
The main awareness stage of our ‘Phased Marketing Model‘ is organic marketing. This stage leverages social media platforms, community-based groups, and local property groups to showcase your home to a broad audience.
The goal is to utilise the power of community networks, where personal recommendations and shares by friends, family, and colleagues can significantly impact the visibility of your property.
Organic marketing employs photos, videos, virtual tours, and engaging content across platforms like Facebook, Instagram, and LinkedIn to create initial interest and buzz around your home.
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What is ‘Organic Marketing’?
Throughout these recent blogs we’ve explored various areas of our marketing. The difference here is that organic marketing isn’t intended just for the end user (a buyer) it’s there for everyone to see. The aim is to supplement all of our other marketing of your home by posting it across our social media platforms, community based groups and local property groups to showcase your home to the different types of followers on different platforms. We understand the power of a community based network and how our marketing can be shared between families, friends and work colleagues. There is nothing like a personal recommendation, especially from someone that you trust!
The Power of Organic Marketing in Property Sales
Organic property marketing is an innovative and powerful approach that leverages the concept of ‘six degrees of separation.’ This principle, introduced in Frigyes Karinthy’s 1929 short story and popularised by John Guare’s 1990 play “Six Degrees of Separation,” proposes that any two people on the planet are six or fewer social connections apart. This idea has been further validated by modern platforms like Facebook, where research shows that the average degrees of separation among users have decreased over time, reaching 4.57 degrees of separation in 2016.
Understanding the Network Effect
The six degrees of separation concept, also known as the six handshakes rule, illustrates how interconnected we are and how a chain of “friend of a friend” statements can connect any two individuals within six steps.
This network effect is incredibly powerful for marketing, as it means that by tapping into personal networks, information about a property can spread rapidly and widely.
Facebook’s data team released two papers in November 2011 documenting that among 721 million users with 69 billion friendship links, the average distance was between them was only 4.74 miles.
Probabilistic algorithms applied to statistical metadata verified the accuracy of these measurements, finding that 99.91% of Facebook users were interconnected, forming a large connected component. By February 2016, with 1.6 billion users, the average distance had decreased further to 4.57 miles. This data underscores the potential reach of social connections in disseminating information.
Movers’ Trends and Social Connections
Research by Savills Estate Agents between 2017 and 2019 showed that around half of movers in England relocated within 3 miles of their previous home, with a quarter moving within just 1 mile. Only a small fraction, 7%, moved more than 50 miles. This data aligns with the six degrees of separation theory, as it underscores the importance of local networks in property sales. Most movers stay within close proximity to their existing networks, making these connections crucial for reaching potential buyers.
Combining the network effect of six degrees of separation with the typical distances movers travel provides a robust framework for organic marketing. Since many movers stay within their local area, tapping into local social networks can be highly effective. By sharing property listings within these networks, you can reach potential buyers who are already within the vicinity and likely interested in moving locally.
Harnessing the Power of Organic Marketing
You harness the power of organic marketing by encouraging everyone involved in the sale of a home to utilise their networks. This method relies on the rule of six degrees of separation to maximise the reach of property listings. The approach involves sharing engaging content, such as photos, videos, virtual tours, property quizzes, and market data across various social media platforms like Facebook, Instagram, and LinkedIn. These posts are designed to be shared, liked, and commented on, expanding their reach through the interconnected web of social connections.
Use community-based networks and local property groups to supplement your other marketing efforts. By doing so, you ensure that the marketing of your home is visible to a wide and diverse audience. This strategy not only relies on digital platforms but also leverages the trust and personal recommendations inherent in social networks. When someone shares a property listing with a friend or family member, it comes with a built-in level of trust that traditional advertising cannot match.
Why do we use it?
We understand that sharing is a huge part of social media. How many times has a friend or family member sent you something or tagged you in something they think is funny, useful or insightful? It happens to me all the time!
This is what organic marketing is about. We want to give people the chance to say to each other, “Hey, did you see this?”
For example, if you know someone who is looking for a new home and you see one come up that looks like it could be perfect for them – you send it to them, right? Or perhaps you’re close to someone that has worked with us before; maybe they’ve rented with us previously, been a landlord we’ve worked with or sold their home with us and really liked how we did it. They may recommend that you reach out to us. That’s the reason we do this. It’s a more collaborative type of marketing which can prove much more impactful due to coming as a recommendation from someone you’re close to and trust.
To Conclude…
Thanks for taking the time to read this blog!
Looking for some next steps? These links could be useful:
- An online valuation of your home in 60 seconds!
- Personal assessment of your home with Tortoise Property!
- Are we the right Estate Agent for you? Take the quiz!
- Connect and stay up to date with all things Tortoise!
If you have any questions or topics you would like to see discussed in the future, then please do get in touch. You can connect with Sam Gott on LinkedIn here or Mike Matthews here.
Thanks again, and we look forward to connecting.