The advent of social media has given rise to many new professions, including real estate influencers. These professionals have taken advantage of the emergence of these new communication tools, which have become very popular in just a few years, to create engaging content around a specific sector such as the real estate rental market. In a highly competitive short-term rental market, the variety of platforms and formats used to implement marketing strategies offers users a greater diversity of choices.
This intense competition has led real estate investors to diversify their format and marketing strategies with the goal of gaining visibility and generating maximum revenue from their properties. In this article, we will break down why real estate influencers have such an impact on their community and how to determine if this field is genuine or just a myth.
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Real Estate Influencers: A Boost to Your Rental Business
In recent years, real estate investors have adopted influencer marketing to optimize their rental listings. This technique helps increase their visibility. Indeed, working with real estate influencers offers owners and investors the advantage of leveraging their notoriety to generate more profits by maximizing their rental income. Using the services of influencers has become an increasingly popular and effective marketing strategy in the short-term rental sector.
Allowing the real estate influencers you choose to work with to freely express their creativity without imposing a script is an effective approach to help them create authentic content for their audience. The more freedom they have to create their scenarios, the more credible the message will be. As an advertiser or as an entrepreneur, you just need to set a clear objective for your advertising campaign, establish a well-defined schedule for broadcasts, and choose the influencer that best fits your target market and seems most effective. In this type of partnership, the results of the initial broadcasts should already help you gain visibility.
What Makes Real Estate Influencers So Influential Within Their Community?
In addition to the main traditional short-term rental platforms such as Airbnb and Booking.com and the direct booking sites of property owners, the promotion of this sector also extends to social media, reaching a modern clientele on platforms like TikTok, YouTube, Instagram, etc. Many influential real estate figures have made their name on these platforms, building their reputation in the industry. These heavy social media users are fully committed to creating authentic content to stand out and better influence the choices of their followers, who are also potential travellers.
These social media stars know their hosts, the properties they offer on the rental market, and their needs. The success is such that some major cities around the world, like New York, ban short-term rentals of less than 30 days if the owner does not live in the same building they are offering for rent. (Source: Article LeParisien 08.09.2023).
The profession of real estate influencers is not limited to content creation and sharing opinions on social media. Besides the opportunities to collaborate with various professionals such as interior designers, digital marketing agencies, or short-term rental concierge services, real estate influencers can diversify their income by offering coaching or online training services for those looking to improve their homes, optimize their online reputation, or invest in real estate. These content creation professionals can also choose to monetize their audience.
Beware of Fake Real Estate Influencers
Influencer marketing is an essential visibility lever, especially for owners and managers of short-term rentals. However, in this type of marketing strategy, caution is still necessary as social media is full of fake real estate influencers.
If you rush and do not exercise discernment when choosing the influencer you want to collaborate with for a new marketing partnership, you expose yourself to the risk of scams. Some accounts are fake, meaning the followers are fictitious. Yes, it’s true! Nowadays, it is possible to buy thousands of followers, likes, or even comments from companies specializing in data sales to impress advertisers and, consequently, land broadcasting or content creation contracts with them.
To avoid being deceived, it is essential to recognize them using available tools to verify the authenticity of these influencers’ accounts and the quality of their community or by enlisting the help of a reputable marketing agency in web development and creation to assist you in implementing your marketing strategy so that it is not a myth but a real success with genuine influencers.
