How to use social media for your letting agency

Letting agency social Media

As you can read in lots of my blog topics both here and on my how to set up a letting agency blog I talk about social media a lot. There are many forms of social media and if used correctly it can help your letting agency or property management company create awareness with a very small budget.
Letting agency social media
I looked through a number of my own contacts within my social media circles for a good example of a letting agency who did exactly that and I think an excellent example is Domino Letting in Glasgow.
Introduction to Domino Letting
Established in 2010 by James Callaghan they have quickly risen up the rankings to become a recognised name within the letting and property management industry in Glasgow.
Not being based in Glasgow I can only say this from my knowledge of agents online in Glasgow and lets be real about it online is where its at…isnt it?

Interview with James Callaghan

james Callaghan
How long has Domino Lettings been in business?

– Formed in December 2010

How many units are you currently managing?

– Mid level sized agency

You have 7 tenant and landlord pledges which is definitely unique, it certainly personalises the site and makes your agency stand out. Is this something that your landlords and or tenants ever mention to you as the reason they choose to work with you or rent from you?

– Very much so. For landlords they’re not the sole reasons. Our reputation and 3 landlord guarantees lead that. For tenants though they provide a solid wall of assurance in an industry much maligned (sometimes fairly, sometimes not)

Your agency is one of the best agencies I have come across in the UK who uses social media well. Did you always plan on using social media?

– Certainly. I’m actually from a Technology background so very comfortable with new media and the power it holds. We’re also advocates of Inbound Marketing techniques and social media is an integral part of that. Didn’t we meet on such a medium ourselves?!?

 
What is your favourite social media you platform and why?

– Horses for courses. Twitter for pulse info, Pinterest for aesthetics, Facebook for consumers, G+ for the future. Of all though I would say LinkedIn is the medium that is most suited to my own role of company growth.

 
Your blogs and video blogs are very informative. Is your strategy in blogging to educate firstly and showcase your knowledge in the industry secondly?

– Exactly that. There’s a lot of mis-information in the Property world so Whiteboard Wednesdays helps scotch myths and empower landlords and tenants to make informed decisions. That this shows us as experts in our field is important, but secondary.

For you in terms of return on investment and that investment may be time as much as money what form of social media or marketing has been the best?

– I’m from a direct sales background so do prefer to see tangible and immediate results. For that reason, LinkedIn seems to yield the best return through my network and groups. However, we have signed business in the last few months with clients commenting that they first saw us on twitter, heard us on the radio, saw a To Let sign and then on an organic google search. All these contact points increased our brand awareness and brought the client to our door.

 
With regards to your blogging, after how long did you start seeing a return on investment?

– I find blogging to be more ambient rather than a direct lead generator. Clients seeing our blogs acts as one of the reasons they come with us as opposed to being the sole catalyst for an enquiry. It has definitely brought us indirect leads with the client being referred from someone who read a blog/saw a video.

What are your thoughts on Google apps and in particular Google Reviews?

– Controversial! Google reviews are excellent and powerful (in SEO terms) but unpoliced and wrongly weighted (a negative review gives positive SEO lift). We’re not a Google house so don’t use too many of their apps. Google+ may come to be something in the future but it’s hard to find the need for it at present.

 

Do you request reviews or do you allow landlords and tenants find this themselves?

– We soft request reviews on our email signatures but do ask clients to tell others if they’ve had a good experience with us. Word of mouth generated 74% of our business last year.

 
If there was one piece of advice that you would offer to another agency what would it be?

–          Don’t do it. The market is oversaturated…;-) The advice would be to be the best at what you do and then educate your market with any information you have that would help them to make an informed decision on buying you.

-End of interview

A big thanks to James for his time in sharing his knowledge, experience and success with us. If you are about to frantically go off and set up a Google places account, YouTube or facebook account then you should get knowledge from my blog posts.

Comments

  1. Izzy Watts says:

    Hi!

    This is a really useful article. I was wondering what your thoughts were on using Youtube as a social media platform for a letting agency? I can basic videos easily which are still images with some music etc as a way of showing tennants the properties in a slightly more interesting fashion but I am not convinced it will work. If it is more for aesthetics I wonder if Pintrest might be a better option?

    • Hey Izzy,
      Thanks for commenting, I feel that video tours are a really great way to qualify your property for tenants requirements. By using video tours you allow tenants to have a overall picture of the property and if it suits them. Some other benefits of using video, its great for social media, making your agency offer more and is a huge benefit for SEO. Check out a recent blog posting

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