- Key takeaway one: Affiliate marketing has entered the property market, leveraging influencers and KOLs to reach potential buyers.
- Key takeaway two: Social media platforms are crucial in connecting property developers with the younger generation, driving sales in the post-Covid era.
- Key takeaway three: Influencers and KOLs are receiving significant benefits for their roles in promoting properties, indicating a lucrative new trend in real estate marketing.
The pandemic brought myriad changes across industries, and the property market was no exception. One notable shift has been the introduction of affiliate marketing to the realm, albeit on a smaller scale initially, and without the firepower of social media heavyweights. Sumitra Wongpakdee, the managing director at Terra Media and Consulting Ltd, shed light on this evolving trend in a conversation with The Nation, emphasizing the growing influence of influencers and key opinion leaders (KOLs) in reshaping real estate marketing strategies in Thailand.
The Influencer Effect
Traditionally, the property market relied on conventional marketing strategies to attract buyers. However, the post-Covid era has seen a significant pivot. Developers have recognized the deep-seated connection between Thai buyers and social media influencers across platforms like Facebook, Instagram, TikTok, X (formerly Twitter), and YouTube. "Hiring these internet celebrities to spearhead affiliate marketing campaigns has become a new trend to attract young generation buyers," Wongpakdee noted.
The rationale is simple yet effective. Influencers and KOLs command the attention of millions, offering property developers a gateway to a broader audience with minimal effort. By aligning with these online personalities, developers can showcase their projects in a more relatable and engaging manner, appealing directly to the lifestyle aspirations of their target demographic.
A Win-Win Scenario
This strategic collaboration between property developers and influencers is not just about expanding audience reach. It's a symbiotic relationship that offers tangible benefits to both parties. For influencers, taking on the role of presenters or reviewers for real estate projects comes with lucrative perks, from commissions to exclusive access to high-value properties. This not only enhances their content offering but also elevates their status within the digital ecosystem.
For the property market, the influencer-driven approach has injected much-needed vitality, especially among Thai buyers in the post-Covid landscape. "This has greatly helped stimulate the stagnating property market," Wongpakdee added, highlighting the effectiveness of leveraging social media clout to revive interest and investment in real estate.
The Future of Property Marketing
The success of influencer-affiliated marketing campaigns in the property sector suggests a broader shift in how real estate might be marketed in the future. As digital platforms continue to dominate consumer attention, the role of influencers and KOLs is likely to expand, potentially becoming a mainstay in property marketing strategies. This trend not only reflects the changing dynamics of consumer engagement but also underscores the importance of adaptability and innovation in staying relevant in a rapidly evolving market.
Engaging, approachable, and infused with exclusive insights, the phenomenon of influencer-driven affiliate marketing in the property sector marks a significant departure from traditional marketing methods. It's a clear signal that the real estate industry is ready to embrace new tactics to meet the evolving preferences of modern consumers, making the most of the digital landscape to forge stronger connections and drive sales. As this trend continues to unfold, it will be fascinating to see how it shapes the future of property marketing and consumer engagement in the digital age.
