WeChat certainly enjoys a powerful international reputation, it is primarily a branding & sales tool when it comes to Real Estate. For the sales process it is indispensable but for lead generation far less effective.
Why is this? WeChat is a closed network, this means users can only see content posted if they are already connected with you. The search function on WeChat is very basic so currently one cannot appear from keyword searches (remember this is the primary strategy in China for Real Estate).
It’s great once you have attracted the lead to begin conversations via WeChat, firms may use WeChat in the following ways;
- Send portfolios / investment opportunities
- Send property floor plans
- Send short videos for viewings
- Voice/video/text message prospects
For communications set up some WeChat customer service accounts (if budget more limited), if budget stretches it is worth setting up an official account that can be used to push content to followers, this is a long-term process as you have to increase your following over time but it does allow for users to re-share content on their feeds which can lead to referrals.
Some agents swear by WeChat for refferals but they have a large network already, you have to invest in social media to build this before WeChat can be a successful lead generation tool.