In today’s fast-paced digital world, real estate agents must adapt their marketing strategies to engage prospective clients effectively. Snapchat, with its massive daily user base and captivating video content, offers a unique opportunity for agents to showcase properties, neighborhoods, and their personalities in fresh and authentic ways. Matt Leighton, a seasoned real estate professional, shares seven essential strategies to help agents unlock the potential of Snapchat and avoid common pitfalls.
Why Snapchat Matters for Real Estate Agents
Snapchat boasts over 100 million daily users and more than 10 billion daily video views, cutting across age groups from 20 to 70 years old. The platform is experiencing rapid growth, making it critical for agents to establish a presence now—even if most of their clients aren’t active there today. Building a dedicated following and mastering the platform early can position you ahead of competitors as Snapchat continues to evolve and gain traction in local real estate markets.
7 Essential Snapchat Strategies for Real Estate Agents
1. Tell an Actual Story
Snapchat’s “Story” feature is designed for storytelling, not just random posts. Instead of posting a single photo of a listing or a lunch snapshot, create a narrative around your day. For example, during a home inspection, capture moments of the walkthrough, commentary on potential issues, and interactions with the inspector. This context makes your content more engaging, informative, and valuable to followers.
2. Alternate Between Pictures and Videos Strategically
While videos often convey your message more effectively, mixing photos and videos within the same story can disrupt flow. Instead, consider posting an all-photo story at one time, and an all-video story another, then measure engagement to see what resonates best. This approach keeps your stories coherent and easier to follow.
3. Engage and Reply Back
Snapchat is not a one-way broadcasting tool—it thrives on interaction. Use your stories to ask opinionated questions, such as which property your followers prefer, encouraging screenshot responses or direct replies. Engage with other users by watching their stories and sending snaps or chats. This two-way engagement builds a community, fosters connections, and increases the likelihood that followers will interact with your content regularly.
4. Use Geofilters to Anchor Your Location
Add interest to your snaps by using Snapchat’s geofilters, which show your current city or neighborhood. It not only highlights your activity around town but also appeals to local viewers by showcasing familiar locations. Whether you’re snapping from different districts or community hotspots, this added layer of context makes your content more relatable and dynamic.
5. Create Your Own Custom Geofilter
Custom geofilters are surprisingly affordable and easy to deploy. Platforms like Fiverr can help you design a personalized overlay, which you can then upload to Snapchat for specific times and places, such as open houses or client events. This clever marketing tool spreads your brand organically as guests and attendees use and share your filter with their networks. Keep filters time-limited to targeted events to avoid unnecessary expenses and maximize engagement.
6. Highlight Neighborhood Hotspots
Real estate isn’t just about the homes; it’s about the community. Position yourself as the neighborhood expert by showcasing local parks, restaurants, bars, and hidden gems in your area. Create mini-series like “Hidden [Your City]” to highlight lesser-known attractions. Doing so not only informs potential buyers about lifestyle benefits but also shows your genuine enthusiasm for the locale you serve.
7. Promote Your Snapchat on Other Social Media Platforms
Since Snapchat’s discovery features can be limited, leverage your existing networks to grow your audience. Share your Snapchat handle or Snapcode on Instagram, Twitter, Facebook, and other platforms to funnel followers over. Cross-promotion is key to building your Snapchat presence faster and driving higher engagement.
Two Common Mistakes to Avoid on Snapchat
While Snapchat can be a valuable tool, missteps might harm your brand or turn off potential clients.
Mistake #1: Lack of Discretion
Not every moment should be snapped. Always ask permission before recording clients or sensitive situations, such as luxury home tours or meetings with attorneys. Avoid snapping during private or professional moments and, critically, never snap while driving. Respecting privacy and safety builds trust and professionalism.
Mistake #2: Being Too Vanilla
Monotonous, purely business-focused content can quickly become dull. Avoid logging on every day to post dry statistics or market trends without personality. Instead, be authentic and allow your real personality to shine through. Inject humor, share personal experiences, and balance your professional insights with relatable moments. Genuine content attracts better engagement and helps followers connect with you as a real person rather than a faceless agent.
Conclusion
Snapchat presents exciting, largely untapped opportunities for real estate agents to grow their brand, engage local communities, and close more deals. By telling compelling stories, engaging followers, creatively using geofilters, exploring local hotspots, and cross-promoting on other platforms, agents can unlock the full potential of Snapchat. Just remember to respect privacy and keep your content fresh and genuine.
Embrace these seven strategies, avoid the two common mistakes, and you’ll be well on your way to Snapchat success in real estate.
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