Picture This: Instagram for the Real Estate World

Published on May 11, 2016 in Technology
Amanda Hofmeister
Amanda Hofmeister
Digital Media & Marketing Coordinator

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Does your company use Facebook, Twitter or LinkedIn as part of its marketing strategy? How about Instagram? Many organizations have already developed a presence on the first three platforms. Instagram, however, due to the unique challenges posed by its focus on imagery rather than written content, has not yet been fully tapped as a marketing resource.  Specifically, the real estate industry has not truly embraced Instagram beyond showcasing properties.

Last year Phillips Edison (“PECO”) decided to expand its social media strategy to include elevating the PECO brand on Instagram. After brainstorming with leaders from a variety of teams, we chose to approach Instagram from two fresh perspectives:

1. College Recruiting.   

College kids are no longer hanging out on Facebook. Instead, they are now mainly seen on Snapchat and Instagram. With this demographic in mind, Phillips Edison’s comprehensive co-op/intern program seemed to be a natural fit for our initial moves into Instagram.  We use Instagram to showcase the Phillips Edison brand to potential co-ops/interns/associates when we are at career fairs at universities such as University of Utah, University of Cincinnati, Marquette University, Xavier University.

We also use Instagram to share the PECO culture to these groups. One of the core values our culture is “Have fun and get it done.” which means that we know when it’s time to work hard and work smart, but most importantly we know when it’s time to have fun. We use Instagram to showcase those times when we have fun. Whether it’s when we have cereal brought in for National Cereal Day, team building at the indoor airsoft range or a golfing at the annual golf event – we want people, especially this potential age group who could be our associates one day, to know how enjoyable “work” can be!

Lastly, we like to spotlight our current co-ops/interns who are traveling with their universities at Real Estate conferences in cities such as New York or Chicago. This can be good to show teenagers getting ready to go to college, who are interested in the industry, what can be involved in the real estate program.

2. Leasing.

The leasing department approached the Marketing team about getting involved with Instagram with an excellent strategy. Our Leasing agents have their boots on the ground every day of every week, hitting up shopping centers all over the nation. They are seeing up-and-coming trends before they actually become trends. So they thought, why not share what they see? This is an untapped market in our industry. Sure there are other real estate companies that have successful Instagram accounts, but they are highlighting real estate space and architecture specifically. There isn’t really a shopping center owner highlighting the emerging trends of the retail real estate industry.

 

We are at the very beginning stages of this process, but find Instagram to be an invaluable tool. It is a free platform upon which we can present Phillips Edison as a thought leader in our industry and also use to attract new associates. We can’t wait to share what we see and learn about with the industry world and all those interested in the industry. Please follow us @Phillips.Edison to watch our progress.

 
Amanda Hofmeister
Amanda Hofmeister
Digital Media & Marketing Coordinator