KALMARs launch TikTok & Video social media strategy across entire South London portfolio
Leading South London estate agents KALMARs has invested in video marketing and have hired a social media consultant to create engaging content from reels on Instagram, to drone shots and TikToks. KALMARs has a diverse range of property both commercial and residential to buy and rent to showcase across all of their platforms. KALMARs is aiming to connect, more personally, with buyers spanning all generations but particularly the millennial generation; first time buyers whom many of the properties available through KALMARs are ideal for.
The UK property industry is starting to embrace new ways of social media marketing with KALMARs investing in showcasing their portfolio in this way. TikTok has been downloaded over 2 billion times on the App Store and Google Play and is the fastest growing social media network on all time. Instagram now also boasts over 1 billion users worldwide, steadily increasing behind TikTok. During the national lockdown use of social media increased exponentially particularly with millennials, with a quarter of users on TikTok now being aged 20-29. With over 4 billion people due to be on some form of social media platform by 2025, the market is vast and with the experience and expertise of the new social media consultant, KALMARs is confident in the profile they are building and are already seeing results.
Due to longevity, success and the focus on south London over the decades, KALMARs is now the leading local estate agent in the local area. No other estate agent is instructed on as many commercial and residential properties. The estate agency typically handles deals for over £600 million worth of sites, commercial and residential property per annum in the south London marketplace and has recently opened their new office at 366 Old Kent Road SE1, which will service residential, new homes and commercial listings in the local area. The investment in video marketing and social media only further illustrates KALMARs ability to adapt and grow whilst continuously leading the way in the South London property sector.
Under the username @Kalmarsltd on Instagram and @SouthLondonProperty on TikTok, KALMARs is already seeing the results to their content investment. Video property tours shared on both Instagram and TikTok can receive millions of views and shares, with both professional agents and individuals sharing glimpses of their homes paired with trending songs or video effects.
The two most recent reels posted by KALMARs on Instagram have been viewed almost 1,400 times on Instagram and over 850 times on TikTok in just over a week. Buyers are able to experience inside the properties before they have even left their house and can be more certain about a property by the time they book in a physical viewing. KALMARs is working closely with their social media consultant and is now considering video marketing for all new launches and sites.
The first video published on KALMARs Instagram Reels and TikTok is a 15 second video touring Teulon House on Blackheath Road in Greenwich, a 24 apartment scheme. With prices starting from £400,000 the apartments are priced below the London average and within the price range for first time buyers, those of the age most likely to be using social media. Property content does not have to be all about multi-million homes but, as KALMARs is proving, can be equally as engaging with relatable, high quality, affordable homes.
Short form videos capture the essence of the properties in a visual way, are engaging as they move rapidly and also hold attention with music. Using edgy fades, angles and cuts between shots the video echoes the more modern and edgy interior design at Teulon House. Each property available through KALMARs is different however, and the content produced for each will represent this as illustrated by the content produced for the Crest Apartments, Bermondsey. Here, bright lighting and silky transitions mark the video, representing the white, clean interiors and architecture of the apartments.
KALMARs intends to give buyers a taste of what it would really be like to live in one of their available homes – a voyeuristic offering that is invaluable. With accurate audience evaluation from the social media platforms, KALMARs can make relevant, and personalise their content to viewer trends and desires so that buyers can even further resonate with the properties.