative to do their research before making their buying decision,” he said during the Malaysian Annual Real Estate Convention 2016 (Marec’16) in his session entitled “Using Social Media to Boost Real Estate Sales”.

Peter also highlighted that the growing use of smartphones is changing people’s reading habits, as the same report showed that 59% of the pageviews of real estate-related websites are from smartphones and tablets.

“Despite the change in information research methods and reading habits, people [home buyers] still prefer to buy from people [property agents]. Real estate agents need to tap into social media to develop their very own charismatic brand to expand their presence to potential new customers,” he added.

Peter noted that brand building in social media is not just about having an account in Facebook, Twitter, Instagram, LinkedIn or blogs to share personal moments.

“Property agents need to have their own webpage or social media accounts, which show their professionalism. The account or webpage should have the role of establishing expertise, building customer trust, expanding contact to potential clients and listening to feedback from customers,” he said.

As for the management of content on webpages or social media accounts, he pointed out that property agents should not only publish their personal goals, vision, skills and contact information, but they must also update these platforms from time to time with useful information and knowledge about the property market to educate potential buyers browsing their websites and social media accounts.

“Property agents could use media reports as their resources, sharing good contents on their webpages; try to engage with existing and potential customers and not just selling products,” Peter said.

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