Samuel Khaemba

What Every Realtor Ought To Know About Social Media For Real Estate

blog banner: What Every Realtor Ought To Know About Social Media For Real Estate

Social media is a powerful marketing tool for real estate. Meaning, if you are not using social media for real estate, you are missing out. And don’t take my words for it. 

According to a recent survey by the National Association of Realtors, realtors note that social media is the best platform for getting clients and closing deals. 

The study shows that:

  • 77% of realtors actively use social media in some way or form. 
  • 47% of real estate businesses generated high-quality leads from social media. That is as compared to other sources like MLS sites.

blog banner: Lead generation platforms and tech tools for real estate

Benefits Of Using Social Media For Real Estate

The number of active social media users has increased dramatically over the past few years and is still growing every day. With a good strategy, social media is a goldmine for real estate leads.

Before we dive into how to effectively use social media for real estate, let’s look at its benefits.

More Inbound Traffic And Leads

Social media is a mass distribution platform. Meaning each piece of content you produce is an opportunity to generate leads. Even though people are not there to buy stuff, posting quality content might convert browsers into buyers. 

Social media provides the opportunity to connect and build relationships with prospects on a personal level. And over time, convert them into loyal clients.

Best For Brand Building

Branding is vital for realtors and real estate marketing as a whole. Social media puts your brand in front of people every day for free. Producing helpful content that resonates with the social audience allows you to build a strong and impactful real estate brand.

Increased Outreach

To thrive in competitive markets like real estate, you need to connect and engage with people daily. As a realtor, you need to reach out to your target audience, showcase their services, and boost your brand awareness.

Social media is the cost-efficient platform to syndicate content and increase the visibility of your business.

Higher Conversion Rates

From the National Association of Realtors report, 47% of real estate businesses note that they generated high-quality leads from social media compared to other sources.

Social networks allow people to stay connected as they engage in conversations that matter. People are congregating in different communities like Facebook groups. As a realtor, you can leverage these social communities to generate quality leads directly and from referrals as well.

Opportunity For Networking

Networking is of primary importance in the real estate business. Realtors need networks to thrive. Not among prospects, let alone the clients but with fellow realtors as well. Leverage these networks to promote their services, learn what is working and what is not. It’s also another great way to earn referrals.

Top 3 Social Media Platforms For Real Estate

Based on the same report by the National Association of Realtors, the three social networks, Facebook(97%), LinkedIn(59%), and Instagram(39%) are the top picks for realtors.

blog banner: Facebook, LinkedIn and Instagram

Networking is of primary importance in the real estate business. For realtors to thrive, they need a network of clients and fellow realtors as well. Let’s look at each of the three social networks (Facebook, LinkedIn, and Instagram)

Facebook For Real Estate (Realtors)

According to Zephoria Digital Marketing, Facebook has over 2.7 billion users, and 2.3 billion people use Facebook or at least one of its core services, including WhatsApp, Instagram, and Messenger every day. Meaning a quarter of the world’s population is using Facebook each day.

Facebook is a no-brainer for real estate marketing. Based on the previously noted NAR study, realtors picked Facebook as their favorite business platform. And the more it grows, the more it becomes a powerful marketing tool for real estate marketing.

Facebook’s user demographics (interests and income-wise) represent the target audience for any given real estate business. Facebook pages have built-in features perfect for the real estate business. 

For example, using Facebook pages, businesses can publish listing-related content, book appointments, post updates, communicate with clients through messenger, and curate reviews. All in one platform.

It gets even better with the Facebook ads, which allow you to target specific demographics and users that have shown interest in buying property near you.

LinkedIn For Real Estate (Realtors)

Although LinkedIn might not be where to collect real estate leads, it’s great for connecting with fellow realtors.

As a realtor, use LinkedIn to build a resume, show off your industry experience, and network with fellow realtors as well. 

blog banner: LinkedIn for real estate screenshot

Besides personal profiles, LinkedIn allows businesses to create pages almost similar to Facebook. LinkedIn pages are a great way to increase your business’s online presence. It’s also a place to find talents for your team.

Instagram For Real Estate (Realtors)

Instagram is another hot platform for real estate because it is a visual platform. It has become a goldmine for luxury properties or boutique real estate businesses. The stylish property photos go hand in hand with its most popular content. 

Instagram has the best features for real estate marketing. The 15 second Instagram Stories make it a cinch for realtors to provide quick and personalized property updates. 

Instagram Stories Swipe Up, is a powerful feature to collect the leads and put them in your follow-up funnel. Ask viewers to swipe up and automatically redirects them to a link you want. It can be your new listings or lead capture page.

However, this swipe up feature is only available for the accounts with 10k+ followers.

What Types Of Content Should You Publish On Social Media For Real Estate?

At this level, we know which social networks make sense to the real estate business, now let’s focus on what type of content to publish on social media for real estate.

Before you start producing content, create a content calendar. It’ll save you from struggling with what to post and slapping your followers with sales pitches every time. 

Keeping that in mind, here’s a snapshot of what to include in your calendar.

Client Testimonials and Success Stories

Go beyond just publishing property photos, share testimonials, and customer success stories.  It is a great way to engage your prospects emotionally. Property pictures are oblivious in real estate marketing. 

Testimonials are great because social media for real estate is highly visual. But, success stories and testimonials are more engaging.

Testimonials are great because social media for real estate is highly visual. But, success stories and testimonials are more engaging.

New Property Listings

A new listing is another most oblivious type of content to publish on social media for real estate. However, as you do, be sure to elaborate on your new property listings with multiple photos, a caption, and a clear call to action. It could be asking people to call you or go to your website.

In short, don’t drop links with one sentence and walk away. Include some useful information. But also, treat your post as a hook. Meaning, don’t write an essay giving every detail. The goal is to build some curiosity so that people contact you or go to your new property listings page.

Community Service And Events

Being a real estate professional means knowing what is going on in your local community and taking part in it. Participate as a sponsor, partner or organizer. 

Before the event, share highlights and invite people to attend as well. During the event, take pictures, write good captions, and post on social media accounts. It shows you care about your community and that you are social in the real world as well.

Community services and events are a great way to socialize and connect with your followers in real life. It shows that you care about making the local area a better place. 

Events allow you to meet new people and build relationships. They reinforce your persona as a local expert. And more importantly, community events are a powerful channel for your brand marketing

READ:   Top 30 Real Estate Companies In Kenya (2020: Updated List)

Company News And Event Coverages

Inform your followers what is going in your company, the upcoming and current events like client appreciations. During the event encourage your clients to take pictures of themselves and post on their profiles with hashtags to promote your brand.

After the event, give shout-outs to key people who attended and companies that made the event a success. For example, shout-out companies that provided event supplies and food. 

Other events are employee birthdays, awards, and new launches. If the events are not exclusive, stream them live on social media.

Industry And Market News

Whether here in Kenya or anywhere in the world, the real estate market at large is continually evolving.

As an expert, share what’s going on in your industry. Give your advice, helpful content, industry reports, and keep your clients in the loop. It shows that you know your stuff and are well-informed about what’s going on in your local market.

Use simple language that people understand and tell them why that information matters. Using industry jargon will only make your posts boring.

Company Milestones

Share company milestones like featuring on the list of the fast-growing companies in your local market, receiving awards, and recognition from industry leaders. 

For example, see below how Luxury Living Chicago celebrated via Instagram post for making the Inc. 5000 list for the 4th time and being the 7th fastest-growing privately held company in Chicago and 91st in America.

Other milestones are the number of projects delivered over a given period and many more. Talking about your company’s track record helps you win over new clients.

READ:   Top 30 Real Estate Companies In Kenya (2020: Updated List)

Home Tips And Renovation Ideas

Publish educational content. For example, share the important things your followers should consider when buying a home in the local area.

The renovation ideas and inspirations are both useful for your prospective client and past clients. Meaning, educational content on home maintenance serves your multiple audiences. And it positions you as a local expert.

Run Contests Or Giveaways

We all like free stuff. Posts that promise free things like gift cards and vouchers tend to get more attention. Tell your followers what they need to qualify for the contest. The contest can be posting a short story about their dream home. 

The prize could go to one that receives more likes, comments, or shares. When the contest is over, share the pictures of the winner with the prize.

See below how Red Bow Realty strategically invites followers to participate in the contest. 

blog banner: Real estate giveaways contect

Also, encourage your followers to share their thoughts about the contest and if possible let them suggest next contests.

New Team Member

Give your new team members a little spotlight after hiring. Share their talent and some fun facts about them. Share how your team is different from others and why followers should care to work with you.

Holiday And Holiday Messages

Most businesses share holiday messages, but they are almost generic. Be creative, go a notch higher and include a short story or some fun facts about the holiday. Don’t be shy, tell your personal story about that holiday because that’s what people love to hear. Holiday stories connect people emotionally.

Share Blog Posts

Use social networks to cross-promote your website content. Create useful content and invite your followers to read. Include images and headlines that encourage people to click through to your blog.

Fun Facts And Memes

Fun facts and memes are a great way to break up the serious real estate talk on your social accounts.

memes and fun facts

Memes have taken over the internet. They are a great way to remind people what you are about in an approachable and human way. Memes give your followers a taste of your personal life.

Use memes to market real estate

However, stay away from memes and fun facts that touch polarizing topics like politics and religion. Put in some thoughts before posting.

Pro Tip: Test all types and forms of content to see which one performs better and utilize it.

How To Grow Your Following And Generate Quality Leads From Social Media

With the understanding of what networks make sense to real estate business and what to post, it’s time to know how to grow your following and win high-quality leads every day.

Provide Value

Social media is full of noise and the only way to cut through it is by creating quality content. Produce content that answers the questions and concerns of your clients and followers.

Utilize every piece of content to provide as much value as possible without asking anything in return. Provide value to your followers to build trust so that when you do make a sales pitch for your offer, people take action without resistance.

Leverage Your Existing Clients

Success stories and client testimonials were the first type of content on the list. Because it’s the most powerful way to generate real estate leads in a no-pushy way. 

blog banner: real estate client review screenshot

Ask your clients to record a short clip, review your company on Facebook or Google. People love reading reviews from previous customers before they buy. It’s the quickest way to earn trust. Success stories give your new clients the confidence in working with you.

READ:   Top 30 Real Estate Companies In Kenya (2020: Updated List)

Use Sales Funnels and Lead Magnets

A funnel is a sales process that your prospects go through before buying from you. A lead magnet is something valuable that you give away to your prospects for free. It can be a free industry report for investors, free consultation, or an eBook (homebuyer or seller guide)

The perceived value of the lead magnet must be high to grab full attention. For eBooks and industry reports, be sure to provide accurate information.

A sales funnel starts with a landing page (a lead capture page.) As a realtor who cares about generating quality leads, mastering how funnels work is not an option.

Use powerful funnel builder software like ClickFunnels that comes with lots of pre-made templates for you. Build multiple landing pages in ClickFunnelsSplit-test and optimize them for maximum conversion.

Promote Your Posts and Accounts

Promote your social accounts left, right, and center (everywhere you can) Feature them on your website and email signature. 

Use Facebook ads to target people based on demographics (location, interests, and income level) Facebook ads are very efficient and cost-effective.

Utilize social media influencers to promote your social accounts. Influencer marketing is a growing trend in social advertising. Reach out and negotiate with them to shout-out your company and tag your social accounts.

Streamline Your Client Communications

Using social media for real estate and making yourself open for new clients means you are responsible for responding to their questions, comments, and concerns. 

Social media responses

It seems simple, but according to Sproutsocial, 11% of real estate businesses struggle to respond to their client messages in realtime. At most, it leaves clients frustrated never to come back.

Best Practices For Using Social Media For Real Estate Marketing

While social media is a powerful tool for real estate marketing, to get the best results from it, you must observe certain best practices.

Post Consistently. 

Consistency is key to social media for real estate. Use a calendar to plan and schedule content ahead of time. That will help you to show up every day without struggling with what to post. In short, plan, provide value, and don’t let your social media pages gather cobwebs.

Constantly Engage Your Followers (Respond To Comments)

Make it a habit of responding to comments. Don’t be one of those realtors that drop content and walk away. Your responses show your availability to serve and interact with them, and not just to sell them.

Monitor Your Results

Social media for real estate is a game of numbers. Test different pieces of content and monitor the results. Analyze social media stats and track content performance. It helps you understand what content people want and give it to them. Promote your best performing content with ads and watch your brand grow.

The Last Word  

Social media is the best place to prospect and generate quality leads for real estate. The process involves a lot of moving pieces, testing, and paying keen attention to detail. 

As a realtor, your ultimate goal is to get quality leads. That said, you need a social media strategy for your business and stick to it. Follow or model these strategies to find and hook clients that are flocking on social networks.

One last thing before you go, I need your favor. Please share this blog post now. Also, let me know your thoughts about social media for real estate marketing in the comments below.

Thanks for reading. Cheers!

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