Want to know the secret to making social media work for your real estate business? It starts with a solid strategy that helps you attract clients, establish trust, and stand out from the competition.
But let's face it - social media can be overwhelming, especially when figuring out what content to post, how to use hashtags effectively, and how to make your online presence shine.
That's why I've put together this guide - to walk you through the dos and don'ts of social media marketing for realtors, from crafting a killer business profile that showcases your personality to tips on how to keep your brand look consistent across all your platforms.
Want to boost your real estate business with social media? Here's what you need to know:
- Choose the right platforms: Focus on Facebook, Instagram, LinkedIn, and YouTube
- Create a strong profile: Professional headshot, clear contact info, and compelling bio.
- Post consistently: Aim for three posts per week on each platform.
- Mix content: Share listings, market updates, tips, and personal insights
- Use visuals: Include high-quality photos and videos, especially virtual tours.
- Engage with your audience: Respond to comments and messages promptly.
- Follow privacy rules: Always get client permission before sharing info.
- Track your results: Monitor engagement and leads, not just follower count.
- Keep your account secure: Use strong passwords and two-factor authentication.
Social Media Basics for Realtors
Social media isn't just about posting pretty house pics. It's your digital playground to build your brand, connect with clients, and show off your real estate smarts. Let's break down the must-knows for crushing it in the online property world.
Pick Your Platforms Wisely
Not all social media is created equal. Here's where you should focus:
Facebook: With 3 billion monthly users, it's a no-brainer. Great for reaching older folks - perfect for targeting home sellers.
Instagram: Visual heaven for showcasing properties and catching younger first-time buyers. 46% of users are 25-44 - prime home-buying age.
LinkedIn: Don't sleep on this one. It's gold for B2B connections and positioning yourself as the go-to real estate pro.
YouTube: The king of long-form video. Perfect for virtual tours and explaining the ins and outs of buying a home.
Pro tip: It's better to rock a few platforms than to spread yourself thin. Stick to where your ideal clients hang out.
Craft a Killer Business Profile
Your social profile is your digital business card. Make it pop:
- Smart username: Go for "YourNameRealtor" or "CityNameRealEstate". Makes you easy to find.
- Compelling bio: Highlight your specialty areas and add a dash of personality. Sprinkle in keywords to boost your search game.
- Contact info: Make it a no-brainer for clients to reach you: email, phone, website - the works.
- Pro profile pic: A quality headshot builds trust. Skip the logo - people want to see YOU.
- Max out features: Use the 'Contact' button on Instagram to create highlights for testimonials and hot listings.
Keep Your Brand Look On Point
Consistency is king in building a brand that sticks. Here's how:
- Nail your visual vibe: Pick a color scheme and own it. Use it everywhere - posts, stories, even your profile pic background.
- Template it up: Design templates for different post types (listings, market updates, client love). It keeps everything looking sharp.
- One profile pic to rule them all: Use the same pic across platforms. Makes you instantly recognizable.
- Consistent tone: Your brand voice should be the same everywhere. Friendly on Facebook? Keep that energy on LinkedIn, too.
What to Do on Social Media
Social media isn't just for posting house pics. It's your digital playground to show off your skills, connect with clients, and grow your real estate business. Here's how to make it work for you:
Improve Your Profile
Think of your social media profile as your digital business card. Make it count:
- Contact info: Make it easy for people to reach you. Put your email, phone, and website in your bio.
- Pro headshot: Show your face, not your logo. A good headshot builds trust.
- Compelling bio: What makes you special? Are you the condo king? The first-time buyer whisperer? Tell people!
- Consistent branding: Use the same profile pic and colors everywhere. It helps people recognize you.
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Create Better Posts
Content is key, but not all content is equal. Here's how to make your posts stand out:
Mix up your content. Don't just post listings. Share market insights, home tips, and success stories. Keep it interesting.
Go visual. In real estate, pictures speak louder than words. Use great photos and videos to show off properties. The National Association of REALTORS® says: "85% of buyers find photos super helpful when house hunting".
Tell a story. Don't just list features. Paint a picture. That sunny corner? It's perfect for morning coffee and a good book.
Show behind the scenes. Let people see what you do day-to-day. It makes you more relatable.
Be a local expert. Talk about neighborhood events, cool restaurants, and hidden gems. It shows you know your stuff.
Use Hashtags Correctly
Hashtags can help you reach new people. Here's how to use them right:
- Keep it relevant: Use hashtags that fit your content. #RealEstate is great, but remember local tags like #NYCRealEstate.
- Don't overdo it: Stick to 3-5 hashtags on most platforms. On Instagram, you can use up to 11.
- Mix it up: Use some popular tags (#RealEstateAgent) and some specific ones (#VictorianHomes).
- Create your own: A branded hashtag like #SmithRealtyFinds can help build your brand.
- Research and rotate: Keep track of what works, but don't use the same tags every time.
Remember, social media success takes time. Be consistent, be real, and give your audience something valuable. Keep at it, and you'll see results.
"Good social media doesn't just get you more followers. It builds trust, making you the agent people turn to when they're ready to buy or sell."
So get out there and rock social media. Your next big sale could be just a post away!
What Not to Do on Social Media
Social media can boost your real estate business, but it's tricky. Let's look at some big mistakes that could wreck your online presence.
Posting Too Much
Do you think more posts mean more eyeballs? Think again. Flooding followers' feeds is a fast track to losing them.
Here's the scoop: quality beats quantity. Aim for about three posts per week on each platform. This keeps you visible without becoming that annoying realtor who won't stop talking.
Every post should matter. Mix it up:
- Local housing trends
- Home improvement tips
- Success stories (with client permission)
- Glimpses of your workday
Stick to quality content, and followers will keep coming back.
Following Privacy Rules
Privacy isn't just a buzzword - it's your legal and ethical duty. Ignore it, and you're in for trouble.
Rule #1: Always get permission before sharing client info or photos. This covers:
- Listing details
- Sale prices
- Client names or images
Excited about a big sale? Great! But zip it until your client says it's okay.
Next up: Fair Housing Act. It's not just good practice - it's the law. Don't discriminate in your posts. Avoid stuff like "perfect for families" or "ideal for young professionals."
Instead, focus on the property:
- "Spacious backyard"
- "Recently renovated kitchen"
- "Close to public transportation"
Mike Rohde from the National Association of REALTORS® says:
"Advertisements should never indicate a preference or limitation based on a protected class, which at the federal level includes race, color, religion, sex, disability, family status, and national origin."
Last tip: Don't snoop on potential clients' profiles. It might lead to accidental discrimination. Stick to what they tell you directly.
Respect privacy and follow fair housing rules. You'll build trust and dodge legal headaches. It's a smart move for keeping your social media professional and legit.
Planning Your Posts
Winging it on social media? Bad idea. It would help if you had a solid plan to keep your online presence on point. Here's how to organize your social media game and schedule like a pro.
Content Schedule
A content schedule isn't just about organization - it's about keeping your sanity. Let's break it down:
Daily Tasks
Start your day by checking notifications and responding to comments. It keeps your audience engaged and shows you're active.
Weekly Planning
Set aside time each week for content planning. Aim for at least three posts per week on Facebook and Instagram. For YouTube, once a week is a good start.
Monthly Strategy
At the start of each month, look ahead. Are any holidays or local events coming up? Plan content around these to stay relevant.
Consistency is key. As Dan Wilkerson from LunaMetrics says:
"To 'know' the BEST is an impossibility. You can only predict and measure."
Start with this schedule, track your results, and tweak as needed.
Mix Business and Personal Posts
Your social media isn't just about selling houses - it's about selling YOU as a trustworthy realtor. Here's how to balance it:
The 80/20 Rule: Make 80% of your content valuable, informative posts about real estate and your local area. The other 20%? That's to show the human behind the realtor.
Business Posts Ideas:
- Market updates
- New Listings
- Home buying tips
- Local real estate news
Personal Post Ideas:
- Community events you're attending
- Your favorite local spots
- Behind-the-scenes of your workday
- Personal milestones (work anniversaries, awards)
Pro Tip: Use tools like Hootsuite or Sendible to schedule posts in advance. Plan a week's worth of content in one sitting - save time, save stress.
Remember, your social media is YOU. Put it all in there, but be careful about what you post. Because whatever you post is a representation of you and your personal brand, and if you don't want anyone to know anything, then don't put it on the internet. Full stop.
Building Professional Networks
A strong professional network is key for real estate success in today's digital world. Let's look at how to use social media to build relationships and grow your business.
Connect with Industry Partners
LinkedIn is the top platform for professional networking in real estate. Over half of real estate agents use it to get new business and close more deals. Here's how to make it work for you:
Polish Your Profile
Make your LinkedIn profile shine. Use a good headshot and write a bio that shows why you're the best at what you do.
Join Groups
LinkedIn groups are great for learning and networking. The "Luxury Real Estate Network" group has 97,500 members interested in high-end properties. Jump in, share your thoughts, and meet others in the field.
Get Recommendations
Ask happy clients and coworkers for testimonials. They boost your credibility.
Stay Active
Spend time each week on LinkedIn. Comment on posts, share helpful info, and reach out to new people. It pays off - LinkedIn turns 2.74% of visitors into leads, beating Facebook (0.77%) and X (0.69%).
Don't forget other platforms:
- Facebook: Join real estate groups like the National Association of Realtors' official group (23,300 members). Share local market insights and connect with peers.
- Instagram: Show off your listings and personal brand. Follow and chat with other real estate pros, home stagers, and interior designers.
Remember, networking isn't just collecting contacts. It's about real relationships. As Zig Ziglar said: "You can have everything in life you want if you just help other people get what they want."
Be helpful online. Share insights, support newcomers, and cheer for others' wins. This will naturally grow your network and create new chances.
Mix it up, too. Go to industry events (online and in-person), join webinars, and maybe host your own online workshops. Combine these with your social media efforts, and you'll build a strong network that boosts your real estate career.
Track and Protect Your Accounts
Your social media presence is a big deal. But it's not just about posting content - you need to keep an eye on how it's performing and make sure it's secure. Let's break it down.
Check Your Results
Tracking your social media isn't about bragging rights. It's about figuring out what works and what doesn't. Here's how to do it:
Focus on engagement, not just followers. Likes, comments, and shares tell you if your content is hitting the mark.
Use the tools built into each platform. Instagram, for example, gives business accounts access to Insights. This shows you how many accounts you're reaching and engaging.
Make it a habit. Look at your numbers weekly, and do a bigger review monthly. This helps you spot trends and tweak your approach.
Set clear goals. Instead of vague aims, try something like: "Boost Instagram engagement by 5% next quarter. How? Post Stories daily, reply to comments and DMs, and share a post every other day".
Don't forget the bigger picture. Keep track of how many leads or conversations your social media efforts are generating. That's where the rubber meets the road for your business.
Good marketing sparks conversations and builds relationships. That's what real estate is all about.
Keep Your Account Safe
Cybercrime is a real threat in real estate. Protecting your social media isn't just about your online presence - it's about safeguarding your business and clients. Here's how:
Use strong passwords
Mix it up with upper and lowercase letters, numbers, and symbols. And don't use the same password for everything.
Turn on two-factor authentication (2FA)
This extra step can stop hackers even if they guess your password.
Use a VPN on public Wi-Fi
A Virtual Private Network encrypts your connection, keeping your data safe from snoopers.
Back up regularly
Save your content and important conversations often. If something goes wrong, you won't lose everything.
Be careful what you share
Never post sensitive info like client details or financial data online.
Keep everything updated
Regularly update your devices and apps to patch security holes.
Teach your clients
Show them how to share information with you securely online.
Conclusion
Social media has changed the game for realtors. It's a powerful way to connect with clients and grow your business. But to succeed, you need a smart strategy. Here's what you need to know:
Post regularly. Aim for at least three posts a week on Facebook and Instagram. This keeps you on your audience's radar.
Focus on quality content. Share valuable info that shows off your expertise and local market knowledge. Add a personal touch to build trust.
Follow the rules. The National Association of REALTORS® has a Code of Ethics. There's also the Fair Housing Act and privacy laws. Make sure your social media follows these guidelines.
Use lots of visuals. High-quality images and videos are a must in real estate. Opendoor's 2021 report found that 88% of home buyers want virtual tours, even after the pandemic. So, include virtual tours and property showcases in your content.
Engage with your audience. Reply to comments and messages quickly. Join in on relevant online discussions. This two-way interaction builds relationships and trust.
Be ready to change. Social media is always evolving. What works now might only work for a while. Keep an eye on your results, and be ready to switch things up if needed.
Bonus video:
Social Media Musts for Every New Real Estate Agent: