How to Use Social Media for Real Estate

Everyone is on social media.

Whether it’s Facebook, Instagram, TikTok, Twitter, or Linkedin, just about everyone has some kind of social media profile. That means businesses from all industries have flocked to these platforms to garner leads and build their reputations.

Real estate agents are no different.

As a real estate agent, you’re charged with finding new leads, either those looking to sell their houses or buy new ones. Leads and prospecting are your bread and butter. And while billboards, matchbooks, and bench art had their day, social media has presented a whole new world of possibilities for real estate prospecting.

But marketing your real estate business on social media isn’t as easy as just creating a page and watching leads roll in. You’re going to have to use your social media presence effectively, creating a reliable and trustworthy platform where you can interact with potential clients and work toward closing profitable leads.

But why do real estate agents need social media? And how can they use these helpful platforms effectively to push their businesses? That’s what we’re going to cover in this informative guide.

Why Do Real Estate Agents Need Social Media?

Real Estate agents need to market themselves heavily to create a profitable business. You’re in business for yourself, managing your own brand, and there’s a lot of competition out there to contend with.

Because of this, you have to put yourself in front of the eyes of your audience. As we said before, everyone is on social media. That’s where your audience’s eyes are located, so it’s where you need to go.

But here’s the thing about this social media venture: it’s not a well kept secret. Every business professional knows that social media can become a gold mine if used correctly. That’s why you must approach this process with the right know-how and a strategic outlook.

Social media allows you to run targeted ads guaranteed to be shown to those in your geographic area who meet your demographic parameters. This could be anything from young couples interested in buying or selling a house to retirees looking to downsize or relocate.

Additionally, social media provides you with a place where you can interact directly with these people, whether it’s through comments or direct messages. Finally, it’s easy for your satisfied customers to share positive stories about your services through their social pages, helping you get referrals and spread the word about your quality business.

How to Effectively Use Social Media as a Real Estate Agent

Choose the Right Platforms

The first thing you need to do when deciding to promote your real estate business through social media channels is decide what channels you will use. Choosing only one platform is a little short sighted, choosing every social media site would result in more work than needs to be done.

When choosing your social media platforms, the main question you need to ask is what platforms will your core audience be using?

For real estate agents, this typically boils down to Facebook and Linkedin. Regarding age and income, Facebook has a large chunk of the ideal audience frequenting its platform daily. Linkedin is a place to network with other realtors and professionals that you might be able to partner with.

That brings us to our next point.

Partner with Other Businesses

While you’re essentially running your own show as a real estate agent, you can’t do everything on your own. That’s why you should use your social media presence to forge profitable relationships with other businesses that could help you provide better services to clients.

For example, consider partnering with movers. This makes sense because the partnership can lead to improved business opportunities. Home buyers will be happy to choose an agent that helps them relocate once the home is purchased. You can use your social media platform to forge these partnerships and then promote them with joint posts, tags, and even multimedia images and videos.

If your customers are getting a complete package when working with you, they’re more likely to sign up.

When creating these partnerships try to think outside the box. Think beyond the moving experience. What services will your clients need once they’re moved into their new homes?

Let’s say you partner with a company that provides TV packages. You can promote their services to your clients through social media while they share yours as well. You can even share some of the same posts, tagging one another for maximum exposure. Instagram has a feature called “Instagram Collabs” where you and your partners can share the same content.

Become an “Influencer”

Everyone on social media wants to be an influencer: a pseudo celebrity who builds a following and helps influence the buying decisions of their audience. While you might think that these roles are typically filled by makeup or fashion personalities, there’s definitely a place for real estate influencers in the social media universe.

Real estate agents can do this by positioning themselves as lifestyle and market experts building vital content strategy and creating partnerships. With such tactics, they can grow their community and attract thousands of potential clients.

This means sharing more than just your listings. Consider sharing home decor tips and DIY curb appeal hacks. You could also recommend specific products from the various companies you’ve partnered with.

The content should be professional but also have some personality and entertainment factor. Think about all the shows on HGTV. Create something in the same vein, and people will listen to what you have to say. And, more importantly, they’ll seek you out when it comes time to buy or sell a home.

Use Professional Photos

Of course one of the main things real estate agents do on social media is show off images of the properties they’re listing. These images need to be eye-catching, enough to make someone stop scrolling and focus on what you are offering.

The way you show your properties on social media can be the difference between gaining or losing a lead. For that reason, you must ensure your photos look professional.

Taking photos with a high-quality camera is always good but most of the time you will need to use a photo editor to do some retouching or add filters. This will help you get the most out of your shots. Striking photos can be the deciding factor that makes someone request a tour. These photos should show off the home’s exterior, interior, and yard. If there are extra amenities like a theater room or a pool, highlight them with quality images.

Modern photo editors can help you improve lighting conditions and draw the viewer’s attention to specific areas. It has never been easier to create high-quality, attractive images on a budget, so there’s really no excuse not to put your best foot forward on social media platforms.

Effectively Utilize Video

Video is an incredibly effective medium on social media, and you can use video to draw in an audience and become a real estate influencer. This will in turn boost your visibility and give you a golden opportunity to showcase your winning personality and expertise in an approachable way.

YouTube is one of the world’s most popular social media platforms. If you don’t already have one, establishing a YouTube channel creates a unique opportunity to reach the real estate target audience differently. For example, using a video promo to show a house or condo will allow you to dramatically show off a home and give tips simultaneously. The video format will increase your reach, as they are sharable and can even be attached to emails and social messages.

For example, if someone sends you a Facebook message inquiring about one of your properties, you can send them a dynamic video of the site that might answer many of their initial questions. Similarly, when people reach out about selling their homes, you can put their minds at ease with testimonial videos from some of your satisfied clients.

Respond to All Comments

One of the best aspects of marketing on social media is that it provides you with a platform through which you can communicate with prospects. This includes both direct messages and comments.

Engagement is crucial on social media. When someone reaches out to you, you must respond quickly and open a dialogue. That’s how a simple question or comment quickly turns into a profitable connection.

When it comes to comments, you must respond to all of them. That includes both the good comments and the bad.

Why should you respond to bad comments? Keeping a level head and approaching hostile situations in a productive way can show off your professionalism and expertise. What’s more, when this is done through comments, it’s all public. That means other prospective clients and buyers can see you in action. The way you handle yourself in a tense or adverse situation could be a key factor in their decision to retain your services as a real estate agent.


Social media can be an excellent marketing tool for real estate agents, providing you with an effective communication platform that will let you share your expertise and listings in a way that helps build trust.

To review, effectively using social media for your real estate business you should include the following:

  • Choosing the right platforms
  • Partnering with other businesses
  • Becoming a social media real estate influencer
  • Using professional photos
  • Utilizing video
  • Educating your buyers
  • Responding to all comments (positive and negative)
  • Including client testimonials for social proof

By adhering to these best practices, you’ll be able to ensure that your real estate business makes the most of its social media presence for years to come.

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