Media Man 'Property Website Of The Month' award
media tips from Million Dollar Listing Sydney creator
Dollar Listings Sydney
Dollar Listings System LinkedIn
Dollar Listings Sydney Facebook
Dollar Listings Sydney Instagram
real estate agents, we rely heavily on advertising
platforms and marketing tools to assist in the sale
recently, the advancement of social media technology
has seen these channels become increasingly important
to our industry.
luxury and celebrity auctioneer James Pratt from James
Pratt Auctions Group sat down with Ari Kaklamanis,
the creator of Million Dollar Listing Sydney (MDLS)
to chat about the role social media plays in the success
of his business and the industry.
Pratt: When did you first start using social media
as a form of business advertising and marketing?
Kaklamaris: I started the milliondollarlistingsydney
Instagram page in 2014, when I was 17.
What platforms do you use and what do you do on them?
The social media platform I prioritise is Instagram.
It has such a simple user interface, and I think it
is the best platform to communicate to an audience
through images. I have a milliondollarlistingsydney
Facebook account which I created to complement the
Instagram page, but I definitely focus my attention
post requires significant preparation and thought.
I receive hundreds of emails per day, but Im
always very selective about the properties and the
content I post.
Who is your targeted audience for the MDLS social
My target audience is very broad, as real estate is
something that interests everyone. More specifically,
milliondollarlistingsydney gives the general public
and purchasers in the market a guide of real-time
property prices. Its also a useful platform
for mortgage brokers and lenders to showcase their
product and increase brand awareness. Furthermore,
it allows agents to share their sales success and
advertise current listings.
Can you describe the benefits you've seen as a direct
result of using social media compared to more traditional
forms of advertising?
I believe there are two main benefits of social media:
reach and cost.
media enables content to transcend geographic boundaries
in an instant. Its capacity to distribute information
on a national and global scale with ease is unparalleled.
In this sense, it enables marketers to reach wide
social and geographical audiences something
that is difficult to achieve through traditional marketing
mediums. For example, my page receives engagement
from individuals and celebrities from all over the
world, namely those on the Million Dollar Listing
TV show in LA and New York. This is something that
could not be realised through traditional platforms.
benefit is the cost-efficiency of social media advertising,
especially compared to traditional marketing mediums.
Paying for an influencer to post content or for sponsored
Instagram advertisement[s] is typically cheaper, and
even more effective in terms of reach, compared to
TV or radio advertising.
Why do you believe the pages have gained such a successful
The success of the page is attributed to what I call
the Two Cs: Controversial and Cool
is important that these elements are included in my
posts, because they often elicit a reaction from followers
and also prompt people to engage more with my page.
like to create controversy by posting a house in Bondi
with one car space on 398sqm of land that sells for
$7.5 million and following it up by posting a Hollywood
style mansion in Lilli Pilli with a five-car garage
on 1486sqm of land that sells for $3.5 million. This
contrast in posts really sparks a reaction, which
I love. It gets people interacting with the page.
The cool aspect is very simple posting a beautiful
house with an amazing view. A place where people dream
of living. This sort of content also elicits an emotional
response, which further attracts people to the page.
To achieve the above two elements, I must be very
selective about what I post.
What advice would you give agents utilising social
media for their businesses?
Agents using social media must have a profile that
is personal as well as professional. There must be
a blend of these two elements. Followers want to see
you as a person, your lifestyle and social activity.
At the same time, they want an insight into your professional
life. This content builds their personal brand, which
is crucial in order to stay relevant and competitive
in todays market.
What do you think is next in social media?
With ever-increasing workloads and social commitments,
buyers are finding it difficult to physically inspect
properties. So I think the opportunity for real-rime
real estate will rise. By this I mean the process
of buying and selling will become live streamed on
social media. For example, live-streamed inspections
or open homes.
terms of the evolution of social media in general,
I believe it will develop into a more interactive
experience, especially with the advent of virtual
reality and AI technology. Additionally, social media
advertising will continue to grow and eventually become
a primary means of advertising for all individuals
About Ari Kaklamaris
online brand is leading the pack in online real estate
marketing. His MDLS Instagram account has over 23k
followers, including top ranked Australian real estate
professionals, sporting stars such as Tim Cahill,
and TV personalities including Karl Stefanovic, Sonia
Kruger and USAs Million Dollar Listing star,
Tracy Tutor Maltas.