WESTCHESTER COUNTY, N.Y. -- Marie Gianutsos, the new director of digital at Houlihan Lawrence, recently led a panel discussion about the use of digital and social platforms in marketing real estate during the second annual Westchester Digital Summit.
Named one of Forbes “Must-Attend Marketing Conferences for Leaders in 2014,” the summit brought together some of the brightest minds in digital and social media marketing to discuss new and innovative strategies and the future of online marketing.
“Three out of four home-buyers use social media during the home search process; that’s an astounding figure and it’s only going up,” said Gianutsos, who established her reputation as a digital guru while serving as the associate publisher for Condé Nast’s Epicurious and ZipList. “Buyers look to their networks for advice about the home search process and neighborhood information. Social media provides powerful insight for real estate professionals to better serve their clients.”
Agents can utilize social media to connect with their clients and build their brand. According to Gianutsos, an agent with as few as five online reviews can receive twice the number of leads as an agent without a digital footprint. And a Facebook page alone won’t cut it.
“Every platform presents a different opportunity for story-telling and the most effective campaigns leverage the best attributes of them all,” said Gianutsos, who delves more into using social media in a blog on the Houlihan Lawrence website. “For example, Pinterest and Instagram invite collaboration and create visual dialogue. These tools can really help narrow down the search process – by pinning images of their likes and dislikes, your client is telling you exactly what they envision their dream home to be,” she said.
With its 125-year history of innovation in real estate, Houlihan Lawrence is recognized nationwide for its cutting-edge marketing strategies. The family-run company just unveiled a highly-intuitive new website as part of a comprehensive re-brand campaign with immense emphasis on original digital content and fully-integrated social media programming.
Gianutsos is spearheading the firm’s popular real estate blog – projected to triple in traffic within the next year – and social media channels, which include Facebook, Twitter, Instagram, YouTube, Tumblr and Pinterest.
In addition to showcasing the region’s finest properties through photography and video, Houlihan Lawrence’s editorial will offer valuable market insight and spotlight the talents, trends and influences that are affecting the 91 communities it serves.