- There are 6 billion video views per day on Snapchat.
- Snapchat is spontaneous, and you can take users on a home tour and answer questions in real time.
- If you're looking to add this app to your marketing efforts, be prepared for a slow return on investment that relies on you earning the trust of your audience.
Visual content is a defining feature of modern society and has become essential to capturing an audience’s attention. The numbers speak for themselves to illustrate its importance — according to TechCrunch, Snapchat has 6 billion video views a day, a number that has tripled since May 2015.
These are compelling figures that might lead you to rethink your current marketing strategy. As you can see, visual content has wide reach, and it has the ability to push an unsure individual into a ready-to-buy customer.
Facebook, Twitter and Instagram are all platforms that real estate agents have started to explore, but what about Snapchat?
What is Snapchat?
Snapchat is an app that allows users to send photos and videos, referred to as “snaps,” which then disappear after 24 hours. Users can set the length of their snaps from one to 10 seconds with videos lasting up to a maximum of 10 seconds.
Those wondering why these quick visual messages have become a phenomenon would do well to think of Snapchat as a storytelling platform.
Snapchat’s chief executive Evan Spiegel says that today, pictures are used for talking, as opposed to capturing significant moments throughout your life.
How would real estate agents use Snapchat?
Real estate agents have a unique opportunity in that what they are selling is a highly visual product. Using Snapchat to take snaps of homes being sold is a way to showcase property as well as discuss any special features.
We’ve already seen companies such as Luxury World Traveler capitalizing on visual platforms such as Instagram and Snapchat. With over 2 million followers on Instagram, the company has tapped into the power of sharing photos of beautiful properties to users who might have never discovered them otherwise.
You can capitalize on the spontaneous nature of Snapchat by taking users on tours of a home as well as answering any questions they might have in real time.
The resulting experience is ultimately more intimate, which works to create a level of trust between agents and their Snapchat followers.
Who is the audience?
Snapchat has captured the hearts and minds of millennials. It reports more than 60 percent of U.S. 13- to 34-year-old smartphone users are using Snapchat. Millennials are the future homebuyers and sellers, so it’s a strategic move on the part of real estate agents to tap into Snapchat early on.
Although you might not see any quick sales from millennials, there is always the possibility that they will show your snaps to their parents or relatives who might be interested in buying or selling.
Snapchat might not have the quickest return on investment, but it remains a strategically smart move for real estate agents to tap into the next generation of sellers, as well as offer them content which isn’t so obviously sales motivated.
Snapchat is a way to capture millennials who will think of you when they are ready to take the plunge and invest in a home. Don’t underestimate the power of word of mouth either, which Snapchat can help afford you.
Earn their trust by being authentic through your snaps, and you’ll be rewarded in the long-term. Take advantage of the fact that what you are selling is visually appealing. You might be surprised at where it leads you.
Alice Williams is a content contributor at BusinessBee. Follow her and her company on Twitter.
