There are over 1 billion Instagram users across the globe as of July 2021 and in 2020, 41 per cent of Australians are active Instagram users.
With 66 per cent of first home buyers being millennials and the highest Instagram’s advertising audience is from the 25-34 age group, every property developer cannot afford to miss leveraging Instagram to nurture first homebuyers and generate sales.
So how can you make the most of this golden opportunity?
Below are our top five tips on maximising Instagram in capturing the eyes and ears of first home buyers.
1. Create striking carousel or collection ads
According to a 2021 report by SocialPilot, 50 per cent of Instagram users are more interested in a brand when they see ads on Instagram.
Meanwhile, in a recent report by Google, it was revealed that 1 in 2 Gen Zers and millennials say that they don’t know how they’d get through life without video and among all age groups, these two prefer to learn and be entertained through online videos the most.
These external data simply tell you that carousel and collection ads are excellent opportunities to strike real, emotional connections with your target audience. Through these ads, you can tell a compelling story about your project or highlight its wellness-inspired amenities and stunning interior design. Couple your videos or images with endearing headlines, captions, and descriptions and you’re off to transforming these ads into well-oiled lead generation machines.
2. Use lifestyle images
Whilst some say lifestyle photos are ineffective in Instagram marketing, our data says otherwise. A picture is worth a thousand words and lifestyle photos help you tell the story of the life your project exclusively offers. Make sure to choose photos that give context, demonstrate prestige and most importantly, spark an emotional connection amongst your target audience.
The average time a millennial spends on social media daily is 2 hours and 38 minutes and they absolutely love to click on interesting content that represents their desires, values, and challenges. So as we live in a clicking culture, don’t hesitate to use lifestyle images because a photo of a young couple dining in a world-class restaurant near your project or a group of friends in their late 20s clinking glasses in a popular rooftop bar close by DO make a difference.
Interesting fact: Photos with faces perform almost 40% better than without faces on Instagram.
3. Know your enemies
With over 2.5 quintillion bytes of data created every single day and people’s attention span shorter than that of goldfish, you need to make sure your Instagram content is a cut above your competitors. As Sun Tzu said in the Art of War, “if you know the enemy and know yourself, you need not fear the result of a hundred battles.” So look into their content and make sure yours is better in every way.
4. Leverage Instagram stories
Did you know that 500 million people visit Instagram stories daily?
This just means you cannot miss this opportunity.
Here are some ideas to make sure you capitalise on this epic feature, which astute property developers are already doing.
· Tell a story by featuring amenities, exterior photos, and interior images of your property and coupling it with eloquent descriptions
· Invite your audience to come down to your stunning display suite
· Share photos or videos of construction in progress to spark excitement
· Share important milestones you achieved as a company
5. Use sophisticated literature
Property developers who are excellent storytellers rule Instagram. Content remains king and by using captivating literature, descriptive adjectives, and striking metaphors, they create value and position their project as a high-end development worthy to be an investment. So make sure that your copy is sharp and compelling to drive results. If you’re boring, hire a brilliant content writer.
Properties are built by people for people and with a majority of first home buyers being millennials and millennials LOVE Instagram, the message is really plain and simple. You are missing BIG time if you’re not capitalising on the massive opportunity this platform and its features offer in capturing the attention of your target audience.
Gia is an award-winning entrepreneur, marketing strategist and dog lover. Graduating with a degree in Marketing and the Media, Gia spent ten years working in the finance and insurance sector where she excelled in sales, data analysis and financial modelling.