How to Use Snapchat for Your Business
Millions are using the app to connect with their favorite brands, and that means there are plenty
of potential clients you could reach if you use it right. Here’s how one real estate professional is using
Snapchat to develop relationships with customers and land deals.
Fuel Your Brand
The Snapchat generation is growing up. What started as an app for
teens to get updates from their friends has blossomed into a social
platform boasting 100 million users who watch 10 billion videos a
day, according to Advertising Age. It’s now a source for news updates and consuming content from brands such as MTV, Buzzfeed,
and The Wall Street Journal.
Snapchat users are part of the next big wave of home buyers,
It’s all about the “story.”
and real estate professionals would be wise to get comfortable
engaging with prospects on this channel. That’s why Danielle Riley,
e-PRO, with Nothnagle, REALTORS®, in Rochester, N. Y., has used
Snapchat for the last three years to stay in touch with her sphere.
It’s a personal approach that resonates with younger clients, she
says. “Two or three people have messaged me to buy a house just
from connecting with them on Snapchat. All of a sudden, I started
Here are three things Riley recommends keeping in mind when
connecting on Snapchat:
Rather than reaching out to individual contacts, Riley focuses on
the Snapchat story feature, which enables users to send a timeline
of photos or videos to all of their contacts. “I’m not doing a lot of
one-on-one contacting on Snapchat.” To connect with her sphere,
she says, “I usually just post what I’m eating or give a personal look
at my day. If I’m at a listing, I might post a view of the property,” Riley
says. The story feature is also a good way to get in front of a new
audience. She’s had past clients include her in their Snapchat story
so she becomes known in the clients’ circles as well.
Keep tabs on contacts.
Riley has about 100 friends on Snapchat. Most of her contacts are
in their late 20s and early 30s, and about 15 of them are past clients.
She says that roughly 20 of her Snapchat contacts are prospects
that aren’t quite ready to buy, and the app is a good way for her to
keep her name in front of them.
Know who’s watching.
Snapchat shows you exactly which users watch your
“stories,” so make sure to keep track of who they are,
Riley says. If you notice someone new watching
you, reach out to them and ask them what they
thought of your story and invite them to join
your circle. KEEP IT ETHICAL
Anything you say on Facebook, Twitter, or any
other social media platform about real estate, even if
you’re just giving your informal opinion, must be accurate
to the best of your knowledge. That’s because social media
posts, for all practical purposes, are treated as marketing under
the NAR Code of Ethics and Standards of Practice. That’s the
case even though it’s typical in social media to blur the lines between
what’s personal and professional. What’s more, anything you say must
present a true picture of the market or a property. And your professional
affiliation must always be clear. Either include the name of your firm in your
post or tweet or link to it. On platforms such as Craigslist, where there is no link to
another display, you have to include the firm name in the communication. Check your
license law for any additional requirements.
30 REALTOR® JULY/AUGUST 2016 REALTORMAG.REALTOR.ORG