Social media is a goldmine for real estate businesses. What used to be an industry relying on cold calls and print ads, is now an industry dependent on social media marketing. In fact, almost 80% of realtors use social media for their marketing nowadays!
You, as a real estate marketer, must have acknowledged the importance of social media for your business. But if you don’t know where to start or stuck midway, fret not. This blog will discuss all the possible social media channels available for your business, content to post, and how to step up your social media game.
Social Media as a Real estate Marketing Tool
As a real estate marketer, you will be very busy. So approach social media marketing like the way you approach traditional marketing: focus on the platforms that give the best results!
Four platforms where real estate marketers have found success and so can you are:
1. Facebook for Real estate marketing
Facebook’s wide variety of features make it a staple social media platform for any real estate marketers. But more importantly, its huge user base makes it easy for any real estate marketers to target any audience they want.
Start off with a Facebook page for your real estate business. This will give you and your business a professional look. At the same time, you can use features such as ads, contests, and analytics to improve your efforts.
You can also post content related to your listings, schedule appointments, chat with customers, and view reviews all on your business’s Facebook page.
Besides, Facebook ads can help you target your audience based on your selected demographics and those who have shown interest in your listing area.
2. Linkedin for real estate marketing
LinkedIn may not be the place for you to market for customers. But it is a great tool for networking as well as for finding prospective employees.
Set up your LinkedIn profile and create a page for your business. Showcase your work culture and network with local groups using this B2B platform.
3. Instagram for real estate marketing
Instagram has gone from being a nice to have a social media platform to a must-have platform. And why not? Property photos are the most popular content on Instagram and real estate markets will not miss this opportunity.
Use high-quality photos of your listings and make appropriate use of hashtags (more on this in a later section). In addition, you can use Stories to provide daily, personalized, and often fun updates on your business and its listings.
4. Pinterest For Realtors
As a visual platform, Pinterest is also a great social media platform for real estate businesses. But its features make it better for individual realtors to use rather than for real estate marketers.
Start a board on Pinterest. Pin photos of your property on the board and add listings as source URL. You can also add photos from your website content to the board.
You can also create a collective board for others to contribute. Since they have a higher follower count, you can get more prospective clients to be aware of your brand.
What types of real estate content are right for social media?
You don’t need to shy away from selling on social media if you are a real estate marketer. But having said that, do not make your audience feel that your posts are all about self-promotion. There are better types of content you can post on social media. Some of them are:
1. Post about Property
As a real estate marketer, your main job will be to post your property listings. Providing high-quality photos of your listings can thus help you do your job even on social media.
Besides adding high-quality photos, your property post must also contain details and contact information. Use the details section to “sell” your property. The contact information will help prospective buyers communicate with you for further information.
Use filters available on social media (e.g. Instagram Filters) to improve the quality of your photo. You can also use Facebook’s 360 photo feature to stand out!
2. Client testimonials
With so many real estate companies promoting themselves, prospective clients will have a hard time choosing the best. Client testimonials can thus help your company stand out.
Client testimonials act as proof of the service rendered by your company. It also reveals the human side of your business. Therefore, client testimonial posts should be a priority for any real estate marketer on social media.
Post story of your client that ends with the closing day. Accompany the story with a photo of the client and his/her family.
3. Company milestones
Awards and accolades are proof of your company’s success. They also help your company stand out from the competition.
Therefore, post content on your awards and accomplishments. It will make your clients aware of the quality of your company’s services. It will also help clients make decisions on choosing a real estate company.
4. Home tips and renovation ideas
In traditional media, engagement in the real estate company ends when the client chooses a home (unless the client decides to shift later). But in social media, your company can still maintain engagement with your clients even after the deal closes!
Content on home decoration and renovation can keep both your past and future clients engaged with you. And since such types of posts are educational in nature, your company will be seen as an industry expert that will help you stand out.
5. New listings and properties
The most definite type of post on social media for real estate companies is on your latest listings through high-quality photos and attention-grabbing captions. Use more than one photo of each listing and add your business’s contact information as a call-to-action. In short, don’t just give a link to a listing post and end it there.
Some Advance Tips for Realtors
If you want to up your game on social media, here are some advanced tips for you:
1. Optimize your social media business page and profile properly
Fill out all the details of your business’s social media profile. This includes:
- Contact details
- Profile photo
- Website URL
All this information will help your clients get in touch with you. After all, you want clients to get on the phone at the end of the day!
Want to take the optimization game a bit further? You can with Facebook. Use the About Us section of your company’s page to share your company’s story with the outside world. You can also optimize the Service section to provide information on the services your business is offering.
For Instagram, convert your company page to a business account so that you can automatically include contact buttons beneath the bio section of your profile.
2. Use the Right Real Estate Hashtags to Optimize Your Content
Hashtags can increase both engagement and awareness of your brand. So, do not think of hashtags only as a means for getting likes but also as a means for getting new clients!
Use a combination of both generic and branded hashtags with your content. Branded hashtags (like company or campaign slogans) help current clients keep engaged while generic hashtags (#realestate or #ForSale) helps find new clients.
While you might be tempted to use all hashtags, some hashtags work better than others. If you cannot discover them by yourself, don’t worry. Hashtag tools like Hashtagify and Ritetag offer hashtag suggestions based on real-time data. Both of these tools offer free trial versions.
3. Use Free Stock photos as social media graphics
It can be quite expensive to get professional pictures taken and although paying for professional imagery is often worthwhile, you may not have the budget. The good news is, you can still get free pictures that will fit great for promoting on your real estate business’s social media account.
Websites such as Stocksnap.io, Unsplash, and Burst by Spotify provide great stock photos for social media. These photos can be a cheaper alternative for those expensive professional photos.
Don’t just stop with collecting stock photos though. Customize these images with text, shapes, and icons so that you can craft messages that appeal to your audience. Use infographic tools like Canva or Snappa to get started.
4. Generate Valuable Real Estate Blog Ideas using SEO tools
To survive in the current digital age, businesses need to create content that educates, empowers, and entertains consumers. Finding ideas for such type of content can be tough in the real estate industry as it is known for its lack of producing good content.
Therefore, use SEO tools to see what your target audience is looking for. The insights gathered from these sites can help you find ideas for your next blog.
To get started with SEO, find blog posts from competitors’ sites that are performing very well. Then enter the URL in SEO tools like BuzzSumo or Ahrefs. These SEO tools will present to you the keywords for which the blogs are getting traffic. They will also show backlinks as well as keyword topic popularity.
Repeat the steps and you will know what keywords your target audience is searching on Google. Make a list of keywords and then you can brainstorm ideas for your next blog posts!
5. Use Social Media Automation tools
Consistency is the key, even in social media. If you are not consistent in posting on social media, algorithms will rank your posts lower on your audiences’ feed. So consistency can make a huge difference!
However, we know that it is not easy for a real estate marketer to be consistent in posting always as their schedules can vary a lot. To avoid worrying about consistent posting, use social media automation tools like Buffer, Hootsuite, and Sprout Social.
Social media automation tools will help you schedule posts well ahead of time and keep consistency in the schedule, even if your schedule is busy. You can also use these tools to post to multiple social media accounts without having to log-in to each and every one of them. You can also set optimum scheduling time for each of your social media accounts.
In the end, make sure you post regularly. This will make your audience think that your business is thriving and thus a company to do business with.
6. Use retargeting ads to generate leads
Repeated exposure to a brand’s message helps consumers recognize that brand and improve share-of-thought. As a result, trust grows as well. In this way, brand awareness can gradually lead to higher conversion rates over time.
Retargeting ads can thus help your audience to recognize your brand and gradually turn to leads. Visitors who once visited your site can be provided with ads connected to their search actions.
Social media sites such as Facebook, Twitter, and LinkedIn provide retargeting ad campaigns. All you need to do is copy a code generated by these sites (called a pixel) and insert it to your website code. After visitors leave your site, they will see ads of your company on social media sites.
7. Collaborate with Real estate expert agents
You can also be proactive in your search for clients in social media. Join Facebook Groups where local real estate experts network and provide referrals.
Collaborate with these agents. Host fairs and produce content together. It will help in both of your promotions. And maybe the other person will refer you to his/her clients. It’s a win-win.
8. Collaborate With Local Businesses And Experts
It can be valuable to connect with other local businesses in your community, such as photographers, cleaning services, and furniture moving companies. You can share their content with your audience and even collaborate to create content together!
Not only do you boast each other’s business through this way, you also build trust and credibility among your audience.!
9. Collect Real Estate Reviews
Do you know that 62% of online home buyers said they’re likely to contact a real estate agent if the latter has excellent reviews? This is why having positive reviews on your social media pages are valuable.
Whenever a potential client is thinking of working with you, they’ll be looking for reviews and testimonials to understand what’s working with you like. And if you have good reviews on your social media pages, it will help your clients to choose you!
So collect reviews from your previous clients for your future ones to see them. You can also send the reviews placed on Facebook. First, enable reviews in the settings page of your Facebook Page. When you want to share previous reviews, then copy the URL in the Share Reviews Tab found in the same settings page.
Get started with social media for real estate marketers:
A real estate marketer’s ultimate aim is to generate quality leads from your marketing strategies. Social networking is a premium platform for lead generation and long-term community building where you can interact , communicate and network with the right target audience.
By treading the path carefully, you can succeed in social media marketing! So start following the tips mentioned above and win clients online!