15 Real Estate Social Media Marketing Strategies That'll Bring in New Business

Buying or selling a home is an important financial (and emotional) decision, and your clients want an agent they trust to protect their interests and help them navigate the complexities of the process.

That's where real estate social media marketing comes in. When applied correctly, it can be a great way to start conversations, share advice, and grow an ongoing relationship with buyers, sellers, and renters.

So, I’m diving into the value of using social media as a real estate agent, a list of tips and trends, and examples of social media posts you can incorporate into your real estate marketing strategy.

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The Power of Real Estate Social Media Marketing

A social media presence helps you build brand awareness and generate trust with your audience.

They may not be ready to make a purchase yet or even reach out to begin a conversion. But if they see you’re consistently active on your platforms or they come across one of your advertisements, they may make a mental note of what you offer and come back to you when they’re prepared to begin their process.

Not convinced? Here are a few stats to help you understand the power of social media marketing to grow your real estate business:

So, statistically speaking, your audience is already on social media — why not meet them where they are? What’s more, outside of the organic strategies I’m sharing here, social media also offers targeted advertising options tailored to audiences in specific locations.

Ready to put it into action? Let’s dive into some of the top strategies to build your real estate social network.

1. Promote the town, not just the house.

Homebuyers want to know the good, bad, and ugly of each town to which they're considering a move. Yet, most real estate blogs simply give buyers basic demographic statistics and perhaps some flowery language about the area.

Instead, use your social media channels to provide potential clients a far richer understanding of the markets you serve, letting them know the pros and cons of each neighborhood.

Many cities have a “@CityOf ...” social media handle, which you can mention directly in your posts. Use these handles to promote properties you have listed in that city. City accounts tend to be receptive to these shout-outs and might repost you — increasing your post's reach to their followers.

Instagram Business accounts are also prime real estate (pun absolutely intended) for you to post beautiful photos of the town in which your properties are listed.

2. Be yourself.

I‘ve heard of many realtors who pay a ghostwriter to write their marketing copy, yet this approach has its shortcomings. The copy simply doesn’t ring true; it fails to give clients a sense of who you really are.

Studies show that consumers want to make a personal connection with those whom they do business with, and there's no shortcut to writing your own authentic social media content that resembles who you are as a real estate agency.

Let your personality shine through across each social network you‘re on. It’s a great way to open a dialogue with a client before they ever pick up the phone. I love this TikTok example of two realtors showing off their personalities.

3. Educate your buyers.

Some of the most trying days as a real estate agent prove to be great lessons we can share with our clients.

Talking about common real estate pitfalls makes your buyers smarter, giving them a smoother browsing experience and qualifying them to work with you.

Social media is the perfect outlet for this. If you have a blog, consider writing articles about home-buying tips. You can then use social media to promote them.

Perhaps you can tweet a “Real Estate Fact of the Day,” hashtagging #realestate while you're at it.

4. Chat with your followers.

Home buyers today expect instant responses to their questions, but where they ask those questions has changed.

Home buyers are calling real estate agents much less than they used to with questions about a property or neighborhood.

They're going online, using Facebook's Recommendations feature, and tweeting at real estate offices on Twitter.

Be ready for this outreach, answer them, and use these questions as an opportunity to start dialogue with followers who might be in the early stages of the buying process.

5. Respond to comments, good and bad.

Respond promptly and courteously to engage readers who post comments on your social media sites. One caveat: Don't feel compelled to respond to those who post abusive comments.

Social media does lure its share of online bullies, and not every remark aimed at you is worth your breath.

Resist the temptation to get into battle with your harshest critics, and acknowledge those who praise your service.

A lot of people who reach out to you are simply looking for more information about a listing — or a listing they might've thought was still available, but has been sold or rented.

Absorb their frustration and use their comment as an opportunity to pivot their interest to other properties.

6. Capture attention with hooks.

People’s attention spans are shorter than ever, which means to catch the attention of your target audience, you need to get them to stop scrolling for long enough to consume your content and (hopefully) take action.

The key here is to hook your audience with something that makes them stand up and say, “Heck, yeah, I want to know more about that.”

This video does a great job of sharing some great hooks (especially in video format):