JUNE 2012 |
www.opp.org.uk WORDS | Chris Baguely
BUSINESS
SOCIAL MEDIA | 45
Through social media channels such as LinkedIn, Twitter and Facebook they are now increasingly engaging with other property professionals and picking up useful market information. A quick look at the market shows that well-established and traditional auction houses including Edward Mellor, Eddisons, Barnard Marcus and Allitt Auctions all have active Twitter and Facebook accounts which offer useful tips about buying at auction and how to bid, along with factual information regarding lots, such as property prices and auction results. Social media helps to create a sense of community in the property industry as it is used to share everything from property news to information from surveyors. Key organisations such as RICS and The Essential Information Group having active social media accounts. While these platforms are great sources of information, they also allow investors to connect directly with other people in the market, persuade future clients to work with you, see what properties you have on offer and talk about experiences.
Tweet tweet
When hunting for properties traditional media and online is still popular for buyers, however now Twitter can help
Hammer social media A
uction houses all over are joining the social media revolution.
guide investors to these sites through key links. Twitter is instant and the perfect way for investors to keep abreast of industry news as and when it happens, while also making valuable connections with fellow investors. Twitter really can become a valuable community to trust. Our Twitter account details which auctions we’re attending, offers tips for buying at auction and includes up to the minute news stories.
“Success is based on relationships and social media provides a way to engage with people”
Blogs Blogs are independent outlets for people to talk at length about issues they feel strongly about. The increase in the number of blogs means that auction houses are more accountable than ever before. Bloggers use this open forum to discuss and share opinions about auction houses, results and market information.
There is nowhere to hide in today’s digital age. We are all exposed so must ensure our service levels are impeccable to avoid negative messages taking off like forest fi re in the blogosphere.
LinkedIn
LinkedIn is a valuable social media tool and is especially useful for building relationships with other property and auction specialists. Anyone who wants to engage with specifi c sectors of the market should join like-minded groups and actively contribute to the on-line forums – answering other peoples’ questions, posting commentary and posing questions of their own. As everyone in business knows, success is based on relationships and the new social media tools really provide a great way to engage with other people and start forging these valuable relationships.
Key benefi ts of social media If you’re still not convinced about the benefi ts of social media, here’s a quick rundown of the main reasons I rate it in today’s increasingly competitive market:
Expert positioning – answering questions posed by others and being seen to be helpful, will help establish your expertise.
Sharing knowledge – users can alert friends and colleagues by sharing links instantly. Simplicity - social media channels are extremely simple to use. All that’s required is a mobile phone with internet connection.
Global reach - businesses can communicate information in a fl ash,
Contact building - social media
offers unparalleled opportunities to interact with customers and build relationships. Auction houses can source feedback, test ideas and manage customer services quickly and directly like never before.
Communication – because your
followers will be seeking you out, you can rest assured that the messages you choose to put out will be bang on target and reach a captive and interested audience.
The digital future
The social media community will continue to grow and become even more infl uential. Auction houses and lenders will continue to update investors with up-to-the-minute news, leading to stronger business links. Social media will speed up sales and make it even easier for investors to secure properties around the country. Make the most of the social media revolution. Join it today.
Chris Baguley, director of specialist lender Auction Finance Limited, takes a look at the growing infl uence and benefi ts of social media to those in the auction world. How can things such as Twitter, Facebook and LinkedIn benefi t your business?
Chris Baguley is director of special- ist lender Auction Finance Limited, See
www.auctionfi
nance.co.uk Twitter: @AuctionFinance
regardless of location. Once a piece of content goes viral, there is no limit to the amount of people it could potentially reach, all at no extra cost to your business.
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