Even while Perth agent Emma Guthrie was completing her real estate qualifications she knew social media, and particularly Instagram, would play a major role in her marketing strategy. Story by Cassandra Charlesworth.
As a former PR and marketing professional Emma Guthrie felt Instagram’s instantaneous, picture-driven platform would help her build a contact base to get a foot in the competitive real estate door.
So she established love.where.you.live – an Instagram feed dedicated to highlighting the positives of her community, while showcasing the people within it and the idyllic nature of her surroundings.
A couple of years later, the results speak for themselves. Emma is a rising star at Davey Real Estate, North Beach in Perth and has a solid base of over 5,000 followers who share her journey in the beachside enclave.
https://www.instagram.com/p/BcbIngQnALD/
Her posts extend from picturesque beachside shots to inspirational memes, giveaways, client testimonials, local events – and a quick snap of the local deli in a particularly beautiful light. Her latest property listings and sales are featured too, but are an incidental element rather than the full focus of her feed. A major component has been Q&As with local businesses, profiling what they do.
All build an alluring picture of the local community while showcasing Emma’s role within it. As she explains, this media profile has enabled her to build a rapport with her community, attracting potential listings and facilitating sales, resulting in numerous, wide-ranging benefits for her real estate career.
Initially it allowed her to get to know local businesses as she set to work snapping moments of local life. Soon people were remembering her name, and then they were recommending her and allowing her into their homes for appraisals, advice and sales. The volume of her followers also became a valuable asset to clients for the way her properties were marketed and the type of sellers it would attract.
“At first I wanted people to know who I was, because in real estate it’s all about remembering a person’s name.”
It also helped build a rapport, because by the time it comes to making an appraisal people already feel like they know me.”
Emma was careful about the audience she cultivated, ensuring followers were local and relevant. She was also active in maintaining regular posts, and included a personal element. She shares her wins, her favourite morning coffees and select moments of family life. Posts are curated to maintain a positive, energetic feel.
“I post frequently, at least every day, to keep audience interest,” she explains, noting the content depends on what’s going on at the time. “It’s about connecting with people to show who you are and what you do by posting content they can respect.”
As to what’s popular, “Nothing beats a beautiful beach picture”. But Emma has also been surprised at the items people like.
“Recently I posted a picture of my kids and husband in the cubbyhouse in our backyard, and that got 200 likes and a host of personal messages.”
https://www.instagram.com/p/BbtlSOQn0WI/
Meanwhile, her reach extends beyond her own posts. She recently invited industry professionals such as landscapers and interior designers to an open home, and they too shared the event on social media, widening Emma’s profile and audience.
“It’s created so many opportunities and opened so many doors,” she says.
In addition to Instagram, Emma also uses Facebook, has a personal WordPress blog and, when it comes to marketing properties and her services, utilises traditional methods like DL flyers, playing each marketing method to its strength.
She explains how her Facebook page has a more informative focus, with articles and in-depth insight, and it too has around 750 followers.
She ensures her marketing is consistent and repurposed; for example, the images used for DL flyers are sized to fit an Instagram post as well.
Meanwhile, Emma is resounding in her endorsement of Instagram as a valuable real estate tool.
“I say 150 per cent other agents have to do it; a picture paints a thousand words”
“It’s a voice to your clients and future clients.”
“For future business it puts you on show, illustrating everything you are capable of. It gives people confidence that they already know you. Past clients also follow, and it reinforces they chose the right person. It’s about continuing contact and it puts you in the palm of their hands.”
