Realtor Social Media Marketing Basics

In the last episode, we covered the basics of Real Estate Video Marketing. In this episode, we do an overview Real Estate Social Media Marketing. As we journey further into the online landscape, we find ourselves in the midst of an ever-expanding array of social media platforms. Each of these platforms is teeming with potential clients just waiting to be discovered. Are you ready to tap into the amazing potential of social media marketing for real estate? Let’s dive right in!

Navigating the Social Media Landscape

Picture each social media platform as its own unique world within the digital universe. Each world has its own population (users), culture (type of content), and language (unique features, hashtags, trends).

• Facebook: A match made in heaven for real estate agents. The average age of first-time homebuyers is around 36, and the typical Facebook user is about 40 years old. It’s a perfect pairing! Beyond that, Facebook offers a variety of tools tailored for real estate professionals, including targeted advertising, Marketplace, live tours, and local groups, making it easier than ever to connect with potential buyers and sellers in a meaningful way.
• Instagram: This platform is a gold mine for agents looking to reach a broad, engaged audience. With more than half of its global user base aged 34 years or younger, Instagram is a go-to destination for agents targeting younger homebuyers. As a visually-oriented platform, it’s ideal for showcasing stunning property photos, which tend to receive 36% more engagement. Don’t forget about Instagram Stories – used by over 500 million people daily – which offer a dynamic way to give virtual tours or preview new listings.
• LinkedIn: This is your digital networking hub. Think of it as a 24/7 networking event. LinkedIn is a powerful tool for real estate agents looking to make genuine professional connections. The platform’s user base primarily consists of professionals, making it the perfect place to connect with property developers, fellow agents, mortgage brokers, and even potential high-net-worth clients. For me, when I meet someone in a professional setting, the first thing I do afterwards is connect with them on LinkedIn.
• X (formerly known as Twitter): If you thrive on real-time interactions, X’s vibrant discussions are the place for you. Engage with real estate trends, participate in topical conversations, and share timely updates. Unfortunately, X has become a venue used for political discourse so we recommend avoiding this platform.
• TikTok: Although it may seem like just a hub for dance challenges and quirky trends, TikTok can be a game-changer for real estate agents. With around 60% of its active users aged between 16 and 24 and another 26% between 25 and 44, TikTok is an invaluable tool for agents targeting young, first-time homebuyers. For a deeper dive, see the episode: TikTok Real Estate Marketing 101.

Crafting Your Social Media Strategy

Navigating the social media landscape requires a well-thought-out strategy. Here are the key components to consider:

1. Identify Your Target Audience: Understand who you’re speaking to. What are their needs and preferences? The more you know about them, the better you can tailor your content.
2. Set Clear Goals: Whether you’re looking to increase awareness or drive more traffic to your website, it’s crucial to establish clear, measurable goals to guide your efforts.
3. Plan Your Content: What types of content will you share? Crafting content that resonates with your audience is at the heart of a successful social media strategy.
4. Schedule Your Posts: Consistency is key. Regular posting helps keep your audience engaged and coming back for more.
5. Dive into Social Media Advertising: Paid ads can amplify your strategy by targeting specific demographics. Start with a budget, test different ad types, and refine based on performance. More on this in the next section.
6. Monitor and Adjust Your Strategy: Track your metrics and adjust your approach as needed.

The Power of Social Media Advertising

Social media advertising is a powerful tool that allows you to expand your reach and connect with prospective clients across the digital landscape.

• Targeting Your Audience: Social media ads can target specific demographics, ensuring your ads are seen by those most likely to be interested.
• Promoting Your Listings: Showcase your property listings and open houses to a wider audience.
• Marketing Your Real Estate App: Promote your app to increase downloads and user engagement.
• Increasing Brand Visibility: Regularly appearing in users’ feeds helps build brand recognition.
• Tracking Performance: Optimize future campaigns by understanding which ads resonate with your audience.

Selecting the Right Tools for Your Campaigns

Managing multiple social media platforms can be overwhelming. Here are some powerful tools to help you manage and optimize your campaigns:

• Hootsuite: Schedule posts, monitor mentions, and analyze performance across multiple social networks.
• Buffer: Schedule content, manage accounts, and track key engagement metrics.
• Sprout Social: Includes social media scheduling, monitoring, and reporting.
• Canva: Create stunning social media graphics with ease.
• BuzzSumo: Find the most shared content and influential authors for insights into your content strategy.
• SocialBee: Categorize content and schedule posts at optimal times.

Remember, it’s about leveraging the right tools to help you achieve your goals. Choose the tools that align with your needs and capabilities. Typically these tools will offer a free trial. Do a test drive before you buy. If it doesn’t work for you, try another.

Now that you’re equipped with these insights, it’s time to make your mark in the world of social media marketing. Stay genuine, engage your audience, and be true to your brand. In the next episode, we’ll do an overview of real estate online management review.

About the Author

Larry Hales is a seasoned and multi-faceted technology professional. His passion all-things tech began with his first computer in 1984 and it has stayed with him ever since.  Larry is the CEO and Co-Founder of MarketingHero.   Previously, he served as the Marketing Technology Director at West, Williston Financial Group Company, where he coaches and guides Real Estate Agents on how to better leverage technology in their business. His 25 years of photography, design and printing, combined with his knowledge of digital advertising and brand building, gives him a unique perspective of marketing from different angles. When he isn’t busy being a proud computer geek, Larry enjoys trail running, hiking, mountaineering, rock and ice climbing, and anything else that gets him outside.