Research of the real estate segment in the social network VKontakte
Posted: Sun Jan 12, 2025 6:12 am
In recent years, social networks have become an important tool for business, and the real estate segment is certainly no exception. Using the TargetHunter service, we looked at the total number of groups in the VKontakte social network in the Real Estate segment. The study showed that 41,690 accounts in the real estate sector are registered in Russia, namely: developers, individual residential complexes, brokers. Such figures raise concerns, since this is only one of the large market segments. The question arises: how many more accounts are fighting for consumers' attention?
The Social Media Landscape
For our study, we selected 100 Russian developers russia phone data and analyzed their properties. In total, 729 residential complexes were studied. We got some interesting figures.
84% of developers' accounts are registered on VKontakte. Telegram and YouTube are in second place in popularity — 78%.
The study covers the federal level, where Vkontakte is the dominant platform for many regions. That is why this platform has taken first place. YouTube is used mainly to post construction dynamics and image videos.
Almost half of the developers' accounts are represented in Zen. This is due to the period when the platform belonged to Yandex. Developers actively tested the longread format for lead generation. Instagram* is also at the top of the platforms, which some developers continue to use. Odnoklassniki remains a rare and unpopular choice, and Rutube serves as an indicator that companies are looking for alternative platforms due to the decrease in the speed of loading video content on YouTube.
The next aspect worth paying attention to is the ratio of the number of developer accounts and real estate objects. Of the 729 residential complex accounts, only 29% maintain a VKontakte page and 18% - in Telegram, in other social networks - less than 5%. The low activity of residential complex accounts is explained by the fact that only large developers can afford to promote individual objects. Most often, this is the business class segment. Such objects have a unique positioning that justifies separate promotion. At the same time, mass-segment developers do not create separate accounts for each residential complex. As a rule, they use a network of information channels or spontaneously created communities of equity holders.
However, not only large developers have developer accounts, but also small companies. They also need to work on their image, talk about themselves and increase the level of consumer trust when choosing housing. Which small developers need to register separate social networks and what factors influence them?
Let's highlight 3 key "ifs":
1) new objects are planned in the next 2-3 years;
2) there is serious local competition from large developers;
3) there are GR tasks or any others that are not aimed at end consumers.
If you answered "yes" to all the questions, you need to create a developer account. Separate residential complex accounts are useful when the concepts of the properties and housing classes are different. However, there is a condition: it is necessary to do direct advertising in social networks. This way you will get the desired effect. Another important point to consider: evaluate priorities and compare them with the budget to avoid "dilution" across several accounts.
Industry indicators
To understand the current state of the industry and identify key indicators, an analysis of developers' VKontakte accounts was conducted. Having studied them, we found that 26% of the created communities are inactive. At the same time, the average engagement rate (ER) for the category is 0.35%. 46% of active accounts have an ER below 0.1%. Only three developers demonstrated an ER above 1%. This suggests that many companies do not use the potential of social networks to interact with clients. 2.JPG
The average number of publications from developers is 17 posts per month, and the average text length is 727 characters. The longest text exceeds 3,500 characters, while the shortest is only 0 characters (a posted video without text accompaniment). Interestingly, 28% of all content is video format. However, we noticed that the same videos are used for Telegram and VKontakte, which do not have subtitles. This can be an obstacle to perception, since many users watch videos without sound.
Mechanics of working with UGC
Using the Brand Analytics system, we analyzed how many photos of Moscow residential complexes are posted with a geotag or a text mention of the residential complex. The result is impressive: 8,241 photos per month. This is a significant figure, and among this "treasure box" you can find interesting topics and photos for use in the developer's social networks.
UGC monitoring can be done in several ways:
- automatically using the Brand Analytics system;
- manually in closed and open chats;
- using a special bot.
Monitoring of chats in Telegram is carried out separately, because, as a rule, each message does not mention the housing estate and it is difficult to automatically process this information. To solve this problem, alternative methods of collecting and aggregating endless streams of communication between residents in chats are needed.
Why is it important to monitor UGC?
1. Adjusting the content plan.
By studying the discussions, you can identify critical negativity and adjust the content plan. For example, if a residential complex has a flooded parking lot and this is being actively discussed, you should remove the post about swimming spots in Moscow to avoid trolling.
2. User-generated content.
Talented people may live in the residential complex: photographers, bloggers, or just amateurs who take beautiful photos. These photos are valuable content that is closest to the lives of users. Remember that permission from the copyright holder is required to post such material.
3. Insights from residents.
If you study the discussions, you will find many topics that concern people. For example, you noticed that barbecue areas are being actively discussed. Based on this information, you can create a useful map with marked areas near the residential complex.
It is important that SMM and ORM teams work together and do not contradict each other. This will allow them to effectively respond to audience requests and create relevant and interesting content.
Speed of response to comments
The analysis shows that the average response time to comments in the Real Estate segment accounts is 24 hours, while in the banking segment this figure is significantly higher - only 2 hours.5.JPG
Unfortunately, more than 50% of developer accounts take longer than 24 hours to respond to comments. Only 10% of companies respond within 5 hours, and 23% close comments altogether, which deprives users of the opportunity to interact with the developer.
The Social Media Landscape
For our study, we selected 100 Russian developers russia phone data and analyzed their properties. In total, 729 residential complexes were studied. We got some interesting figures.
84% of developers' accounts are registered on VKontakte. Telegram and YouTube are in second place in popularity — 78%.
The study covers the federal level, where Vkontakte is the dominant platform for many regions. That is why this platform has taken first place. YouTube is used mainly to post construction dynamics and image videos.
Almost half of the developers' accounts are represented in Zen. This is due to the period when the platform belonged to Yandex. Developers actively tested the longread format for lead generation. Instagram* is also at the top of the platforms, which some developers continue to use. Odnoklassniki remains a rare and unpopular choice, and Rutube serves as an indicator that companies are looking for alternative platforms due to the decrease in the speed of loading video content on YouTube.
The next aspect worth paying attention to is the ratio of the number of developer accounts and real estate objects. Of the 729 residential complex accounts, only 29% maintain a VKontakte page and 18% - in Telegram, in other social networks - less than 5%. The low activity of residential complex accounts is explained by the fact that only large developers can afford to promote individual objects. Most often, this is the business class segment. Such objects have a unique positioning that justifies separate promotion. At the same time, mass-segment developers do not create separate accounts for each residential complex. As a rule, they use a network of information channels or spontaneously created communities of equity holders.
However, not only large developers have developer accounts, but also small companies. They also need to work on their image, talk about themselves and increase the level of consumer trust when choosing housing. Which small developers need to register separate social networks and what factors influence them?
Let's highlight 3 key "ifs":
1) new objects are planned in the next 2-3 years;
2) there is serious local competition from large developers;
3) there are GR tasks or any others that are not aimed at end consumers.
If you answered "yes" to all the questions, you need to create a developer account. Separate residential complex accounts are useful when the concepts of the properties and housing classes are different. However, there is a condition: it is necessary to do direct advertising in social networks. This way you will get the desired effect. Another important point to consider: evaluate priorities and compare them with the budget to avoid "dilution" across several accounts.
Industry indicators
To understand the current state of the industry and identify key indicators, an analysis of developers' VKontakte accounts was conducted. Having studied them, we found that 26% of the created communities are inactive. At the same time, the average engagement rate (ER) for the category is 0.35%. 46% of active accounts have an ER below 0.1%. Only three developers demonstrated an ER above 1%. This suggests that many companies do not use the potential of social networks to interact with clients. 2.JPG
The average number of publications from developers is 17 posts per month, and the average text length is 727 characters. The longest text exceeds 3,500 characters, while the shortest is only 0 characters (a posted video without text accompaniment). Interestingly, 28% of all content is video format. However, we noticed that the same videos are used for Telegram and VKontakte, which do not have subtitles. This can be an obstacle to perception, since many users watch videos without sound.
Mechanics of working with UGC
Using the Brand Analytics system, we analyzed how many photos of Moscow residential complexes are posted with a geotag or a text mention of the residential complex. The result is impressive: 8,241 photos per month. This is a significant figure, and among this "treasure box" you can find interesting topics and photos for use in the developer's social networks.
UGC monitoring can be done in several ways:
- automatically using the Brand Analytics system;
- manually in closed and open chats;
- using a special bot.
Monitoring of chats in Telegram is carried out separately, because, as a rule, each message does not mention the housing estate and it is difficult to automatically process this information. To solve this problem, alternative methods of collecting and aggregating endless streams of communication between residents in chats are needed.
Why is it important to monitor UGC?
1. Adjusting the content plan.
By studying the discussions, you can identify critical negativity and adjust the content plan. For example, if a residential complex has a flooded parking lot and this is being actively discussed, you should remove the post about swimming spots in Moscow to avoid trolling.
2. User-generated content.
Talented people may live in the residential complex: photographers, bloggers, or just amateurs who take beautiful photos. These photos are valuable content that is closest to the lives of users. Remember that permission from the copyright holder is required to post such material.
3. Insights from residents.
If you study the discussions, you will find many topics that concern people. For example, you noticed that barbecue areas are being actively discussed. Based on this information, you can create a useful map with marked areas near the residential complex.
It is important that SMM and ORM teams work together and do not contradict each other. This will allow them to effectively respond to audience requests and create relevant and interesting content.
Speed of response to comments
The analysis shows that the average response time to comments in the Real Estate segment accounts is 24 hours, while in the banking segment this figure is significantly higher - only 2 hours.5.JPG
Unfortunately, more than 50% of developer accounts take longer than 24 hours to respond to comments. Only 10% of companies respond within 5 hours, and 23% close comments altogether, which deprives users of the opportunity to interact with the developer.