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Sawbridgeworth estate agent Mackay Property having huge success with virtual viewings on Facebook Live

A Sawbridgeworth estate agent is enjoying huge success carrying out virtual viewings – with live open-house events achieving up to 45,000 views.

Mackay Property, in Bell Street, has been using Facebook Live to get people seeing inside homes before they are fully on the market.

And director Adam Mackay, who lives in Bishop's Stortford, says the internet showcases have proved extremely popular with would-be buyers.

"Before a property goes onto the market fully, we advertise the virtual open house as a Facebook Live event. The ad will be served up to a targeted audience to ensure that it's seen by the right people. People are then able to engage with the ad and indicate their interest in attending," he told the Guild of Property Professionals.

"On the specified day, we'll go live on Facebook at the property, ensuring we're wearing the appropriate PPE while showing the home. Holding the camera, we then walk around the property as if we were showing it to someone in person.

"As it is a live event, people can ask questions or send us comments. We'd normally get between 10 and 30 people attending the event live, but it's after the event that the real magic happens. Facebook sees that the video is popular and there's a lot of engagement, so it pushes the video and increases its reach.

Adam Mackay (39940991)
Adam Mackay (39940991)

"Over the next 48 hours from the event we get more and more viewings of the video. We're consistently getting around 5,000 video views, with our top video getting between 40,000 and 45,000 views. As a result, we're getting regular enquiries on properties before they're even listed on Rightmove or other portals."

Requests for physical viewings have been driven upwards by the Facebook Live viewings, including those for properties that have been on the market for a while.

Short videos designed specifically for social media platforms such as TikTok and Instagram have also proved popular.

"We've sold four properties using these Facebook Live events and are now making it a regular part of our marketing strategy and pre-launch process, especially with vendors now starting to request them for their properties," said Mackay.

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