We've been working with Realtors since the very beginning of our business, and we've watched social media marketing for Realtors change and grow. The bottom line, social media marketing is an essential tool that all Realtors should be using.
If you've been using social media to market your real estate business and listings - that's great! If you'd like to tighten up your program or learn some best practices that can help you reach your target audience, read on for current best practices.
Social Media Marketing Best Practices for Realtors
1. Make Sure Your Website is Optimized
The goal of your social media efforts should be to drive traffic to your website and allow your audience to continue their search and browsing of your listings. Getting people to your own website allows you to market yourself, your team, and your listings. If you are not creating a great experience when visitors click on your links, they will find somewhere else to go!
High-quality photos and videos
45% of buyers tour a home online before contacting a Realtor or visiting the home. If your photos aren't professional and high quality, the experience you are providing for visitors won't encourage them to stay and look around.
Provide plenty of professional, large photos of your listings, and make them easy to find on your website. The easier it is for a viewer to find and scroll through your properties, the more likely they will stay and look around.
2. Market Yourself and Your Listings on Facebook
Still the king of social media, Facebook is used by 79% of agents! Supporting a wide variety of media, Facebook allows you to post many types of content in a variety of ways, leaving you some room for a little creativity.
- Facebook allows business pages to pay for promoted ads and are used by 72% of B2C marketers. You are guaranteed to get more views on promoted posts and can increase engagement. You will want a social media budget to cover pay-to-promote posts.
Post often (but not too often)
- Yes, you want your listings to be posted on a regular basis to create a stream of traffic, but posting too often will flood a follower’s timeline and might lose you some followers. A content calendar is helpful for creating a posting schedule.
Change it up
- Facebook supports a variety of media, so take advantage by showing more than just listings. Your page can be a source of information for buyers, so try different series of posts such as: answering common questions, local resources for moving and home improvement, neighborhood news or volunteer opportunities, market insights, and home improvement tips.
- Consider this snippet from a 2020 article from SocialMediaToday:
"Video marketing remains best performing digital content type, driving more views, more engagement and more response than any other social posting option."Video has, and continues to be the way the majority of people want to consume information on social media. Fortunately, as a Realtor - you've got perfect content waiting to be shared as a video! You don't need an entire crew to make a video that people want to see on social media. You can create videos of still photos of your property, film a walk-through of a home, get an overhead video of a spectacular pool or backyard. Be creative and see what works with your audience!
As an image-based platform, Instagram is a great way to show listings and reach more viewers. High-quality imagery is most important when using Instagram, but making great looking posts is easy for even the least tech-savvy folks.
- Instagram works best when there is a stream of quality content. Consider making a content calendar to schedule postings to ensure posts are frequent enough without being overwhelming.
- Instagram allows you to post multiple photos in a carousel display, as well as videos. The better you showcase your listings the more likely you are to grab a viewer’s attention.
- Instagram also has a Boomerang feature, which takes photo bursts and turns them into a video that plays both backwards and forwards. This is a fun way to use the app features and creates engaging and eye-catching posts.
- Although you might hear about hashtagging on other platforms, hashtagging in your caption is actually very helpful on Instagram; focus on tags used in the area of your listing and use them to reach your target audience.
- Instagram stories are posts that last for 24 hours. Although they are temporary, stories are a great way to share information on Instagram. Stories can include photos, videos, text, filters, include locations and hashtags, and added emojis. They are featured at the top of users’ main Instagram feed, and there is a high chance that followers will see your story even if Instagram’s algorithm does not show them your most recent post.
Beyond listing information, blogs allow you to go in-depth about your business. A blog can be a great resource for realtors, buyers, and sellers, so try to target a wider audience.
- When posting to other platforms, brevity is appreciated; however, with blogs, you can go more into detail about the surrounding community and other perks of the listing and location. Tell your reader more here than they will find anywhere else.
- A blog is a perfect opportunity to connect with your reader. Include a call-to-action in the blog to encourage your reader to keep in touch. You are providing a valuable resource to your readers, so encourage them to continue coming to you as a source.
Make a calendar
- With so many different platforms, you want to keep all your content on track. Try making a Real Estate Blog Calendar to organize your posts and ensure a consistent posting schedule.
The internet is your best bet for reaching your target audience, and by following these best practices you will reach and engage with your potential buyers, sellers, renters, and realtors alike.
Thanks for reading,
Editor's Note: Originally published October 2018, Updated September 17, 2020