SMM OFFER: Hungary Sotheby’s International Realty

CONCEPT


Social media channels in the format of a sales-oriented expert blog: we combine our USPs with live video of property's presentation, video reviews, and short, useful reels.

The premium quality of presentation, authenticity driven by the country's history, and important real estate news with the main goal: to give our target audience the opportunity to leave a request.

WHERE WE WANT TO BE
Goals: Become the top choice in all categories. The client should have one answer to each of these questions: "Real estate investment?"/"Real estate expertise?"/"Impeccable service?"/"Luxury housing for living?" – SOTHEBY'S International Realty

Target Audience Profile: Men and women aged 35+ who are either already investing or planning to start; men and women aged 35+ planning to relocate; private banking clients; our partners; developers; media; press; influencers. Our direct target audience is aging, while their heirs are growing up. We are observing a trend towards millennials who are currently active on social media, and we are targeting our content at them.

Key Messages (USPs):

  • Unique client-oriented approach
  • The same broker suits different directions; no need to switch between specialists
  • Brokers have a financial background - all specialists are excellent at calculations
  • All brokers have experience living abroad
  • The largest network of agencies worldwide
  • The weight and authority of the globally recognized brand Sotheby's International Realty

Content Balance: 20% general, 80% sales posts (but we alternate mechanics and strive to make 100% of posts native with a call to action)

Segmentation of Media Channels

Instagram: Reputation channel for premium positioning.
YouTube: Linked with the website.
Facebook: Account for corporate news and brand updates.
TikTok: Launch this channel after the others are established.

Important:
  • Video content is essential for social media. Drone footage, interior shoots, and product shots are recommended. Use Dubai, Italy, or the global brand accounts as references.
  • Team: One of the key sections should be a team representation section to highlight our expertise.
Social media audience behavior in Hungary shows unique trends that can guide effective marketing strategies.
Overview:
  • Active Users: 7.29 million (72.4% of the population)
  • Average Usage: 1 hour and 47 minutes daily
Main Platforms:
  • Facebook: Most popular with 7.4 million users; 85% daily usage.
  • YouTube: Reaches 72.4% of the population; experienced a 1.5% decrease in 2023.
  • Instagram: 2.70 million users; 56.6% women.
  • TikTok: 3.24 million users over 18; 39.0% adult reach.
Behavior Insights:
  • Mobile Traffic: 63.29% from smartphones.
  • Gender Distribution: Nearly equal male and female usage.
  • Usage Motivation: Connecting with friends and family, entertainment, information.
Recommendations for Luxury Real Estate Agencies:
  1. Mobile Advertising: Focus on mobile-friendly campaigns.
  2. Visual Content: Invest in high-quality visuals for Instagram and TikTok.
  3. YouTube Ads: Utilize video ads to showcase properties.
  4. Content Optimization: Regularly analyze and adjust strategies based on performance data.
recommends
1

Produce content aimed at attracting new followers.

2

Create content designed to retain followers: info cards, collections, viral images.

3

Use TikTok trend mechanics and musical trends in the production of Reels.

CONTENT SPLIT

20% engaging-entertaining posts, 80% selling posts. However, even selling posts need to be adapted to differ in mechanics. A post in cards format, a post with a selection of beautiful photos, a post in Reels format, GIF animation: even posts with straightforward offers can be made more native by simply adding a question at the end of the text.

Categories of Topics / What posts can be about:

  1. Best Real Estate Offers: Posts about the most attractive and interesting real estate properties available for sale.
  2. Districts and Cities: Information about different districts and cities, their features, advantages, and atmosphere.
  3. Exclusive Properties: Presentations of unique real estate properties offered under special conditions.
  4. Tips for Buying Real Estate: Information about the buying process, legal aspects, tax issues, and other important considerations for foreign buyers.
  5. Market Overview: Regular updates from the real estate world, useful tips, and recommendations.
  6. Client Success Stories: Narratives of positive experiences from your clients with photos and testimonials.
  7. Questions and Answers: Responses to frequently asked questions from potential clients.
  8. Technological Innovations: Posts about the latest technological developments in the real estate industry, such as virtual home tours, the use of drones for photography, smart homes, and other technological advancements.
  9. Financial Advice: Information on the financial aspects of buying and owning real estate, mortgage tips, tax deductions, and investment opportunities.
  10. Selling Process: Posts dedicated to the process of selling real estate, starting from preparation for sale and ending with the completion of the transaction.
  11. Interesting Facts about Real Estate: Entertaining facts, stories, and architectural features associated with various real estate properties.
  12. Market Comparisons: Comparisons of real estate markets in different cities or regions, identifying trends and characteristics of each market

content plan for the first month (example)

  • Analysis and forecast for 2024: what awaits us in the real estate market?
  • The benefits of living in different areas
  • Description of the location where properties are situated
  • Expectation vs. reality of the city
  • What dangers to be aware of when buying real estate, and what to pay attention to when viewing an apartment or house
  • Q&A
  • Real Estate Myths Debunked: Separating Fact from Fiction
  • Investing in Commercial vs. Residential Real Estate: What You Need to Know
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how to achieve effective results


  • We will establish a new media strategy.
  • Ensure regularity and consistency of content.
  • Unify all content in terms of style and concept.
  • Conduct analytics of the results and flexibly adjust the strategy according to the indicators.

Content Policy

Plan posts in advance, for example, using the Preview app, taking into account the impact of publications depending on the effect we want to achieve from each of them (ER/CTR/Followers).

At the end of the month, we will collect analytics on the most successful and unsuccessful publications. Using this data, we will adjust the strategy or stick to it until achieving the set KPIs.

STATISTICS

For analytics, I suggest using the LiveDune service, where you can conveniently export graphs, comparative characteristics, and reports on specified KPIs (Key Performance Indicators). The link provides a small example of how it may look. With access to the account, the information will be more comprehensive.


The key indicators we focus on are:


Social reach

Referrals

Follower growth rate

Engagement rate

FUTURE PLANS
video content

Why Video Content Is Essential in Social Media

Increased Engagement Video content captures more user attention and retains it longer compared to text or static images. People tend to spend more time on videos, which increases brand interaction and boosts engagement.


Promotion Algorithms Social media platforms like Instagram, Facebook, and TikTok prioritize video content in their algorithms. This means videos are more likely to appear in users' feeds, leading to higher visibility and reach.


Enhanced Storytelling Videos allow for richer storytelling, enabling brands to convey their message more effectively. Through a combination of visuals, sound, and motion, videos can evoke emotions and create a stronger connection with the audience.


Higher Conversion Rates Videos can drive higher conversion rates by providing more detailed information about properties and services. They allow potential clients to visualize themselves in the properties, making the decision-making process easier.

Video Content Guidelines for Social Media: Real Estate in HungaryGeneral Categories:

Property Tours

  • Detailed walkthroughs of available properties.
  • Highlight unique features and amenities.
  • Showcase the neighborhood and nearby attractions.

Market Insights

  • Monthly or quarterly updates on the Hungarian real estate market.
  • Expert interviews and analysis.
  • Trends and forecasts.

Client Testimonials

  • Success stories from satisfied clients.
  • Interviews with buyers and sellers.
  • Highlight positive experiences and outcomes.

Investment Opportunities

  • Information on prime investment properties.
  • Financial benefits of investing in Hungarian real estate.
  • ROI and market stability discussions.

Lifestyle Content

  • Showcasing the lifestyle and culture in Hungary.
  • Highlighting local events, attractions, and amenities.
  • Interviews with locals and expatriates.

Educational Content

  • Tips and advice for buyers and sellers.
  • Step-by-step guides on the buying process.
  • Legal and financial aspects of real estate transactions.

Behind the Scenes

  • Day in the life of a real estate agent.
  • Office culture and team introductions.
  • Preparation for open houses and events.

Q&A Sessions

  • Live or pre-recorded sessions answering common questions.
  • Engage with the audience and address their concerns.
  • Expert panels and guest speakers.

Content Production Team Guide

Content Strategist

Role: Develops content strategy, plans themes, and schedules posts.

Responsibilities: Identifying trends, audience analysis, content calendar management.


Creative Director

Role: Oversees creative vision and ensures content aligns with brand aesthetics.

Responsibilities: Concept development, creative direction, and storyboarding.


Scriptwriter

Role: Writes engaging and relevant scripts for TikTok videos.

Responsibilities: Crafting dialogues, ensuring scripts are concise and impactful.


Videographer/Director of Photography

Role: Handles video shooting and technical aspects of filming.

Responsibilities: Setting up equipment, capturing high-quality footage, ensuring proper lighting and sound.


Video Editor

Role: Edits raw footage into polished TikTok videos.

Responsibilities: Cutting, splicing, adding effects, and ensuring the final product is engaging and on-brand.


Social Media Manager

Role: Manages posting schedule, engages with the audience, and monitors performance.

Responsibilities: Posting videos, responding to comments, analyzing metrics, and adjusting strategies.


On-Camera Talent/Host

Role: The face of the content, engaging with the audience directly.

Responsibilities: Presenting content, maintaining on-screen presence, and interacting naturally with the audience.


Graphic Designer

Role: Creates visual elements and graphics for videos.

Responsibilities: Designing overlays, captions, and other visual enhancements.


Sound Designer

Role: Ensures high-quality audio for videos.

Responsibilities: Editing audio, adding music and sound effects, ensuring clarity and balance.

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