Oh Snap! What Snapchat Can (and Can’t) Do for Real Estate Pros

 Snapchat is an under-the-radar social tool - it could be your secret weapon.Unless you’ve avoided all social media in the last few years, you’ve probably heard of Snapchat. At the very least you've likely seen a picture of someone with dog ears and a giant pink tongue and wondered how that human-dog hybrid came to be. 

Since its launch in 2011, Snapchat has grown into a thriving social networking app. Though it’s generally seen as a teen favorite, Snap’s adoption among users in their late 20s-early 40s has increased drastically in the last few years. With that in mind, it’s worth looking at how real estate professionals could benefit from adding Snapchat to their social media efforts.

What is Snapchat?

Snapchat is a social networking app that allows users to share photos and video content one-on-one, in groups, or to a larger following. When the app first launched, it was designed as a way to send images that would disappear after a few seconds. Soon after, they added the ability to add text and draw doodles on images. Over time it’s grown into a full-fledged social platform.

Today, you can use Snapchat in a variety of ways, including:

• The original - sending pictures or videos to individuals that disappear after they’ve been viewed. You can now send to groups as well.

• Chats, with individuals or in groups.

• Group audio or video calling.

• Augmented reality filters on videos, photos, or calls.

• Posting stories publicly or to your network that last for 24 hours.

By the way, if you use Instagram and think these features sound eerily familiar to Instagram Stories...it’s because they are. Snapchat was the original, Stories is just Instagram’s (admittedly popular) copycat. Facebook also has their own copycat now, called Facebook Live.

Terms to Know

• Snaps: photos or videos that you send to individuals or groups that disappear after they’re been viewed.

• Stories: photos or videos that can be seen by all of your connections or publicly for anyone to view which last for 24 hours.

• Chats: text-only messages sent to individuals or a group (think texting or using Facebook Messenger, but through the Snapchat).

• Filters: fun enhancements you can add to your photos and videos. Filters can be advanced augmented reality creations or simple location-based frames.

Side note: if you’re still wondering how those human-dog hybrids made it onto people’s pages, this is it! Dog ears is one of Snap’s oldest and most well-known filters.

Why would I use it?

For personal use, Snapchat is a fun means of communication. Sending goofy, disappearing images and videos is a great way to have a “conversation” from far away that often feels more personal than text. For professional use, Snap is hit or miss, depending on your business and target customers. 

If you tend to work primarily with middle-aged and older clients, Snapchat may not be the best use of your time. But if you’re focused on millennial buyers or renters, it can be a niche that very few real estate pros are taking advantage of yet.

Is it worth using for real estate?

Maybe. Snapchat is a great way to connect with people because it tends to be more live, in-the-moment, and unfiltered (despite their actual filters). It’s a great way to offer a candid look at your business. 

Agents can use Snapchat to grow their personal brand and give users a peek into their day-to-day process. You might do a video walkthrough of a new property, a snap of your favorite local businesses, or a brief video discussing tips for buyers or sellers. It’s a great way to showcase your personality in a way that’s accessible to a younger audience.

For brokers or agents, Snapchat’s filters can be a great way to promote your business. Setting up a filter is fairly simple and relatively inexpensive. Filters can be set up by location and time. So if your business is involved in a community event, creating a Snapchat filter can be a fun way to grow brand awareness. If you’re curious to learn more about setting up a filter, this is a great step-by-step guide for creating one.

How much would this cost me?

If you’re looking to use Snapchat as a networking tool, it’s free, like most social platforms.

If you’re looking to set up filters, they’re fairly cheap. Event filters can cost less than $10, depending on the size of the location and length of time you’ll be running it. You can get started with creating your own filter here to get a better idea of your options and pricing.

What’s the catch?

Snapchat isn’t one of the first platforms we reach for when developing a business social media strategy. Here’s why:

• Young audience: 53% of US users are under 34 years old. That’s younger than most realtors want to target.

• Limited metrics: you won’t be able to count likes or followers, which makes it hard to measure your impact.

• Camera-focused: committing to Snapchat means you cannot be camera shy. You have to be willing to be seen and heard, live and unfiltered.

• Disappearing content: Snapchat’s hallmark is that content lasts 24 hours or less. Your audience has to be paying attention or you’ll be spinning your wheels.

• Difficult audience building: it’s hard to get followers unless you know them and/or share your username personally.

That said, if you’re willing to focus on in-the-moment, authentic content, Snapchat may be the place for you to build authentic connections and showcase your unique personality.

How do I get started?

If Snapchat is the right platform for you, sign up for an account and get snapping! If you’re looking for step by step instructions on creating an account with Snapchat, this is a great one.

Bottom Line

Snapchat can be a great tool for agents looking to build their personal brand. And if nothing else, it’s always fun to take a photo with dog ears! Want to skip the dog ears and learn more about Snap’s advertising options? Check out our next piece on the topic!