Social media is integral for many industries, especially real estate. Building and leveraging your social media means attracting leads, more exposure on your listings, and ultimately building credibility within your community as a reputable and knowledgeable agent or broker.
According to the National Association of Realtors, social media is the best source for generating leads. Since over half the time spent on our mobile devices is spent on social media, and more than 80% of Millennials found their home using a mobile device, having an effective social media presence is essential to connecting with potential customers.
Some quick and interesting statistics about social media and real estate are:
- 77% of realtors actively use social media for real estate in some way, shape, or form
- 47% of real estate businesses note that social media results in the highest quality leads versus other sources
- 99% of millennials (and 90% of baby boomers) begin their home search online (as opposed to in-person referrals)
So let’s discuss some tips real estate agents should keep in mind when leveraging social media for their real estate business.
Benefits of Social Media for Real Estate
At a glance, the benefits of social media can be summarized as follows:
- Reach high-intent customers
- Generates exposure
- Builds brand awareness and trust
- Better ROI
If you happen to be a seasoned influencer with a large social media following already in place, you’re already a step ahead. When asked, “How has having a big following on social media benefited your real estate career?” aDoor Real Estate Agents, Jack Motley, and Brant Peacher both commented that they were able to “start selling immediately from day one.” Being able to hit the ground running gives you a considerable advantage in an already competitive market.
Best Social Platforms for Real Estate
An overwhelming number of social media platforms exist today that can be used for real estate.
Some of the best social platforms for real estate are:
It’s important to think about which social platforms make sense for your business. You don’t need to be on every single one. Spend some time defining who your audience is and if you have the time and resources to effectively reach them.
YouTube is beginning to take its place among the best social platforms. According to statistics, between “92% to 97% of marketers say video has helped increase user understanding of their product or service, 76% say it’s increased sales.” Short-form video is probably the most impactful social media trend, following YouTube’s long video format.
Our agents seem to agree. When asked, “Is there a social network that you find works best?” Jack and Brant listed YouTube as their go-to platform aside from Facebook.
Building a Social Media Platform for Real Estate
Building a social media platform for real estate, here are some simple and easy things to remember:
- Promote the town, not just the house
- Be yourself
- Educate your buyers
- Chat with your followers
- Respond to comments, good and bad
- Avoid simply shouting about your home listings
- Never assume you’re only connecting with first-time buyers
Curious how Brant and Jack built their social platform, we were told by Brant, “Being consistent, especially when starting out in social media. Because when you’re consistent, you get better at it until you’re an expert.”
Jack Motley tells us that he “realizes the power of it [social media]” because it allowed him to “show off his hometown and all the cool things we have to offer,” which expands on how beneficial it is to promote the town and community, not just the house when building a social media platform for real estate.
Leveraging Social Media to Grow Your Business
Leveraging social media to grow your real estate business is your next step once you’ve built a platform. While this list is not all-inclusive, it’s a great place to start.
- Post valuable and relevant content
- Utilize social media advertising to increase your reach
- Network with peers by joining groups
- Learn about social media analytics
An important tip from Jack Motley when asked, “What were his top tips for leveraging your social following for real estate?” he said, “Engaging with people, sharing a passion, documenting things, letting them know the value you give to them.” Following that advice allows you to connect with your audience and build trust in yourself and your brand.
Social Media Mistakes to Avoid
Success in social media is fluid and correlates with trends and platforms. What works one day may not necessarily be the same the next day. However, here are some social media mistakes to avoid that have stood the test of time:
- Not using proper grammar and spelling
- Not engaging with your audience
- Posting the same style or content all the time
- Not letting your personality show
- Relying too much on automation
- Inconsistent posting
Hindsight is 20/20, and when we asked our agents, Jack Motley and Brant Peacher, “What are some pitfalls people should avoid?” each offered their own piece of sage and unique advice.
Brant says, “Never underestimate the amount of effort and time that it takes to build your social media.” At the same time, Jack encourages you to “Just have fun with it” and not let other people heavily influence your creative process. Some of his best posts and videos resulted from following his instinct and “turning off all the noise.”
At the end of the day, success in real estate is about building relationships, and your clients can’t build relationships with you if they don’t know who you really are. Having a strong social media presence with engaging and personalized content for your audience and business is one of the best ways to showcase yourself and your brand.