15 Real Estate Social Media Marketing Strategies That’ll Bring in New Business

Shopping for or promoting a house is a vital monetary (and emotional) determination, and your shoppers need an agent they belief to guard their pursuits and assist them navigate the complexities of the method.

That is the place actual property social media advertising and marketing is available in. When utilized appropriately, it may be a good way to begin conversations, share recommendation, and develop an ongoing relationship with consumers, sellers, and renters.

So, I’m diving into the worth of utilizing social media as an actual property agent, a listing of suggestions and developments, and examples of social media posts you may incorporate into your actual property advertising and marketing technique.

Desk of Contents

The Energy of Actual Property Social Media Advertising and marketing

A social media presence helps you construct model consciousness and generate belief together with your viewers.

They will not be able to make a purchase order but and even attain out to start a conversion. But when they see you’re constantly energetic in your platforms or they arrive throughout considered one of your commercials, they could make a psychological notice of what you provide and are available again to you once they’re ready to start their course of.

Not satisfied? Listed here are a couple of stats that will help you perceive the ability of social media advertising and marketing to develop your actual property enterprise:

So, statistically talking, your viewers is already on social media — why not meet them the place they’re? What’s extra, outdoors of the natural methods I’m sharing right here, social media additionally presents focused promoting choices tailor-made to audiences in particular areas.

Able to put it into motion? Let’s dive into among the prime methods to construct your actual property social community.

1. Promote the city, not simply the home.

Homebuyers wish to know the great, unhealthy, and ugly of every city to which they’re contemplating a transfer. But, most actual property blogs merely give consumers fundamental demographic statistics and maybe some flowery language in regards to the space.

As a substitute, use your social media channels to offer potential shoppers a far richer understanding of the markets you serve, letting them know the professionals and cons of every neighborhood.

Many cities have a “@CityOf …” social media deal with, which you’ll be able to point out instantly in your posts. Use these handles to advertise properties you’ve gotten listed in that metropolis. Metropolis accounts are typically receptive to those shout-outs and would possibly repost you — growing your put up’s attain to their followers.

Instagram Enterprise accounts are additionally prime actual property (pun completely supposed) so that you can put up lovely images of the city during which your properties are listed.

2. Be your self.

I‘ve heard of many realtors who pay a ghostwriter to put in writing their advertising and marketing copy, but this strategy has its shortcomings. The copy merely doesn’t ring true; it fails to present shoppers a way of who you actually are.

Research present that buyers wish to make a private reference to these whom they do enterprise with, and there is not any shortcut to writing your individual genuine social media content material that resembles who you might be as an actual property company.

Let your character shine by way of throughout every social community you‘re on. It’s a good way to open a dialogue with a shopper earlier than they ever decide up the cellphone. I really like this TikTok instance of two realtors exhibiting off their personalities.

@indianahomegirls Our latest itemizing in Fishers has house for all of the issues! Remark STEP CLASS for more information ???? #stepbrothers #funnyvideos #realestatetiktok #listingvideo #indianarealtor #fishersindiana #lipsync ♬ unique sound – Amazon Prime Video Australia – Prime Video AU & NZ

3. Educate your consumers.

A few of the most attempting days as an actual property agent show to be nice classes we are able to share with our shoppers.

Speaking about frequent actual property pitfalls makes your consumers smarter, giving them a smoother shopping expertise and qualifying them to work with you.

Social media is the proper outlet for this. If in case you have a weblog, think about writing articles about home-buying suggestions. You possibly can then use social media to advertise them.

Maybe you may tweet a “Actual Property Reality of the Day,” hashtagging #realestate whilst you’re at it.

4. Chat together with your followers.

House consumers in the present day count on on the spot responses to their questions, however the place they ask these questions has modified.

House consumers are calling actual property brokers a lot lower than they used to with questions on a property or neighborhood.

They are going on-line, utilizing Fb’s Suggestions characteristic, and tweeting at actual property workplaces on Twitter.

Be prepared for this outreach, reply them, and use these questions as a possibility to begin dialogue with followers who may be within the early levels of the shopping for course of.

5. Reply to feedback, good and unhealthy.

Reply promptly and courteously to have interaction readers who put up feedback in your social media websites. One caveat: Do not feel compelled to reply to those that put up abusive feedback.

Social media does lure its share of on-line bullies, and never each comment geared toward you is price your breath.

Resist the temptation to get into battle together with your harshest critics, and acknowledge those that reward your service.

Lots of people who attain out to you might be merely searching for extra details about a list — or a list they may’ve thought was nonetheless accessible, however has been offered or rented.

Soak up their frustration and use their remark as a possibility to pivot their curiosity to different properties.

6. Seize consideration with hooks.

Individuals’s consideration spans are shorter than ever, which implies to be a focus for your audience, it’s essential to get them to cease scrolling for lengthy sufficient to devour your content material and (hopefully) take motion.

The important thing right here is to hook your viewers with one thing that makes them rise up and say, “Heck, yeah, I wish to know extra about that.”

This video does an amazing job of sharing some nice hooks (particularly in video format):

@onbrandbysarah Hook examples for Realtors! This was hughly requested and there are tons of the way to make your movies extra private and compelling!!! Strive it out ❤️ #hookexamples #videohooks #socialmediamarketing #realtors #realtoroftiktok #contentstrategy #businessmentor ♬ unique sound – Sarah | Enterprise Mentor ????

7. Be playful.

What’s one thing different actual property brokers try this makes you giggle or roll your eyes? Play with it. This video is actual and enjoyable:

@stevenkimhomes ✨magic✨ actual property hack! #realtor #realtoroftiktok #realtorhumor #humorous #forsale #magic #toronto #richmondhill #realestate ♬ The Purpose – Hoobastank

8. Don’t simply shout about your own home listings.

It‘s tremendous to let individuals know in regards to the houses you’re advertising and marketing, however don‘t make the home itself the first subject of your dialog.

Take into consideration frequent questions dwelling consumers and sellers ask you, and switch these into posts. Present precious content material and also you’ll maintain individuals coming again.

9. Make sure you use video.

There are greater than 1 billion day by day video views on TikTok.

It is tempting to skip the expense of capturing and enhancing a video, however on-line video is a vital aspect of dwelling advertising and marketing.

Give it some thought: House consumers are visible consumers, and if executed properly, a video creates an emotional reference to them that they won’t have from only a photo-based itemizing.

YouTube movies additionally enhance your web site’s rating in engines like google like Google — a typical place the place dwelling consumers and renters begin their seek for a brand new dwelling.

10. Keep in mind, you’re not solely connecting with first-time consumers.

In response to a current report by the Nationwide Affiliation of Realtors (NAR), 24% of dwelling consumers in America are 41-50 years outdated or youthful.

Simply 26% of them are first-time consumers. Should you assume you are solely speaking to first-time dwelling consumers on social media, assume once more.

Social networks like Fb are nice locations to have interaction “followers” and study what they‘re searching for from their agent, however be mindful, they’re not all new to the shopping for course of.

Have content material fitted to all ranges of home-buying expertise able to serve as much as your followers and followers — you by no means know whom you may be connecting with.

11. Focus in your viewers.

A put up, hyperlink, photograph, or tweet in your profile would possibly look good to you, but it surely means little or no if it would not resonate with the people who find themselves following your web page.

Social media is extra about listening than about speaking. Take note of what persons are saying about you and your model.

Solicit and collect suggestions by way of casual polls to your viewers or through free survey companies like Survey Monkey or Google Varieties.

It will guarantee each piece of content material you share on social media displays the pursuits of your prospects.

12. Keep in mind your current shoppers.

Invite your earlier consumers and sellers to hitch you on social media — they’re one of the vital components of your actual property social networks.

That manner, your websites develop into richer communities of shared experiences and goal recommendation from those that just lately accomplished the house shopping for/promoting journey.

13. Prioritize connections and relationships over going viral.

Whereas going viral can really feel good, it doesn’t imply you’re connecting with people who find themselves really potential shoppers.

In any case, going viral doubtless means you’re getting views from individuals with little to no native pursuits, and in actual property, native is all the things.

As a substitute, deal with creating significant connections with individuals who reside in your space and assist them get to know you. Positive, you may share your listings, however deal with why they’d rent you.

This might imply creating content material that empathizes with their ache factors and sharing behind-the-scenes images and movies.

Nevertheless, it additionally means going into boards and fascinating with posts, responding to feedback and questions, and being typically useful.

14. Don’t go all in on one sort of put up.

Selection is the spice of life and of your actual property social media advertising and marketing plan. Or it ought to be.

Mess around with several types of content material and alter issues up periodically to proceed constructing your viewers and connecting with what they need. A method to do that is to concentrate to massive developments and discover methods to capitalize on them.

Check video, nonetheless photos, humor, and other ways to spotlight what your viewers can count on when working with you.

15. Repurpose your content material.

Taking pictures a video? Take into consideration whether or not you may put up clips to different platforms.

You could not wish to share the identical content material precisely since totally different platforms have totally different audiences (and expectations), however you don’t should create one thing new each single day.

You might be able to get lots of mileage out of a single video or dialog and create dozens of posts from one unique recording.

Publish-Pandemic Social Media Actual-Property Developments

Whereas social media has at all times been a precious device for realtors to leverage, COVID-19 restrictions led to developments which have continued to take middle stage years after the pandemic ended.

Digital Showings

Some companies reserved digital viewings for particular circumstances or luxurious houses, but it surely has now develop into a typical apply: “We used to maintain our digital excursions for our luxurious houses, however we’ve discovered it provides to the house shopping for expertise for our shoppers,” says Lisa Alexander, president of Del-Co Realty.

Video Walkthroughs

After I offered a home in 2020 and acquired one in a brand new metropolis, lovely images and videography was a should for understanding the structure.

After that have, I wouldn’t think about working with a realtor who wasn’t actively planning to make use of these assets to promote my dwelling.

Whereas these existed pre-pandemic, they’re now elevated to a should. In any case, along with serving to consumers get a way of the house, video performs very well on social media.

3D Home Excursions

My favourite characteristic as a purchaser was when realtors created 3D dwelling excursions on Zillow that could possibly be shared all over the place, together with different itemizing websites and social media. It will get 60% extra views and 79% extra saves, which signifies that many extra eyes are in your itemizing.

Whereas the pandemic is within the rear-view mirror (thank goodness!), it had an enduring influence on actual property social media advertising and marketing — which is available in extremely helpful for consumers who want to maneuver rapidly in extremely aggressive markets and doubtlessly purchase houses sight-unseen and for sellers who need their houses to promote for prime greenback.

Social Media Advertising and marketing Platforms for Realtors

Undecided what platform you must use?

The brief reply is to go the place your consumers are — and the longer reply is to additionally use a platform you’re snug with.

With that stated, right here’s a fast rundown of the highest platforms for actual property social networking.

Fb

Fb is a wonderful device for actual property professionals, particularly in terms of promoting.

It presents varied high-quality choices: focused advertisements for native listings, Fb Messenger for conversations with shoppers, and the power to share a number of types of multimedia: photos, movies, and even reside video.

Instagram

On Instagram, Realtors can create a enterprise account and embody contact CTA buttons so those that land in your profile can ship you a message on the platform, an e-mail a few property picture they noticed that intrigued them, or different customized choices.

The platform is nice for sharing high-quality picture and video content material, and the picture beneath is an instance of a brand new property announcement.

Picture Supply

TikTok

I absolutely admit to being obsessive about TikTok. I’ve shared a number of examples of how you should utilize it to attach together with your viewers.

Probably the greatest causes is you can construct a following by being actual with out investing in high-quality or professional-grade content material.

That is very true contemplating that TikTokers favor behind-the-scenes sort content material, which is precisely what home walkthroughs are (the video beneath is an instance).

Actual Property Social Media Content material Concepts

Now that you just’ve bought your platform, what do you have to share? Listed here are a couple of concepts.

Go reside for open homes and digital showings.

Realtors can do that on Instagram, Fb, and TikTok, and a profit to going reside is that the movies could be saved and later shared to your profile, performing as an extra type of content material.

Reply viewers questions.

All social media platforms are an amazing place to reply viewers questions, as you may have interaction together with your viewers and develop a rapport that results in a working relationship.

One other profit to answering questions publicly is that it’s public, and everybody can see your responses. This will help consumers strategy you with certified, further-down-the-funnel questions.

Share buyer testimonials and success tales.

All platforms are an amazing place to share buyer testimonials, serving to you utilize user-generated content material to determine legitimacy and credibility together with your viewers. The Fb put up beneath is an instance of a shopper testimonial.

Picture Supply

Share property images, movies, and excursions.

I touched on the digital excursions and movies above, however don’t overlook to share them to social!

Property images are a should for realtors on social media, particularly on Instagram and Fb. You may give shoppers a sneak peek of what to anticipate from the property and entice them to achieve out to you to study extra by way of a digital or in-person tour.

Right here’s an instance of high-quality property images on Instagram:

You possibly can share property images on TikTok as nonetheless photos, however the platform is best fitted to video. Take a look at this instance:

@the608angelica Girly has a lot potenial???? @Dom Murray . . . #housetour #realestate #oldhouse #victorianhome #wisconsin #historichome #hgtv #homedecor #dwelling ♬ Sunshine – WIRA

And right here’s an instance from Instagram:

Share your realtor bio.

Relationships between brokers and shoppers are vital, as they belief you to take to coronary heart the issues that they care about and level them in the correct route.

Because of this, utilizing social media to share realtor bios is price contemplating. Your viewers can study extra about what you provide and attain out if it seems like an excellent match.

Have enjoyable!

There’s a spot for polished content material, however you may also have enjoyable with it, like this video that at all times makes me smile:

@nmccaslin I cant consider this dwelling hasn’t offered… however I’m not giving up but ???? #realbroker #dancingrealtor #27goingon65 #sobertok #soberfun #realestate #owensboroky #realtortok #givemethemusic #persistant #treatyoself #marketyourself #exercise ♬ all people dance now танцуют все – ????РЕТРОЛЁТ????

Social media is (a part of) the way forward for actual property.

One factor is evident to me — until there’s a significant change in our future, social media is an enormous piece of the puzzle for actual property advertising and marketing.

Should you take the time to create a social media presence that features high-quality images of the properties you promote, you work together with shoppers, and also you comply with a constant schedule, you’ll doubtless end up producing new shoppers and shutting on extra houses.

What’s extra, on the finish of the day, your followers could show themselves to be your strongest property advocates.

This visitor put up was written by Leslie Mann, an actual property agent with Gibson Sotheby’s Worldwide Realty of Weston, MA.

Editor’s notice: This put up was initially revealed in September 2021 and has been up to date for comprehensiveness.