Snapchat reaches 41% of all 18 to 34 year-olds in the United States according to a Nielsen report. This highly personalized social network is uniquely positioned to tap into the next generation of first-time home buyers. Snapchat is relevant, growing, and getting more popular with older audiences. There are a few key points to keep in mind when leveraging the power of Snapchat for your real estate business:
Lenses is arguably the most used feature of Snapchat, and is the best place to advertise for optics.
Lenses: with the press of the screen, this feature performs a rough biometric facial scan. The Snapchatter can swipe through various interactive filters including the terrifyingly hilarious face swap filter. Highly visible brands have trumpeted success from featuring their own custom filters on Snapchat. But they come at a steep cost. Sponsoring a lens – even on a national level – and can cost advertisers $450,000 to $750,000 depending on the day according to reports.
I don’t have a quarter of a million dollars to spend per day. What else can I do?
Snapchat’s Sponsored Geofilters are typically much more affordable and in-line with an agent’s marketing needs. An agent can fence off a small location for $20 for an afternoon, making it a useful “added touch” for an open-house. When a Snapchatter takes a selfie within the prescribed location, they can choose to layer the featured Geofilter to their photo. Advertisers can add contact information and branding elements as long as it conforms to Snapchat’s Advertising Policies.
What about my “Story?”
Real estate professionals could potentially use their personal account’s story – a collection of daily photos and video – to document a day in the life for a house hunting guru. It’s free and it’s easy; however, it will only be available to direct followers and will only serve to consistently remind friends that you sell real estate. It is also difficult to repurpose content and save stories for future use. But real estate agents such as txc_daniel have used Snapchat’s Story effectively to show behind-the-scenes of their life as real estate agents.
What’s the bottom line?
Snapchat should not replace proven and existing marketing practices, but with the right use and cadence Snapchat can be a marketing asset on the local level to create a personalized experience for first-time home buyers and future home sellers.
