In this guide, I’ll be sharing how you can make your campaigns a triumphant success without overspending—with examples to prove how social marketing for real estate companies can help you attract high-quality leads.
Real Estate Marketing Done Brilliantly: 8 Ways to Use Social to Get More Enquiries
Social media is tough, anyway—but even tougher for real estate companies.
It’s quite hard to shift properties on social media because they aren’t rash purchases because of their high prices. It’s unlikely for people to view a handful of tweets and bang down a hefty deposit, right?
However, this doesn’t make real estate social media marketing impossible
In fact, it’s quite the opposite.
Why should real estate companies use social media?
44% of home buyers use the internet to look for properties first. That’s right—people are heading to the online world, rather than traditional real estate offices or referrals from family and friends, to look for their new home.
You can’t target this huge chunk of people if you’re not making your real estate company visible when they are online.
66% of new home buyers are millennial’s—the largest chunk of any age range.
There are currently 76.8 million millennial’s using social media in the U.S. alone, making it the perfect place to promote your real estate services.
The importance of setting goals for your campaigns
Goals/Key Performance Indicators (KPIs), help your real estate company know what you’re working towards on social media. Whether you’re using the platforms to:
- Increase website traffic
- Raise your follower count
- Improve engagement rates
- Generate more contact form submissions
- Produce more property enquiries or sales
…working backward from the goal you’re working towards gives you a better chance at creating a marketing plan that will reach it.
8 Tips to crack the real estate marketing code on social media
Use these eight tips to make your social strategy a success:
#1. Optimize your profile
Make sure your profile is filled in properly. For each platform you’re using, add your:
- Contact details
- Profile photo
- Website URL
That way, if your audience are looking for a way to get in touch, enquire or simply learn more about your business, the information is there to do so. We all love convenience.
Taking this tactic a step further? Dive into the details of your real estate business and use the Story section on the Facebook Page to build those all-important personal connections—like this example from Best Chicago Properties:
And, because this extra detail allows potential customers to fully understand what it is you offer, it boosts the chances of each enquiry you receive being genuine. That’ll help you save time filtering unqualified leads.
#2. Use real estate video marketing to showcase properties
97% of marketers say video has helped increase user understanding of their product or service, 76% say it’s increased sales, and 76% experienced more support queries after using video in their strategy.
…If that’s not an excuse to use real estate video in your social media campaigns, I don’t know what is.
For example, you could do:
- A series of Instagram Stories to show the interior of a property they’re selling
- A Facebook Live video at one of their open house events.
- A Snapchat Story which encourages their followers to take part in a property Q&A.
- A YouTube video which explains the step-by-step process of buying a house.
- A 360 post to give their audience a full, 360-view of the property.
Look at this property tour by luxury real estate developers, The Hudson. They’ve uploaded their tour to YouTube, allowing them to build a community on the second largest search engine in the world, while also promoting their development:
#3. Let reviews take pride of place
Did you know that 62% of online home buyers said they’re likely to contact an agent if they have excellent reviews?
Social media has put power in the hands of consumers by giving them a platform to voice their views about your real estate business. As Sendible’s Founder and CEO said in Gower Crowd’s Real Estate Podcast:
“With social media you now have access to the truth – what’s really going on, with all the facts. You have access to reviews; you’re hearing from people who are talking about other brands.”
You can use this to your advantage if you’re struggling to generate enquiries through your current marketing strategy by letting reviews, testimonials and words from happy customers take pride of place on your profiles. You can:
- Retweet them to the company’s Twitter profile
- Share customers’ video testimonials to their Instagram Stories
- Fill the “Review” tab on their Facebook Page with glowing 5-star ratings
If collecting reviews from real estate customers sounds like a tough job to crack, don’t panic.
You could offer an incentive—such as a discount on the next property or free valuations—to encourage previous customers to share their experience on social media.
With homes being such a personal purchase, why not share your customer’s success story—and how you helped them find their dream home?
Joyce Rey uses this tactic, too—this time in her Instagram bio:
Although Joyce doesn’t focus on reviews in her Instagram bio, she’s using the same endorsement tactic by mentioning the publications she’s been featured in through her bio.
Tying her name with big, well-known brands makes her real estate company more credible.
#4. Share content for local people
People viewing your properties are likely to be in the same area.
That’s why you should focus on sharing content that local people would be interested in, such as:
- Local events and news
- Information on local property price changes
46% of Americans use social media as a news source, so contributing to the local social world—whether you’re sharing events or news coverage—is a fantastic way to get your foot in the door.
…No pun intended.
DTLA Real Estate use this real estate marketing tactic by posting photos of street art in the local area. Why? Well, people purchasing the types of home they’ve got for sale are likely to be interested in art:
Using this tactic to attract the attention of local people is a fantastic way for smaller real estate companies to get a leg-up on their competition, too.
Since larger real estate companies are likely to sell in various locations it’s tough for them to post local content without isolating a segment of their audience.
#5. Participate in local online communities
Facebook Groups, in particular, are great for connecting brands with local people since it’s the biggest social media platform in the world.
Think they’re not for you?
Over 1 billion people use at least one Facebook Group—meaning there’s bound to be a bunch of your ideal customers using one, too.
Local neighbourhoods use Facebook Groups to swap information and stay in touch. That makes it the perfect place to start chatting to your potential customers and build your reputation in the area.
Find these by searching “LOCATION + neighbourhood” in Facebook search, and hitting the Groups tab.
You can also get involved in Groups that are specifically for property listing sharing, like Hot NY Properties:
Planning on using Facebook Groups to generate more buzz around your real estate company? I’ve got one warning: Don’t oversell.
Coming across as too promotional—and only sharing links to property listings you’ve got on your website—will be off-putting, especially if the aim of the group isn’t to sell.
Instead, answer questions, help people who’re struggling and offer free advice. That way, you’re building your personal brand, reputation, and the chances of someone visiting your website when they’re ready to enquire.
#6. Start pinning photos to popular Pinterest boards
Buying a new property is a huge investment, and often brings change.
That’s why you should start using Pinterest—a platform where 47% of users are likely to experience a major life event in the next six months.
Plus, Pinterest is a visual platform. People can’t buy a home without viewing it first, right?
To start your real estate marketing strategy on Pinterest, begin by Pinning photos from the properties you’ve got for sale, and adding the listing as the source URL. You could also pin photos from your blog content to these boards.
Here’s an example: At Properties uses Pinterest to market their real estate brand, as we can see from these photos pinned from their site:
But, gaining traction on Pinterest is tough—especially when you don’t have the time to Pin content to your profile multiple times per day. Hence: Group boards.
A collective board allows other profiles to contribute, these group boards tend to have a high follower count (due to the abundance of content being pinned every day). It’s your aim to join and share your content to these boards.
Here are a few to get you started:
#7. Sprinkle hashtags throughout your content
Have you ever thought about using hashtags in your real estate marketing campaigns?
Considering they have the potential to improve brand awareness (especially when found in hashtag search), it’s a small tweak you can make to the content you’re already posting and see great results.
Start to introduce these links by including a combination of:
- Branded hashtags: Designed to be used by your real estate company and followers—e.g. #RightMoveTips
- Generic hashtags: Used by anyone with a shared interest—e.g. #JustListed
Why? Because branded hashtags build your own following, whereas generic hashtags allow you to reach people who might not otherwise see your content.
Realtor Patrick Ivey uses generic hashtags (#ForSale and #JustListed) to promote a new listing on Facebook:
Here’s a quick list of real estate hashtags you can use to get started:
#8. Schedule content in advance
Your time is valuable, so you don’t waste it. Every spare hour you spend on creating social media posts could be better used on meeting potential buyers and sellers. The trick is scheduling your content in advance.
You’re able to save time (and effort) by spending a few hours on a Monday morning planning your real estate content, rather than 45 minutes per day—or whenever you think, “I haven’t posted in awhile”.
Scheduling social content in advance means you’re better prepared and aren’t rushing to keep your account active.
When you know the goals you’re working to, and have time to strategically plan the content that’ll help you reach them, it’s a win-win for everyone involved.
Are you inspired to start using social media to generate more enquiries for your real estate company?
Remember to make sure each strategy you use helps you work toward your goals and focuses on providing value to your target audience.
Author: Claire Pariken