Social media a new tool for property firms

PropertyGuru

12 July 2011 at 12:00 pm

The advent of social media platforms has led to a significant change in the way real estate groups reach out to their customers, as most companies are now available on various online platforms, including Twitter, Facebook, YouTube and Flickr.

"The proliferation of social media has opened up a new channel for Ascott to engage and interact with our customers," said Tony Soh, Chief Corporate Officer of The Ascott Limited.

"Fans following our Facebook pages as well as our Twitter feed are privy to exclusive deals, promotions and contests that are only available through our social media platforms. Ascott has also received reservation enquires which translated into actual bookings at our serviced residences."

Today, the group has over 20,000 fans across its four Facebook pages, with over 12,000 page views per month. The group is also available across other platforms such as YouTube, Twitter and Flickr.

Aylwin Tan, Chief Customers Solutions Officer at Ascendas, argued that business space providers should not only build a roof over four walls and standard utilities, but should also try to create "vibrant communities" where interaction is possible across various platforms, such as social media. "As the online media and platforms evolve, we observed that our customers and partners are progressively seeking more engaging content and methods to connect on-line," said Mr. Tan.

"The numbers are encouraging and we think that there is much potential in strategic use of social media to engage and interact with our customers and partners regularly."

Ascendas is similarly available on Facebook, YouTube and Twitter. The group's "Spacetobe" Facebook fan page, which works as a customer engagement and branding tool, is immensely popular. Since the launch of the Spacetobe fan page in October 2010, there have been more than 13,000 posts and views.

Additionally, Ascendas also has an internal blog where its management shares ideas, information and expertise with staff across the region.

According to the latest digital consumer report from Nielsen, social media platforms are growing in popularity. About 85 percent of Singaporeans access social media sites, while 69 percent are engaged or connected with companies and brands.

"As digital media continues to grow and become an ingrained and essential part of many consumers' everyday lives and activities, it is presenting advertisers with an increasing array of opportunities to communicate and interact with consumers," said Rebecca Tan, Managing Director of Nielsen's media division in Singapore.

To contact the journalist, you may send your message to editor@propertyguru.com.sg