Understanding the social media world for housebuilders
Social media for housebuilders is not just one-way communication anymore. The platforms can now be used as places for inspiration, information and building communities. In fact, it’s one of the most impactful platforms for housing firms to engage with potential homebuyers, current homeowners, and local communities in meaningful ways.
Platform-specific approach for homebuilders
Every social media platform offers a unique advantage and appeals to different target audience demographics. So, it’s essential to customise the content strategy accordingly.
A key platform for community engagement, Facebook not only allows us to promote events like open days or showhome launch dates, but also to share localised content like blogs on topics such as ‘things to do in the neighbourhood’, to send relevant traffic to the website.
Often overlooked but extremely important, Facebook groups help us to connect with the local community and increase brand loyalty among that niche, but engaged, audience, who can then spread the word about you.
As a visual platform, Instagram is ideal for sparking inspiration and creativity for both homebuyers and current homeowners looking for fresh ideas to elevate their living spaces.
It’s a great place to showcase the properties through stunning visuals and captivating Reels, user-generated content (UGC), and influencer collaborations.
Especially with the user-generated content, housebuilders can provide a glimpse into real-life personalised experiences of owning your homes from a house owner’s point of view, which resonates with the prospective homebuyers audience.
LinkedIn serves as a key platform for housebuilders, allowing them to go beyond just showcasing their showhomes, by talking about their company values, behind-the-scenes content and initiatives and/or benefits to the community, such as Section 106 contributions.
It’s an ideal forum to highlight various employee schemes, events and news, be it long-service awards or contributing towards awareness events like ‘Women in Construction Week’ to promote and highlight diversity. It’s also the perfect platform to support the PR- efforts of the company in creating thought-leadership content.
TikTok
Although a secondary platform for housebuilders, TikTok is not just a social media platform anymore, it’s evolving into a dynamic search engine, slowly closing gaps with giants like Google.
Its unique algorithm, engaging format and growing influence is key for homebuilders to adapt to the platform and engage with younger audience demographics creatively. After all, they will be the customers of the future.
YouTube
As a video platform, YouTube allows housebuilders to share immersive property tours, customer testimonials, and valuable insights into homeownership, with content for diverse audiences.
Using YouTube Shorts in your social media strategy also helps to create short, engaging videos, that attract different audiences like homebuyers, real estate professionals, investors and DIY enthusiasts.
HUMANISING THE BRAND
It’s important to include people-focused content to make your brand more relatable and build genuine connections with your audience. This involves showcasing not just properties, but also the people involved – the dedicated staff, satisfied buyers, and the local communities.
Showing the human side of the brand builds trust, and relatability, leading to brand advocacy and loyalty.
The power of influencers
Collaborating with influencers, both nano and micro, can significantly increase your reach and credibility on social media.
These influencers, with their niche but engaged audiences, act as authentic advocates for your brand, helping you to connect with new audiences and build meaningful relationships.
Here’s an example of how we recently successfully partnered with a regional influencer, Maxine Brady, for our clients Miller Homes to promote one of their developments.
Maxine’s online presence aligned with the brand values of Miller Homes, making her the perfect influencer to collaborate with to promote their properties to a larger untapped audience. Her tailored collaboration content for Miller Homes, mainly Instagram Reels during a showhome tour, and seasonal styling tips, not only helped us reach to a regional audience from a different profile but also led to impressive engagement, high views, likes and comments.
The event also drew significant foot traffic and media attention, boosting brand awareness for Miller Homes. This partnership shows how leveraging interior influencers can drive awareness and leads.
CONCLUSION
In today’s digital world, housebuilders need to have a strategic approach towards social media marketing. By using the unique strengths of each platform, humanising the brand and leveraging the power of influencer marketing and user-generated content, they can achieve engagement, brand awareness and a meaningful connection with their audience.
The key is to remain flexible with the strategy and create content that resonates with the audience to inspire them on their home-buying journey.
For support and advice on social media for housing firms and builders, contact our team.
