The Australian Real Estate Agent Listing & Selling Property on Social Media Since 2012
In an era where social media is increasingly influential in marketing, Nic Fren, a visionary real estate agent based in the prestigious suburb of Woollahra (Australia), was ahead of his time.
Over 12 years ago, Mr Fren began advertising real estate on social media, achieving a milestone in 2015 by successfully listing and selling a property on the opposite side of the city through Facebook.
Fren became the first reported real estate agent in Australia to leverage social media for property transactions, and within six weeks, he repeated this success. This highlighted a significant market gap in property marketing and agent profiling on social media channels.
"Initially, a vendor reached out to me on Facebook asking for assistance," Fren recalls.
"The property needed to be sold urgently, so there was no time to lose." Despite the property being an hour and a half away from his office, Fren quickly utilised social media to attract buyers, ultimately selling the property in a few days.
The second sale emerged from a conversation where the owner sought advice on minor cosmetic upgrades before selling. Fren assessed the situation through photos sent via Facebook, determining that the upgrades would not significantly impact the sale price.
They decided to list the property on social media immediately, and the next day, contracts were exchanged at the asking price without the buyer inspecting the property.
These early successes led Fren to develop the 'Pre-Market' strategy, pushing new listings to his social media audience before launching traditional marketing campaigns. This approach has since been widely adopted across the industry.
By 2023, Mr Fren had listed, sold, and leased hundreds of properties through social media. He now trains agents on optimising their media and marketing strategies, significantly influencing the real estate sector.
In 2022, Bespoke Media Group, founded by Fren, received the prestigious award for Best Social Media App or Tool at the New Zealand & Australian Social Media Marketing Institute Gala Awards, marking a pinnacle in his career.
Mr Fren continues to collaborate with agents, agencies, and networks, unlocking the full potential of media and marketing for outstanding results. Recognised as a top 10 Training & Education and Marketing Professional in the Australian real estate industry, Fren's dedication to innovation and support for fellow professionals is unwavering.
"I've worked with everyone," Fren says, "from top-performing agents and CEOs of international networks to sole agents starting their careers. My platform is designed to be affordable and accessible, ensuring everyone has the tools and training that were unavailable when I began."
With over 1,500 members across New Zealand, Australia, Fiji, Canada, the United States, the United Kingdom, Switzerland & now India, Bespoke Media plans further expansion in 2024.
Speaking to how real estate agents in India can leverage social media to win more business, Mr Fren offers the following.
Key Attributes for Enhanced Media and Marketing Efforts
For agents or business owners aiming to elevate their media and marketing strategies, consider these key attributes:
Define Your Goals: Determine your marketing objectives, whether increasing brand awareness, generating leads, or building relationships. Clear goals will focus your efforts.
Know Your Audience: Understand your target audience's demographics, interests, and preferences. This knowledge will guide your content creation, ensuring it resonates with your followers.
Choose the Right Platforms: Identify the platforms where your target audience is most active. Invest time and resources in those that align with their preferences, such as Facebook, Instagram, TikTok, LinkedIn, and YouTube.
Create a Compelling Profile: Optimise your social media profiles with accurate and engaging information about yourself and your services. Use high-quality images and consistent branding to make a strong first impression.
Consistency is Key: Regularly post valuable and relevant content to keep your audience engaged. Develop a content calendar to maintain a consistent posting schedule with a mix of educational, entertaining, and promotional content.
Engage with Your Audience: Social media is a two-way communication channel. Respond promptly and professionally to comments, messages, and mentions. Engage your audience by asking questions, conducting polls, and encouraging discussions.
Utilise Visual Content: Visuals such as images, videos, infographics, and live streams attract more attention and increase engagement. Incorporate visual content into your strategy to make posts more compelling and shareable.
Harness the Power of Storytelling: Connect emotionally with your audience through storytelling. Share personal stories, client success stories, and behind-the-scenes glimpses to humanise your brand and build trust.
Use Hashtags Strategically: Research and use relevant hashtags to increase the discoverability of your content, expanding your reach and engagement.
Analyse and Optimise: Regularly analyse your social media performance using built-in analytics or third-party tools. Identify high-performing content and adjust your strategy accordingly. Experiment with different content types, posting times, and engagement strategies.
Collaborate with Influencers: Partner with influencers or micro-influencers in your industry to expand your reach and credibility. Explore collaboration opportunities like sponsored content or guest posts.
Run Targeted Ads: Utilise social media advertising tools to reach specific audiences. Consider targeted ads to promote your services, events, or special offers to a broader audience.
Stay Updated with Trends: Social media constantly evolves. Keep up with the latest trends, features, and algorithm changes. Experiment with new formats like Stories, live video, or audio-based content to keep your strategy fresh.
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