Did you know that 95% of homebuyers in the United States start their search for a new home online? You may not realize it yet, but that statistic represents a massive opportunity for realtors to reach a wider pool of new potential clients. To capitalize on it, they should begin building a strong presence on one or more online social networks.
In other words, realtors need to start making social media pages for their agencies. But the question is, which networks should they use? What should they post? And what pitfalls should they avoid to maximize their success?
We’ll cover all that and more, starting with three compelling reasons why you should use social media for real estate in the first place.
Why use Social Media for Real Estate?
Businesses in all industries and of all sizes are using social media networks to market their goods and services. It should come as no surprise that real estate is no exception.
But what’s so great about social media, and what benefits does it offer realtors in particular? We’ll show you.
Reason #1: Social Media is the #1 Marketing Channel of Choice for Realtors
In a recent real estate agent marketing survey by The Close, real estate agents who were surveyed reported that social media was their #1 marketing channel of choice. 80% of them see social media as an effective method for generating leads and referrals, as well as for keeping their target audience aware of their presence.
Reason #2: 50% of Buyers Use a Mobile Device To Search for Homes
Most people access social media networks through apps on a mobile device, like a smartphone or a tablet. A report from the National Association of Realtors (NAR) in 2022 revealed that 50% of homebuyers use a mobile device to search for homes to purchase. This means that having a social media presence for your real estate agency gets you access to at least half of all homebuyers in the United States.
Reason #3: The Next Generation of Homebuyers is Hooked on Social Media
The Morning Consult recently released the results of survey which found that 54% of Gen Z-ers use social media for at least 4 hours or more every day. That’s more than millennials or boomers.
In addition, Gen Z-ers are the next generation of eager homebuyers. 97% of this demographic believe they will own a home at some point in the future – and they’re coming of the age where they have the means to fulfill this goal.
Combine that fact with their penchant for being constantly online, and realtors with a large social media presence are now in an advantageous position.
Things on Social Media to Avoid as a Realtor
Before we get into the best real estate social media networks, let’s go over some things that you should avoid, if you want to safely build a positive online reputation for your agency.
1. Giving Out Sensitive Information About Yourself or Your Clients
This should be obvious, but it’s worth pointing out that some people – even realtors and agency owners – can get a little too comfortable with sharing information online.
That’s why we want to remind you to never give out sensitive information about yourself or your clients, whether they’re buyers or sellers. In particular, don’t give out your clients’ names, phone numbers, email addresses, or anything that a stranger on social media could use to identify them.
2. Negotiating Deals via Comments or DMs
There are all kinds of scam artists out there, and you can be sure that some of them will comment on your posts or try to slide into your DMs. They may try to negotiate a deal with you for one of your listings or offer to pay you for it online.
In these situations, shut them down by asking them to call your office if they’re interested. Don’t engage with them any longer than necessary, for your safety and for the integrity of your business.
Furthermore, it’s usually best practice to only release general information about your listings on social media. To receive more details and schedule walkthroughs, have interested parties call your office directly instead of messaging you back and forth online.
3. Arguing with Users
To maintain a positive social media presence, avoid getting into arguments or disputes with social media users.
You may not think that this would happen to you, but there are lots of people who get on social media to pick fights and argue with other accounts, seemingly for no reason. Don’t feed the troll, as the popular saying goes, and you’ll be able to go about your real estate business peacefully.
Best Social Media Networks for Real Estate
Here are the five best social media networks for real estate agents and agencies to use to build their online presence and connect with clients.
Facebook is the most popular social media network of choice for realtors (and for Americans in general). In fact, according to the 2022 Technology Survey by NAR, 89% of realtors use this platform to market their businesses.
It makes sense since Facebook is also the most popular social media platform in the United States at large. Furthermore, 30% of active Facebook users are between the ages of 25 and 34. That age range includes two of the largest demographics of home buyers in the United States.
After Facebook, Instagram is the most preferred social media network among realtors. Almost 60% of them use this platform, and there’s little wonder why! Not only are most of its users between the ages of 18 and 34, thus including both Gen Z-ers and young millennials, but the main form of content it promotes is photos.
Photos are a huge factor in helping homebuyers select houses to tour or buy. A picture is worth a thousand words, and being able to see inside a home and imagine what your life would be like living inside it is priceless.
Coming in the third slot for most used social media networks for realtors is LinkedIn.
You may think of LinkedIn as a platform for professionals to use, and you would largely be right. Most people will not join LinkedIn for the fun of it, as they would Instagram or TikTok.
But marketing your business to your peers is just as beneficial – if not more – as marketing to the masses. On LinkedIn, you can establish yourself not just as a successful realtor, but also as an authority in the real estate industry for your geographical area. Having that kind of reputation can go a long way toward generating new leads and referrals.
It’s easy to see why having a large following on YouTube would be advantageous for realtors. First of all, YouTube is the number one social media platform that Gen Z-ers prefer to use. Second, 43% of homebuyers of all ages value virtual home walkthroughs. With a walkthrough, you can show certain characteristics or qualities of a home that don’t always translate accurately through a photo.
But homebuyers turn to real estate videos for other purposes, too. Many realtors and experts in that industry have gotten a lot of engagement from posting videos that educate YouTube audiences about the housing market, home improvement tips, neighborhood tours, and more.
Finally, we have TikTok. In The Close survey we mentioned earlier in the article, 18% of real estate agents said that TikTok was important for their video marketing efforts. Furthermore, TikTok recently reported that 150 million Americans are using the platform. It’s also the fourth most popular social media platform in the US behind Facebook, Instagram, and Facebook Messenger.
10 Real Estate Social Media Post Ideas
Now that you know which social media networks are lucrative for realtors, the question remains: What should you post?
Here are 10 popular real estate social media post ideas that will get potential clients engaging with your content.
1. Recent Listings
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Post your most recent listings with key details like the price, photos, video walkthroughs, the date the house was built, the construction style, number of bedrooms and baths, square footage, and whether or not it has a yard.
2. Video Tours
Film video tours of your listings and post them to your social media pages, in full or in clips to generate more interest. If you have a high-quality smartphone or digital camera, you can shoot these yourself, or you may prefer to hire a professional film crew to shoot it for you.
3. Buyer Tips
Cement your authority as a real estate expert and build trust with your audience by sharing tips for buyers. The tips can range from how to find a quality realtor to what to look for in a good home to how to tell a good deal from a bad one. The possibilities are limitless.
4. Unique or Unusual Listings
Create buzz and keep your followers coming back to your page by sharing unique or unusual listings that they’ve likely never seen before.
5. Neighborhood Guides
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One aspect of selling a home is selling the neighborhood where it’s located. Write or film guides that will show potential buyers the advantages of buying one of your listings based on the neighborhood.
6. Tips for Raising Home Value
Teach sellers some strategies for raising their home’s value. This is another way to build trust with your audience and help sellers get their house off the market quicker.
7. Open House Calls
OPEN HOUSE TODAY!!!! 📍Buckeye, AZ Call Me Today , 📲602.989.7300 The Reyes Team #TheReyesTeamAZ #mercado #Ventadecasas #Hispano #fyp #Buyers #Compradores #Realestate #realestateagents #bilingual #Información #Arizona #Phoenix #AZ #Rancheros #Razors #Quads #cowboy #Openhouse #spanishtiktok
Let your followers know whenever you have an open house by posting about it on your social media. You can either share the location, date, and time of the open house in your caption, or you can ask them to call your office for those details.
8. Agent Introduction
Put a face to your agency and publish a blog post, photo, or video introducing yourself and your team members to your followers. Homebuyers and sellers always feel more confident dealing with a realtor that presents themselves as an authentic human being.
9. Neighborhood Historical Background
Charm your social media followers with facts and figures about a neighborhood’s historical background.
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Share testimonials and feedback from past clients to help your audience see that you are legitimate, trustworthy, and great to work with.
Pro Tips for Building A Real Estate Social Network Presence
There’s more to building a real estate social network presence than posting. Follow these pro tips to maximize your efforts and create a strong online brand for your real estate business.
Tip #1: Stay in Touch with Clients Through DMs
While we don’t recommend using your DMs to negotiate or finalize real estate deals, we do recommend using it as a way to stay in touch with your clients. Rather than sending them emails or calling them on the phone – both of which most people tend to ignore – send them a friendly DM on your preferred social media platform to check on them.
It may not seem like a big gesture, but it will remind your clients that you’re always there to help them with their real estate needs.
Tip #2: Film Professional Videos
A video that appears clear and professional will go over far better than one that looks grainy, wobbly, and poorly lit. Consider investing in a high-quality camera or microphone and a robust editing program. Alternatively, hire a professional film crew or video editor to take over the technical aspects of filming for you.
Tip #3: Participate in Your Local Community
Raise awareness of your real estate business and boost your reputation by becoming an active participant in your local community. To do this, promote other small businesses in your town, sponsor fundraisers for worthy causes, and donate and/or volunteer with charities.
Tracking and Analytics for Social Media Pages
After you set up your real estate social media pages, utilize analytics tools to track your performance on each platform. The feedback you get will help you optimize and target your marketing strategies, so that you can actually get a return on investment (ROI).
Here are five of the most popular analytics platforms you can use for your social media pages.
Frequently Asked Questions
How easy is it to manage a real estate business and social media?
It can be challenging to keep up with your real estate business and maintain your social media presence at the same time. For that reason, consider hiring an assistant or utilizing convenient time-saving strategies – such as buying social media engagement metrics – to help grow your following at a faster rate.
How do I create a successful social media strategy?
Creating a social media strategy that helps you grow your real estate business is often a matter of trial and error. One tactic that can help you quickly find what sticks the landing is listening to your target audience and tailoring your social media posts to their preferences, wants, and needs. Another is to maintain the highest levels of quality and professionalism for all your social media posts. Finally, post consistently!
What challenges will I face when building social media for my real estate business?
The biggest challenges to using social media for real estate marketing are time and the lack of a following. It can take months to build a large audience from scratch, during which time it may seem like you’re making no headway. Consistently posting fresh content, interacting with the followers you do have, and buying engagement will help you grow.
Can social media ads help increase my real estate sales?
Social media ads can help boost realtors’ sales, but it may take time to find out what type and style of ad appeals to your target audience the most. Once again, tailor your ads to your target audience, and then test them out. After they’ve been on social media for a few days or weeks, use analytics tools to find out which ones are more successful. Then, repeat the most successful formula, so that you can begin generating return on ad spend (ROAS).
With the right tools and creative ideas, realtors can easily take advantage of the huge number of homebuyers searching for new homes on social media. At the same time, they can grow their business beyond brick and mortar and become an enduring real estate authority for their local community – all through social media networks.