Social media platforms, including Facebook, Twitter, and Instagram, boast a combined monthly active user base of over 4 billion. For real estate agents, tapping into these channels presents a transformative opportunity to expand their audience and engage with prospective clients.
However, success hinges on employing the appropriate strategies. In this guide, we’ll delve into proven social media tactics tailored for the luxury real estate sector, drawing from our experience in establishing multiple leading brands. Additionally, we’ll offer insights on selecting the most suitable platforms to elevate your business presence.
Lucky for you, we’ve got you covered with exactly the advice you need to get started down the path of social media marketing success for your real estate business:
Start with a narrow focus. Establish your strategy and measures for success one social media platform at a time, then expand to other platforms one at a time.
Let’s dive into a little more of what this means for real estate agents.
Top 5 social media platforms for real estate agents
A plethora of social media platforms await, ranging from Facebook real estate ads to TikTok and beyond. However, not all of these platforms are ideal for launching your marketing endeavors. Below are three platforms worth considering as you embark on your social media journey.
1. Facebook
At present, Facebook reigns supreme as the leading social media platform, particularly among individuals navigating the stages of buying and selling homes.
Facebook serves as an excellent platform for real estate agents to connect with their network and potentially cultivate new leads. With a vast user base exceeding 244 million in the US and Canada, it offers ample opportunities to share personal narratives and engage with others’ stories, especially considering its widespread usage on mobile devices.
Successful real estate agents on Facebook prioritize storytelling over direct sales. By showcasing their personal journeys, fostering a sense of community, and establishing common ground with their audience, they build the social credibility necessary for trust in real estate transactions.
But is Facebook the optimal starting point? For those adept at social media engagement and willing to commit to daily posting, interacting with others’ content, and crafting original material, Facebook indeed presents a promising launchpad. Consistency is key; regular appearances in users’ feeds and active engagement with their content are crucial for fostering trust over time.
2. Instagram
Despite being owned by Facebook, Instagram operates as a distinct platform with its own set of success principles. Focused predominantly on visual content such as photos and videos, Instagram prioritizes personality portrayal through imagery rather than fostering extensive conversation.
While crafting engaging captions for Instagram is crucial, unlike Facebook, you can’t include clickable links in your Instagram captions. This means you must rely heavily on visuals and videos to narrate your story and guide your audience. Instagram content reflects users’ unique aesthetics, lifestyles, and perspectives on life.
Is Instagram the ideal platform to kickstart your journey?
If you possess a keen eye for the beauty around you, find yourself amidst stunning properties on a regular basis, and are eager to offer a peek into your real estate adventures through captivating visuals and strategic hashtags, then Instagram is your go-to platform.
Similar to Facebook, consistency is paramount on Instagram. However, it’s not just about posting regularly; it’s about consistently delivering visually appealing real estate content that resonates with your audience. If you’re uncertain about your ability to capture compelling photos, you might want to reconsider starting here.
3. LinkedIn
LinkedIn serves as the primary platform for professionals to network and share their career trajectories. Its user base tends to be more educated and affluent compared to those of Facebook and Instagram, with a stronger emphasis on professional and financial advancement.
The prime content circulating on LinkedIn often comprises links to credible news stories, accompanied by user-provided commentary.
Is LinkedIn the ideal starting point?
In contrast to platforms like Facebook or Instagram, fostering organic growth of your audience proves challenging on LinkedIn. Therefore, the most effective real estate agents on the platform boast a well-established network that they can readily leverage.
Expectations for posting are somewhat relaxed here; a few times a week suffices on LinkedIn (as opposed to daily on Facebook and Instagram), but the caliber of content must be exceptionally high. Users engage with your content on LinkedIn not primarily to forge personal connections, but rather to glean insights into how you—and your insights—can enhance their success.
Succeeding on social media: The 3 must-dos + 1 helpful hint
No matter which social media platform you opt to begin your journey on, there are several essential steps you must take to achieve success.
1. Be consistent
As noted earlier, it bears repeating: The algorithms utilized by social media platforms rely on factors such as your posting frequency, engagement levels from others, and your own interaction patterns. Establish a consistent posting schedule, prioritize it, and maintain adherence to it.
2. Constantly deliver value
Every social media post, comment, video, or content you share should offer something meaningful to your audience. It’s not about constantly doling out real estate tips; rather, it’s about building trust. When your audience perceives that your communication can enrich their lives with time, money, or knowledge, they’re more likely to engage with and act upon your message. Whether you’re sharing advice or anecdotes, ensure that your content is worth their while.
3. Constantly learn about your audience
Consider each of your social media posts as small trials. What insights can you gather from your audience with each post?
For instance, if you’re sharing content five times weekly on Facebook, and you observe that one type of post (like a community event summary) receives more interaction compared to another (such as an update on mortgage rates), it’s a signal from your audience about their preferences. Understanding what content resonates most with them is key; the more you grasp their preferences, the stronger your connection with them will be.
Consider allocating $10 or $15 weekly to broaden your reach slightly. Do you notice any changes in your engagement metrics or interactions with your audience? What insights does this offer about your potential leads? Reflect on each paid interaction to enhance subsequent ones.
Setting your social media goals
So, you’ve made your platform choice and have the best practices in mind. Now, how will you gauge your success? What objectives are you aiming for with your social media marketing?
Answering this question can be more intricate than it seems. Remember, consistency is key in social media, and it may take some time (experts suggest up to a year) before you see tangible business results from your efforts. Meanwhile, consider these metrics to help evaluate your success:
- Awareness: Measure this through impressions on your social media, indicating how many people actually view your content. Particularly useful in the early stages as you build your audience and refine your voice.
- Engagement: Evaluate interaction levels on your posts—how often are people liking, commenting, and sharing your content? Once you’ve established awareness, engagement becomes crucial as it reflects how well your audience connects with and trusts your message.
- Action: After establishing awareness and fostering engagement, focus on the actions your audience takes. Are they clicking links to your website? Filling out forms? Sharing your contact details with others? These actions demonstrate deeper engagement and commitment from your audience.