Did you know 90 percent of baby boomers and 99 percent of millennials search for homes and realtors online? No wonder 77 percent of real estate agents use social media to actively grow their business.
These numbers come directly from the National Association of Realtors, and they paint a clear picture – the realty market has officially gone online.
That’s right; the days of traditional marketing are long gone. If you’re not a realtor marketing social media, you’re missing out. Social media for real estate agents is simply the new norm.
Not only is it a huge lead generator, but social media helps with branding and building trust with prospective clients as well. In other words, social media is a goldmine for realtors, you just need the right tools.
Whether you’re just starting out or a well-established realtor simply looking for more leads, a concrete social media strategy is a must. Here are five tips to help you develop that strategy and take your real estate business to new online heights in 2021 and beyond.
1. Post Strategically and Consistently
Creating and executing a successful real estate social media strategy is surprisingly a lot like building a successful relationship. It takes consistent contact and the ability to provide value to keep visitors coming back.
When it comes to social media marketing for realtors, real estate agents, the goal is to interact with your audience enough for them to get to know who you are as a realtor and a person. However, you don’t want to overwhelm them with too many posts, ads, etc. to the point you end up getting tuned out.
It’s a fine line to maintain, but fortunately, you have complete control and can always make adjustments along the way. Stats from your social media network can help. They’ll tell you how many followers you’re gaining, how long they stay on your page, which posts they like, and much more. For example:
There are plenty of other tools too, especially for automating your social media posts.
Automate Your Posts
Consistency is a key factor in social media performance. However, as a real estate professional, chances are your schedule is always changing. This makes posting consistently extremely challenging.
Fortunately, there are plenty of free online resources and tools to help automate the social media posting process. You can prepare content and schedule your posts in advance, allowing you to post consistently regardless of schedule changes.
Hootsuite and Buffer are two great tools for scheduling social media posts, and they can be a big help in growing your real estate business. With these tools, you can schedule posts to go out on specific dates and at specific times, putting the entire process on autopilot. For instance:
This provides you with the freedom to meet clients, attend closings, host open houses, and so on while automatically growing your online presence.
Focus on Content
Posting consistently is important, but you also need to think about the content you’re posting. Generally, there are three types of content categories:
You will be interested
- Promotional: These time-sensitive posts can be used to advertise open houses, new homes on the market, or simply your real estate brand. While Facebook is the best social media for real estate agents and you can post virtual tours using Facebook live streams, you can also tweet urging potential clients to contact you.
- Evergreen: Evergreen content is informative. It shares tips, answers questions, and provides value. Decorating tips, renovation ideas, affordability checklists, and so on are all examples of evergreen content. For example:
(Image Credit: Luminary Agent)
- Entertaining: This type of content doesn’t necessarily have to be real estate related. However, it should showcase a bit of your personality to relate to prospects on both a professional and personal level. It can be anything from a funny dog video to a new restaurant review. Social media can get prospects walking through the door, but your expertise and personality will win them over and close the door.
Ultimately, you should mix up your posts to boost audience engagement and keep prospects coming back for more.
Remember, you don’t need to create every piece of content yourself. You can also sprinkle in some retweets, link to other valuable real estate related content, post a photo of happy first-time homebuyers, or share a testimonial.
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2. Integrate Storytelling
People love a good story. From the campfire to the dinner table, we’ve all been there – captivated and on the edge of our seats by the age-old art of storytelling.
So, it only makes sense to leverage the power of storytelling on social media as well. Honestly, social media for real estate agents is all about storytelling. It’s telling the story of why you’re the best agent in your area. It’s telling your client’s stories and of all the happy beginnings and endings you helped create.
Not sure where to begin? Let’s have a look at some ways you can incorporate storytelling into your Facebook, Twitter, and Instagram real estate social media campaigns.
Share the Story Behind Your Brand
Your brand is important, but not as important as your brand’s story. You already use your website to share the story behind your brand, so why not do the same with social media? It’s the perfect platform to reinforce who you are as a brand and what you stand for.
Every single post you make is an opportunity to communicate your brand’s story. By doing so, your brand will build credibility one post at a time.
Share Your Human Side
People don’t connect with brands; they connect with people. So, when it comes to social media marketing for real estate agents or anyone else, you need to connect with others. You do that by sharing the more personal side of your brand.
You can give others a peek behind the curtain to see what you’re learning, what you’re doing, and who you are as a person, not just a brand. For instance:
(Image Credit: Luminary Agent)
Just don’t overdo it. Remember, Facebook and other social media platforms aren’t your diary. Only share things you’re okay with your clients and everyone else knowing.
If you’ve been in business 10 years or just sold your 100th home, go ahead and share these achievements and milestones on LinkedIn and other social media platforms. It’s an effortless way to build trust with prospects and drive engagement.
Tell a Story with Status Updates
The best approach to storytelling is, well, telling a story. That’s exactly what you can do with Facebook’s status updates. Just turn every Facebook status update into a little blog post.
Twitter is a great storytelling tool too. While its 140 character limit might seem limiting, it encourages creativity, which is always a good thing.
Despite its photo-centric nature, Instagram can also be used to visually tell a story. Simply write a caption with a quick and simple narrative when you post an image.
Tell a Story with Multiple Posts
No tweet or post is an island. Another way of sharing a story with others on social media is to use several posts or updates to tell it from start to finish. This is a great way of creating anticipation and suspense, which is a surefire way to tell a compelling story.
Storytelling seems to come naturally to every real estate agent worth their salt. So, make sure to weave elements of that storytelling into your social media content.
Don’t just talk about a property’s numbers and features. Instead, paint a picture of the neighborhood and what it would actually be like to live there in the home you’re trying to sell.
3. Optimize Your Real Estate Social Media Posts
Facebook is actively used by just about everyone, including homeowners, buyers, and sellers. This makes it the best social media for real estate agents. In fact, real estate businesses around the country are having huge success using the platform from both organic and paid content. You can too.
The key is to post the right content that will help you attract new leads, not bore your audience. In other words, you need to optimize your posts.
Some Facebook post ideas used by many successful real estate agents include:
- Professional graphics and photos of new home listings
- Helpful home buying and selling tips
- Testimonials and stories from former real estate clients highlighting their experience
- Showcasing local community events and businesses
- Creating contests and giveaways to boost engagement and brand awareness
What you don’t want to do is oversell to your audience. Sure, you want to sell homes. However, social media and your real estate business are both long-term plays. As long as you provide value, your audience will get to know your brand and come to you to achieve their real estate goals when they’re ready.
Generate More Leads with Optimized Realtor Ads
From preferences to opinions, Facebook has a massive number of active users. This means it also has access to reams and reams of valuable data, which makes advertising on the platform incredibly cost-effective when done right.
When advertising your real estate business on Facebook, you’re able to target an ad towards a specific audience in a specific area. You can even target audiences according to their household income, spending habits, relationship status, age, gender, and more.
With these types of targeting opportunities, you can create great ads that appeal and connect to an exact audience. The perfect audience for your growing real estate business.
Carousel and multi-image ads are available on Facebook as well. These are fantastic for promoting open houses and home listings. You can showcase beautiful pictures of a property to give potential buyers a clear picture of everything it offers. Here is an example of a carousel ad:
(Image Credit: Wishpond Blog)
Optimize Your Real Estate Content with the Right Hashtags
The right hashtags can do a lot more than just generate likes. In addition to increasing engagement with your real estate content, they can also get your content and brand discovered.
Simply put, hashtags are a terrific way for home buyers and sellers to find you, which is what social media marketing for real estate agents is all about.
Not only can you use general real estate tags like #openhouse or #justlisted, but you can also use agent-related tags like #realestateagent or #investmentsales as well. Plus, you can use customized hashtags including your target neighborhood or the name of your brokerage or real estate team too. The image below shows a few more examples of real estate hashtags:
(Image Credit: Digital Branding Institute)
Facebook, Instagram, and Twitter allow for dozens of hashtags per post, caption, or tweet, but don’t go hashtag crazy. For the best results, do a little keyword research to select the hashtags most relevant to your target location, customer, and real estate brand.
4. Use High-Quality, On-Brand Visuals
Shopping for a house is by nature an extremely visual process. Not only do you need great photos of the properties you’re trying to sell, but you need high-quality images for marketing those properties and your real estate brand.
While it is often worth paying for professional quality photos and visuals when marketing your real estate brand on social media and other places online, there are other options available if professional photos and graphic design aren’t in your budget.
In fact, you can get free stock images for realtor marketing social media from a number of places, including:
- iStock Photo
- Burst by Shopify
We hope that you found this article useful.
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Creating Real Estate Graphics for Social Media
After you have stockpiled some great stock images, you can use tests, icons, shapes, and more to customize your social media real estate graphics to reach out and grab the attention of your target audience.
Real estate agents, e-commerce entrepreneurs, and just about every other business acquiring leads and selling online have found infographics to be extremely powerful. If you want to drive engagement and make your content easy to consume, a real estate related infographic will deliver the goods. When done right, an infographic is an incredibly shareable piece of content that will showcase your industry experience and expertise.
Back to photos, it’s great having high-quality photos of the homes you’re selling, but a single photo of a house will leave your audience wondering what to do next. Is the home for sale or are you just showcasing another home you recently sold?
You can fix this on Instagram by using the square photo collage feature and on Facebook with the carousel option. Both allow you to show off several photos of a property and guide your audience towards what you want them to do next – contact you to view the property or make an offer.
Twitter is the best platform for getting new listings out there fast. In addition to keeping your followers informed, you can use paid promotions to target new audiences. However, since Twitter moves fast, it’s best to design posts that are simple, clean, and easy to digest.
5. Share Your Real Estate Success Stories
No one hires anyone these days until after reading a few reviews. Therefore, with social media marketing for realtors and real estate agents, collecting reviews from past clients and making it easy for prospective clients to see them isn’t just an option; it is a must. Here is an example of a client testimonial post:
(Image Credit: LYFE Marketing)
Facebook makes this easy with a dedicated “Reviews” tab where you can enable reviews. You can also direct links to past clients and ask them to write you a review. Just go to “Settings” to find the link.
Positive reviews can sway a potential client into becoming an actual client, which is why having them posted on your social media pages is so important. They give them another reason to trust you’re the right person for the job.
So, in addition to posting written testimonials and success stories, ask your past clients to shoot a video testimonial. These are much more effective, especially for home buyers and sellers who are entrusting you to help facilitate the largest investment of their lives.
Although it may seem like bragging if you post after every deal you close, it will actually build confidence and trust in your abilities and real estate brand. For even more interest and engagement, you can have your clients tag you as well. However, at the very least, you should try to have and post photos of happy clients standing in front of the homes you helped them discover and acquire.
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Succeeding in real estate today takes much more than just an ad in a local real estate magazine or even great SEO. It takes the ability to reach and connect with people. It takes social media marketing.
Time, however, is not a realtor’s friend. With so much to do and limited time in the day, social media marketing for real estate agents can be tough. By following the right strategies and optimizing your social media ads and posts, you will build an engaged audience, bring in more clients, and achieve greater real estate success.
Partnering with Diib Digital will provide an added measure of security to your campaign. Get the most up-to-date metrics and demographics to optimize your social media campaign. Here are some of the features of our User Dashboard we’re sure you’ll love:
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First of all, post about your neighborhood and use high quality images. In posting about your neighborhood, make sure you include relevant events and show your clients you care about them. Hold contests and post your newest listings.
According to the National Association of REALTORS 77% of real estate agents use social media. Facebook is by far the most popular platform in real estate, followed by LinkedIn and Instagram.
Because Instagram is a highly visual platform, it makes a great forum for realtors to list homes. Make sure your images are high quality and unique.
Real estate agents, on average, spend around $5000 on their marketing (both online and offline). However, 1 in 8 realtors spend more than $20,000 annually.
Generally, realtors spend between $500 and $1,500. However, it does depend on your need and the size of your website.