How Luxury Real Estate Brands Should Utilise Social Media to Build Trust and Credibility

Authored by Mayank Ruia, Founder and CEO, MAIA Estates, in today's fast-paced world, developers have evolved from traditional marketing methods like hoardings, TV commercials, and newspapers to more advanced strategies. The luxury living sector, in particular, demands a more innovative approach. With the rise of technology and social media, many buyers rely on these platforms to build credibility and find properties. This trend is set to continue with India's active internet user base projected to exceed 900 million by 2025. This presents an unparalleled opportunity for luxury real estate brands to connect with a large and diverse audience.

Active presence on social media platforms allows users to connect with like-minded people and stay informed on trends and advancements in their particular areas of interest. Given its ubiquitous nature, it is no surprise that companies across various industries have recognised the value of integrating digital mediums into their marketing strategies.

In today's highly competitive real estate industry, it is essential for leading developers to leverage the power of social media. The following is how they can utilize platforms effectively:

Maintaining Brand Consistency and Visual Appeal 

It is worth noting that the real estate industry relies heavily on the developer’s reputation and image. Many clients even base their choices on how valuable and prestigious they perceive a brand to be. It is, therefore, critical to uphold a strong and consistent company image. Social media can be beneficial as a platform to highlight a brand's unique characteristics and their greatest strengths. In addition, potential clients can understand the brand's values and what makes it an obvious choice, through interesting and aesthetically pleasing content. 

For instance, a luxury real estate brand can showcase stunning images of projects on Instagram, to offer potential clients a glimpse into their design sensibilities. Similarly, on LinkedIn, one could showcase awards and accolades and leverage interactive content to throw light on the principles and values the company follows. 

Social media helps to ensure that the right messaging is communicated to the right target audience on the right platform. As a result, creating a more accurate perception of the brand and what it stands for.

Building Reputation and Loyal Clientele

Creating engaging content is crucial for building a strong reputation for any brand. Luxury real estate companies can create educational and insightful "how-to" or informative videos that highlight their expertise and facilitate potential buyers in making informed decisions.

For instance, content on topics related to location, amenities, architecture, design, and the lifestyle offered, is a great way to show the development in all its glory. Images and videos could also revolve around socio-economic impacts made by the developer, introduction of key stakeholders and team members, behind-the-scenes to educate consumers on best practices. The key is ensuring that the information is timely, accurate, and transparent. In turn, this could result in high engagement and conversion rates as more people explore their website and social media handles.

Furthermore, client testimonials act as powerful endorsements for any real estate brand. By sharing such testimonials, brands can connect with their audience, build credibility, and influence potential customers with similar desires and requirements. This may result in long-term success, which can lead to client loyalty and enhance brand recognition. Additionally, sharing educational and useful content can position luxury real estate brands as thought leaders and trusted advisors.

Fostering Trust and Accountability 

Building trust with potential luxury home buyers requires transparency and accountability, especially since large investments are involved. Luxury real estate companies can showcase their business practices and policies on social media platforms, including their dedication to moral and ethical work culture. 

Developers can demonstrate their dedication to positively impacting the environment and society by being open about the company's specific policies, such as its sustainable building methods, the brands they are collaborating with, or even the opportunities provided to employees to facilitate their professional growth. This transparency fosters confidence in prospective clients and draws in people who prefer socially responsible and conscious companies. 

Showcasing Completed and Under-Construction Developments

A luxury real estate brand's expertise and capabilities can be effectively demonstrated on social media by highlighting finished and ongoing projects. In addition, potential customers can better understand the brand's design sensibilities, construction quality, attention to detail, and meticulousness by viewing high-quality content. This can be a significant touchpoint, given that luxury real estate buyers tend to look for the finesse when making their purchase decisions.

Moreover, showcasing behind-the-scenes glimpses of the building process can provide potential buyers with insights on processes, craftsmanship, care and attention that the brand puts into building lives and beyond. 

In addition, renders, virtual tours and other interactive features can be useful in showing both finished and ongoing developments. Virtual tours allow potential buyers to "walk around" the apartment and better understand the layout and decor, even if they cannot visit the property in person. This is especially important for NRI buyers who might not be able to view the home in person before purchasing. 

In conclusion, social media offers luxury home builders a targeted approach to reach specific demographics and tailor their messaging, resulting in a more accurate perception of the brand and its offerings. Additionally, digital presence has the potential to influence purchasing decisions, drive sales, and generate revenue. With around 4 billion active users on social media platforms such as Facebook, Twitter, LinkedIn and Instagram, real estate builders must develop effective marketing strategies to connect with their clients.