In today’s digital world, social media has become an essential tool for real estate agents in Australia. It’s no different for promoting real estate auctions.
By leveraging the power of social media, agents can significantly increase the reach of their listings, engage potential buyers, and ultimately drive successful auction outcomes.
Today, we deep dive into effective social media strategies specifically designed to maximise reach and engagement for real estate auctions in Australia.
We’ll explore innovative tactics like live streaming, social media bidding (where available), and post-auction engagement to keep the momentum going.
Building the Buzz: Pre-Auction Strategies on Social Media
Eye-Catching Content is Key
Great visuals are crucial for capturing attention on social media. High-quality photos and virtual tours are a must-have. Consider creative video tours showcasing the property’s highlights and unique features.
Highlight renovations, stunning views, or neighbourhood amenities. Partner with a professional photographer or videographer for the best results.
Targeted & Compelling Ad Campaigns
Leverage social media advertising platforms like Facebook Ads and Instagram Ads for laser-focused targeting. Create targeted campaigns based on demographics, location, and interests to reach the perfect audience for your auction property.
Related: 6 Reasons Why Mastering LinkedIn is Essential for Real Estate Agents
Compelling Captions & Engaging Posts
Don’t just post photos – tell a story! Craft compelling captions that highlight the property’s unique selling points and benefits. Use relevant hashtags like #RealEstateAuction, #AuctionAU, and location-specific hashtags to increase discoverability.
Leverage the Power of Stories & Reels
Platforms like Instagram and Facebook Stories offer a more informal and captivating way to showcase the property. Utilise features like polls, quizzes, and countdown timers to create interactive experiences that spark interest.
Facebook Groups – A Goldmine for Local Buyers
Many local Facebook groups exist specifically for property discussions and neighbourhood updates. Engage in these groups strategically by providing valuable insights about the local market and highlighting upcoming auctions. Remember, the goal is not just to sell – it’s about establishing yourself as a trusted resource.
Related: Unmasking a Bad Real Estate Strategy: Is your social media strategy hurting your brand?
Lights, Camera, Auction! Live Streaming Real Estate Auctions
Live streaming has revolutionised real estate auctions in Australia. It allows potential buyers from anywhere in the country (or even the world!) to participate in the bidding process virtually. Here’s how to make the most of live streaming:
Choose the Right Platform
Several platforms in Australia specialise in live streaming real estate auctions, like Gavl, AuctionNow, and Auctions Live. Each platform has its own set of features and functionalities. Choose the one that best suits your needs and your target audience.
Professionalism Matters
Invest in good quality streaming equipment to ensure a smooth and professional viewing experience. Ensure proper lighting and sound to eliminate any technical glitches that might deter potential buyers.
Pre-Auction Hype on Social Media
Announce the live stream on your social media channels well in advance. Create a sense of urgency by highlighting key details about the property and the auction process.
Interactive Live Stream Experience
During the live stream, the auctioneer can interact with viewers through a chat function, addressing any questions or concerns in real-time. This creates a more engaging experience and builds trust with potential buyers.
Related: 5 Genius Moves for Real Estate Agents on Social Media
The Gavel Falls – Post-Auction Engagement
The work doesn’t stop after the hammer falls. Social media continues to be a valuable tool to foster relationships and continue generating interest:
- Congratulations & Updates: Congratulate the successful bidder and thank all participants for their interest. Post updates about the sale price and any relevant closing details.
- Highlight Success Stories: Showcase successful auctions and satisfied clients through testimonials and case studies. This builds trust and credibility for future listings.
- Market Insights & Industry News: Continue to provide valuable content after the auction. Share market updates, neighbourhood news, and insights on upcoming listings to keep your audience engaged.
Social Media Bidding in Australia
It’s important to note that while live streaming is widespread, social media bidding for real estate auctions is still not widely available in Australia. However, some platforms are exploring this functionality.
Keep an eye out for future developments in this area, and be prepared to adapt your social media strategy accordingly.
Social Agent: Your Partner in Real Estate Social Media Success
Social media holds immense potential for promoting real estate auctions in Australia. However, navigating the different platforms and crafting an effective strategy can be challenging.
At Social Agent, we are a team of experienced real estate social media experts. We help agents develop and implement winning social media strategies to maximise reach, engagement, and ultimately, auction success.
