Social media is filled with pretty pictures, engaged users, and people ready to make connections, which makes it a real estate agent’s dream – if you know how to use it to your advantage.
The main roadblocks when it comes to real estate social media are determining where to get started, what tactics to use, and what ideas work best for the real estate industry in your area.
Lucky for you, we have 11 ideas to help you create the best real estate social media marketing strategy to close deals and get new clients.
1. Join or Create Real Estate-Related Facebook Groups
Facebook is a great place to build a community and create connections with people in your area. Real estate agents should consider joining community groups on Facebook and looking for Facebook groups specific to people interested in buying or selling homes in your specific area.
If there aren’t Facebook groups that exist for those purposes near you, you can create one. Post about the group on your personal page as well as your real estate agency’s page and invite current and past clients to join. This can help foster word-of-mouth marketing for your active listings.
2. Use LinkedIn to Make Connections with Potential Home Buyers
LinkedIn is primarily a B2B and networking platform, but it can also be a huge asset for your real estate social media marketing strategy. As you know, a lot of real estate marketing comes down to creating connections and building trust with potential homebuyers and sellers, so LinkedIn shouldn’t be out of the question when it comes to your social media strategy.
The best way to use LinkedIn for real estate social media marketing is to create and build up the personal brands of your real estate agents. When it comes down to it, your real estate agents and realtors are the ones connecting directly with your clients, so you want to position them as a thought leader, industry expert, and trusted resource for home buyers and sellers.
Equip your real estate agents with helpful content, posting guidelines, and resources they can share on their LinkedIn accounts. There are also LinkedIn groups they can join specifically to network with other real estate agents that may help create new connections that lead to new clients.
3. Don’t Underestimate the Power of Video for Real Estate Social Media
Video is a real estate agent’s most powerful tool and should be a core part of your real estate social media marketing. And, what better place to promote and share those videos than on social media?
With the popularity of HGTV and home-buying shows on streaming platforms like Netflix and Hulu, we know that people are interested in this type of content. I’m not currently in the home-buying process, but I still love to look at home tours on Instagram and Facebook – especially for homes in my area.
So, give the people what they want by sharing professionally created home tours, walkthroughs filmed on your phone, and video interviews with your real estate agents to give prospective clients an idea of the types of homes you’re selling, the services you offer, and the people you work with.
Related: We talk more about video + social media in our spring real estate marketing ideas post!
4. Run Multiple Social Media Ads to Reach Multiple Goals
Facebook and Instagram ads are a key component of a strong real estate social media strategy. Without paid social media tactics, it’s hard to grow your following on social media and reach people outside of your current audience.
The beauty of real estate Facebook ads is that you have the ability to run ads specific to a marketing goal (and, PS, Facebook ads also run on Instagram). This can help you maximize the efforts of your real estate Facebook marketing because you can run ads for different goals at the same time.
Try choosing three Facebook ad objectives to start with – perhaps a campaign to promote your page on Facebook and Instagram, an ad campaign to drive leads through a newsletter subscription, and a boosted post campaign for an upcoming open house.
By putting a little bit of budget toward each of these goals, you can see what works best to drive results while increasing awareness for your real estate business and agents on social media.
5. Get Specific with Your Targeting in Your Social Media Ads
Another benefit of Facebook ads for real estate agents is that Facebook allows you to outline very specific and granular audiences for your social media ads. While it’s important not to refine your audience too much (because it will result in a higher ad cost with a lower reach), it is important to be specific about who you’re targeting.
You likely have a good understanding of your ideal client based on their location, income level, age range, and more. Use that information to set specific targeting criteria for your Facebook ads.
You might even create different targeting options for different Facebook ad goals or ad types. Test your audience targeting to see what works best to drive results for your real estate Facebook and Instagram ads.
6. Share Happy Homeowner Stories on Social Media
Buying or selling a house is an emotional and time-consuming process. There’s nothing better than seeing an example of a person or family who has gone through that process and come out the other side with a positive experience. And, who better to tell that story than your actual clients?
Social media is a great place to share client testimonials with your audience. A picture of your happy client(s) with a short quote is an easy and effective way to get the word out.
You can also share videos of your clients talking about the process to give prospective clients an even better idea of what it’s like to work with you.
7. Go Live on Facebook & Instagram
You can use Facebook or Instagram live to do home walkthroughs, interview your happy clients after they’ve closed on a home, or have a Q&A session.
Going live is an easy way to create and share content that engages your audience and can build trust and awareness for your real estate agents.
8. Share & Create Educational Real Estate-Related Social Media Content
Social media is a great place to share content that positions you as a thought leader and expert in the real estate industry. And, people appreciate seeing content that is helpful. This can help position you as a trusted resource.
You can create posts or share blog posts from your website to your social media pages to educate your audience on common questions or concerns, tips for moving, and more.
You can also curate content from other relevant and reputable sources to give your audience even more resources – that you don’t have to create from scratch!
9. Use Facebook to Build Your Real Estate Agent’s Online Reputation
You know how important reviews are for real estate agents. When you’re working with people for such a big-budget and life-impacting purchase, they want to make sure they can trust you, and positive reviews can help build trust.
You can use your Facebook business page as an additional place to collect reviews and boost your online reputation.
Encourage past clients to review you on your Facebook page and share reviews from your Facebook page with your audience.
10. Research & Use Relevant Hashtags & Location Tags
Hashtags and location tags are two features that can help increase the effectiveness of your social media marketing for real estate.
By understanding the hashtags that people in your area are using and searching to find potential houses, you can use those same hashtags on your posts so you can increase the chances that they’ll see your updates.
Additionally, location tags are helpful in the real estate social media world because people may be searching for specific areas on Instagram or Facebook, and by using location tags, your posts can show up there.
I know I use location tags frequently to see what people are doing in certain areas, what businesses are posting from there, and what’s popular to do. You can tag specific neighborhoods or cities, depending on what people search for in your area.
11. Refine Your Real Estate Social Media Strategy Based on Results
When it comes to your real estate social media marketing strategy, it’s incredibly important to understand your target audience on your social sites and to look at what’s working – and what’s not – so you can refine and improve your strategy.
Luckily, Facebook and Instagram allow you to see demographic information for your audience.
On Facebook, navigate to the Insights tab, then click People.
On your Instagram profile in the app, tap Insights, then tap Your Audience.
You can also see which posts are performing best for your audience by visiting the Insights tab on Facebook and then clicking Posts.
This will allow you to analyze and understand the type of posts your audience engages with the most.
Like most marketing, social media isn’t a set-it-and-forget-it type of strategy. You have to continually analyze the available data to see what’s driving results, which is where a real estate social media marketing company can help.
Closing Deals with Real Estate Social Media Marketing
Social media is an ideal strategy for your real estate marketing. By creating and sharing the best mix of content, engaging in the right places, and building a community with clients and prospective clients, you can use social media to boost brand awareness and capture new clients.
As a recap, here are the top 11 real estate social media marketing strategies:
- Join or Create Real Estate-Related Facebook Groups
- Use LinkedIn to Make Connections with Potential Home Buyers
- Don’t Underestimate the Power of Video
- Run Multiple Social Media Ads to Reach Multiple Goals
- Get Specific with Your Targeting in Your Social Media Ads
- Share Happy Homeowner Stories
- Go Live on Facebook & Instagram
- Share & Create Educational Social Media Content
- Use Facebook to Build Your Online Reputation
- Research & Use Relevant Hashtags & Location Tags
- Refine Your Social Media Strategy Based on Results