Social Media Marketing Ideas For REALTORS® Looking to Grow
When it comes to the continuously changing real estate social media landscape, it can be hard for real estate agents to navigate through uncharted territories. Social media marketing for real estate agents doesn’t have to be a major production. Marketing ideas for REALTORS® can be simple and genuine, yet still wield powerful results.
Real Estate Social Media Marketing
Real estate is a unique industry in that you are the brand. You are the face of the business you’re working for, and as such you become responsible for the success of your business. This is even more important when you’re representing yourself in your local community. No matter the market you’re working in, you are now competing to get your face, and business, in front of your entire community.
What’s the best way to get your marketing in front of your audience? Be where they are most. According to research conducted over the course of 2018 by the Pew Research Center, 72% of U.S. adults are on at least one social media site. That same percentage of U.S. adults spends nearly 2.5 hours on social media sites daily. This is important to understand when thinking about where your audience spends their time, and where you’ll want to be present with your marketing.
When you combine this time spent on social media with the increase of savvy digital consumers, you have a new audience with a new way of purchasing products and services. The first thing most homeowners do today when searching for a new home is to hop online and begin their research.93% of home buyers and sellers used the internet to find their home, according to a NAR Realtor research study.
This leads us to ask, which social media platforms should you be using?
What Platform is Best For Real Estate Social Media?
Social media sites were all created with a similar purpose and were designed to work on the same devices. The intent of each social media site is to keep friends and family connected, help users discover what is going on in the world, and to help users share what matters to them. How each platform accomplishes this task varies greatly.
Looking at the data, Facebook continues to be the king of social media use, as well as social media marketing. 95% of businesses worldwide use Facebook to increase their brand awareness and engagement. Facebook continues to grow in users and time spent on the site by older demographics, compared to younger demographics that are moving onto other social media sites like Instagram and Snapchat. The best social media sites for real estate social media marketing are in this order:
For most, Facebook will be the safest bet for starting your real estate social media marketing. With Facebook, you have the largest pool of potential clients that you can access with just your fingertips. Instagram and Twitter will both be platforms that are more popular for younger demographics, but this doesn’t mean they won’t work for your real estate business. All three of these platforms are perfect for visual content, so don’t be afraid to show your listings and open houses! Pictures of your listings are the perfect place to start when thinking of what content to create for real estate social media marketing.
Facebook Social Media Marketing For Real Estate Agents
Facebook has the largest portion of the world’s population actively using the platform on a day-to-day basis. According to Facebook’s website, 1.59 billion users were recorded active every day during the month of June 2019. On top of having the most active users, Facebook offers more benefits, such as advanced tracking and analytics, ad targeting, and user data for businesses wanting to establish a solid strategy and generate a positive ROI for their real estate social media content. Social marketers find a higher ROI when using Facebook ads compared to ads run on Instagram, Pinterest, or Twitter. An industry report found that 72% of B2C marketers reported that Facebook was their top social advertising channel. While 43% of B2B marketers named Facebook as their top social advertising channel, above LinkedIn. Facebook ads for REALTORS® and real estate agents can create leads, increase your brand awareness, and overall help your business grow.
- Facebook is the top platform for both B2B and B2C
- More than two billion active monthly users
- 72% of U.S. adults use Facebook daily
- 1.6 billion people are connected to small businesses on Facebook
Instagram Social Media Marketing For Real Estate Agents
Instagram is a close second to Facebook for social media marketing and its abilities to help your business grow. The benefits of Instagram are very similar to Facebook, because both are owned by Facebook. This allows Instagram to have access to the same wide user base, as well as the extensive advertising system built out by Facebook. The main difference between the two is what kind of content is shared on Instagram, and how it’s displayed in the user's timeline. Instagram is focused on visual content, either pictures or videos, and appeals to a younger audience, though it has had significant growth in older user activity within the last year or so.
While Instagram has access to the same software and tools that Facebook does, Instagram does not capture nearly the same amount of active daily users. Only 37% of U.S. adults say they use Instagram, but 63% of that user base is active on Instagram daily. So, while Instagram does not have the same percentage of adults spending time on the platform, the adults that do, spend a good amount of time active on it daily.
- Instagram has 500 million daily active users
- Visual platform focused on videos and imagery
- Second most downloaded iOS app in 2018
- 200 million users visit a business profile every day
Twitter Social Media Marketing For Real Estate Agents
Twitter comes in third for real estate social media marketing because it ties in features from both Facebook and Instagram, but does not have nearly as many daily users or as high an ROI for marketers. Twitter allows you to create posts with short descriptions sharing images or videos while linking to your website. The platform hosts feature from both Facebook and Instagram but is not as popular due to its faster pace and text-focused posts versus image-focused posts. Having the ability to create posts sharing images, videos, gifs, and links to your website will help to promote your brand and show potential clients that you are the best in the business. By incorporating images, clever writing, and hashtags, you can get your content out to the audience you want to target.
- 321 million monthly active users
- 46% of Twitter users visit the platform daily
- 125 million hashtags were shared every day in 2018
- 84% of businesses use Twitter
Why Real Estate Agents Need Social Media
The majority of homeowners today will start their search online, so it makes sense for your business to be present. You want to be where your audience is, right? According to a study by the National Association for REALTORS®, 94% of millenials and 84% of baby boomers use a variety of sites during a future home search. This sort of home research can include searches on Google, Bing, Facebook, Instagram, Redfin, Zillow, and various other sites online. Utilizing social media to help grow your business can help you accomplish the following:
- Show off properties
- Share information about properties
- Gather reviews and testimonials
- Start Facebook Groups
- Provide homeowner support
- Develop relationships
Utilizing social media for your business doesn’t have to be all about home sales either; you can use social media to engage with your community and grow your professional network. Not only can you find new clients through social media, but you can also develop your networking skills on social media and build your sphere of influence.
Real Estate Social Media Marketing - In Review
Real estate, by nature, is a social industry that is rooted in relationships and community. Social media is based on similar ideas and beliefs. This is why social media is such a great fit for such a social industry, like real estate.
Now that you have a better idea of what is the best social media platform for real estate and what types of social media content you should be creating and publishing, it’s time for you to start testing this knowledge on your business’s social media accounts. Don’t be afraid to try something new; it’s okay to make mistakes. In the early stages of your social media use, this is the perfect time to make mistakes and learn from them, because honestly, not that many people will see your posts at first.
Marketing for real estate agents doesn’t have to be a mystery. Let The CE Shop help you navigate the social media universe and use it to help your business with our Marketing, Advertising, and Social Media Compliance course.