Social media has redefined how we do business. It has changed the landscape of how we find potential clients and market our products or services to them.
As a real estate agent, you’re accustomed to connecting with your clients through tried and tested channels. For years, you’ve discovered potential home buyers and sellers using the same tactics, so when the term “social media” is mentioned, it’s scary. It represents a new era of technology and apps—one that you’re not necessarily comfortable with.
Real estate agents are some of the best networkers and marketers in a face-to-face environment. When you walk into a room, you own it. You get to know your clients on a personal level, you understand your market, and you’re involved in your local community.
What you struggle with is networking and marketing via social media. The good news: all you have to do is apply the same techniques you use in a person-to-person setting to the online setting.
The best real estate marketers approach social media marketing the same way they approach offline marketing.
Social media is where the people are—it’s where they’re congregating and connecting, so it’s crucial you’re there too. By connecting with your clients and future clients via social media, you expand your marketing efforts. You build trust and rapport. It’s a great way to build referrals and tap into a larger network of individuals you might not otherwise reach.
So, where do you begin? Read on.
In this article, you’ll find 21 Tips for marketing on Facebook, Twitter, Pinterest, Instagram, and a few other social media sites. You’ll discover how real estate agents can successfully use them to expand their efforts.
How Real Estate Agents Can Successfully Use Social Media to Market: Facebook
Facebook is one of the largest online communities. It’s where people go to connect with friends and family. As a real estate agent, you want to connect with your clients and you want to connect with their friends and family, which is why it’s the perfect space for you.
So, as a real estate agent, how can you access this market? How do you spread your name or showcase your properties using this social networking site?
Here are some simple tips to get you started:
Create a Facebook Page It’s really simple to create a Facebook fan page, which adds professionalism to your services. Don’t use your personal profile page. Fan pages offer a lot of business features, such as targeted marketing, insights, and the ability to run contests. These essentials are worth the effort.
1. Post about Your Neighbourhood and Community Events
Show off where your listings are. Snap pictures of local landmarks, quaint shops, and fun attractions. If a new park is being built nearby a current listing, share some images and talk about the benefits.
Show clients you’re an area expert and what your neighbourhood has to offer. If there’s an upcoming community event, such as a festival, share about it. Ask questions to spark interaction.
2. Use Images and Videos
Pictures and videos are the most engaging content on Facebook. In fact, Facebook videos now rank higher in the news feed algorithm (meaning they’re more likely to show up in more individuals’ news feeds).
The more likes, shares, and comments your content receives, the more your fans and friends of your fans will see it. Shoot a quick, 30 second video outside a new listing or post a virtual tour to your Facebook page.
3. Demonstrate How Much You Care About Your Buyers and Sellers
You may send a house warming gift or a thank-you card to your buyers or sellers, so why not send them some social media love too? Snap a picture of the keys to the home or of your buyers outside of their new home; congratulate them on social media. It’s a great way to show your clients you truly care and to market your success.
4. Run a Contest or Giveaway.
Contests and giveaways are a great way to spark engagement and build your fan base. Garner new likes and gain a wider audience by offering online giveaways, such as a free night in a luxury hotel or a book about real estate investment. You can run a simple giveaway on your own or use a third-party to manage a sweepstake.
Run a photo contest and have clients share pictures of their new home or recently remodeled property. Photo contests are a great way to obtain additional pictures of a new listing and to generate interest in your services.
5. Share Your Listings.
When it comes to social media, the 80/20 rule applies. Post about lifestyles, community, and your audience 80% of the time, and post about you and your product or services 20% of the time. This rule keeps your content engaging, and your fans won’t feel like you’re shoving your product down their throats.
Share details about the listing and quality, eye-catching photographs. How many bedrooms does it have? What’s the selling price? Where is it located? Give specifics, but don’t make this another print ad; use your personality and a conversational tone. Ask questions: What do people think about this new listing? Could they see themselves living there? Don’t forget to post about your open houses too. Let people know exactly how to learn more.
6. Utilize Facebook’s Geo-targeted Advertising.
Facebook lets you promote your posts and target individuals based on their location, gender, age, interests, and more. Identify your target audience and use Facebook advertising to reach them.
How Real Estate Agents Can Successfully Use Social Media to Market: Twitter
Twitter is another online platform that reaches the masses. With up to 140 characters to engage your followers, provide to-the-point updates and information; or use it to share helpful links and resources. Get creative and find new ways to spark interest in your personal brand, real estate company, and listings.
7. Tweet Tips for Buyers and Sellers and Local News and Events
Teach your sellers how to stage their home, what minor improvements to watch out for, and offer organizational moving tips. Share resources with your buyers. What should they look for in a real estate agent? Should they get prequalified for a home loan prior to starting their house hunt? Offer quality content to build a reputation as a knowledgeable and experienced industry expert.
Follow your local news stations on Twitter and retweet their updates. Share trendy community news or upcoming events. Show that you’re well-informed and up-to-date on what’s happening in your area.
8. Tweet Questions
Asking questions is a great way to engage your audience across all social media platforms. For example, ask:
- What do you love most about your new home? #newhome #moving
- What’s been the most stressful aspect of buying a home? #makinganoffer #nomorerenting
- What’s your dream home look like? #fireplace #pool #modernkitchen
9. Use Hashtags
When you use hashtags on Twitter your tweets are seen by more followers. Use specific and relevant hashtags, so those searching for your subject matter can find your tweets. If you’re sharing moving tips, use #movingtips. If you’re sharing information about your neighbourhood, hashtag your area or city.
10. Engage with Your Followers and Reply Using @Mentions
Tweet specific people by mentioning their Twitter handle. Congratulate new homeowners or thank your sellers for all of their hard work leading up to their open house by using @mentions.
11. Offer Giveaways and Contests
Giveaways and contests are an excellent way to engage your audience across all social media platforms. Use Twitter to:
- Ask your followers for a unique heading for a for sale listing. Offer a free meal or coffee at a local café as a prize for the best heading.
- Get visitors to your next open house by offering a Twitter drawing for all who stop by. Use hashtags to promote the event.
12. Tweet about Your Listings.
Again, use the 80/20 rule. Tweet about your listings, but don’t always tweet about your listings. Remember to engage your audience by tweeting local news, useful information, and asking questions.
How Real Estate Agents Can Successfully Use Social Media to Market: Pinterest
Pinterest is all about inspiration and connecting with individuals through pictures. Use this site to show off those remarkable shots of your listings. On Pinterest, you engage with your followers by pinning, repinning, liking, and commenting.
Set up a Pinterest account, including your name and business name or title. For example, John Smith | Real Estate Agent.
13. Create a Neighbourhood, Lifestyle, and Home Décor Board
Follow area restaurants, attractions, and schools. Repin images from their boards. Add other pictures that detail the services and amenities in your neighbourhood.
As much as buyers and sellers are interested in your property, they want to get to know you too. Set up a board about your hobbies and inspiration. Do you like to run or to cook? Are you into fashion? Create a board about your family.
Inspire your buyers and sellers with home décor images. Pin pictures of perfectly staged homes. Many buyers and sellers spend a large amount of time looking for inspiration to decorate their new homes. Let them happen across your profile by pinning useful, beautiful images.
14. Set Up a Listings or Homes Board
Make sure your listing board is in your top four so followers can easily see it. Post high quality images of your homes for sale—both of the interior and exterior.
15. Use Hashtags
Like on Twitter and Facebook, use hashtags specific to your listing and neighbourhood.
16. Run a Contest or Giveaway
Regardless of the social media platform, giveaways and contests remain an excellent way to engage your audience.
- Ask followers to vote for their favourite image of your new listing and offer a random drawing with a prize.
- Create a photo contest asking followers to submit a picture of their favourite kitchen. Offer a gift certificate or a prize for the kitchen that receives the most votes, likes, or repins.
- Start a video contest. Ask participants to make a video and explain what they like most about your recent listing. Offer a prize for the best one.
How Real Estate Agents Can Successfully Use Social Media to Market: Other Social Media
17. Instagram
Instagram is another image-focused social media platform that is gaining strength as a powerful marketing tool. Businesses and entrepreneurs are flooding to Instagram to share sneak peeks, behind-the-scene shots, and product pictures. Home buyers love visual appeal, making Instagram a great app for real estate agents. Use natural light and be consistent with your filters. Upload pictures of your listings, of you signing a contract, or hammering in a for sale sign. Again, use the 80/20 rule, and share community information, lifestyle information, and other beneficial photos too.
18. Google+
Google+ is now the second largest social networking platform—second to Facebook for active users. Google+ allows you to create a business page and a community, but it’s really all about the community. A Google+ Community is a place where individuals with common interests meet up.
Create your own community and build an audience of people who want to share common insights and ideas. To get people to join, you’ll have to promote it. Promote the community on your website, brochures, business cards, and other social media platforms to get members to join. Once your community is up and running, you have another great space to share content, listings, tips, and more.
19. LinkedIn
Set up a business page and personal LinkedIn profile. Provide as much detail as possible, showcasing why you’re the realtor of choice in your area. Include information on your sales statistics and any awards you’ve received. Ask your friends, family, and past clients for referrals. List your skills and specializations and ask your network to endorse them.
20. YouTube
Like Facebook videos, use YouTube videos to introduce yourself and your new listings. Give a virtual tour, share your expertise, or congratulate a buyer or seller with a personal message. Get user-generated content from your clients by creating a video contest. Imbed your YouTube videos on your blog—“vlogging” is the latest social media trend.
21. Blogs
Blogs are another great way to share your knowledge and expertise. Write about the latest industry trends or share about a positive experience you recently had with a buyer or seller. Create useful lists and tips for home buyers and home sellers. Post about a new listing or a new neighbourhood you’re working in. Blogs are a great way to drive traffic to your site and get new viewers to explore your listings.