First Agent in Australia to List & Sell a Property on Facebook Shares Top Tips for Online Success
With a rise in the influence social media plays in marketing these days, one agent was years ahead of his time.
Starting to advertise real estate on social media over 11 years ago, Nic Fren, a real estate agent in the blue chip suburb of Woollahra successfully listed & sold a property on the other side of the city, with the listing & the sale produced through Facebook back in 2015.
Becoming the first real estate agent in Australia to list & sell a property using social media, six weeks later he went on to do it again, where it became apparent there was a gap in the market when it came to marketing properties and an agent profiling on social media channels.
"Initially the first vendor messaged me on Facebook out of the blue one day asking for my help" says Mr Fren "and this property needed to be sold as soon as possible, so there was no downtime."
"The property was an hour and a half drive from my office" he says and the plan was to offer a co - agency to a local agent. However, given the urgency of the situation I couldn't wait for the photographer to get out there, so I shared the CoreLogic image on my Facebook page which piqued the buyer's interest. A few days later the property was officially sold," he says.
The second sale came from a conversation where the owner had reached out to me on Facebook simply to ask if they should do some minor cosmetic upgrades before selling.
I wasn't even in the running for the listing.
I asked the vendor to send me some photos through Facebook so I could see. It was clear to me that the upgrades weren't going to effect the sale price dramatically.
Given it was late September, the vendors were looking to put it on the market in the new year. However, we decided they was no harm in putting it out on social media in the meantime and revisit in January 2016. The next day contracts were exchanged at asking price from my Facebook post, without the buyer inspecting the property.
Off the back of these two sales, Mr Fren introduced the 'Pre - Market' strategy to his campaigns where he would push new listings out to his social media database before beginning a traditional marketing campaign.
A strategy that's now been adopted by the wider industry.
"At the time, I had around 10,000 people following me across all social media channels, so I figured why not use these platforms to help my owners & boost my brand," he says.
Fast forward to 2023, Mr Fren has listed/sold & leased hundreds of properties through social media and now trains agents on how to get the most out of their media & marketing strategies.
The significant impact of Mr Fren's contributions was acknowledged in 2022 when Bespoke Media Group received the esteemed award for Best Social Media App or Tool at the New Zealand & Australian Social Media Marketing Institute Gala Awards.
Mr Fren describes this achievement as the pinnacle of his career, a testament to the unique and effective approach his agency brings to the industry.
Today, his primary focus is collaborating with agents, agencies, and networks, helping them unlock the true potential of media and marketing to achieve outstanding results.
Adding to their list of accolades, both Mr Fren and Bespoke Media were recently recognised as top 10 Training & Education as well as Marketing Professionals in the Australian real estate industry.
Mr Fren humbly acknowledges the significance of these honors, emphasising the unwavering commitment to delivering unparalleled solutions and supporting the success of others. "My dedication to innovation and the desire to see fellow professionals thrive have been the driving forces behind his journey," he says.
Mr Fren has worked with and coached some of the highest profile agents in the industry, especially when it comes to social media, since 2018. "I've worked with everyone" he says. "From top performing agents, CEO's of international networks to sole agents who are embarking on their very first day in the industry. I built my platform to be affordable & available for everyone to use, I want to make sure everyone has the tools and training that weren't available when I started."
The group now boasts over 950 members to their media & marketing portal throughout New Zealand, Australia, Fiji, Canada, United States of America, United Kingdom and Switzerland, with plans to expand further in 2024.
For agents or business owners looking to step up their media & marketing efforts, I've identified key attributes they should be looking at:
Define your goals: Determine what you want to achieve through your marketing. Whether it's increasing brand awareness, generating leads, or building relationships, having clear goals will help you focus your efforts.
Know your audience: Understand your target audience's demographics, interests, and preferences. This knowledge will guide your content creation and ensure it resonates with your followers.
Choose the right platforms: Identify the media platforms where your target audience is most active. Popular options include Facebook, Instagram, TikTok, LinkedIn, and YouTube. Invest your time and resources in platforms that align with your audience's preferences.
Create a compelling profile: Optimise your social media profiles with accurate and engaging information about yourself and your services. Use high-quality images and consistent branding to make a strong first impression.
Consistency is key: Regularly post valuable and relevant content to keep your audience engaged. Develop a content calendar to maintain a consistent posting schedule and ensure a mix of educational, entertaining, and promotional content.
Engage with your audience: Social media is a two-way communication channel. Respond to comments, messages, and mentions promptly and professionally. Engage with your audience by asking questions, conducting polls, and encouraging discussions.
Utilise visual content: Visuals, such as images, videos, infographics, and live streams, attract more attention and increase engagement. Incorporate visual content into your social media strategy to make your posts more compelling and shareable.
Harness the power of storytelling: Storytelling is a powerful tool to connect with your audience emotionally. Share personal stories, client success stories, and behind-the-scenes glimpses to humanize your brand and build trust.
Use hashtags strategically: Research and use relevant hashtags to increase the discoverability of your content. Hashtags help users find specific topics and trends, expanding your reach and engagement.
Analyze and optimize: Regularly analyze your social media performance using built-in analytics or third-party tools. Identify which content performs well and adjust your strategy accordingly. Experiment with different types of content, posting times, and engagement strategies to optimize your results.
Collaborate with influencers: Partnering with influencers or micro-influencers in your industry can expand your reach and credibility. Identify influencers whose audience aligns with yours and explore collaboration opportunities like sponsored content or guest posts.
Run targeted ads: Social media platforms offer powerful advertising tools to reach specific audiences. Consider running targeted ads to promote your services, events, or special offers to a wider audience.
Stay updated with trends: Social media is constantly evolving, so stay updated with the latest trends, features, and algorithm changes. Experiment with new formats like Stories, live video, or audio-based content to keep your strategy fresh.