Real Estate Social Media: The Ultimate Guide

Social Media for Real Estate: The Ultimate Guide

Real Estate Social Media Marketing Strategies, Tips & Tricks to Get More Leads, Clients & Listings

Are you wondering how to best use social media marketing for real estate?

It’s possible that you’re a recently licensed agent, a broker looking to educate your team or a property manager. No matter where you sit inside the real estate industry, let’s discuss how to use social media more effectively.

Why Should You Care About Social Media?

It’s important to understand what social media is and how specific social networks can help build your real estate business. Social media consists of communities that publicly post and share discussions, written or video content and information on the following types of entities:

  • Applications (often referred to as “apps”)
  • Platforms
  • Networks
  • Websites

Social media has changed a lot since its inception. It is vital for anyone in the real estate market because a social presence puts you directly in front of where your potential customers are hanging out online.

Social media users give up a lot of information about themselves, such as:

  • Location
  • Interests
  • Buying habits
  • Browsing habits
  • Marital status
  • Age

The above data points are a goldmine for a real estate company or agent who is interested in putting themselves in front of their best target market.  Great marketing means having the right message for the right person at the right time.  This applies not only to social media, but to all of your real estate marketing.

For example, you can place your advertisement directly into the newsfeed of local people who are looking to buy a home today. This is extremely valuable when you consider that only people who want to buy right now see your ad and act on it.

Consider how targeted you can niche down as you ramp up your social media marketing for real estate plan. If you wanted to target Millennials, for example, it’s easy to do. Simply target renters in their age group on Instagram and/or Facebook and you might run an ad showing them starter homes.

The analytics available via social media advertising networks is robust. You can measure how well your ad does in the following areas:

  • How many views an ad received
  • When it was viewed
  • The engagement metrics (comments, likes and shares)

When you compare social media analytics to data you get when advertising in a newspaper, for example, it becomes immediately clear that a social media presence is the superior advertising platform.

  • In summary, here is why you need to build out a real estate social media marketing plan:
  • The biggest percentage of the homebuyer market is there (young adults)
  • Your target market has a social media presence on at least one network
  • Advertising data is detailed and accurate
  • You can easily target your market, based on age, location & other vital metrics
  • Tracking ads is a precise process

Types of Social Media & What to do on Each Platform

There are more social media possibilities than just Twitter and Facebook. We’re going to cover all the social networks that make sense for real estate social media marketing.

Twitter

Twitter gives you the opportunity to make use of tweets that include video posts, image posts and local real estate hashtags. This social platform allows you to set yourself up as a real estate professional who is involved in the community and cares about what happens inside it.

Don’t make the mistake of creating a profile that only shows you to be a realtor, broker or management company. Establish a content strategy using hashtags related to what’s going on inside your local area. For example, talk about your own personal views about the local market or news. Aim to add value to anyone living in your area.

Facebook

Video is particularly effective on this social platform. The new algorithm is weighted heavily toward showing videos to your FB audience, as opposed to text-based posts.

When it’s time for your next open house, create a live event on Facebook. This allows you to talk to your audience in a live setting. Use this Facebook Live event to provide a question and answer session while you’re at the open house for the property you’re highlighting.

Use the ManyChat app to create a chat bot sequence that helps to pre-qualify new leads automatically. This process allows you to separate new prospects as a seller or buyer, for example. Once you know that, you can target your follow-up messages to new contacts accordingly.  This personalized helps improve your lead generation campaign results.

Another effective Facebook strategy is to use local and general hashtags to help interested people find each content post you make on your page.

YouTube

One of the advantages to YouTube is that it’s the one social media channel where your viewers don’t need to set up their own account in order to access your content. Anyone with an Internet connection can watch the videos on your YouTube account.

This is a platform that allows you to rank not only in Google for local searches but also on the YouTube search results page (YouTube is the second largest Internet search engine behind only Google).

Use YouTube to interview satisfied clients, highlight your latest properties, give out neighborhood statistics and provide your prospects with an inside look at your values. YouTube is a platform where animated video works well.

Instagram

One big advantage to Instagram is that your content gets found organically more effectively than on Facebook or Twitter. You’ll also reach a younger demographic here, such as people in their twenties. However, there are plenty of Millennials and even older people using Instagram to discover new content.

If your market is luxury real estate, then you definitely want to use Instagram. This social platform is one where popular content revolves around the luxuries of life.

Use Instagram to post visual representations of your home listings, open houses and neighborhood highlights.

Snapchat

While Snapchat is known as a social media channel for teenagers, don’t be fooled. There is an excellent mix of 18 to 34 year-old adults here.
Snapchat is an excellent tool to offer quick, on-the-fly video content when you don’t have time to upload to your YouTube channel. You can quickly do a virtual tour of a home on Snapchat and get instant interest in that property from your Snapchat audience.

Pinterest

Pinterest is quite effective at driving traffic to your blog posts, opt-in landing pages and home listings. Post images of properties on Pinterest and make sure you have a link to your website to capture leads. Pinterest users often use this channel as a search engine. They will search for and find your images, then become interested to check you out on your website.

What You Should Post on Social Media

Now, let’s take a look at the type of content that works across your various social media marketing platforms.

  • Client Testimonials - Using video for these testimonials is the best way to get the message out. Use a variety of short-form and long-form video testimonials. You need to show how much past clients love you so that prospects get excited about working with you.
  • Open House Videos - Use Instagram Live and Facebook Live to highlight open house events.
  • Updates on Your Community - Use text updates, videos and images to highlight what’s happening in the community. Use local deals, news, and events for content ideas. Twitter is a good place to offer coupons for local businesses that homeowners can redeem.
  • Listing Images - Use your property photos on all your channels. They work great whether you’re using Twitter, Pinterest, Instagram or Facebook. You can even put them into a video slideshow for YouTube.

Effectively Reaching Your Audience on Social

Your real estate social media marketing plan needs to have a good mix in terms of the methods used to make contact with your target audience.

Messaging Opportunities

You want to use some form of private messaging to move prospects off social and into a more personal connection with you. Facebook Messenger and Whatsapp are two examples where you can engage prospects privately.

Millennials, for example, love using social media messaging as their means of communication. They like to communicate with businesses through methods such as FB Messenger or Twitter’s direct message feature. You can run Facebook ads where customers click from the ad direct to an opportunity to chat with you.

Chatbots

Chatbots allow you to automate the above messaging opportunities. Using the above Facebook ad example, when your prospect clicks from your ad over to the messaging app, you can have an automated message be the first point of contact.

These automated messages can segment your prospect into groups, such as whether they are selling or buying a home. They can also gauge whether the prospect is a hot prospect or not. If they are a hot prospect, you or an employee can step in and take over the chat process in order to set up an appointment.

Virtual Reality Tour Opportunities

Using 360-degree video, you can create virtual tours in order to offer your prospects listing walk-throughs. Many people today expect this feature so they don’t visit any property before knowing they have serious interest in it. This helps you, too. It gives you an idea ahead of time when gauging buying interest prior to meeting a potential client at the property.

Live Video

We mentioned live video above. It’s worth another mention because of the positive impact on your marketing efforts. You must take advantage of the ability to live broadcast on Facebook, Twitter, Instagram and YouTube. Live video is effective for:

  • Open houses
  • Introducing new services
  • Real estate conferences
  • Highlighting happy clients
  • Celebrating milestones
  • Hosting Ask Me Anything (AMA) sessions

Develop a Solid Posting Schedule

Effective social media marketing for real estate requires a consistent posting schedule. Every platform has good times to post for maximum results. Use an app such as Hootsuite to pre-schedule your posts on each channel.  They are many marketing platforms to consider, but all the major ones include post scheduling as a core feature.

Your posting schedule should take into account the social platform you are using. For example, you can post multiple times on Twitter because a tweet loses its traction quickly. On Facebook, however, you want to post less frequently so that your followers don’t see similar messages too often.

Make sure you post regularly as it benefits your social media engagement, helps get more traffic to your website and also has some benefits for your SEO.

Here are some posting tips for Instagram, Facebook and Twitter:

  • Instagram - You should normally post once per day here and focus on evenings and weekends. Instagram reports peak times at eight o’clock in the morning, 1PM in the afternoon and nine at night.
  • Facebook - You’ll do well to post your best content around lunchtime. Posting one to four times every week is a good schedule to keep on Facebook.
  • Twitter - Weekends are most active on Twitter. On any given day throughout the week, however, users on Twitter are usually active in the early to mid-morning, noon and seven to nine at night.

Set Achievable Goals for Your Social Plan

Don’t try to do everything with your real estate social media marketing plan. Select two or three main goals and focus on meeting them before adding anything else to your plate. You might use these goals:

  • Increase awareness & develop your real estate brand
  • Generate a buyer email list
  • Build the relationship with your current clients
  • Generate testimonials

Use SMART Goals, which are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

Hire Real Estate Social Media Experts

As you now know, there is a lot to think about and do when it comes to social media marketing for real estate. Are you feeling a little overwhelmed with all the possibilities? If so, we encourage you to contact us so we can help.  Magpie Marketing is a specialized real estate marketing company with decades of experience.

Not only can we help build out your plan and help you implement it, but we:

  • Build long-term relationships with our clients
  • Focus on getting customers and growing revenue for our clients
  • Are experts at real estate marketing
  • Are here to be a marketing partner, not just another vendor

Contact us today so we can help you create a marketing plan that gets you more clients and consistently increases your revenue.