10 Social Media Tips Every Real Estate Agent Needs to Know
Social media has become increasingly important across multiple industries, including real estate. Social media marketing for real estate agents is a powerful tool to help you sell listings, generate new leads, and build your name in the community. As a real estate agent, you need to know how to use social media effectively in order to make the most of your digital marketing efforts. This guide will walk you through how to market real estate on social media.
Tip #1: Understand the Value of Each Platform
An array of social media platforms are available for real estate social media marketing. The apps you choose to use as a real estate agent may depend on your specific target audience and real estate business. However, some outlets offer more effective ways for real estate agents to create social media posts.
Facebook is an excellent platform for real estate agents to hone their lead generation efforts due to its large reach and ability to target specific demographics. It allows you to create several key types of social media posts: You can highlight blog posts and videos that share real estate listings with your target audience, stream live events that allow you to offer advice for property seekers, or take your audience on a virtual walkthrough of an available property in real-time. You can also develop highly targeted ads that will help you get your available properties in front of the people who are most likely to need that content. For example, you can target and reach potential homebuyers with ads that showcase your new listings. Facebook ads are ideal for sharing since all of your followers can, in turn, share your posts with their social networks.
LinkedIn is an incredibly valuable platform frequently used for real estate social media marketing. While it is not designed for streaming events, this platform allows you to create posts that can help people find a property suited to their needs, whether they're homeowners or commercial real estate clients. You can use LinkedIn to showcase your professional resume and to show off the properties you're currently managing. LinkedIn is also a great place to build a rapport with your clients as you share valuable real estate market insights to help them find their ideal property.
Instagram is a social media platform that focuses heavily on images and videos - exactly the content that people are most likely to respond to when checking out a new property! Your Instagram page is a great place to share images of your available properties so buyers can easily check them out. Instagram also has a Groups feature that allows you to create private groups where interested buyers can learn more about your properties.
Twitter offers a shorter post format that can prove to be more challenging for some industries. For real estate social media, however, it is an ideal platform. Instead of sharing a wall of text, you can put together posts that include snippets of information about your latest properties or invitations to your next open house. Twitter does not offer private groups, but it does allow you to stream a live broadcast that can take interested buyers on a walkthrough of a property or share immediate information in bite-sized portions.
Tip #2: Make Social Media Posts at Opportune Times
The best time to share real estate social media content may vary depending on your specific target audience and your platform. You could view this as your own personal algorithm to really stand out in the real estate industry. For example, on Instagram, the best time to post is generally between 9 AM and 11 AM. On Facebook, it's usually between 1 PM and 3 PM. Check your analytics and take a look at your engagement rates to get a better idea of when your target audience is most likely to visit your pages, then plan to post consistently within that time frame.
Did You Know?
According to the National Association of REALTORS®, 81% of older millennials, 80% of younger millennials, and 78% of Generation X found their homes on a mobile device. Around 68% of younger Boomers did the same.
Tip #3: Differentiate the Content You Post
Ideally, you want to create a range of posts as part of your content marketing. In recent years, video content has become particularly popular: Mobile video consumption continues to rise by an average of 100% every year. Not everyone, however, responds to video content, so you'll need to vary your content marketing strategy. You may also want to create text posts, offer photos of properties you're selling, or put together infographics. Offer different types of content that will appeal to and inform your target audience. What are the top things people look for when purchasing a new home that potential sellers might want to consider before placing their homes on the market? What should buyers make sure they check before purchasing a new home? What advice do real estate professionals offer to first-time buyers? Also, don’t be afraid to take people behind the scenes through your social media. People love to know the person behind the business, and by sharing your authentic self on your social media, you enable more genuine connections with your audience. Another tool that marketers rely on to build the best real estate marketing strategy is referrals. Whether you provide content for another site or you use industry experts, referrals help broaden your reach.
Tip #4: Share Success Stories and Client Testimonials
Invite satisfied clients to share what they enjoyed most about working with you. Did they appreciate your assistance in finding their perfect property? Did you help your clients sell a home quickly? Social proof, usually shared through client success stories and testimonials, can help build trust in your brand. On average, 84% of people trust online reviews just as much as they trust personal reviews from people they know - and publicly sharing that feedback can help increase trust in you as a real estate agent.
Tip #5: Interact With Prospects and Clients on Different Platforms
Social media platforms aren't just for sharing information. They also provide an excellent opportunity to actually connect and interact with your clients. Host live walkthroughs of a property and encourage viewers to ask questions about the listing or request to see certain areas. Invite clients and prospects to ask questions across your social media platforms, then make sure that you answer them. Genuine interactions like this will help to build your relationships, which is incredibly important when clients are looking for a real estate agent to represent their best interests. Also, by diversifying your social media presence across multiple platforms, you have a better chance of creating a recognizable brand as your audience grows.
Tip #6: Share Local Industry and Market News
What information do prospects and clients need in order to make informed decisions about purchases in your local market? Share industry and market news that will provide your clients with more information about your local area and what they can expect when buying a property. How have interest rates changed recently? Are you in a buyer's market or a seller's market? What should potential buyers know about purchasing a local property? By sharing this information, you will forge a deeper relationship with your customers through your social media marketing for real estate agents.
Tip #7: Make Your Contact Information and Call to Actions Accessible
The more difficult you make it for potential clients to contact you, the greater the likelihood that they will move on and use a competitor rather than turning to you for their real estate needs. Make your contact information easily accessible throughout your real estate social media accounts. Include it clearly on all of your profiles, and make sure you include clickable links for all relevant information.
Tip #8: Livestream Company Events and Open Houses
Today, people are making more digital interactions than ever before. Some people don't have the luxury of walking through countless homes in person before making a purchasing decision. They may be military service members stationed across the country or busy workers who simply don't have the extra time needed to tour houses and go to showings, events, and open houses. By live-streaming these events through your real estate social media marketing, you make them more accessible to everyone. Often, that virtual walkthrough of a property will be all the incentive a potential client needs to choose you as their real estate agent.
Tip #9: Utilize Hashtags
Hashtags are an excellent way to keep the conversation about a specific topic all in one place. You can use hashtags in two key ways. First, make sure that you participate in local conversations by keeping a close eye on hashtags that are trending in your area. If #realestateboom is trending in your local area, you want to make sure you have real estate social media posts under that hashtag. You may also want to create your own hashtags. For your next event, for example, you might want to create a unique hashtag like #2021realestateevent. You might also want to create your own personal hashtag that will link back to your content - a hashtag that satisfied clients can use when talking about their new property and experience with you. Try something like #JaneSmithRealEstate on your social media for real estate agents to make the hashtag easy to remember.
Tip #10: Analyze Performance Metrics
In order to make the most of your social media advertising, make sure you're looking at your performance metrics. With which types of posts do your clients engage? What type of engagement do you get most often? For example, likes and shares on a funny video are great, but they may not bring prospects to your page. Take a look at how many clicks you get, how many visits there are to your website, or how many actual contacts you receive as a result of certain types of ads. Keep in mind that, as a real estate agent, you want to build a long-term relationship with your clients. Many of the people who are interested in your page may not be directly interested in buying a property when they first encounter you, but their interest may increase over time. It’s important to post consistently, maintain your goals, and be genuine when you’re using social media for real estate agents.
As a real estate agent, your social media presence is a critical part of your online marketing strategy. Need more help building your online presence? Check out our free ebook to dive deep into how to optimize your real estate social media.