Social Media for Real Estate: The Complete Guide for 2021
25th January 2021
Searching for a home has well and truly moved online.
And we all know that when it comes to making yourself heard online, it's all about driving as much value as possible from the touchpoints you, your clients & your prospects are most likely to share.
According to a recent study from the National Association of Realtors, for real estate, social media has become an integral part of attracting clients and closing deals. “The world we live in today is a digital one, and searching for a home is no different,” the study points out.
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That’s why social has become one of the best-performing ways to produce high-quality leads, beating out other social media marketing tools such as email marketing, blog posts, and website views as a more effective way of generating business.
With 77% of estate agents now using social media as a marketing and lead generation tool, now is the time to make sure you’re doing it right.
Here’s how you can make sure you’re going down the right track...
Buying a home is one of the biggest and most stressful experiences of anyone’s life.
Like when any other large sum of money is handed over, or binding contract is signed, figuring out whether you’ve got a good deal makes up a good chunk of the stress involved.
For that reason, purchases of that nature are emotionally-driven, and having someone you trust to guide you through the process brings invaluable peace of mind, and makes the transaction much more likely to happen.
Of course, you know that already - but your online brand needs to reflect that too. When it comes to developing your social media voice for real estate, your brand should be:
The best example of taking this tone has been shown by the disruptive online real estate company Purplebricks. Their value proposition is to cut out the realtor to make buying and selling homes as straight-forward and accessible as possible.
As a customer, my main pain points are:
- Why should I trust an online company?
- How do I get in touch if I need help?
- Why is this company better than regular estate agents?
That’s why being genuine, approachable, and no-nonsense has been core to their success on social media platforms. And all of this is communicated through their online brand, and how they communicate with their customers.
All of this is communicated through case studies on their social media. It's important to have a good marketing plan in place and to ensure you use the right social media management toolkit to help you plan content and analyze performance.
Brief testimonials are a key way of building trust, as with any business. But they’re especially important as home buyers and sellers feel the fate of their future is in your hands.
If you’re just talking about your own brand, and neglect to answer queries, then you’re going to be annoying your clients and eroding any hard-earned trust.
As a rule of thumb, if you’re going to have a presence on a social channel like Facebook or Google, then you should be prepared to answer questions on that same platform within about a day. Make sure you have a social media marketing campaign scheduler that helps with the correct functions.
When you start setting up your social accounts for your real estate brand, it’s worth first of all considering where you can afford to spend your time. If you’ve only got time for one channel, choose to spend all your efforts on that channel, and ignore the rest.
Of course, you want to be where your clients are. For that reason, we would recommend these platforms, in order of priority:
- TikTok (While still a new platform for most, there are some seriously great realtors bringing in a lot of engagement with house tours of luxury properties they have listed)
- Everything else
So, first of all, pick your community. (Here’s our Facebook Community, The Content Marketing Hub).
Then manage your community well, by replying with informative and accurate answers to genuine questions and queries people have about any aspect of buying a home.
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Show them you are there to help them and are not just out to make money from their decisions. Although your conversations are likely to be brief, keep them positive and try to avoid overly-transactional information sharing.
Try to add a bit of personality while keeping professional. Making a good first impression is an important first stage of the buying journey. Customers are more likely to remember this and come back to leave a review.
In real estate, people have more than just their dream house in mind.
Whether it’s a retired couple looking to downsize & move to the country, new parents looking for the best catchment area for local schools or young professionals looking for the location that suits their social life and budget the best, everyone’s priority is location.
Social media gives you a great platofrm to engage, promote and draw the attention to all that is good and great in the local area. This helps build a sense of community and positions your brand as a champion of the local area. Having a clear social media planand the correct social media management system can help get you organized.
One of the best ways to do this on Twitter is to make sure you are following relevant local accounts who publish updates of local events with images. This puts you in a good position to retweet these posts to your client followers.
Showing off events in the local area, helps show you’re involved. It's always best in these situations to personalize the retweet with some additional information highlighting why this post is important.
It's important that you also know your audience in these situations, understand what demographic you are looking to attract with the property portfolio you currently have and only post content relevant to these groups.
Content planning tools make the actual posting part a breeze. As a quick recap, you are there to:
- Help answer people’s queries
- Get people excited about moving house
- Show off your community credentials
Social media for real estate is helpful, but it’s not the whole process!
Make your contact information clear and available in your social bios, and include them in posts whenever you’ve included a call to action that takes people offline. You can find various social media tools to help this.
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For example, you could:
- Lead people to a web page where they download a guide in exchange for their email address
- Take people to a tool, such as a mortgage calculator
- Send people to a longer inquiry form, where they can leave their phone number so you can follow up by phone
But it’s important not to be aggressive when pursuing contact information from potential clients. Instead of prompting them to get in contact with you, you could also leave your email address in your bio so they can get in touch through this more formal channel.
So, in summary: be sure to pick your community, show you're commited to that community by posting case studies and actively being involved with what's happening in the area, and be prepared to leave an amazing impression on your future clients.
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