While various businesses can benefit from a smart social presence, the importance of social media for real estate really can’t be overstated.
According to a recent study from the National Association of Realtors, social media has become an integral factor to scoring clients and closing deals across the industry.
According to studies, realtors nowadays actively use social media for real estate. Social media also yields the highest quality of leads versus other sources and more and more millennials begin their home search online instead of utilizing in-person referrals.
But this is assuming you have a concrete social media strategy. Whether you’re starting from scratch or want to figure out how to win more leads from social media, here is a quick guide to leverage social media for real estate.
If you’re working in real estate, you have to know how to prioritize your time and focus on the social media marketing platforms that make sense. According to the previously noted NAR study, Facebook (97%), LinkedIn (59%) and Instagram (39%) are most realtors’ top picks.
Facebook for realtors
Facebook is still the most popular social media platform and remains a staple of marketing for real estate sales professionals. This is because Facebook’s user demographics represent the target audience for any given real estate business, age and income-wise.
Beyond being where your audience is, the business features built into Facebook are perfect for real estate businesses as it allows you to publish listing updates, appointment schedules, reviews and other relevant content.
Moreover, Facebook also allows you to run Facebook ads which enable you to directly target your audience based on specific interests and reasons in buying property in your area.
LinkedIn for realtors
LinkedIn is known as a business to business platform where businesses connect and people network. It might not be the platform where you can directly spot real estate clients but it is a good place to network with fellow realtors and show off your industry experience.
As many professionals say, aside from being a digital resume for realtors, many realty businesses also have their company pages where employees can share opportunities or company updates.
While you might not be spending too much time on LinkedIn, setting up a profile or company page is a great way to supplement your online presence.
Instagram for realtors
Instagram is becoming more and more popular among real estate businesses nowadays.
As many people use Instagram to curate lifestyle photos and updates, stylish property photos go hand in hand with most content types on the said platform. For luxury or boutique real estate businesses, Instagram is becoming more and more of a priority as opposed to a “secondary” social channel.
Additionally, features like Instagram Stories can help realtors become creative and personal in their approach to property updates.
What types of real estate content are right for social media?
Have you ever wondered what types of real estate content are perfect for social media? Unlike most industries, when using social media for real estate, you don’t have to be shy about what you are selling.
When it comes to real estate marketing ideas, it is important that you have a diverse content calendar. Here are some ideas on the type of content that you can post on social media.
With real estate, your post can be highly visual. That’s why stunning, high-resolution property photos are important to so many real estate businesses’ social strategies.
These photos do not only encourage likes and shares but also generate the interest of your followers to get in touch with you. If you notice, highly visual real estate content is coupled with copy that sells the property and also contains contact information.
Next question is, how do you make your photos stand out? Get creative! There are lots of editing apps and filters that are available nowadays.
You can use these to enhance your photos and make sure they stand out from the rest of the content on social media.
Success stories and client testimonials
One of the good things with real estate social media posts is that you can be very flexible when it comes to content. You can easily highlight your success stories and share testimonials from no other than your clients!
If you want to inform your clients about your latest events and encourage them to participate, you can utilize Facebook events or raise awareness by using simple image-based post on Instagram.
How to get more real estate clients from social media
Now that you have an understanding of what to post, the next challenge is how to convert social traffic into clients.
Put your contact information
If you’re working in real estate, your end-goal is to be able to reach out to clients. But doing so doesn’t happen by accident. You need to put your essential contact information on display to the point where getting in touch would be fast and easy.
For example, make sure that your information and “About” sections on any given social channel include your location, email address, phone number and website and/or landing pages to capture leads.
On Facebook, you can make use of Messenger as a means of connecting with potential clients.
For Instagram, you can optimize your bio to include your contact information and convert your account to a business profile to enable contact buttoThese are good content to use because they serve as proof of your excellent service and can also communicate how satisfied your clients are with your transactions.
That’s why we see so many photos that document the buying journey of a client as well as the transaction during their closing day.
You have to remember that anything that you can do to make your happy clients can be part of your social media strategy.
Aside from the properties that you are showcasing, another important content to publish is the awards and accolades that will help build your credibility as well as highlight your real estate business’ track record.
Now is the time to talk about your business’ accomplishments. This is something that will also differentiate you from the rest.
Industry and market news
No matter where you do business, the real estate market is constantly evolving.
Whether it’s advice, case studies or industry reports, it is important to keep your clients updated and always in the loop to show them that you’re an active participant in the industry.
New listings and properties
This is obviously a must-post on your social media account. Make it a point to highlight your latest listings by using captivating photos and captions. You can also incorporate multiple photos and include your contact information as part of your call-to-action.
Home tips and renovation ideas
Aside from informing your followers about the listings that you have, it is also important to keep them engaged after the sale.
One of the most engaged topics in real estate nowadays is renovation ideas and inspiration that are relevant for your prospective buyers and past clients alike. You can post any sort of educational content on home maintenance that can serve different audiences and highlight your know-how in the industry.
Although social media for real estate is a brilliant way to generate leads, there’s no denying the need to market yourself in-person.
Streamline your client communication
You have to keep in mind that making yourself open to clients means that you’re responsible for responding to them in an efficient manner.
Aside from being active on social media, you can also make use of push notifications and include your email information on your social media platforms to ensure that you don’t miss your clients’ messages.
Discover new clients and relevant real estate conversations
Social media for real estate is not all about attracting clients, it is about being proactive and seeking them out yourself.
One way to do this is to join different Facebook Groups where real estate professionals network and provide referrals to each other.
Step up your social landing pages to get more leads
Lead generation is an important skill for real estate marketers. And when it comes to generating real estate leads online, your landing pages could mean the difference between a new lead or missed opportunity.
Nowadays, real estate sales professionals use social media to walk everyone through the process, creating stronger bonds than the traditional sales pitch approach.
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Meanwhile, when investing in luxury properties, it is recommended to work with a luxury real estate sales professional who has a proven track record and experience in successfully navigating the luxury real estate market. You have to know that all real estate sales professionals have their expertise and it is necessary that yours understand the ins-and-outs as well as the trends in luxury real estate.
Without a luxury real estate expert, you could see your house sitting, price dropping, with no prospective buyers or you could be led to lesser quality properties in the market.
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