Significance of Social Media in Real Estate Businesses
Marketing real estate on social media in the modern world is an asset for real estate professionals to reach their clientele, market properties, and create their own brand image. In this extensive guide, we’ll outline our proprietary social media strategies and techniques which we apply to facilitate thousands of agents on our platform to compete in an ever-changing paradigm of online marketing and branding. If you are a professional agent who wants to improve your existing online approach or if you are a first-time agent who wants to start making your presence online, we have tips that you would find useful for your business.
Reason for the Relevance of Real Estate Social Media Marketing
Kepios’s study claims that a higher percentage of individuals discover brands on social media than by searching websites or going by brand mentions and reviews. It is logical when other statistics provided in the report are taken into account: There are 4.88 billion profiles on social media and the average user of social media maintains an account on more than six platforms and spends close to two and a half hours on social networks daily.
Social media has tremendous power specifically for real estate. Leveraging social media provides you:
- Increased visibility and reach: Today, an agent is able to expand his visibility and amount of potential leads by moving outwards of his immediate network thanks to potential buyers and sellers.
- Targeted advertising: People have been trying to advertise properties for ages, but only now are real estate agents able to target specific demographics using effective marketing strategies particular to those groups. This way the marketing resources are used more effectively.
- Engagement and interaction: Trust is often the key to converting potential clients, which can be built over time as agents are able to respond to questions, address concerns and provide information in real time. In increasing the trust an agent is able to create a community around his brand as users can leave comments, likes and shares.
- Visual storytelling: Real estate is all about visuals and this is precisely what social media platforms do well – tell a story in a visual way. Engaging imagery creates a powerful emotional focal point that draws in the audience and elicits increased engagement by prospective clients.
- Enhanced credibility: Agents are able to reach a vast audience, become established experts and grow their following by posting market insights, updates, and educational pieces. All agents need to do is set a specific theme for their posts and remain consistent, relevant posts help position them as credible advisers.
- Networking and referrals: Agents can broaden business opportunities by connecting with different professionals from the same industry and can get referral exchanges through social media networking.
Key Platforms For Social Media In Real Estate
Now, let us explore some of the prominent networks suitable for the professionals in the field of real estate along with some impressive examples on how to effectively use these networks to enhance your business.
- Audience reach: Facebook is a must as it has more than 2.9 billion monthly active users enabling reach for real estate marketing like never seen before. It is also a platform that cuts across ages.
- Best for targeted advertising: Real estate agents are able to craft advertising campaigns thanks to Facebook’s rich ad platform that focuses on such factors as age, gender, region, interests among others, which ensures that the campaigns are effective. Also consider retargeting ads. This puts ads in front of those who have been to your site or done something with your site but did not take action. Ever since, we’ve spent a lot of money on retargeting ads on Facebook and have gotten a significant ROI from it because it reminds you why you expressed interest in a property or blog post.
- Visual content: Facebook facilitates posting pictures, videos, and virtual tours which can be utilized by agents to highlight the properties in a better way. The reason why ads perform so well on the platform is due to the possibility of incorporating visual collateral. During a scroll, you can direct them to specific landing pages, property searches, or one-property sites, incurring their attention.
- Engagement: Comments, likes, and shares directly contribute in engaging potential customers on Facebook and also help in building the community and relations. Facebook groups are, in fact, a powerful tool to be social on the network plus they slice your audience base automatically. You might want to join or start groups that pertain to your geographical region, what is going on there, anything from its history to events around, and make sure to participate actively.
Pro tip: Facebook is somewhere in the middle between a formal and informal platform. Your company page on Facebook should be promotional of your brand and contain relevant and easily accessible information about it. The next time you post something on Facebook try sharing plenty of photos, writing a clear call to action, and using a hashtag so that people can find your content easily.
- Audience reach: More than 2 billion users all over the globe are active on Instagram in a month. 60 percent of these are aged between 18 and 34 years.
- Ideal for creating a brand presence: Out of all the social media platforms available, Instagram stands out the most in terms of visual appeal which allows it to efficiently display great quality pictures and videos about properties. While there is an angle for generating leads, the majority of the agents take this opportunity to primarily promote their brand and make sure everyone in the larger ecosystem is familiar with them and what they do and how they are unique.
- Photographic expressions: Scrolling users want to look for short videos and images, not in-depth academic articles breaking down all the ins and outs of the market. Photographs can go in the static grid, and epitome of curation and resuscitation should be employed to keep them in the first place. The informative and immaculate images can be uploaded on Instagram Live while casual videos can be posted on Instagram stories or Instagram reels.
- Audience Interaction: Instagram has a reputation for promoting high levels of interaction among users and content, so much so that content likes, comments and even direct messages are common motifs. Publishing, saving and sharing posts becomes a hassle free task that also allows users to interact with content easily and achieve direct engagement with content within a few clicks. Moreover liking, commenting and posting on other accounts play a crucial role to devising a robust Instagram strategy. In fact, it establishes credibility that you are an actively enthusiastic audience.
Pro tip: Now a personal brand matters. Make sure to utilize your Instagram account to post both the professional and personal aspects of your life. While your audience is interested in the glossy images of the professional properties you are selling, they also intend to learn about you the agent. Video helps in this greatly as it forms part of your brand. When hosting open houses, make use of the Live feature. Capture casual reels of you touring new houses and post them, while also using the stories to post recent events, personal stories, and other information.
- Audience reach: According to statistics, LinkedIn has over one billion active users with around thirty percent of adult Americans being users. However, most of them fall under the ranges of 30 to 49 years. Retargeting Ads are standard business functions on social media networks despite it being known for its dance and other entertaining content.
- Best for networking and thought leadership: Connecting with other real estate specialists, influencers, and clients is crucial for growth in real estate and Linkedin helps with that. You can also help position yourself as a thought leader in the industry by sharing updates, insights, and helpful information on the market through Pulse, a publishing platform by LinkedIn. It’s the best way to build your brand as a person to turn to for any type of advice in real estate.
- Visual focus: Out of all the platforms, LinkedIn might be the one with the least amount of visuals. It certainly helps to use infographics and images but this platform is more suited for written pieces. Make sure to use visually appealing posts that also contain attention grabbing headlines.
- Engagement: Beyond the standard ‘like, comment and share’ that people are used to on these platforms, there are much more interactions possible and actively doing those guarantees long term growth. Note that when creating your own content, inserting a ‘call to action’ such as asking your audience to respond to your topic will encourage them to share it. And don’t be scared to throw the idea if someone smoke a bit in your direction.
Pro tip: LinkedIn Groups present platforms for interactions, discussions, and networking within the real estate industry. This can enable you to create referral relationships with agents and business executives that you meet online.
YouTube
- Audience reach: Youtube is the most popular video sharing site across the globe (we’re occurring at nearly 2.5 billion users approximately in a month), making useful for convenient displaying property tours, promoting the neighborhood as well as how to content among others.
- Best for setting yourself apart: The statistics are in your favor: Only 9% of small businesses use YouTube as an active marketing platform, while 51% of homebuyers use it before purchasing a home. Also, the reality is, in utilizing an optimized YouTube channel, SEO needs are satisfied because some of the videos get listed in the search results, thus contributing traffic to their websites and outperforming their competitors.
- Visual focus: This is a place for content that is ‘visual’ simply cut out any topic whether it’s a long video or a short one, behind the scenes or professional done. Being camera shy is a common problem for many agents but there’s no need to worry about that in today’s AI driven world since it’s not necessary to show your face anymore in hand. The videos produced have to be educative, entertaining and above all a true depiction of your view and your brand.
- Engagement: One of the distinguishing factors of YouTube as a social media platform is the metric of engagement by subscribers. You want the likes and comments, but getting subscribers is going to make your channel grow, increase views, and help others find your content. Remember to use a call to action tool at the end of every video recalling people to subscribe.
Pro tip: We talk a lot about ads for Facebook and Instagram, but Youtube ads also has great might. In-stream ads that take advantage of the audience together with in feed and pre roll ads that make your videos the first to be shown are some of our favorites.
TikTok
- Audience reach: TikTok is still on the rise and has principally young users including Gen Z and Millennials who are active first time home buyers and renters. Estimates indicate that 53 percent of the world population with access to the internet is on TikTok. We are tracking the news to see if the nationwide bans will actually be enforced or not, in the meanwhile, take advantage of the platform and its capabilities.
- Best for authenticity and creativity: Tik
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