As a Realtor, you generate a steady stream of high-impact content that is the envy of any business trying to make a mark on social media.
The variety of interior and exterior imagery associated with real estate listings is tailor made for today’s social web. Using social media for Realtor listings is a way to capitalize on this content. You will widen your net and amplify your brand.
The following guidelines will help you maximize your listings’ social shareability.
The Keys to Posting Real Estate Listings on Social Media
1. Use Video
Video is the top performing type of content on social media! Predictions for 2020 were that video would drive 82% of web traffic from social media. People like videos, they want to see more of them, and they have a greater chance of clicking through to your website if you share videos!
Video plays well on all types of social media platforms, especially in Stories. Instagram and Facebook have had a stories function for several years, and Twitter has very recently added this feature as well, dubbing them Fleets.
Audiences love these quick and entertaining snippets and they work great for videos and still shots and also allow you to add text, gifs, and other animation to them. This is a great way to add info about your property and encourage more engagement.
One great thing about those many professional photos you have of your listings - you can make videos from still shots and create a very compelling story like this one we created for The Bateman Group, a real estate company in Stowe, VT.
A short video like this one can be used in a feed or as a story - either way it is an eye catching way to showcase beautiful properties and give viewers a little more information.
While we always recommend professional looking photos of your properties, once you have those assets in hand, you can use video editing software (some programs are even free) to put together quick videos.
2. Hashtag it
Social media thrives on hashtagged posts. The real estate industry has its own fun and popular hashtags (#dreamhome, #properties, #homeforsale). Most cities and towns also have specific hashtags. Getting to know these tags and using them in the listings you post is part of the fun of posting real estate listings on social media.
There’s a certain playfulness to hashtagging (check out the ones in the post above!), and you can get creative making up your own.
As you build a social media following, consider creating a unique series of posts under the same hashtag.
For example, create an expectation that you will post a featured listing every Friday under the hashtag #featurefriday. Then be consistent with exceptional weekly posts under that hashtag.
3. Pick your Pics
Your photos should be professionally taken and pop off the screen. Unique views, aerial (drone) photography and warmly lit interior photography all play well online.
Take advantage of the different formats available on different social media platforms and consider how your photographs display on each.
Also consider your listing’s compatibility with Pinterest. Making your listing “pin” ready is a simple step to give you access to Pinterest’s 150 million users. Pinnable images are typically vertical rectangles with a written message and your branding surrounding a photograph.
Using a photo editing software to modify your images is your best bet. Most are low-cost or free and it's worth the time to make your photos look their beest.
Maintain Brand Integrity
Your social media posts will link back to the listing’s page on your website, so before spreading your link on social media, make sure you are happy with the page visitors will land on when they click through. Make the branding on your web page consistent with what you have shown on social media.
The main image should be both in your social media post and featured prominently on the listing web page, so a visitor knows they have landed in the right place. Once they are there, make sure your webpage makes it easy for a potential client to get the key information on the listing quickly.
The information your potential client wants should be front and center, whether they view it on a desktop, laptop, phone or tablet. Also, make it easy for a visitor to your listing page to share the page to their social profiles with prominent social sharing buttons.
These guidelines for using social media for Realtors will create a profitable two-way street, bringing new leads to your web pages and enticing your website visitors to share your listings with their social contacts.
Thanks for stopping by,
Editor's note: This post was originally published in 2013 and has been updated for content in 2020.