You can use social media marketing very effectively for your real estate business, according to data. A report by the National Association of Realtors found that 47% of real estate businesses found that social media leads to the highest quality leads compared to other sources. The report also shows that the largest group of home buyers are millennials between the ages of 22 and 40, which is also the largest demographic of Facebook users, with over 58 million people.
Now it is easy to see why social media is essential for growing your business, but you can’t just select any strategy and hope it will work. You need a carefully thought-out plan to be successful in social media marketing for real estate.
This is an example of why you would want to create high-quality video ads for Facebook. Facebook is estimated to make up 30% of global online video ad revenue, so targeting ads specifically for Facebook would be more effective than experimenting.
In this guide, we’ll walk you through the exact social media strategies you can use to level up your real estate business. Here are the ones we’ll cover:
1. Focus on social media platforms that work for real estate
A good way to narrow down your options is to consider which platforms your target audience is most active on. Which one do they use the most? Before engaging with your target audience on social media, you should consider which platform will work best for your real estate business. It is not necessary to be active on all social media platforms. Experimenting with different platforms can help you determine which one will yield the best results for your business. Considering which platforms your target audience is most active on can help narrow down your options.
We spoke to real estate experts and found that most of them suggest using Facebook and Instagram for social media marketing.
Facebook is the most important platform for real estate social media marketing. This is because a large number of first-time home buyers spend an average of 38 minutes on the site each day. As explained by the Lab Coat Agents Facebook page:
Seventy percent of Americans are on Facebook, but real estate agents frequently underestimate the platform’s power to create connections and convert leads. Many agents are daunted by Facebook’s size and the range of marketing options available, but as social media becomes increasingly effective for digital marketing, agents who want to stay ahead of the curve must learn to use Facebook strategically.
acebook also has another marketing asset—Facebook ads. You can also create an FAQ section right at the top of your Facebook page like Daft.ie:
Realtors are making use of Instagram’s large user base by implementing their real estate social media marketing strategies. With over 1 billion active users, Instagram provides a great opportunity for realtors to reach a wide audience.
feed. The muted colors and simple composition are eye-catching. Unlike Facebook, you’ll need to spend more time creating stunning visuals for your Instagram page. For example, take a look at the beautiful, simple images in Triangle Real Estate Group’s feed. The muted colors and simple compositions are sure to catch people’s attention.
It is important to keep a consistent level of content and variation across all social media platforms. This means that you should post regularly on your Instagram account, and add a range of different types of content, not just listings or social proof. Try including interesting snippets of information about the industry, or a walkthrough of a celebrity’s home, to add some variety.
A good tip is to not only focus on selling on Instagram, but to also add a bit of humor and personality to your posts. By doing this, people will expect to be entertained when they come to your page, and you will be more likely to engage and build relationships with them.
2. Run Facebook ads to gain visibility
Facebook ads are a great asset, especially when your organic reach is low. Ads that are focused on a specific topic can help you get started on Facebook. With a typical conversion rate of 1 to 1.5%, the ROI on Facebook ads is impressive if done correctly.
Although Facebook ads have a cost, you can still target a specific audience that will be interested in what you have to say. Nurturing your Facebook leads may take some time, but it will be worth it in the end.
Facebook ads allow your audience to interact with them by liking and commenting, so you can get feedback from your audience.
Although you may already be aware, Facebook also owns Instagram. By running ads on Facebook, they will also appear on Instagram- meaning you only have to create one campaign to target both audiences.
A good tip for Facebook ads is to be creative. You don’t have to only show a listing in your ad. You can also include testimonials or a video of houses you’ve sold in the current quarter or year. Be clear about your goals and do enough research on what kind of ads will help you achieve those goals.
3. Share client testimonials and wins on your social media handles
Cialdini’s book Influence discusses the idea of social proof, or the power of others’ actions to influence our own. He argues that whether we’re faced with a minor decision like how to dispose of a popcorn box, or a major one like how fast to drive on a highway, we often look to those around us to see how to behave.
Most social media users trust the reviews they see on a company’s page as much as they trust the opinion of their friends. Positive reviews can help create a sense of confidence in potential customers about the quality of your product or service. Make sure to post testimonials from happy clients on your social media pages to show the world how your work is making people smile. Whenever you have a satisfied customer, simply ask if they would be willing to provide a testimonial for you to use. In many cases, people who are happy with your service will be more than happy to write a positive review.
A video testimonial is a more engaging way to show your real estate expertise to your audience. You can easily make one with an editor like InVideo. Just select a template for real estate testimonials, change elements like text and images, and you’re done.
A helpful tip is that you should ask for a testimonial from a happy client, but only do it once. Make sure to follow up though, and act professionally so that you don’t make them feel uncomfortable.
4. Share educational posts and guides on your social media handles
Most realtors who post on Facebook or Instagram take a lead-generating approach. While that’s important, it doesn’t address people who have already purchased or are using your services. You need to create content that not only generates new leads, but also helps you nurture your existing customers.
Writing educational posts and guides is a great way to help your existing customers and followers with the questions and concerns they might have. It also helps establish you as the go-to expert for all their queries.
If you are a realtor looking to ease the anxiety of your buyers and sellers, post guides that illustrate the entire process. These guides will communicate to your potential clients why you would be the best option to make their experience easy.
5. Showcase your listings via live videos
Although we may be biased, it is mostly buyers who want to see videos from agents as part of their social media marketing strategy. Almost 9 out of 10 buyers and sellers prefer working with agents who use videos, and listings with videos receive more than 4 times the amount of leads than those without.
Selling a home is mainly about creating a good visual. If you don’t make videos, you’re not making as much money as you could be. Even better than regular videos are live videos. Luckily, both Facebook and Instagram have features for live videos.
Search “[location] real estate videos” on YouTube, and you can find several examples of live session recordings that have become popular homebuying resources. You can post live sessions as videos for viewers that couldn’t attend. You can repurpose the video across social media platforms, and even beautify them in less than a minute with an editor like InVideo that makes it easy to create real estate videos by using templates.
Here’s a tip to make your live sessions more engaging: don’t let silence take over. Keep your viewers involved by encouraging them to ask questions and making the overall tone of the session lively. Also, take the time to answer any comments viewers make while you’re giving a tour so they don’t feel like they’re talking to themselves.
6. Stay in touch with connections over DMs and email
The National Association of Realtors report 2021 says that 68% of sellers found their real estate agent through a referral, neighbor, or relative or used the agent they have already worked with.
Building relationships via social media is very scalable, but simply liking everyone’s comments on your posts is not enough. Take the time to write a thoughtful comment in response. You should also try to respond to as many direct messages (DMs) as possible, as they represent opportunities with people who are already interested in what you have to offer. A lot of social media marketing involves creating content for an audience you don’t know personally, but once they’re in your DMs you have the chance to figure out what they want and give it to them.
7. Connect with other realtors on LinkedIn
If you don’t have a LinkedIn profile, it’s better to focus on making business connections. For example, connect with real estate agents. You know that building a network is important in the real estate industry.
It’s possible that a real estate agent in a different locality or city could have a lead from a buyer who wants a property in the locality where you operate. They might be inclined to do a trade with you.
Showcase your professional achievements and experiences by building a strong LinkedIn profile and connecting with people who could benefit from your network. For example, here is an excellent example of what your LinkedIn profile could look like.
8. Be consistent with posting content on social media
One of the worst things you can do for your real estate business is to be inconsistent with your communication with existing and potential customers. Algorithms on social media platforms like Instagram favor posts that receive more engagement—comments, likes, and unique views—more than others. And in order to consistently get more engagement, you need to be consistent with the content you output.
Regularly publishing content helps you stay top of mind with your audience so they don’t forget about you and move on to someone else.
You might be wondering how you’re supposed to post every day when you’re so busy. The good thing is, you don’t need to set aside time every day.
Wrapping Up
Real estate social media marketing takes time and effort to be successful. It is not something you can do once and then forget about. However, the potential rewards are worth it. Once you have built up a presence on social media, you will generate enough leads through organic growth to make social media worth your investment of time. This article will help you take one step closer to that goal.
Before you create any content for social media, make sure you have the necessary tools. If you’re still new to creating content, visit our YouTube channel for tips and tricks.
