Social media platforms have turned into important channels for generating new leads and increasing sales in the real estate sector. They offer a dynamic way to engage with young home buyers and broaden your industry influence.
To illustrate the significant impact of social media on real estate, we have collected some statistics:
- 57% of Realtors use social media apps daily.
- 90% of Realtors use Facebook.
- 52% of Realtors use Instagram.
- 48% of Realtors use LinkedIn.
- Social media provides 52% of Realtors with quality leads.
Despite these impressive figures, optimizing social media marketing remains a difficult task and can become costly without the right knowledge.
Here, we will look into the top social media platforms and real estate marketing tools professionals should use to market their business on social media in 2024.
Why Use Social Media For Real Estate?
Businesses of all sizes are using social media to market their products and services. Real estate is no exception.
- Social media is the top marketing channel for realtors, with 80% of them using it to generate leads and referrals and stay on top of mind with their target audience.
- 50% of homebuyers use mobile devices to search for homes. This means that having a social media presence for your real estate agency gives you access to half of all homebuyers in the United States.
- Gen Z-ers, the next generation of homebuyers, are hooked on social media. 54% of them use it for at least 4 hours a day. Gen Z-ers are also eager to own homes, with 97% of them believing they will own a home at some point. Combine this with their love of social media, and realtors with a large social media presence have a big advantage.
89% of real estate agents use Facebook for their business
Facebook's social nature makes it ideal for sharing and promoting real estate listings. Property listings with attractive photos, video content, and detailed property information can generate strong engagement and sharing, which leads to more visibility on the platform and potential leads.
Use Facebook Ads & Layer On Precise Targeting
Facebook is the perfect platform for advertising your real estate ads with a detailed level of targeting. Real estate Facebook ads have an average $9.76 cost per lead. You only pay to Facebook when someone interacts with your ad.
Facebook Ads offers a ton of audience targeting options to focus on your ideal client by area, interests, other sites they have recently visited, income level, and more.
Here are some targeting options to consider for Facebook Ads:
- Location targeting: Set location targeting based on the area where you sell properties.
- Age targeting: It's not a good idea to show your real estate Facebook ads to schoolgoers or college students, as it's highly unlikely they will buy a house.
- Demographic targeting by income: Target audience based on how much money they make. Targeting by income also helps to determine the types of properties to show based on their affordability which they are more likely to buy.
It’s also important to tailor your ad content to a specific target audience. Let’s see how Flyhomes approaches the copy of two different ads from two unique angles:
Ad Copy 1
The target audience of this ad is busy professionals or families who value convenience in the home-buying process. This ad emphasizes the services Flyhomes offers, making it appealing to those who want a hassle-free home-buying experience. It targets individuals who appreciate having all their needs met by a single service provider so that they can focus on other aspects of their lives.
Ad Copy 2
From the copy, it's clear that Flyhomes is targeting homeowners looking to upgrade or relocate without facing the difficulty of overlapping transactions. It targets people who are concerned about the logistics and stress of moving by offering them a solution that simplifies the process and highlights the enjoyable aspects of moving to a new home.
Make videos of the properties
Video content is arguably one of the best ways to personally connect with your target audience. Facebook videos give the audience a realistic look at the property.
You can also provide the videos with more depth by adding your friendly face to create a personal connection with viewers. In fact, people generally prefer to see real estate agents speak naturally (such as on Facebook Stories) over polished video productions. It makes them feel like they know you and is also a great marketing tool for promoting events like open houses.
Create a 360-degree video of the house so potential buyers can tour the property virtually by moving their mouse or mobile phone.
Use Carousel For Showing Multiple Listings
The carousel post format is perfect for any industry with good visual appeal. Hence, it is also a good choice for creative real estate agencies.
Using the Carousel post format allows you to display up to 10 images or videos in a scrollable sequence, each with its own link. This way, potential buyers can view various properties in one go, which increases their chances of finding something that they link.
The carousel post format essentially allows real estate agencies to display their properties in a catalog-type format. The viewers can scroll through and also view several images of the same property.
A real estate company located in Ireland, Daft.ie, uses the carousel Facebook ad format to show the different listings of properties that buyers can check out. Their ad displays different features and rooms of a single property in the same ad to build interest in the property.
Maintain transparency in your copies
Building trust and assurance is one of the most challenging aspects of the real estate business. Buying a property is a huge financial decision, so the buyer would want to buy only from a trusted agent. And trust is incredibly hard to establish. So being as transparent as possible in your post copy will ensure that your buyer never feels unsure and unsafe when consulting you.
Transparency is important in highlighting a property’s best features without being untruthful or over-exaggerating. Be entirely clear about the square footage and upgrades of the property in your copy. You can use tools like virtual staging for virtual tours, but ensure the potential leads aren't expecting a staged home during their in-person tours.
Show realistic images in your post with clear lighting. Include information like price, location, amenities, square footage, and number of rooms in your posts to let the buyers know exactly what they are getting before they contact you. Providing a very detailed description of the listed properties in your Facebook posts builds trust and assurance.
List Properties on Facebook Marketplace
As a discovery and search experience, Facebook Marketplace is designed to help millions of people find their next home on Facebook. It allows real estate agents to list their inventory at no cost, making it easy and affordable to get your property listings in front of interested buyers.
It’s easy to list your property on Facebook Marketplace, and once you list your property, Facebook’s algorithm automatically shows it to people who might be interested in buying or renting it. It integrates with all other Facebook services, such as Facebook ads and Messenger chat. You can run ads for your property, and interested people can directly message you on Facebook for inquiries.
Host A Virtual Open House
Open houses are an important part of the home buying process. However, more and more buyers are purchasing homes before ever stepping foot inside. This trend makes it challenging to attract potential buyers to open houses.
Facebook LIVE gives realtors the chance to virtually showcase their listings to interested viewers through real-time, interactive broadcasts.
You can set up a Facebook Live event up to a week in advance to create anticipation for your broadcast. You can stream live from your Page, Group, or a specific Open House Event on Facebook.
Before going live, check that your equipment works well, your internet connection is strong, and you have backup plans in case of technical issues.
Invest in a camera that captures detailed images of small spaces like bathrooms and closets in high definition (HD). Add some extra lighting if some rooms are too dark, which will help show off their size and layout better. Work with your team to determine the best filming locations and angles to best present your property. A trial run is important to pinpoint these optimal views.
Top Real Estate Agents On Facebook
Debra lists her services upfront so people visiting her page know exactly what she has to offer.
Her Facebook strategy is a masterclass in audience engagement. She's constantly churning out high-quality content, from industry insights to client reviews. Whether it's a property video, an informative blog post, or a fun holiday-themed update, Debra keeps her audience hooked and coming back for more. This consistency is what truly helps build a strong social media presence.
Her page has a ton of personality with aesthetic images of Tammy. Her unique cover image creates a memorable impression and grabs attention by cutting through more traditional pages.
Usually, people like to do business with people whom they know, like, and trust. Tammy’s bold branding makes an immediate connection with her target audience. You leave her page with the impression that Tammy will be a fun and personable agent to tour homes with.
59% of real estate agents use Instagram
One thing that Instagram and selling property have in common is the need for stunning photographs. A perfectly executed gallery of well-lit & appropriately staged property photos can become the difference between a bustling open house or a total flop.
The most successful real estate marketers on Instagram use the platform to show off their listings.
And you don’t need to necessarily reinvent the wheel with your Instagram strategy. Since you are already taking beautiful photos of your listings, why not show them off on a visual platform like Instagram?
While photos are a great starting point to catch a potential buyer’s attention, videos are the next best thing to an open house or personal viewing.
For instance, see how a real estate agency in Las Vegas, Huntington & Ellis, uses Instagram's video features to the fullest extent by sharing both Reels and video posts for all their listings. You will also observe that some of their Reels are getting thousands of views, which is great exposure at no extra cost.
Add The Location Of The Properties To Your Posts
Instagram’s Location Tagging works similarly to Facebook’s Check-in. You can find the location either using your phone’s GPS or using a manual search.
Tagging your location is crucial because Instagram acts like a search engine. By adding location tags, you increase the visibility of your listings to local searchers.
For Instance, if someone searches ‘house for sale’ + [your location] on Instagram, your listings will appear in the search results.
The chosen location will be displayed at the top of your post.
Home Tours
Reels will help you create quick yet engaging and informative home tours. Enhance them with Instagram’s in-app tools, such as text overlays, sound effects, animations, and more.
Lead With Lifestyle
Keep this in mind as you post. It’s not just about the house; it’s about the lifestyle it offers. Lead with the lifestyle shot whenever you make a post on Instagram, even for a listing.
Using the front of the house to highlight its curb appeal is fine. However, it’s a very standard shot that doesn’t reflect the property’s best features.
Wouldn’t it be great if your buyers could imagine themselves relaxing in the spa-like luxurious bathroom or grilling in the outdoor kitchen?
Let potential buyers visualize living their best life in these spaces.
Use Instagram’s Broadcast Channels
Instagram’s Broadcast Channel feature provides a personal space for engaging with your audience in a more casual manner.
It’s an excellent opportunity to share exclusive content, as well as behind-the-scenes moments.
Only the followers who have joined the channel can access its content. While they can’t reply, they can react with emojis to your text, video, or voice messages and vote in polls.
You can use broadcast channels to share content only with a specific group of people.
For instance, if you have an exciting and exclusive upcoming listing that you don’t want to promote to the masses, you can share it on your broadcast channel. This will strengthen and deepen the special relationship between you and your audience.
Top Real Estate Agents On Instagram
Joyce Rey
Joyce Rey makes the most of her Instagram by adding amazing drone shots of properties. After all, listings that use drone photography sell 68% faster, on average, than those without it.
Stage 2 Properties
Stage 2 Properties buy houses, renovate them and put them up for sale. Their before and after posts is something even you could do even if you don’t renovate houses! If you like to stage your property for open houses, you could showcase a before and after explaining why you made certain choices!
29% of real estate agents use YouTube for their business
51% of home buyers use YouTube as their number one source of home research. Real estate listings with videos get 403% more inquiries compared to listings without videos. And 73% of buyers and sellers wish to work with a real estate agent that uses videos for marketing. Is that enough to convince you to use YouTube for real estate marketing?
Edit to produce professional videos
Remove awkward pauses and fuzzy and mumbling sections to keep the video flowing steadily. Ensure unnecessary background noises such as gusting wind, beeping, or outside conversation are removed so your viewers can hear you clearly. Add background music and/or subtitles to make your video more appealing and understandable.
Select Keywords Strategically
YouTube is owned by Google, so whenever you create videos on the platform, you are also increasing your chances of appearing in web searches for similar questions. For instance, if you create videos for first-time homebuyers, use keywords like “how to buy your first home,” “affordable homes for sale,” and “buying your first house.” As your content will likely be highly localized, your keywords should also be used in conjunction with locale, like “homes for sale in Pennsylvania.”
Move through the house the way people would move when they walk in
This method is simple but works because it’s logical for the viewer. Imagine your buyers coming to visit the house for a home tour. Start your video at the front door, walk through, and give a property explanation as you would if you were explaining it to buyers in person. After all, 70% of homebuyers watch videos of house tours.
You can even create tours of homes you've already sold to demonstrate your effectiveness as a realtor. Each sale provides an opportunity to market both the property and your services.
Add a Voiceover
Talk through the house and give people all the details they need to make a buying decision. No need for a hard sell in your video tours. Just be yourself and provide all the listing information.
If you're using images in your video, create a slideshow and record your voiceover while you watch it. This ensures your narration matches what the viewer sees.
Put the Most Important Information on the Screen
Use text on the screen to show key details like price, square footage, lot size, and the number of bedrooms and bathrooms. Include any other important information about the listing that buyers need to know.
Drone Videos
Drone footage provides potential buyers with a view of the property they can't get elsewhere. Drone videos are especially useful for large houses and properties where a regular walkthrough video wouldn't show everything.
Here's a stunning drone video to show you what's possible.
Top Real Estate YouTube Channels
Mike Sherrard
Mike is a real estate coach whose entire channel helps real estate agents grow their businesses using social media marketing. His channel features interviews and educational videos, providing great tips and inspiration. You'll learn what content to create on YouTube, how the algorithm works, how to build your personal brand, generate leads, and more.
Ryan Serhant
Ryan Serhant’s YouTube videos showcasing stunning mansions have attracted tens of millions of views. As one of the world’s top real estate brokers, Serhant has closed over $5 billion in sales and serves as the CEO of SERHANT. real estate brokerage. He’s also a best-selling author, podcast host, educator, and two-time Emmy nominee.
In addition to luxury property listings, Serhant’s YouTube channel offers advice on managing anxiety in real estate, building confidence, and controlling your ego.
How To Manage Social Media Networks For Real Estate?
Start Conversations With Potential Clients
Most homebuyers in their 20s and 30s look for homes online. This makes it harder to talk to them in person or over the phone. So, use social media to start conversations with potential clients.
Join in on discussions in the comments sections of posts that are about your business. You can also send private messages to potential clients.
Instead of talking about yourself, focus on their needs. Maybe they are having trouble with something. Offer to help them. Be a resource and answer their questions. Invite them to have a real conversation with you, not just a sales pitch. This is a chance to build trust and relationships.
Post Consistently
You need to post consistently to build a strong presence on social media. This is partly because of human psychology and partly because of social media algorithms.
To build any kind of successful relationship, you need to be in touch and communicate regularly. Social media is no different. Algorithms seem to promote content from users who post regularly. This means you have to do your social media homework every day.
Luckily, there are ways to automate your real estate social media marketing. First, set aside some time each week to create a content calendar. This way, you don't have to find and post content every day. Second, invest in a platform that will help you schedule your content in advance.
When you are creating your content in advance, don't forget to research and prepare hashtags to go along with your posts. Hashtags help social media users find your content, which leads to more likes and follows.
Share Success Stories
Research shows that people connect more with brands that have a core story because it's something they can relate to. A Psychology Today article on storytelling says that stories give people something to believe in, engage with, and share. They are a way to spark the imagination.
Social media is an excellent place to tell your brand's story. You can also use it to share other's stories, like customer testimonials and success stories, as well as small wins to celebrate your business. By giving people something they can relate to on a more personal level, you are building trust and likability, which will attract new clients and deals.
Provide Valuable Real Estate Insights
Use your social media channels as an extension of your website blog. The point of blog posts is to establish yourself as an expert and thought leader in your field. By doing this, you are providing value to your audience in the form of ideas and information. And when they are ready to take action, they will come to you.
Your social media is no different. You can take snippets of valuable information from your blog posts and create social media posts out of them, along with interesting and informative graphics. Ideas for content include market trends and statistics, tips for buyers and sellers, home renovation ideas, and local events.
Use Branded Visuals
So far, in this guide, we have mentioned the importance of graphics and visuals when using social media. Instagram is a completely visual platform, but it's also because human psychology makes us all connect more with visuals and images than with text.
However, a plain image without any branding or call to action is confusing. Sure, it might be nice, but your audience won't know what to do next.
This is where branding comes in handy. First, adding your logo and brand colors will help your audience identify your posts more easily. Second, you can use design software to overlay text on your images with information.
For example, let's say you're a real estate agent, and you have a new listing that just hit the market. If you just post a photo of your listing with no description, your audience member might scroll past thinking, "Nice house," but nothing else. Of course, you can include information in your caption. But keep in mind that audience members often won't read the caption unless the associated image is intriguing enough to stop them from scrolling.
Instead, try posting a collage showing the property's exterior along with a couple of interior shots. Then, overlay some text with words like "Just Listed," along with the address, listing details, your logo, and how to get in touch with you. Now, the audience will see a stunning house, see that it's for sale in their budget, and know that they can easily reach out to you. This shows the power of a well-branded graphic.
Build And Maintain Relationships
Don't let your real estate social media efforts go to waste. Many real estate professionals start talking to potential clients on social media but then forget about them. Keep track of the conversations you have had and follow up with them later. Even if a potential client says no, it doesn't mean forever. They may just not be ready right now. Use a system to remind you to follow up with them after a set amount of time. You want to show them that you are interested in helping them, but you don't want to be pushy.
Use Social Media Management Tools
Realtors use social media to start conversations, teach people about real estate, and give recommendations. This helps them build long-term relationships with potential buyers and sellers. However, managing social media is tough when you are busy managing your business. That's where social media management tools like Statusbrew come to your help.
Statusbrew supports almost all social media platforms that a realtor would want to use, such as Facebook, Instagram, YouTube, TikTok, Twitter, LinkedIn, and Pinterest. This multiple-platform support makes Statusbrew an excellent choice for managing real estate marketing from a single dashboard.
It comes with a massive range of scheduling and analytics features. If you like managing your social presence on the go, Statusbrew also has an app for Android and iOS devices.
And here's the best part: Statusbrew offers a 14-day free trial. So, you can take a spin of the platform and see what functionality you need in your plan.
Wrapping Up!
Real estate social media isn't about getting the most likes, friends, or retweets. It's about building your brand and connecting with people on a deeper level. Don't try to sell things right away. Instead, focus on telling stories that people can relate to and offering insights and value that will help them solve their problems.
That way, you will attract new business naturally. Plus, social media marketing is much cheaper than old-fashioned print marketing. It becomes even easier with the use of a social media management tool like Statusbrew to manage your client communication brand reputation and to analyze the impact of your efforts.
Book a FREE demo today to understand how we can help!
FAQs (Frequently Asked Questions)
How to network social media on real estate?
Join relevant groups and communities. Follow other real estate professionals and influencers. Share your own content & engage with others.
How is social media used in real estate?
Social media is used in real estate to generate leads, for marketing listings, and to build relationships.
What social platform do realtors use?
Realtors use social platforms like Facebook, Instagram, LinkedIn, YouTube, and TikTok.
Is TikTok good for realtors?
Yes, TikTok is good for realtors if you are targeting a younger audience between the age group of 25 to 34.
Why Instagram is good for realtors?
Instagram is a visual platform. So, it allows realtors to share high-quality photos and videos of your listings which is great for connecting with potential clients visually.
Explore the Statusbrew range of social media tools
Cancel anytime!