You’ve paid for them. They’re loaded on the MLS and into your marketing program. Now, how do you make the maximum visual impact with your real estate listing photos? Social media extends the life and reach of your photos. Consider the following social media marketing options.
Facebook’s Countless Methods
How you can pitch your photos knows no bounds on Facebook. Before you go down this path, a few things first: 1) for maximum impact, you’ll need paid advertising. Facebook’s continuing news feed changes downplay content from businesses, like real estate agent pages; 2) familiarize yourself with the video ad specs, including length limits; 3) have a targeted marketing plan.
Once you’ve addressed the above, it’s time to market those photos. On Facebook, you can create a photo album, a photo carousel, a slide show, or a canvas.
One of my clients loves the slide show option. The dynamic scroll makes a strong visual impression and the feature rotates up to 10 pictures. Music and captions can help elevate the slide show, but I’m not a fan of Facebook’s available music options for real estate.
A photo album could be a great way to market an especially notable listing. A typical 3/2 family home wouldn’t catch as much play here as promoting an album from a luxury property or an expansive commercial listing where you truly want to show the scope and features.
The photo carousel requires a destination link. If your property has a specific marketing website, this could be an excellent promotion for driving traffic.
Twitter allows you to upload multiple photos, but it’s best to stick with the best 1-3 shots here because Twitter is such a quick medium. You have two choices: use photos to highlight details included in the 240 characters or use a photo with details not described or hashtagged. I would edit the photos to include a short text overlay on a key idea. Examples: #privateyard, #remodel, NEW LISTING!
This image-first platform is ideal for showcasing incredible residential or commercial property shots. Use the mobile app and editor to post a single photo or several shots for scrolling photos. If you choose to upload more than one, the first image must be stunning enough to invite the scroll.
Other image-editing apps, like Canva, allow you to create an Instagram-optimized visual post with multiple images in one shot. For an extra kick, purchase a sponsored post to highlight your best-performing property photos. Remember, Instagram works best with high-quality or striking images so choose wisely.
What, Pinterest for listing photos? Yes, you can! The best way to draw business via Pinterest is by creating specific, location-based boards. If you’re interested in going this route, I recommend reading this blog by Kate Ahl about Pinterest and real estate marketing. Her interview with Lynn Pineda is chock full of great tips.
A targeted email campaign is a real estate agent’s secret weapon. The key word is “targeted.” Today’s sophisticated CRMs and databases should be able to handle that part for you. The second part hinges on great email design. The leading image should have that “wow” factor that encourages the opener to continue scrolling and finally clickthrough to the property’s website. Carefully curate the photos chosen for the email campaign. Keep the text to a minimum and let the visuals do the talking.