Published
15.08.2024
Suspension of work
01.2022
Category
SMM
client
anmetr_dnep
Promotion of real estate agency in Instagram
Acquaintance
Customer information
anmetr_dnep is a real estate agency that provides services in selling apartments, renting premises and housing valuation. In addition, the agency offers legal support to clients in real estate matters. The experience of the agency in the market is 9 years.
Identification of key objectives
01. Task
The key task in promoting the real estate agency’s Instagram account was not only to increase the number of followers, but also to create an attractive brand image, increase audience engagement and build trust in the company.
- Account promotion: Increase the number of subscribers and create an active community.
- Brand promotion: Increase the agency’s visibility and build trust in its services.
- Increase the number of sales: Create an additional channel for selling real estate.
Realization of the set tasks
03. peculiarities of SMM-promotion of real estate agency
Promotion of a real estate agency in Instagram has its own specific features:
- Competition: High competition among real estate agencies that actively use social networks for promotion.
- Narrow target audience: The main target audience is wealthy clients aged 35 and older who are not regular users of instagram.
- Long period between appeals: Most clients do not appeal repeatedly after purchasing a property.
- High price tag: The high cost of real estate limits the target audience and complicates the decision-making process.
- Special Selling Tools: Selling real estate requires thoughtful and detailed publications, not spontaneous promotions.
Realization of the set tasks
04. Stages of implementation
1. Research and Planning
- Goals and Objectives: Clarifying the client’s goals and objectives, understanding their expectations and requirements.
- Competitor Analysis: Research competitor accounts to identify best practices and unique features.
- Target audience analysis: Defining the portrait of the target audience, identifying their interests and behavior in social networks.
2. Promotion strategy development
- Promotion strategy: Creating a detailed strategy taking into account all the features of the real estate market and the target audience.
- Content Plan: Developing a content plan that includes different types of posts, such as real estate reviews, buying and renting tips, legal aspects.
3. Content Creation
- Visual Content: Professional photography and graphics creation for an eye-catching visual series.
- Text Content: Writing informative, attention-grabbing text, including SEO optimization.
- Video content: Creating real estate videos, tours of apartments and houses, interviews with experts.
4. Profile design
- Profile header: Filling the profile header with important information, contacts and links to the website.
- Highlights: Creating highlites with key topics such as “For Sale”, “Rent”, “Testimonials”, “Legal Services”.
5. Engagement Mechanics
- Contests and giveaways: Conducting contests to increase subscriber activity and engagement.
- Polls and Quizzes: Using interactive elements to get feedback and increase engagement.
6. Advertising Campaigns
- Targeted Advertising: Setting up targeted advertising to attract a targeted audience.
- Influencer marketing: Partnering with bloggers and influencers to increase reach and brand credibility.
7. Strategy Analysis and Adjustment
- Monitoring: Continuous monitoring of results and effectiveness of promotion.
- Strategy Adjustment: Making changes and adjustments to the strategy based on data analysis and feedback from the audience.
8. Results
- Increased number of subscribers: The agency’s account significantly increased the number of subscribers, resulting in increased activity and engagement.
- Increased recognition: Increased recognition of the agency among the target audience, strengthening the brand.
- Increased sales: Increased number of requests to buy and rent real estate through Instagram, which led to an increase in the agency’s revenue.
How SMM worked
05. Results of work
Before
After
Coverage
Growth in the number of subscribers
Increase in coverage
178
1049 (+580%)
(person)Coverage
106
531
(persons)Growth in the number of subscribers
233
5470
(impressions)Increase in coverage
Achievement of key objectives
06. Expected result and actual result
Promotion of a real estate agency’s Instagram account required a comprehensive approach, including strategy development, creation of quality content and active interaction with the audience. Thanks to the well-coordinated work of the Progamma team and a well-thought-out strategy, we managed to achieve our goals and bring the account to a new level.
faq
Frequent questions for the case study of SMM-promotion of real estate agency in Instagram
How long did it take to promote the account to the first tangible results?
Promotion took about three months until the first significant results. During this period, we focused on creating quality content, launching advertising campaigns and actively engaging with the audience. We also actively monitored analytics and adjusted the strategy when necessary.
What promotional methods have proven to be the most effective?
The most effective methods were targeted advertising, interactive elements (surveys, contests), and cooperation with Influencers. Targeted advertising allowed us to precisely target the target audience, while interactive elements increased subscriber engagement. Cooperation with Influencers helped us to significantly expand our reach and increase brand trust.
How did you engage your target audience?
We used targeted advertising to attract a targeted audience, and created content that was interesting and useful to potential clients. This included real estate buying tips, legal aspects of transactions, real estate reviews and video tours. We also actively engaged with subscribers through comments and private messages to build trust.
What challenges did you encounter during the promotion process and how did you overcome them?
The main challenges were high competition and a narrow target audience. We overcame these challenges through unique positioning, quality content and active engagement with subscribers. We also regularly analyzed our audience and adjusted our strategy according to their needs and preferences.
How did you evaluate the effectiveness of the promotion?
Effectiveness was assessed using Instagram analytical tools and regular reports. We tracked key indicators such as growth in the number of followers, engagement, reach, number of requests to buy and rent real estate. This data allowed us to adjust our strategy and optimize our efforts to achieve the best results.
What additional services were provided to the client during the promotion process?
During the promotion process, we also provided the client with video content creation services, real estate photo shoots and recommendations on how to improve customer interaction via social media.
What role did customer feedback play in the promotion process?
Customer feedback played a role in the promotion process. We actively collected and published testimonials from satisfied clients, which helped build trust in the brand and enhance its reputation. Positive reviews and success stories demonstrated to potential clients the real value of the agency's services and helped increase conversions.
