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Coronavirus: One agency’s heart-warming master class on how to do Facebook during a crisis

Many agents try to use social media, and many fail. But one estate agency has used theirs to bring a whole town together during the Coronavirus crisis.

Nigel Lewis

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The Negotiator is often asked to report on estate agents’ local Facebook and other social media campaigns but the efforts of Alexanders Estate Agents in Aberystwyth, Wales, are an extraordinary example by any measure.

The agency, which has a single high street branch in the seaside university town, has put Facebook at the centre of its business in a way most agents wouldn’t dare to do – including making it the main contact point for clients.

Now it’s using this growing online influence to bring the whole town together to highlight frontline and backroom workers during the Coronavirus crisis through a ‘Pride of Aberystwyth’ campaign.

“We have been using our Facebook page as the agency’s main customer communication tool for some time now but it really kicked off when Purplebricks first arrived in the area,” says the agency’s marketing chief Rhian Elizabeth Daniell (left).

“All of the businesses in the town were being affected by the arrival of online competition in one way or another so we all got together to promote ourselves collectively via Facebook, and it really worked.”

Alexanders now has over 7,271 followers on Facebook, not bad in a town of just over 18,000 people, and the company is now using its online fan-base during the current crisis to bring the town together.

Alexanders has launched a campaign to highlight the people making a difference during the pandemic through their volunteering and good deeds and has so far nominated nearly 40 people and organisations.

The includes midwives, air ambulance staff, food factory workers, nurses and many other people going the extra mile.

“The key to this is that we wanted people in the town to do the nominating and we’ve had an amazing response,” says Daniell.

Read more about social media marketing.

 

April 17, 2020

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