Best Practices in
Social Media Marketing for Real Estate
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Social media has become an essential channel for qualifying potential clients and closing sales in the industry. These sales are not only from the younger and technologically savvier generation. A majority of new homeowners born in the mid-1960s up to the early 1980s have found their property through social media.
Moreover, you cannot afford not to use social media marketing for your real estate company. A majority of real estate businesses are now using social media in some way to promote their listings, establish their brand, or create connections. And, almost every prospective homeowner across different generations in the United States starts their search for a new home on the internet and social media.
Benefits of Using
Social Media Marketing for Real Estate
Diversify your marketing channels
Expand your reach
Advertise to your ideal clients
Takes advantage of visual content for marketing
Build your brand reputation and trust
You can use social media to show and tell stories of your satisfied clients. This can give your brand a trustworthy image among your potential clients and increase the chances of them listing their property with you or buying their new home through you.
Moreover, you can use social media to distribute content that helps potential homeowners choose the right property. Doing so can establish your brand as an authority in your industry and local area in real estate.
Best Practices in
Social Media Marketing (for Real Estate Companies)
1. Create a social media marketing strategy
2. Take inspiration from popular real estate agents on social media
3. Make it easy for people to contact you
4. Use your voice
Your personality is what makes you unique. You need to convey this through your social media content for your real estate business by being yourself when writing your copy and creating your content. It will help you make that personal connection with potential clients and differentiate yourself from other real estate professionals. Plus, your competition will find it impossible to copy this without being genuine about themselves.
Now, this does not mean that you cannot delegate your social media copywriting to an agency, an employee, or a freelancer. You can retain this personality by using brand guidelines that indicate the tone of voice for your social media content. Just make sure to maintain consistency if you are using multiple social media platforms.
5. Respond personally to inquiries
Potential homebuyers and renters are using phones to contact real estate agents less and less. Instead, they are commenting or tagging on social media posts and direct messaging to inquire about property listings. With the number of inquiries you can attract on social media, it can be overwhelming to respond to these inquiries personally. However, the biggest mistake you can make is to automate your responses to them.
Automated responses are repetitive and more likely to alienate your potential clients. Instead, maintain the human touch in your business by responding personally to their inquiries. If you can afford to delegate it, you can hire a customer service representative or an agency to do it for you.
6. Place a watermark on your visual content
A watermark is a logo or text of your brand placed on a photo or video that identifies it as your property. Placing one in your visual content makes your photos and videos recognizable on social media. It also helps spread awareness of your brand even if other users repost it as their content on social media or other websites.
When placing a watermark in your content, make sure that the logo or text you place is consistent with your brand elements. It should also be placed in a corner and have the right size in order not to be overwhelming while remaining noticeable.
7. Diversify your social media content
Social media marketing for real estate companies often entails property photos of their listings. But, you do not need to limit your content to property photos and floor plans. You can use property tour videos to create the experience of a live tour without having to schedule potential buyers to visit the property. This will not only help you stand out as a real estate agent but also make it easier for you to gain more leads and close more sales for your business.
You can also use social media marketing to attract more real estate listings by documenting what your satisfied clients say about how you have helped them. This type of content can prove to your audience that you are trustworthy and that you can deliver results to your clients.
Aside from these, you can also post company milestones and the behind-the-scenes of your business. These can humanize your brand since you are showing a side of your business that helps it make it relatable for your audience.
8. Optimize videos for silent viewing
Most users watch social media videos on mute. On Facebook alone, around 80 to 90 percent of videos are viewed without turning on the audio. You need to adapt your videos to this behavior if you want your videos to be effective in social media.
Here are some tips on how you can optimize your social media videos for silent viewing:
- Use subtitles for voiceover tours
- Use animation to convey ideas
- Use gestures to make your tour videos self-explanatory
- Use bold visuals at the start to attract people’s attention
- Add a clip at the start showing a listing’s description
9. Create content that educates your audience
10. Promote the location of the property
Potential homebuyers also think of the city or town that they are considering to move. Creating content about the community where your listing is located will help them gain a better understanding of the area. This can also bring users interested in moving to the area on your page by using the right keywords or tagging the appropriate social media handles in your listing.
You can take this even further by creating content for the community where your listings are located. This can be a video showing off the area and the community. You can also post about local events, landmarks, and amenities in the area to show off its character.
11. Maintain engagement with previous buyers and sellers
Just because you have already made a sale for them does not mean that you should stop interacting with your previous clients on social media. Continue interacting with them and engaging them through their posts. In this way, you are creating a community around your brand that is eager to advocate for you on social media.
Moreover, you never know what might happen from these interactions. They might choose to buy another property and you have the one that they are looking for. Or, they might know someone who is looking for a home and they are more likely to recommend you since they know you and have had experience buying one through you.