SNS Strategy for Building Trust with Homebuyers: Addressing Pre-Purchase Anxiety

Tool Used:

• SNS Operations Strategy Planner

Strategically Structuring Information to Empathize with Anxiety

For many people, buying a home is one of the biggest purchases of their lives. Yet, many proceed to visit model homes or request brochures while grappling with the anxiety of "not even knowing what they don't know."

Information typically realized after purchase—especially details such as "Conditions for the home loan tax deduction," "Local government's childcare support," "Checkpoints for selecting land," and "Examples of regret concerning equipment and specifications"—is highly valuable to anxious customers.

The "SNS Operations Strategy Planner" allows you to convert this type of information into a posting strategy that earns the trust of prospective homebuyers.

By consistently providing information useful for home purchasing, businesses can establish their credibility as a real estate company.

Specific Steps

1. Register Information, Including Company Policy and Regional Characteristics, in the Mission

In past public relations and SNS operations, you needed to figure out "what information to deliver" yourself. However, by using the "SNS Operations Strategy Planner," the AI automatically suggests posting themes and structure drafts tailored to your target audience.

First, firmly register basic information like your target audience and your company's strengths.

2. Input Required Items into the "SNS Operations Strategy Planner" to Create a Strategy

Next, fill in the tool's input fields as shown below and output the strategy draft.

3. Optimize the Structure through Dialogue with AI to Match Your Team's Capacity

If it's difficult to execute the resulting SNS strategy exactly as outputted, feel free to ask the AI to make adjustments.

To deliver the information your customers seek and gain corporate trust, ensure the AI understands your situation, thoughts, and policies through questions like the following:

To determine the direction of content:
"Among 'must-know' information like the home loan tax deduction and childcare support, please tell me the themes likely to get a good reaction, ranked by priority."

"Is this posting strategy designed to make people who are considering but hesitating about buying a house think, 'I'm glad I knew this before buying'?"

To learn how to create trustworthy posts:
"Please suggest three patterns of captions that would make people feel, 'The explanation is kind' and 'They seem easy to talk to.'"

"Is the post structure designed to nurture a 'relationship with prospects' rather than just one-way information delivery?"

To implement a sustainable operation that the team can easily maintain:

"Please create a structure that can be easily maintained with one post per week."

"Please revise the schedule based on the premise that two people will manage the operation."

Even by asking if the desired content is properly included ("Does this cover ~ ?"), the AI will review the outputted information and optimize it to align with your objective.

4. Finalize the Schedule with the Adjusted Content and Start Operations

Once you have a post structure that fits your reality through dialogue, ask for the final schedule to be outputted again. The order of themes and the format (Reels/Stories/Carousel) will also be organized.

Example:
"Please output the schedule for September to December. We will post once a week."

The AI suggests many angles you "hadn't thought of yourself," which not only expands your posting repertoire but also reliably increases your touchpoints with prospects.

Goals Achieved Through Utilization (Reference Example)

Proactively address the vague anxieties of homebuyers by sharing supportive information on social media, thereby building corporate trust.

Contribute to lowering the psychological barrier for initial consultations and brochure requests by providing consumer-perspective knowledge, not just appeals based on price or location.

Target Metrics for Six Months of Initiative

KGI:

• Number of brochure requests via SNS: Increase from a monthly average of 5 to 15.

KPI:

• Instagram post count: Maintain 8 posts per month (48 over 6 months).
• Average engagement rate on posts about "pre-purchase anxiety": 6% or higher.
• Number of DMs or comments: 10 or more per month.