The Holy Grail of social media marketing for many an estate agent is having a post go viral for the right reasons.
Now I’m not going to assume that you know what going viral means so here goes.
It’s when something gets shared so often on social media that it gets spread around like a virus. Charming eh?
I’ve had clients approach me saying they want their promotional tweet or Facebook video post to go ‘viral’. The bad news is 9.99999999999 times out of ten it is not going to happen.
But experience and analysis has shown me there is something that estate agents can do with their social media marketing which will get shared and reacted to a lot more than their usual offerings.
It’s April Fool’s pranks / stunts.
Good ones get shared a lot on the day and for a time afterwards. But perhaps more importantly it shows the agency doesn’t take itself too seriously, has a sense of fun and has a bit of personality which is often lacking in the property world.
Why do you think Virgin have used them for years? Or that a fast food giant spent loads on PR advertising its new left-handed burger? Or even the classic BBC prank that saw it report that Big Ben was going digital?
When you do them well they put smiles on people’s faces and make them feel that little bit friendlier to the brand or business that did it.
But what makes a shareable April Fool’s Day Estate Agent post?
1) It mustn’t be totally ridiculous. There needs to be a little bit of reality to it.
2) It must be playful.
3) It must be timed just right – April 1st between 7am and 12 noon. (the sharing of it, if it’s a good ‘un goes on beyond that and can capture press coverage). And you need to plan hence the timing of this email.
So, with my ever-beady eye on opportunity, I’ve written two April Fool Day articles that I’m syndicating to non-competing agents.
If you are interested in hearing a bit more about these drop me a line at: Jerry@propertyprexpert.co.uk
Thanks for reading and here’s to your next instruction,