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What we ‘Like’ (and what we don’t) about Facebook in Property

Dislike, Like


What’s great about Social Media, compared to traditional media? It allows for a two way conversation between the company and the audience. The audience can directly address the company for any queries, feedback and compliments, and in turn, the company can directly react to what the audience has to say.

Ideally your social media community is made of people who share similar interests, an appreciation for your brand, products and services and will commonly act as passionate advocates for your brand. Meaning they will spread your news, defend against any unwarranted comments and act as a catalyst for the most powerful marketing tool – word-of-mouth.
How can the property industry take advantage of social media?

At Adcorp we have and continue to work closely with a number of property developers and so understand that every market is different; that their target audience requires specialised attention and that there are different channels to engage and communicate with their existing customers and prospects.

The unrivalled popularity of Facebook has demonstrated that it is an increasingly important platform where you can join the conversation your consumers are having, while building your brand recognition and promoting your products that relate to people’s lifestyles.

Facebook Timeline is an asset to companies who wish to develop a story around their brand and showcase products in a more elegant, organised and visually compelling way.

While reviewing Facebook Timelines created for Residential Property developments, as a social media marketing tool, we have found some that we ‘like’ and don’t like.  

A measure of a successful Facebook page is dialogue. A good Facebook page will have a few “likes” and comments. A great Facebook page will start conversations between the company, their audience, their audience’s friends and the greater community.

Live on the Riverside: the Aldyn Condos, New York

Live on the RIverside Facebook page screenshot

Our first example is a great one! With almost one thousand likes since they created a Facebook Timeline in December 2011, this page has developed well into a conversation hub for those living and wanting to ‘Live on the Riverside’.

Why is it a great example? Not just for the high amount of “likes” (although this is an important factor), the page for the Aldyn Condos is focused on building a community through daily and themed posts, images of the development as well as promoting community events.

A major positive of this page is that it is not just a one-way conversation from the creators. They have worked hard to encourage engagement and it has paid-off with a high amount of comments, “likes”, shares and posts which also come from the community.

Overall, these factors contribute to a positive and friendly tone.

Oran Park Town – South West Sydney

Oran Park Town Facebook Page screen shot

This Timeline has only received 67 likes since it became active in March 2010, but this isn’t the only downfall. Posts are infrequent, only occurring once a week and there are less than 10 photos.

The posts don’t start conversations; rather they pump out information and direct visitors away from the Facebook page to the website.  Calls-to-action are important, and this may be the end goal of your Facebook Timeline, but you need to establish some rapport with your page’s visitors first.

This Facebook page has great potential, but it needs to work on the look and feel; perhaps add some more videos or engaging pictures that highlight the benefits to living or investing in this community.

Northside Piers, Brooklyn

Northside Piers Facebook Page screenshot

While this Facebook Timeline has over 400 likes, Northside Piers is not taking advantage of their initial popularity and could be building their online community if only they posted more regularly.  They started out strongly with weekly updates about the development but as time and perhaps sales passed, posts and engagement has dropped off. Even though the posts only occur monthly, these posts are at least informative with updates about the development and links to local businesses.

Northside Piers is a good example of how popular content, such as images and video, along with regular engagement could improve their following by encouraging conversation and connecting more actively with their community.

The Blairs, Silver Spring, Maryland

The Blairs, Facebook Page screen shot

The Blairs has a well managed Facebook Timeline. It became active in 2009 and has since gained 741 likes. There are many photos (approximately 200) which are not only of the apartments but also of community related issues, events and entertainment such as the “pet of the month” competition.

How do these kinds of posts relate to a property developers brand page? They actually reflect online the kind of culture and community Blairs wish to foster in their offline community.

It helps to define the kind of audience and customers on the Facebook Timeline, that Blairs wants to attract to their property development. For example, they wish to promote themselves as a pet-friendly neighbourhood and appeal to the kind of people who want to live in that kind of environment.

Blairs post daily to their Facebook Timeline and start conversations to nurture their community.  There are lots of “likes”, comments and shares in response to their posts and followers are free to share their posts on the brand’s wall.

The greatest strength of this page is their consistent community management, with prompt and “human” reactions to posts that don’t constantly sell, sell, sell. Normally they thank the person for the comment and contact them privately if required.

Banksia Grove, Perth

Banksia Grove Facebook Page screenshot

This Timeline has a good community base, having gained 445 Likes since 2012. What’s interesting is that most of the posts and conversations are started by the followers of the community (People asking for advice, local tradies, water problems, graffiti, hoons, phone connection problems) or outside businesses, instead of by Banksia Grove. What’s even more interesting is that Banksia doesn’t get involved in these conversations – it simply is facilitating the forum.

Banksia Grove should be making the most of the opportunity to engage directly with their followers who already show that they share an interest in their community. Banksia could interact with these fans, provide advice and even ask questions themselves. They could follow-up comments that have been made and involve themselves in the conversations to build on the relationships being formed within their timeline..

The popularity of this page is a testament to the power of using imagery with a  large amount of photos from community based events.

And yes, we’ve been saving the best for last…

Studio Nine, Melbourne

Studio Nine Facebook page screenshot

With not even a year under their belt, Studio Nine has 1,424 Likes; more than any of the other examples. This may be due to their regular posting routine. Every few days Studio Nine shares links to articles, videos, photos and polls.

The engagement on this Timeline is not all hard sell, sell, sell – it is an active and comprehensive promotion of the Richmond community and markets the benefits of living in this area in an engaging and visually compelling way.

It has consistent and positive community management that regularly responds to comments made by others and encourages conversations between its followers by connecting with fellow Richmond based businesses.

So how can you reach your target audience in promoting Residential Property developments through Facebook?

Adcorp works with our clients through 6 key steps:

1) Review the audience. Who are they? Where are they? What are they talking about? Are they even on Facebook?
2) Develop the pages own tone of voice. What does the brand sound like? What kind of communication will you have?
3) Build risk management plans. Things will go wrong! Let’s plan and plan some more so that we are prepared.
4) Plan a launch campaign to gain attraction from key audiences.
5) Community manage the platform to engage users.
6) Report and analyse results to continually learn and improve communications.

Communication between the target audience and the brand is more important than the number of likes. But they both add up to produce successful campaigns and long term relationships with customers.

Where is your target audience spending their time?

Nicola Friedlieb, Digital Coordinator.






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