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Social Media For Real Estate Agents: What To Use And How To Make The Most Of It

Emma Tomsich8 minute-read
July 01, 2021

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In this tech-centric world, nearly every business is expanding their marketing efforts to include social media. Digital marketing and social media usage have proven to be very successful for businesses of all sizes and purposes. And in the 21st century, even real estate professionals are taking advantage of their new tech-oriented opportunities and benefiting from using social media in the industry.

So, whether you’re a real estate agent who hasn’t digitized their marketing efforts, or you’re confused about what content to post, let’s learn more about social media for real estate agents and give you the confidence to become the next big real estate influencer.

Why You Should Be On Social Media

At this point, I’m sure you’ve considered using social media for your real estate marketing efforts, but it sounds like you might need more convincing.

For starters, take a look at the world around you. We’ve always lived in a digital age, but since the COVID-19 pandemic hit the United States, more and more is being done online.

In fact, according to a study conducted by real estate website The Close, 44% of agents said that they gained new clients in 2020 due to posting on social media. In addition, posting on social media was the second-most popular way real estate agents got new clients last year, following referrals.

If these statistics aren’t enough to make you pull out your phone and create a professional social media account, think about all the benefits of social media for real estate professionals.

Having a social media strategy and posting on your platforms regularly can help you manage your prospective, current and future clients in an easier and more effective way.

So don’t hesitate to go digital. Creating a social media strategy for your real estate marketing efforts doesn’t have to be hard, as long as you plan and prepare.

Social Networks That Are Worth It For Agents

As previously mentioned, the key to generating high impact and meaningful results on your real estate marketing efforts is developing a practical social media strategy.

Creating professional social media accounts and posting just to post is pointless if there’s no meaning or thought behind your decisions. So, when you start to engage with social networks, have a strategy.

Before you even create your social media accounts, choose what social networking sites you want to utilize. You don’t have to go all in from the beginning. Start with two or three social networking sites, and as you get more comfortable and grow your reach, you can expand to other social media platforms. After you choose your sites, build out your social media profiles. Make sure to stay consistent from platform to platform and include all necessary information about yourself and your business, especially contact information. Finally, set goals and objectives for each social media site. In this step, you will need to think about the strategies and tactics you want to implement for each social media site. This includes determining how often you want to post on each platform, as well as what content to post.

Don’t rush this process! It’s important to take your time to plan before you engage with social media.

So as you start generating ideas for your digital marketing efforts, consider our advice to make the most of your social networks.

Facebook

As a real estate professional exploring various social media networks and platforms, we recommend starting with Facebook.

Not only is Facebook user-friendly, it’s also the largest social media site, and its user demographic represents the ideal age and income of a real estate business’ target audience.

Aside from helping connect you with past, present and potential clients, Facebook offers many built-in features that make it easy to operate a real estate business. For example, you can book appointments, communicate with customers, curate reviews and publish listing-related updates and content all from your business’ Facebook page.

Facebook also encourages business to consumer communication with Facebook Ads and Facebook Live.

Businesses can utilize Facebook Ads to increase reach and exposure by investing as little or as much money as they want. After creating your ad, you can narrow in on your target audience with Facebook’s advanced targeting tools and choose who you want to reach by selecting their age, location, interest in real estate and any other factors you wish to include. This allows you to maximize your ad’s effectiveness and get your money’s worth, by directly targeting users who have shown specific interest in buying property in your area.

Facebook Live is another great way to target potential real estate clients. Many real estate professionals use it to communicate information with their audience and rank better in their consumers’ newsfeeds. We recommend using Facebook Live to host a Q&A session for potential homeowners, do a neighborhood tour, or stream a house walkthrough! These live streams will appeal to your target audience, and the best part is that they’re free for you and your consumers!

Now, although Facebook offers many features for real estate businesses to use, you can’t forget about posting organic content!

Try to post at least three to four times per week, taking into account the most popular times for social media users to be on their phones. This will give your posts the highest chances to be seen by your target audience.

When it comes to what to post on Facebook or other social media platforms, be patient. We’ll review some social media content ideas later on in this blog post.

Instagram

If you have a good camera or a photographer on your team, Instagram might be the platform for you!

Instagram is the social networking site that allows users to snap and upload pictures and videos to share with their followers.

Because there are millions of pictures posted on Instagram each day, not every photo can attract a large audience. Luckily, stylish property photos are becoming increasingly popular for Instagram users to engage with.

If you are a luxury or boutique real estate business, or you want to cultivate your brand’s image, don’t be afraid to let Instagram be the main social media platform for your business.


But don’t let this scare you. Not everything you post on Instagram has to be perfectly posed and edited. Have fun creating content for Instagram! Post about your latest listings, home renovations, interior decorating and add a selfie every once in a while, so your followers can recognize you.

You should also take advantage of Instagram’s gallery feature by posting multiple photos in one post. This will generate more interest in your posts and allow you to be more specific when referencing a listing or multiple listings.

Remember that most users scroll through their Instagram feeds on their mobile devices, so choose images that will catch the eye of the scroller.

Aside from posting photos, you can also utilize Instagram Stories to share additional content with your followers and provide day-to-day personal or property updates. Instagram Stories are typically more casual than posts on your grid, so take advantage of that.

Finally, make sure to use hashtags when writing the captions for your posts. Using hashtags and tagging locations can increase the reach and exposure of your posts on Instagram and other social media platforms too. Just remember to keep your hashtags relevant!

LinkedIn

While LinkedIn isn’t exactly a place to connect with potential real estate clients and generate leads, it is a platform where you can grow professionally and gain knowledge about the industry. Here you can network with other real estate agents and show off your experience and accolades.

LinkedIn also offers many features that make it easy to connect with fellow real estate agents, gather business tips and form groups or join pages. Make sure to stay up to date with these groups and pages because you never know when someone will post a new opportunity or piece of advice.

If you’re willing to make an investment, you can also sign up for LinkedIn’s ProFinder program. This is a way to generate real estate leads for your business.

Whether you choose to use LinkedIn’s ProFinder tool, or you opt to use the site for building your personal brand, don’t forget to scroll through your feed or post on LinkedIn every once in a while.

YouTube

Once you get more comfortable with your social media usage, take it to the next level and create a YouTube channel for your real estate business!

People often forget that YouTube is owned by Google, making it the #2 search engine in the world. This means that it’s easy to target your content to gain better search engine optimization.

In addition, creating YouTube videos helps you stand out from your competition and adds more personalization and character to your brand. A YouTube channel is also a good way to build your online reputation, and it’s very timely, as many technology users have been obsessed with YouTube videos lately.

Aside from creating YouTube videos, you can also stream on your YouTube channel. This is a way to interact with your subscribers in real time and share live video content.

So as you begin to create your YouTube channel, make sure that it matches the branding and style of your website and other social media platforms to remain consistent.

While you brainstorm content ideas, remember that your opportunities are endless! You can make videos for your YouTube channel about anything. For example, you can create how-to videos, listing videos, neighborhood overviews and market update videos. Just remember to include a call to action, be yourself and let your personality shine through.

Social Media Content Ideas

Before you go posting on your new social media accounts, take some time to think about what content you want to post. Here are some ideas:

Property Photos And New Listings

As we mentioned earlier, one of the keys to successful real estate digital marketing is having great visuals. Some of the best real estate influencers share a variety of high-resolution, eye-catching property photos that seal the deal before the prospective homeowner even sees the property.

Not only does stunning photography get more likes and shares, but it also increases the chances of a potential client reaching out to you. So when you’re getting ready to post one or multiple listing photos, supplement your visuals with a compelling caption and call to action to pique the interests of potential clients and get your direct messages filled with inquiries. 

Client Testimonials

Another way to attract potential clients is by highlighting the success stories of your previous clients on your website and social media.

Choosing a real estate agent can be difficult, so publishing the testimonials of your satisfied clients will allow prospective clients to place more trust in you and your services.

Even if you don’t post your client testimonials, they will help you learn and grow as a realtor by identifying your strengths and weaknesses. 

Milestones And Industry News

Milestones and industry news are good, relevant filler content for you to post on your social media platforms.

Posting your milestones and accomplishments will keep your followers up to date, while also highlighting your business’ track record and distinguishing you from other real estate professionals.

And because the real estate market is constantly changing, there will always be industry news for you to share with your clients and colleagues. You can inform your followers about these industry updates with advice, news articles, industry reports or anything else you might think of.

Other content ideas for your professional social media accounts can be event coverage posts, home tips and renovation ideas. But keep on brainstorming!

Conclusion

Now that we’ve given you the basic strategy for real estate digital marketing, it’s time for you to take over. Decide what social media platforms you want to start with, create your accounts and start planning your content. As you increase the follows and reach of your business, you’ll wish you digitized sooner. Good luck!

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    Emma Tomsich

    Emma Tomsich is a student at Marquette University studying Corporate Communications, Marketing and Public Relations. She has a passion for writing, and hopes to one day own her own business. In her free time, Emma likes to travel, shop, run and drink coffee.