Social Media for Real Estate Marketers: A 101

Posted On Monday, 04 October 2021 12:00

Digital marketing know-how is a must for any business, including real estate, in the modern age. It’s one of the fastest and most reliable ways to reach new clients, especially in a post-pandemic world where some of the more traditional ways of doing business are becoming less favorable. Platforms like Tiktok, Instagram, and Facebook are places where the savvy advertiser can be rewarded with spikes in brand recognition and engagement for products as simple as pet rocks. How much easier would it be for a real estate agent who has the proper know-how to attract attention and close more deals?

Even a basic knowledge of how to use social media for marketing purposes can reap significant benefits. So how can you use social media to your advantage?

Your Buyers Are Online, Waiting to Hear From You

According to Fitsmallbusiness.com’s real estate statistics, Gen X is the largest homebuying demographic in America at 24%, and older Millenials aren’t too far behind at 23%. Younger Millenials also represent a significant slice of the pie, and reportedly the younger generations are more likely to buy property whereas the older ones are more likely to look to sell. 

While older Millenials and boomers might be more likely to use platforms like Facebook or abstain from social media altogether, younger generations (who also happen to be the ones looking to buy homes) are more likely to use platforms like Instagram or TikTok. If you’re looking to engage this audience on social media, it might be best to start there. 

Maximizing Your Social Media Potential

Get the Basics Down

When creating an Instagram account, there are a few ground rules you should keep in mind before creating content: 

  • Make sure that when you create your account, you make it a business account. The main reason you want to make sure to do this is because business accounts get access to analytics that personal accounts do not – analytics that will be vital for measuring your engagement and tracking your marketing strategy’s success. 
  • Post your best dream house pics. Use a drone to get beautiful pictures and videos of your property. Post pictures of the interior that are properly lit and staged to really sell that homey feeling. Remember, you want your audience to visualize living in your property, so don’t be afraid to really go all out with the pictures you choose to post.
  • Make sure your bio is completely filled out, and include all of your contact info. Don’t be afraid to add a personable touch: though your purpose for being there is to sell property, you should never be seen as just another real estate agent. Make it unique.

Be a Little Different

That’s all well and good for a start, but it’s not nearly enough: you want your digital footprint to go as far as it possibly can, and for your ads to be innovative and memorable. Don’t be afraid to try any of these tips down below: 

  • Expand onto TikTok, Facebook, and Twitter. Many of these platforms have similar features, and the wider you cast your net, the more fish you’ll catch. While TikTok is a little different (more on that below), Facebook and Twitter both have live streaming options, the ability to post pictures, and other features that will allow you to post the same content across multiple platforms.
  • Get creative with the content you post. If you’re on TikTok, brand yourself as the personable realtor and take your viewers on tours of your property. Share crazy open house stories, highlight how affordable your property is, teach younger audiences how the real estate game works. All of these have led to success for agents in other fields; make yourself an online personality, and your brand will skyrocket in recognition.
  • If all else fails, don’t be afraid to hire a consultant. Digital Marketing is difficult, especially if this is your first time running a digital marketing campaign. You may find it easier to hire an expert who can coordinate your messaging and content across multiple social media platforms without any additional work on your end.

Rake in the Clients

Launching a successful digital marketing campaign may appear complex at first glance – and make no mistake, it is. But if it’s pulled off correctly, you’ll find that the rewards far outweigh the potential headaches.

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