A smart social media presence can be beneficial to businesses of all sizes, but there is no denying the importance of social media for real estate.

An industry study found that social media plays a critical role in closing deals and scoring clients. Here are a few noteworthy highlights:

• Online home searches comprise 99% of millennials’ search for a home (compared to in-person referrals for 90% of the baby boomer generation).
• Realtors use social media in some form or another to market their properties 77% of the time.
• According to 47% of real estate businesses, social media generates the highest quality leads.

All these make social media an invaluable tool for real estate businesses.

Obviously, that assumes you have a concrete social strategy and aren’t just winging it.

This guide to social media for real estate will help you, no matter where you are in your social media marketing journey.

Tools for real estate marketing

In the real estate industry, you’re constantly busy. Prioritize your time and focus on social media marketing platforms that are relevant to you.

Most realtors use Facebook (97%), LinkedIn (59%), and Instagram (39%).

Realtors on Facebook

Facebook remains one of the most effective marketing tools for real estate agents. There is a big reason for this since Facebook’s user demographics correspond to the target audience for any given real estate business.

Additionally, Facebook’s business features are ideal for real estate businesses, since it’s where your audience likely hangs out.

In addition to publishing listing-related updates, businesses can book appointments, communicate with customers, and curate reviews using Facebook.

Facebook ads are an excellent way to reach demographics and users who have shown an interest in purchasing property in your area.

LinkedIn for real estate

LinkedIn primarily caters to business-to-business networking, making it a great place to network with other realtors and showcase your experience in the industry.

Do take note, however, that the platform is less about connecting with specific clients and more about demonstrating your expertise

Aside from serving as a digital resume for individual realtors, many real estate companies also maintain company pages where employees share opportunities or communicate.

Creating a LinkedIn profile or company page, even if you are not spending a lot of time on it, can greatly enhance your online presence.

Using Instagram as a realtor

Real estate businesses are absolutely booming on Instagram right now.

In addition to stylish property photos, Instagram has plenty of other types of content that are popular with users.

There is a growing trend among boutique or luxury real estate businesses to prioritize the platform over social media as a “secondary” channel.

Additionally, realtors can easily provide daily property updates using Instagram Stories.

Are there any types of real estate content that are suitable for social media?

In order to determine what type of real estate social media post is most effective, we need to know which networks represent our top priorities.

Social media for real estate is different from most industries because you don’t have to shy away from your product.

Social media content

Content calendars for social media include a variety of real estate marketing ideas that aren’t entirely sales-oriented. Here are a few ideas for engaging and growing your followers without pitching them.

Photos of properties

The good news is that social media for real estate is highly visual.

Many real estate businesses’ social media strategies rely heavily on stunning, high-res property photos.

Besides encouraging “likes” and shares, eye-catching photos also compel your followers to contact you.

Real estate photos are typically accompanied by copy that “sells” the property and offers details and contact information.

The question is, how do you make your photos stand out?

Be creative. For making your visuals stand out from the crowd, consider using premium Instagram filters and interactive photos (think: 360 photos on Facebook).

Client testimonials and success stories

Using social media to connect with clients is one of the biggest benefits of real estate social media posts.

If you’re able to show proof of satisfied clients to prospective clients, the better.

That’s why we see so many photos documenting the closing day of a client.

Social proof and humanising your business go hand-in-hand with these types of posts. Make your happy clients a part of your social strategy in any way you can.

Markers of company success

The track record of your real estate business can also be highlighted through awards and accolades.

Using Instagram Stories, you can keep your clients up-to-date with what you’re up to

Promote your business’ accomplishments without being shy. With so much competition, these kinds of distinctions can help you stand out.

Market and industry news

Regardless of where you do business, the real estate market is constantly changing.

Keeping your clients informed about industry developments shows that you’re a leader in your field.

Ideas for home renovations and tips

In real estate social media marketing, it is challenging to keep followers engaged after the sale has been made.

Prospective buyers and past clients alike can take advantage of your renovation ideas and inspiration.

Educating your audience about home maintenance serves multiple audiences and demonstrates your expertise.

It’s true that social media is a great tool for generating leads, but in-person marketing remains essential.

Keep clients informed about your latest events if you’re out and about.

By creating a Facebook event or posting a picture on Instagram, you can spread the word.

Managing your social presence means tracking your marketing assets, especially photos.

Many online tools are available to help you stay on top of your social media content.

Keeping track of listing descriptions or photos keeps you from having to search for them later.