EVEN WHILE PERTH AGENT Emma Guthrie was com­plet­ing her real es­tate qual­i­fi­ca­tions she knew so­cial me­dia, and par­tic­u­larly In­sta­gram, would play a ma­jor role in her mar­ket­ing strat­egy. Story by Cas­san­dra Charlesworth.

Elite Agent - - CONTENTS - Emma Guthrie

ASA FOR­MER PR and mar­ket­ing pro­fes­sional Emma Guthrie felt In­sta­gram’s in­stan­ta­neous, pic­turedriven plat­form would help her build a con­tact base to get a foot in the com­pet­i­tive real es­tate door. So she es­tab­lished love. where. you. live–an In­sta­gram feed ded­i­cated to high­light­ing the pos­i­tives of her com­mu­nity, while show­cas­ing the peo­ple within it and the idyl­lic na­ture of her sur­round­ings.

A cou­ple of years later, the re­sults speak for them­selves. Emma is a ris­ing star at Davey Real Es­tate, North Beach in Perth and has a solid base of over 5,000 fol­low­ers who share her jour­ney in the beach­side en­clave.

Her posts ex­tend from pic­turesque

“It helped build a rap­port, be­cause by the time it comes to mak­ing an ap­praisal peo­ple al­ready feel like they know me.”

beach­side shots to in­spi­ra­tional memes, give­aways, client tes­ti­mo­ni­als, lo­cal events – and a quick snap of the lo­cal deli in a par­tic­u­larly beau­ti­ful light. Her lat­est prop­erty listings and sales are fea­tured too, but are an in­ci­den­tal el­e­ment rather than the full fo­cus of her feed. A ma­jor com­po­nent has been Q&As with lo­cal busi­nesses, pro­fil­ing what they do.

All build an al­lur­ing pic­ture of the lo­cal com­mu­nity while show­cas­ing Emma’s role within it. As she ex­plains, this me­dia pro­file has en­abled her to build a rap­port with her com­mu­nity, at­tract­ing po­ten­tial listings and fa­cil­i­tat­ing sales, re­sult­ing in nu­mer­ous, widerang­ing ben­e­fits for her real es­tate ca­reer.

Ini­tially it al­lowed her to get to know lo­cal busi­nesses as she set to work snap­ping mo­ments of lo­cal life. Soon peo­ple were re­mem­ber­ing her name, and then they were rec­om­mend­ing her and al­low­ing her into their homes for ap­praisals, ad­vice and sales. The vol­ume of her fol­low­ers also be­came a valu­able as­set to clients for the way her prop­er­ties were mar­keted and the type of sell­ers it would at­tract.

“At first I wanted peo­ple to know who I was, be­cause in real es­tate it’s all about re­mem­ber­ing a per­son’s name. It also helped build a rap­port, be­cause by the time it comes to mak­ing an ap­praisal peo­ple al­ready feel like they know me.”

Emma was care­ful about the au­di­ence she cul­ti­vated, en­sur­ing fol­low­ers were lo­cal and rel­e­vant. She was also ac­tive in main­tain­ing reg­u­lar posts, and in­cluded a per­sonal el­e­ment. She shares her wins, her favourite morn­ing cof­fees and se­lect mo­ments of fam­ily life. Posts are cu­rated to main­tain a pos­i­tive, en­er­getic feel.

“I post fre­quently, at least ev­ery day, to keep au­di­ence in­ter­est,” she ex­plains, not­ing the con­tent de­pends on what’s go­ing on at the time. “It’s about con­nect­ing with peo­ple to show who you are and what you do by post­ing con­tent they can re­spect.”

As to what’s pop­u­lar, “Noth­ing beats a beau­ti­ful beach pic­ture”. But Emma has also been sur­prised at the items peo­ple like.

“Re­cently I posted a pic­ture of my kids and hus­band in the cub­by­house in our back­yard, and that got 200 likes and a host of per­sonal mes­sages.”

Mean­while, her reach ex­tends be­yond her own posts. She re­cently in­vited in­dus­try pro­fes­sion­als such as land­scap­ers and in­te­rior de­sign­ers to an open home, and they too shared the event on so­cial me­dia, widen­ing Emma’s pro­file and au­di­ence.

“It’s cre­ated so many op­por­tu­ni­ties and opened so many doors,” she says.

In ad­di­tion to In­sta­gram, Emma also uses Face­book, has a per­sonal Word­Press blog and, when it comes to mar­ket­ing prop­er­ties and her ser­vices, utilises tra­di­tional meth­ods like DL fly­ers, play­ing each mar­ket­ing method to its strength.

She ex­plains how her Face­book page has a more in­for­ma­tive fo­cus, with ar­ti­cles and in-depth in­sight, and it too has around 750 fol­low­ers.

She en­sures her mar­ket­ing is con­sis­tent and re­pur­posed; for ex­am­ple, the images used for DL fly­ers are sized to fit an In­sta­gram post as well.

Mean­while, Emma is re­sound­ing in her en­dorse­ment of In­sta­gram as a valu­able real es­tate tool.

“I say 150 per cent other agents have to do it; a pic­ture paints a thou­sand words,” she states. “It’s a voice to your clients and fu­ture clients.

“For fu­ture busi­ness it puts you on show, il­lus­trat­ing ev­ery­thing you are ca­pa­ble of. It gives peo­ple con­fi­dence that they al­ready know you. Past clients also fol­low, and it re­in­forces they chose the right per­son. It’s about con­tin­u­ing con­tact and it puts you in the palm of their hands.” •

“I say 150 per cent other agents have to do it; a pic­ture paints a thou­sand words.”

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