Food, cloth, and shelter, being the basic necessities of life, have a steady demand. From the principle of demand and supply, we ascertain that the prices of commodities increase steadily when demand increases with a supply constraint. Real Estate, being the prerequisite for shelter, always has a demand and a significant industry considering revenues and business opportunities.
The Covid-19 pandemic has drastically changed the entire marketing scenario during these years. Every industry needs to change its marketing platform while everyone stays at home. Although the real estate industry mainly depends on in-person or face-to-face marketing, the necessity of making an online presence has increased with stay-at-home directives. Instead of scheduling property showings and client meetings, the realtors are now trying to establish the strongest online platform through digital marketing and social media.
In the past, we have extensively discussed digital marketing for real estate. We have even analyzed various Digital Marketing case studies specific to the industry.
Social media, on the other hand, can be a game-changer for marketing in any industry. It is especially effective for real estate. Both organic and paid social strategies perform remarkably for generating leads for real estate. Here, we will put our focus on how you can leverage the most popular social media platforms to grow your real estate business.
Why are Realtors Prioritizing Social Media in 2021?
The National Association of Realtors’ report on Real Estate in a Digital Age ascertained social media as the best tool for generating high-quality leads for realtors. The report cited that 44% of all real estate buyers look online while searching for their dream home. It makes sense because a brand’s presence on social media enhances the trust among its followers.
People engage with posts, provide direct feedback, and express what they found good about a product. It helps them a lot to make the right decision on buying and selling their property. Social media also creates a ripple effect through social shares. Since the real estate domain is a necessity for every type of individual, it maximizes brand visibility and thus reaching out to more and more people.
Companies today think that having a presence overall on available social media platforms will amount to a “good” marketing strategy.
But did you know?
Social media comes in many forms and the eight most popular are: Blogs, Microblogs, Social Networks, Media-Sharing Sites, Social Bookmark-ing and selection Sites, analysis Sites, forums and effective Worlds (Saravanakumar and Suganthalakshmi, 2012).
Which one would you choose?
The audience is smart. Netizens are smart. A new company with a presence all over social media platforms shows a sign of desperation & not commitment. So it is important to choose and increase followers on platforms that suit your business.
As you continue exploring social media, you will understand better the specific needs of your business and the most suitable social media platforms to reach your real estate business to the next level.
The below video link may provide you more information regarding real estate and social media:
Being one of the best social media platforms, Facebook helps realtors to build their property business by connecting with prospective customers. The user demographics of Facebook represent the target audience of the real estate industry as most users are between the ages between 25 and 56, the earning group in the society. Facebook allows realtors to publish property listings and video contents of properties, run live streamings, communicate with prospective customers, and so on.
Although most realtors use personal profiles, creating a business page is better to connect with the target audience. It makes your real estate business more professional and allows realtors to use more features that are not available in the personal account.
You can use other social media platforms to build your personal brand.
Facebook Ads is one of the main features that allows you to connect with more potential customers. Following are some of the tips for Facebook real estate marketing:
- Update cover photo frequently
- Highlight featured listings
- Add photos and videos of listings
- Respond to comments
- Share interesting facts about listings
- Run live streamings of listings
Look at this Facebook Ad below:
Source: The Concoran Group
We think that this real estate ad on Facebook is just about enough to create curiosity with minimum yet comprehensive property description and stunning image. Real estate agents can now micro-audience their audience to generate quality leads.
You will find this blog highly informational showcasing successful real estate Facebook ads examples.
The large user base of LinkedIn helps realtors to connect with potential customers and fellow realtors. LinkedIn allows realtors to post articles, communicate with clients, advertise properties, and so on. LinkedIn is the most useful social media tool for realtors where you can find a large pool of business owners and professionals who are looking for the right property.
According to a study conducted by Hubspot, LinkedIn is the most effective social media platform for lead generation than Facebook and Twitter. Here are some of the tips to maintain your LinkedIn page most useful:
- Create a LinkedIn real estate profile
- Provide a good summary of your real estate business
- Post and share content regularly
- Post photos of properties
- Connect with more people
As the user base of Instagram surpassed 1 billion, it remains one of the best social media platforms for marketers, no exception for realtors. Set up an Instagram account for your real estate business that helps you reach your business to a more specific audience. Following are some tips to maintain your Instagram profile:
- Create a content calendar
- Upload images and videos regularly
- Use hashtags
- Use Instagram Ads
Instagram is great for motion ads as video playback is automatically enabled as the user scrolls past the post, prompting their quick attention. Having said that, stunning property images in carousel posts will always remain the traditional choice.
Here is an example of an unconventional real estate post to create interest among the audience:
You can get inspired by many other leading Instagram influencers in the real estate niche to build your personal brand. Click here to read more about it.
Here’s also a cool Instagram hack from Neil Patel to get more people to discover and follow you.
Clubhouse is a very recent update to social media platforms and gaining fast popularity. It’s a real-time social media platform where people can get into discussions on a wide range of topics. Clubhouse enables you to conduct private and public discussions like real estate conferences.
Here is a video link that will explain how can a real estate agent use Clubhouse effectively:
How to Effectively Use Social Media for Real Estate in 2021?
- Plan your social media strategy.
- Setting up social media platforms.
- Tracking and Analytics.
Plan your social media strategy
Creating a plan essentially means setting right the expectations and ways to achieve them. Following are the most important pointers for your social media plan.
- Creating goals that are S.M.A.R.T.: Specific, Measurable, Achievable, Relevant, and Time-bound is the first step to your social plan. For example, your Real Estate business can have a goal to gain 300 high-quality leads in this month. It could also be to make 30 sales during the same period.
- Research your target audience: Not everyone can be your potential customer. Real Estate has a specific audience – people between 28 to 50 years of age with buying power, i.e. having a saving or a steady source of income. This audience should also be active on social media. Researching will also enable you to create a buyer persona that will help you understand the best way to speak to your potential customers. Once you have a buyer persona in place, you can expand your audience of which we’ll talk more about in the Facebook for Realtors section.
- Use the right social platforms: You need to research where your target audience hangs out. Instagram and TikTok might seem like popular places but according to the latest numbers by Statista, 59% of the users on Facebook are aged between 25 to 54 years. This group forms a major part of our target audience.
- Use the right tools: The key to using social media effectively is to use tools that automate or simplify most of your work. This will not only boost the efficacy of your social campaigns but also free up your time that can be used for analysis to refine your campaign strategy.
Setting Up Social Media Platforms
Setting up social media accounts for your real estate business is essential to position your business on the digital platform. Creating social media pages can be a tedious task as each platform has its own identity.
The below table shows the required details to set up a social media accounts:
Hours of operation
Types of business
Summary of business
Company page URL
Company website URL
Tracking and Analytics
Now that you’ve set your real estate social campaign up, you just don’t want to gather comments, likes, and messages from your post and ads. The data that your potential customer sends through has insights that, over time, can transform and take your business to the next level. Your real estate business will get communications from users every day and on multiple platforms. Some tools can help you streamline your processes like scheduling posts, automating frequently asked questions, tracking performance, and analyzing user behavior and data gathered. Let’s have a look at some of those tracking and analytic tools:
1. Google Analytics
With Google Analytics, you can find out what type of content your target audience are interested in and what social media they prefer. Google Analytics facilitates you to measure how powerful your website is and fix the areas to be improved. Here are some of the points that you can identify with the Google Analytics tool:
- Overall traffic that your website gets
- Number of leads converted to business
- Demographic details of users
- Identifies mobile and desktop traffic
- Find out websites your traffic comes from
- What type of content works better with social media
- Calculate your social media ROI
As a user-friendly analytic tool, Keyhole helps you find out the details of every social media account such as the number of posts, impressions, reach, and so on. It also provides the demographic information of account users and followers. Keyhole facilitates you to identify the greatest influencers based on the engagement rates and the number of followers.
3. Sprout Social
Being one of the best social media management tools, Sprout Social lets you use the full potential of social media platforms to reach your real estate business to its height. This tool enables you to develop content calendars and schedule posts. Sprout Social lets you manage social media conversations. The biggest brands like Adidas and Nordstrom use Sprout Social to manage their social media platform.
As a powerful tool for social media management, BrandMentions allows you to assess the success of your social media campaigns. As the name of the tool mentions, BrandMentions monitors brand reputation and business intelligence by providing real-time notifications.
Agorapulse is an analytical tool that helps to identify your best social media content. Agorapulse generates reports across all social media platforms such as Facebook, Twitter, and Instagram. Using Agorapulse, you can easily manage comments and reviews from all your social media profiles on one platform.
It is certain that Social media marketing (SMM) is less concrete than other online marketing efforts, such as search engine optimization (SEO) and pay-per-click (PPC). It is easier to measure direct results with SEO and PPC campaigns. It can show just how effective the marketing efforts were to get the person to click on a particular link and perform the desired action or goal.
On the other hand, Social media marketing is about listening to and sharing great content with the audience. This helps raise brand awareness, kick-start conversation and may increase conversions.
Now it is foreseen that we have experienced digital capitalism with the information revolution. Businesses are aligning themselves to make the most out of this information revolution by marketing themselves online. And to do this more effectively, they can consult a professional digital agency like ColorWhistle.
Such an agency will take the time to fully understand your vision, plan a custom digital marketing/social media strategy and care about consistent results. Additionally, website development support is also taken care of.
You can get in touch with our ColorWhistle digital marketing experts. Just drop us a message or give us a call +1 (919) 234-5140.
We would love to hear from you. Feel free to add your suggestions/queries in the comments section below.