With more than 3.6 billion people on social media, it’s safe to assume a significant proportion of your target market has a social media account. That target demographic is, of course, primarily landlords with shiny new homes that you’d like to place renters in.
But how do you go about finding landlords on social media, and is it an effective marketing strategy that warrants a significant proportion of your budget? In this guide, we’re zeroing in how to find new clients for your letting agency via social media. So read on and discover everything there is to know about landlords on social media.
Define the target landlord
Before setting off on your journey to acquire more landlords, first, you need to decide who you’re trying to target. Is it professional landlords with a portfolio, does your agency have more success with single-homeowners, or is the aim to attract property developers in sectors like Build-to-Rent?
Different personas hang out in different places online, so it’s worth configuring a plan for each one. Or try focusing on persona one and putting your resources and efforts into converting them into clients with your letting agency.
Choose a social media platform
So you’ve landed on a customer persona, and now you need to find them on social media. The primary social media networks are Facebook, Twitter, Instagram and LinkedIn, but you should focus on some of these sites more than others.
If you’re looking to acquire professional landlords or property developers with units to let, LinkedIn is your best bet. It’s a network for professionals, and those who treat the rental market as a business are more likely to be open to opportunities on LinkedIn than, say, Instagram or Twitter.
Single-property landlords are probably hanging out on Facebook, though they aren’t necessarily using it to find a letting agent. With the right advertising (more on that in a bit), however, you can successfully target single-property and accidental landlords on Facebook with content that appeals to them.
Twitter and Instagram
Twitter and Instagram certainly have reach, but you’re probably better off by focusing most of your efforts on LinkedIn and Facebook. Platforms like Twitter and Instagram tend to be more renter-centric, though accounts like the British Landlord Association on Twitter might be worth a follow to see if you can reach out to any landlords.
Once you’ve settled on the primary accounts you’d like to target; it’s time to start creating content. Fortunately, social media is so much more than writing a few posts, and you can share your other marketing material across platforms, whether it’s blog posts, reports, videos, podcasts or any other form of content.
Social media is a great platform for repurposing content, even if you’re breaking down previous marketing material into smaller social posts. You can also work with social media influencers to target landlords and incorporate it into your wider marketing plan.
Using PPC to acquire landlords
Starting social media marketing can be tricky if you're starting from a blank canvas. It’s a long game, and you can’t expect to build any genuine traction for a few months at least. However, if you want to supercharge your efforts, it might be worth using pay-per-click advertising to give your content a boost.
You can reach people who don’t follow you, and it’s a great way to get your content in front of landlords on social media, be it LinkedIn or Facebook. Using PPC means you don’t need to think so much about long-term strategy and can instead focus on converting. PPC prices vary, but expect to pay between £0.66 and £1.32 per click.
Having an active presence on social media can help build your brand, but it’s also an effective selling tool that will increase landlord acquisition – if done correctly. Nail your social media marketing, and you could open up a whole new market of landlords and increase the stock in your agency.
Get in touch
You’ll need somewhere to market those new properties you’ve taken on, and Movebubble has more than 750,000 renters looking for a new home. Get in touch via the form below to find out how you can market your properties to verified renters.