• Live streaming is one of the only social platforms appealing to all demographics, and it's becoming a social media equalizer.
  • The real time nature of streaming leads to higher engagement and immediate feedback.
  • High-tech, high-touch technology should complement traditional marketing for us to stay relevant and attract consumers.

In today’s peer-to-peer economy, we depend on the experiences of others to help us make our own decisions — something you should think about as you connect with consumers in your business. It’s a psychological phenomenon called social proof, and at the most basic level, it means that we value the wisdom of the group.

Our innate need for human connectivity and communities that reflect our own identity has created the perfect storm for the newest generation of content and social media marketing — the live stream.

Live streaming platforms such as Meerkat, Periscope and Blab are experiencing rapid adoption by marketers, businesses and consumers alike primarily due to the unique participatory quality of the interactions they offer.

These platforms leverage the power of real-time communication and encourage an intimacy effect between streamer and participant.

 Valentina Razumova

Valentina Razumova

Last summer, Facebook debuted its answer to the live stream craze with Facebook Live, and it allowed access to the general user population this past December. With over one billion daily active users, it’s my prediction that we’re only at the beginning of “streamageddon.”

High-quality visual content, such as community videos and eye-catching, data-driven infographics, garners more engagement than text alone. The rich visual medium of live streaming could very well become real estate content marketing 2.0.

National Association of Realtor’s Generational Survey confirms that millennials make up the largest homebuyer demographic over the next decade, and live streaming is proving especially appealing to millennial cravings for togetherness, discovery and engagement.

Live streaming offers a unique way to captivate consumers, create brand awareness and share content for 2016. Here are five reasons why should you consider incorporating live streaming in your real estate marketing plan:

1. Higher engagement than videos or photos

Users become a part of the show and can interact with the host and participants. Live stream is a platform where your customers can learn more about you, your expertise and make choices based on your valuable advice.

2. Experience is the new competitive edge

The consumer’s experience, that is. Today’s consumer values experience over things. Because the interaction is real and unedited, real-time engagement provides a one-of-a-kind consumer experience.

3. Easy access and instant feedback

Mobile devices now outnumber the world’s population. With just a smartphone and a Wi-Fi connection, you can click, stream and connect with consumers. Good or bad, it’s one of the few platforms that fulfills a need for immediacy and instant feedback.

4. Multidemographic appeal

Live streaming is proving to be a social media equalizer appealing both to the old school Facebook crowd and the new school Snapchat culture. Because it encompasses both Web and mobile, live stream is a unique way to target multiple audiences on a large scale.

5. Both traditional and high-tech offerings

The future of marketing and lead gen required integrating traditional marketing concepts such as market expertise and providing customer-focused value with high-tech, high-touch tools that create incredible experiences for the consumer.

Don’t miss out on this massive opportunity to grow your business and connect with clients in a way that allows them to know you without ever having met you — but of course, they’ll want to meet you soon.

Chelsea Peitz is the AVP, director of marketing of Fidelity National Title. Follow her on Twitter or Facebook.

Email Chelsea Peitz.

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