The Importance of Social Media in Real Estate Marketing

Technology has made it easier than ever to shop for houses online, even if you’re just window shopping for your dream home.

The internet doesn’t just make it easier to browse local housing inventory. You can utilize your smartphone or computer to compare properties, shop around for mortgages, find a real estate agent, and so much more without leaving the comfort of your home.

With that in mind, a survey from the National Association of Realtors found that 97% of buyers used the internet during their home search. That doesn’t mean that real estate agents are obsolete (far from it), it just means that real estate agents need to pivot to meet clients where they’re at. And where they are is on social media. 

Are you wondering if you need a social media marketing strategy as a real estate agent? The answer is absolutely!!

If you don’t yet have a realtor social media marketing strategy in place, you’re missing out on huge business and lots of opportunities to build your brand.

Put an end to this and continue reading to find out why every realtor needs a social media marketing strategy (more than ever before). We’ll also give a few insider tips for social media success as a realtor.

House Hunting Has Moved Online

One of the primary reasons why real estate agents need to have a social media marketing strategy is that house hunting has officially moved online.

Reports now show that 40% of millennials are comfortable with buying a home completely online, without even viewing it in person (Cision News Wire). There is also a high rate of demand from virtual features like tours, online floor plans, and self-tour technology.

Millennials are driving the current shift as they age into becoming the largest home-buying demographic. Hot on the heels of the millennials are the gen Zs, who are even more comfortable with technology and are accustomed to fully online processes. If you’re still focusing on offline methods to sell homes and attract clients, business is likely to dry up at some point in the future.

Social Media Is Where Your Clients Hang Out 

To attract real estate buyers in 2023, you have to reach them online. And one of the best ways to do this is on social media. According to statistics, the average person in the US spends 2 hours a day on social media (Earthweb) and that is obviously even higher for the younger demographics.

During this time, people are looking to connect with others, be entertained, get informed, etc. In other words, they might be more receptive to your content than when doing something like checking their inbox.

A great way to think of it as a real estate agent is that social media is a kind of virtual equivalent to in-person networking. Where previously you might have spent time at the golf club or tennis courts exchanging jokes, news, business, and info, all of this is now happening on social media.

Social Media Drives Buying Decisions

Besides being the place where your clients are probably hanging out, social media is also a major driver of consumer buying decisions. Statistics show that social media influences a whopping 71% of consumer buying decisions (Search Engine Watch).

Some of the reasons for this are social proof and word-of-month. For example, if one of your clients shares on social media how you facilitated a seamless home buying experience for them, this is strong social proof that you are an agent that people can trust.

Social Media Is One of the Best Avenues for Building Your Brand

Another reason why you should absolutely have a social media marketing strategy as a realtor is because it’s one of the best avenues for building your brand.

Whether you are an independent, one-person show or work for a larger real estate company, brand building is essential. The format of social media and the exposure it brings is ideal for building your brand through content.

Once you have defined your brand, you can use social media to consistently post content that aligns with your brand, persona, and values.

Social Media Marketing for Realtors Can Trigger Trust and Nurture Relationships

One of the most powerful advantages of social media marketing for realtors is it can instill trust and help you nurture relationships. Having an active social media presence let’s people see there’s a real person behind the wheel. It adds a human touch to your brand and helps followers and leads to get to know you better.

This is pivotal for building trust and making people feel like you’re the agent to turn to when they want to buy or sell.

Some of the ways you can build trust through social media are posting frequently and consistently and sharing tips, knowledge, and expertise. You can also tap into social proof by posting testimonials from your clients.

If you want clients to feel like they know you before even reaching out, try incorporating some of your personality into your real estate social media. For instance, if you’re a foodie, you could share some of your favorite food spots in the area you’re selling. If you’re a lover of unique architecture, you can highlight interesting architectural elements in your listings and share your thoughts on them.

Social Media Is Ideal for Providing Free Value

Besides giving you a chance to build your brand and trigger trust, social media is also an ideal place to offer free value.

Now you might be wandering, why would I want to give value away for free?

“Free value” is one of the biggest drivers of modern marketing. Free value attracts new leads and makes you stand out. It demonstrates that you know what you’re talking about. If someone gains value from one of your social media posts, this also inspires trust and helps establish a connection.

When it comes time for them to buy or sell a property, you’ll be top of mind as the agent of choice. This is why creating free value is one of the integral parts of growing your business with social media.

Tips for Providing Value in Your Social Media Marketing Strategy

If you have never created a social media marketing strategy before it can be tricky to figure out what to post. The last thing you want to do is simply bust out self-promotional marketing messages. This won’t attract followers or trigger engagement.

Instead, you want to opt for a blend of promotional posts and other posts that offer value such as tips, free info, or entertainment.

Here are some ideas to get your creative juices flowing if you’re stuck on what types of real estate social media posts would be valuable to your audience.

  • Tips for a smooth home buying process
  • Tips for mortgage approval
  • Tips for buying a house that will sell easily later on down the line
  • Insider tips for the local real estate market
  • How to spot hidden issues in a home

Besides these types of posts, you can also post attractive images of the neighborhoods you’re selling and the homes themselves. Everybody likes a little homebuying eye candy.

Finally, you can also look into doing livestreams and Q & A sessions. Live video is due to be one of the big social media marketing trends for 2023, and it’s a great way to connect directly with your audience and build relationships.

Your Competitors Probably Already Have a Social Media Marketing Strategy

Because social media can be such a powerful tool, there’s a high chance that most of your competitors already have social media marketing strategies in place.

Currently, 60% of surveyed agents believe that having a social media marketing strategy is more important than having a website (Social Media Today). Having a website is typically considered step one in maintaining an online presence, so this widespread sentiment among realtors illuminates just how powerful a good social media marketing strategy can be.

It also highlights how many real estate agents are focusing on growing their social media reach.

If you don’t create a social media marketing strategy, you’re going to fall behind the competition.

It Shows that You’re Current

Another reason to start crafting a real estate social media marketing campaign is that it can show clients you are current. As the real estate market becomes driven by millennial home buyers, you want to make sure that you come across as in touch with current trends.

If clients get the impression that you’re stuck in the past, they’re probably less likely to trust you with helping them buy a home.

A Social Media Marketing Strategy May Help Your Ad Campaign

Social media marketing for realtors is great for driving organic traffic and leads. However, it can also reinforce the effectiveness of your other ad campaigns.

If you’re running social media ads such as Facebook ads, these can dovetail perfectly with your social media presence. In general, you will direct your social media ads to your landing page, not your social profile.

However, by running ads and maintaining a strong organic presence you can strengthen brand recognition. If someone has already seen an ad from you, they might feel a sense of recognition if they get shown a post.

Alternatively, if they have already been exposed to your posts, an add will remind them of you and might be the perfect prompt to get in touch if they’re in need of an agent.

Source: @realestateinusa (Instagram)

Real Estate Social Media Posts Can Showcase Your Listings

One of the biggest reasons why you should leverage social media as a realtor is because it’s a perfect place to showcase your listings. People love seeing beautiful homes, especially on places like Instagram.

Video tours often make for high engagement posts, especially if they’re well edited and paired with the right music. You can also post sneak peaks of listings.

On platforms like Facebook and Instagram, you can do a mixture of video and image posts. You can also repurpose longer videos into shorter segments for Tiktok and Instagrams reels.

Social Media Allows for Easy Targeting

Targeting the right audience is key to maximizing your marketing strategy and budget. Social media allows for easy targeting in two ways.

For an organic social marketing strategy you can look at the different demographics that favor each social platform. For instance, Facebook and Pinterest typically skew older while platforms like Tiktok have a younger demographic. Linkedin has more young and middle-aged professionals and could be ideal if your market is commercial real estate. It’s also a good platform for connecting with other agents in your space and establishing yourself as a thought leader and real estate expert.

Social media platforms also allow for detailed targeting when you’re running ads. If you utilize social media ads, you can be very specific with ad targeting. This allows you to maximize your ad budget and get a better response because you’re able to target your ads to the right people.

Realtor Social Media Marketing Is Great for Maintaining Relationships and Triggering Referrals

Attracting fresh organic leads on social media is also great for maintaining connections with existing clients and sparking of referrals.

Once a buyer or seller works with you, it won’t be all that long before you fade out of their lives. If you are connected on social media, however, they will continue to see your posts and remember the role you played in their transaction. This can result in repeat business from them in the future. It can also keep you in front of their minds should someone they know need a real estate agent.

Using Social Media for Real Estate

Social media is the number one tool for real estate agents to increase their visibility and find new leads. Having a social media presence helps you build brand awareness and generate trust with your audience. They may not be ready to make a purchase yet, or even ready to reach out to begin a conversation, but if they see you’re constantly active on your platforms, or they come across one of your ads, they may make a mental note of what you offer and come back to you when they’re prepared to begin the process.

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