Targeting generations by the social networks they use
Over the following pages…
tbc…
Aled Ellis & Co Ltd have always been socially active, so our thought is to perhaps build reach and develop leads further by targeting listings to individual generations and the social networks they use, to meet their differing needs, wants, priorities etc. on a more personalised level.
Facebook’s fastest growing user base is Generation X or Baby Boomers, for Tik-Tok and Instagram it’s Generation Z or Post Millennials.
With every listing written to meet wants and needs, they can be marketed to each generation via their preferred social networks:
Via Instagram to 20 something first time buyer: Video + HQ images + Content e.g. 1 bed open plan flat, fitted kitchen, full fibre broadband, air source heating and so much more. A brand-new build ready for someone to add their own personality and style. With gyms, café’s, bars and restaurants close by, it’s perfect for…
Via Facebook to 50 something semi retired: Video + HQ images + Content e.g. 3 bed farmhouse, all mod cons, delightful, easy to manage garden. Set amongst the beautiful rolling hills of Ceredigion, it’s perfect for…
This form of direct targeting could help a listing reach is target audience, a case of digging where there’s most gold.
Expand the existing social tools
Outside of improving the existing social share buttons by using the open graph protocol to pull through images, the next build could hold user profiles, so login via social would be an option. It would also be possible to automate a post so when the import from the Vebre API runs, it will post any new properties with pictures to Facebook/Twitter etc. with a title such as “Check out the new properties on Aled Ellis…”.
Social media demographics:
- Facebook: Generation X and Baby Boomers use Facebook the most, making it ideal for showcasing family homes, retirement properties, or peaceful countryside homes.
- Instagram/Tik-Tok: Popular with Generation Z (Post-Millennials), Instagram is a visual platform ideal for first-time buyers and younger buyers looking for trendy, modern properties.
Tailored content for each generation:
Instagram/Tik-Tok for First-time/younger buyers (20-somethings):
- Content: High-quality images, engaging videos, and lifestyle-focused posts.
- Example listing: Video + HQ images + Content e.g. 1 bed open plan flat, fitted kitchen, full fibre broadband, air source heating and so much more. A brand-new build ready for someone to add their own personality and style. With gyms, café’s, bars and restaurants close by, it’s perfect for…
- Engagement ideas: Use Instagram Stories to show off the property in a “day-in-the-life” format. Host polls on Stories like, “Which style would you choose for your new apartment?” with before-and-after interior design photos.
Facebook for Semi-retired buyers (50-somethings):
- Content: More detailed posts about comfort, convenience, and lifestyle. Showcase the tranquillity of a location.
- Example listing: A charming three-bedroom farmhouse with a spacious, easy to maintain garden, modern amenities, and surrounded by beautiful countryside, perfect for someone looking for peace and quiet…
- Engagement ideas: Share customer testimonials, success stories, or articles about how to downsize and relocate to a peaceful area. Add a call-to-action like, “Interested in making the move? Contact us for a private tour today.”
Paid Ads and Boosting Content:
- Facebook: Ads allow targeting by location, interests, and age group. For example, running an ad featuring a cozy home for Baby Boomers in the countryside can be targeted to users aged 50+ living in certain areas.
- Instagram: Ads can highlight modern homes for first-time buyers, using carousel ads to show multiple features or Stories with “Swipe Up” to view the listing.
These forms of direct targeting could help a listing reach is target audience, a case of digging where there’s most gold.
Expand the existing social tools
Outside of improving the existing social share buttons by using the open graph protocol to pull through images, the next build could hold user profiles, so login via social would be an option. It would also be possible to automate a post so when the import from the Vebre API runs, it will post any new properties with pictures to Facebook/Twitter etc. with a title such as “Check out the new properties on Aled Ellis…”.