17 Ways to Supercharge Your Real Estate Social Media Strategy (Updated 2022!)

Chris Heller HeadshotChris Heller, Licensed AgentOctober 17, 2022

Group,Of,Business,People,With,Social,Media,ConceptIf you are a real estate agent, you know how valuable social media can be in attracting leads and moving them down the funnel.

Whether you decide to engage a real estate marketing company, or go it alone, agents know that social is crucial to building a following, keeping users engaged, proving your value, and making sure potential clients choose YOU when they need an agent.

Posting on social media often will help you increase conversions, but there are steps you can take to supercharge your strategy and make it even more effective. Here are some helpful tips.

Important:For purposes of this article, I’m going to assume you’ve already got a solid lead generation website set up to be able to convert leads you get from social. If not, please spend some time reading our guide to get caught up.

1. Start Conversations

Posting images, content and links on your social media pages is effective, but they are passive strategies. An active approach is one that engages people and starts conversations. So how can you do this? Here are a few suggestions.

Put Posts in the Form of Questions: People love giving their opinion. You can get them engaged by putting up posts in the form of a question. For example, you can start a post asking, “What do you think of modern home design?” or “What do you do to get your home ready to sell?” Once people respond, keep the conversation going. This will help you forge a connection and the more comments you get, the more visible your post will be.

Young,Woman,Watching,A,Live,StreamPost Something Controversial: Obviously, you won’t want to offend anyone, but if you connect your post to an edgy topic that’s trending, you will get more engagement. You can post about new news in the world of real estate or try to tie your post in with something that recently happened that’s not real estate related.

Answer Comments: You should always respond to comments people put on your posts. Not only will it help start a conversation, but it’s also just common courtesy!

Comment on Other Posts: It’s advisable to comment on the posts of people you follow. This will let them know you care about what they have to say. It will make them see you as a kindhearted individual and businessperson.

Start and Join Groups: Starting and joining groups is a great way to network with others and start conversations. Here, it’s not so much of a hard sell as a way to draw people in. So, the groups may not be formed specifically to advertise your business. They could cater to people that are passionate about home improvements, investing and other related topics.

Once you are in the group, pay attention to activity so you can provide valuable information to people that need it. You will be demonstrating your value while establishing yourself as a thought leader in your field. You will be developing relationships that make users more likely to choose your services when it’s time to buy or sell.

cristina cason headshotCristina Cason
Co-founder of Texas Family Home Buyers
Licensed real estate agent in Dallas, Texas

“We have several strategies to attract leads and move them down the funnel. But our most effective tactic is to send direct messages to leads to start a conversation. There are a lot of public pages and groups on these social media platforms regarding real estate. We scour through these pages, their followers and comments on posts to find people that fit our ideal client profile. We then send them direct messages to talk about their needs and turn them into leads.”

 

2. Use Catchy Text

Social,Media,Communication,Networking,Online,ConceptThe text you use in your titles help to draw people in. They also make your posts more recognizable to social media algorithms so the AI can rank it to your target audience.

There are certain rules you should consider when creating text to your post. These include:

  • Use FOMO to Create a Sense of Urgency. For example, you could say something like, ‘take advantage of Chicago real estate before interest rates start to rise’.
  • Keep it Short and Sweet: People on social media don’t have a lot of time to deal with bulky text. Get to the point and say what you need to say in as few words as possible. Include important points early on.
  • Use Alliteration: Alliteration involves using words that start with the same letter. It makes text catchier. Rhymes can have a similar effect.
  • Use Numbers When Possible: Statistics will provide people with evidence of how effective your services are.
  • Use Brackets or Parenthesis: They help build curiosity.
  • Use CTAs: The last sentence of your post should be a CTA letting users know the purpose of the content and what you want them to do after reading whether it’s signing up for a newsletter or checking out a property.

 

3. Keep Your Image Consistent

Young,Adults,Using,Smartphones,In,A,Circle,Social,Media,AndWhen you create your brand, you should work on developing an identity that paves the way for the tone of voice and images you use in your content, your brand colors, your logo and more. This should carry on into your social media posts.

Build a profile that shows what kind of real estate agent you are. It should reflect your personality, the area you cater to and the kind of properties you specialize in. You should also feature your logo as well as a few professional photos that attach a face to your name.

Keep your image strong with the content you post. So, if you want to project a fun image, you might post humorous text and interesting facts. If you are higher end and serious, keep to upscale topics and stats.

But whatever image you are trying to project, it’s important to let your true self shine through. If you are not authentic, people will detect is a mile away. Figure out who you are, and the professional identity you want to project and use that to form your social media branding.

Anthony (2) (1)Anthony Minniti
CEO of Texas Land Home
Professional home buyer based in Tyler, Texas

“For real estate agents, the aim should be to optimize their profiles on social media. Before planning the next social media lead campaign, real estate agents should do everything to make their profiles glisten for the customers. That means leads have to find contacting and signing up to newsletters as convenient as possible. Your contact details should always be available on your profile and ensure that there is a way you can cater to customer inquiries, whether by phone or email. Creating a call to action button is another way of attracting customers for the long term. It honestly depends on the platform and its provided features. For example, you can add a signup button to your Facebook page. Lastly, do not forget to add a link to your bio, which can redirect visitors to the website itself.”

 

4. Post a Good Blend of Content

Students,Diversity,Learning,Social,Media,EducationIn today’s world, people are wary of overly salesy content. If you post every two minutes about the properties you have for sale and how great your business is, it will be a turn off.

While it’s a good idea to make users aware of new properties you are representing, it’s important to balance that with other types of content that will build trust. Post links to informative blogs (whether they were published by your company or another company) that will increase their knowledge of the market. Include life hacks and tips.

The right mix of content will keep people abreast of new developments while promoting trust and loyalty and establishing you as a thought leader in your field.

robert little headshotRobert Little
RE/MAX Advantage
Licensed Realtor for 15+ years in Las Vegas, Nevada

“I am in the top 1% of agents in the Las Vegas area. I have a big social media presence on Facebook. I have a big audience on Facebook with my local friends and also other Realtors from around the country. I like to post about business like photos of homes I have recently listed or sold, or Facebook Live Videos at new developments , open houses, different parts of town, or luxury homes to let people know I am the local expert. Boosted ads of my new listings on my Facebook Business page are also a great way to get more followers and exposure.  I get a lot of referrals from other Realtors from around the country and a big part of it is because I have met them at conferences and friended them on Facebook, so when someone is looking for a Realtor in the Las Vegas area they send them to me. It’s important to also show your human side and post stuff that you are into like interests, hobbies, family etc., so it’s not all business and you can resonate with people who have similar interests as you.”

 

jeff johnson headshotJeff Johnson
Acquisition manager of How To Sell House Fast
Licensed Real Estate Agent for 12+ years in Maryland

“To attract leads through social media, I focus significantly on the content I produce. I always keep myself updated regarding the trending topics in the industry and make sure to include those in my social media posts. The news could be about home maintenance, DIY tips, upcoming neighborhoods and anything else of the sort. The goal is to stay in the minds of the audience, so they refer me to others.

The best way to stand out on social media platforms – whether Facebook, LinkedIn, Twitter or Instagram – is to provide success stories and client testimonials. Eye-catching real estate posts are a must, but supplementing them with client testimonials will add a robust layer of credibility to your content. Your clients are spoiled for choice when it comes to finding a real estate agency, so if you provide social proof, you might be able to tip the scale in your favor.”

 

5. Use Video

Food,Vlogger,Recording,A,VideoThere are many types of content you can create. You can share links, post images, or publish valuable information. But video has been shown to be a form of media that’s truly taking over. According to experts, 85% of social media users want more videos from brands.

Video is effective because it provides visual and audio elements telling people the entire story. It is also more engaging and more memorable than other forms of media.

When posting video on social media, it’s important to stick to short formats. When people are scrolling on social media, they usually don’t have a long time to watch videos. Therefore, it’s best to keep your content length to a two-minute maximum.

Put your important points up front and use interesting images to draw viewers in.

Keep in mind that different platforms have different formatting recommendations for videos. Be aware of this to ensure your video is fully visible on various platforms and can be seen on a wide range of devices.

You may have existing video that you need to edit so it is optimized for social media. While this makes for extra work, it allows the video to be used on various platforms boosting overall ROI.

3D immersive tours are especially effective in social media. They simulate the experience of the user being inside the home. They are the closest thing your client will get to an in-person tour without visiting the property.

 

6. Post at the Right Times of Day

Comment,Communication,Social,Media,Response,Statement,ConceptThere are certain times of day when users are more likely to be on certain social media platforms. Here’s a rough idea of what you can expect:

  • Facebook: Monday through Friday from morning until lunchtime.
  • LinkedIn: Wednesdays at 3, Thursdays from 9-10 AM and Fridays from 11 AM – noon.
  • Twitter: Monday – Thursday from 12 – 2 PM and Friday at 9 AM.
  • Instagram: Monday or any time before 6 PM including weekends.

While this list gives you some idea of what to expect in terms of optimal posting times, you may find your target audience goes outside the norm. Most social media platforms will provide stats on when you are getting the most engagement. These should be considered over the numbers listed above.

Once you find out the best times to publish your posts, you can automate them, so they appear within the desired time frame. This ensures you are reaching your followers at the best times without having to take a break from your busy day.

NeilNeil Dempsey
CEO of Four19properties
15+ years of experience in the real estate industry

“Social media has been a powerful medium to spread brand awareness and online visibility in all industries. As for us, the real estate industry, it also became beneficial because we can use it as a photo dump of properties we want to sell. In that case, people can see them even not setting up a meeting with us. When they do, they may like it and connect with us through our social media account.
To stand out on social media, you have to post high-quality pictures. Ensure to make the photo attractive and inviting so people will be eager to contact you to have a site visit. By doing so, you are saving time in trying to convince other people who aren’t interested in the property because the interested people will be the ones to call.”

 

7. Host and Advertise Events

Business,Man,Having,Virtual,Team,Meeting,On,Video,Conference,CallEvents are a great way to connect with your target audience in person. You can host live workshops, fundraisers, and other types of affairs to network with others face to face. Social media offers a variety of tools to advertise those events. You can create events in Facebook and invite friends and followers or post fliers for your event on other platforms.

Another option is to host events virtually. They can be hosted directly through Facebook, Instagram, YouTube, Linked In, Twitter, Twitch, TikTok and more. You can use apps like Restream to host on various platforms at once.

While nothing makes up for the face-to-face contact, live events are cheaper and easier to host, and they will help you reach a wider audience.

Dan B (1)Dan Belcher
Founder and CEO at Mortgage Relief
Licensed Real Estate Broker in Oklahoma City, Oklahoma

“Today, social media is an excellent arena for any business to spread the word about their services and, more crucially, to generate leads that may be converted into customers. As a real estate specialist, I believe that generating leads on social media requires a substance that piques people’s interest. Hosting a social media event about the business or posting the finest discount offers that clients can’t refuse are two ways to get more leads. Keywords are also important; employ keywords that are related to industry searches. To make a mark on any platform, be precise about your objective throughout all times so that the message is fully realized by people.”

 

8. Use Paid Ads

The,Lady,Sends,Digital,Marketing,,Social,Media,Commercials,,E-commerce,,OnlineSocial media is great because most platforms are free to use. But many also offer paid ad services. These are relatively inexpensive and will allow you to select a target audience to ensure you are paying to reach users that are likely to convert.

They also provide analytics so you can see how well your ad performed. The analytics will help you figure out which content your audience is responding to, the best times for posting it and the best formats to use.

They can even provide A/B testing for the same content. So, you can run one ad with a blog post and another with a video and find out which performs better.

zev headshotZev Freidus
Broker/President of ZFC Real Estate
Real Estate Expert for 20+ years in Boca Raton, Florida

“Advertising on social media has the potential to put you in front of your target audience at a very low cost per impression or click. The challenge in using social media for real estate advertising is that because real estate is considered a “special ad category”, Facebook (& Instagram) disable demographic filtering. This makes it very difficult to target your ad, leaving you no choice but to shotgun it to a wider audience which means it is no longer a cost-effective approach.

The one way to advertise on social media that I have found to be very effective is to use a little-known feature in Facebook called “Custom Audiences”. A custom audience is a list of prospects that you already know, which you instruct Facebook to show your ad to.

For many years, postcards were the go-to method for farming. Custom audiences allow you to digitally farm neighborhoods. Any community with a homeowner’s association, or a country club will have a directory of members. While they typically frown upon using that list to solicit business, adding such a list to a custom audience will not upset anyone, in fact, no one will even know. By creating a customized ad that is specific to the neighborhood, and using custom audiences to identify who to show it to, the residents of that neighbored will see your ad the next time they are on social media, but they will know what criteria you used in your ad account that resulted in them seeing your ad.

For less than 10 cents per click on average, you can put your message in front of the residents of your farm area vs postcards which will cost about $1 per piece to print and mail. Any time you have a new method of doing something that will cut costs by 90%, it is bound to be disruptive. Yet my mailbox is full of Realtor postcards and while my social media feed is full of self-proclaimed super star Realtors touting their services, no one is using social media to target my neighborhood for listings.”

 

9. Switch Up Location Tags on Instagram

Instagram gives you the option to tag posts with a specific location. So instead of just tagging the area you target again and again, try changing it up with different businesses, coffee shops, gyms, neighborhoods, or more general locations. This will get you in front of more people and boost engagement.

You don’t need to be in a specific location to tag it, but your tags should make sense. So don’t tag a country club in your area just so you look cool in your story. Instead think of the locations that mean something to you and your followers.

 

10. Use Hashtags on Instagram

Hashtag,Icon,Social,Media,Blog,Post,ConceptIf you have ever used Instagram, you know how important hashtags can be on the platform. Many users follow certain hashtags, so if you use the right ones, you can connect to a larger audience.

Some hashtags are more popular than others. When you begin typing them in, you will see how often they’ve been used before.

A popular hashtag will have more followers, but it will also have more competition. So, if you post something like #realestatechicago, it will get out to a lot of people, but it may get lost on hashtag pages. You are better off going with something more specific to your area like #realestateprintersrow or #realestatesouthsidechicago.

On the other hand, you don’t want to use a hashtag that’s so obscure no one is ever going to look for it. It’s best to find the right medium and use a blend of more and less popular hashtags.

You should also always include a hashtag that represents your business. It may just end up trending.

Social media is a powerful tool for real estate lead generation. The strategies in this article will help you acquire leads and move them down the funnel. Which of these do you find are most effective in your campaigns?

eric hegwer headshotEric Hegwer
Founder of EricEstate
Licensed Realtor in Austin, Texas for 10+ years

“I have found that being super authentic and providing accurate, timely knowledge to clients is essential for creating myself as the authority when it comes to their Real Estate needs.
For Social Media, I go where my clients are.  And where I live being on Instagram is essential.
  • Providing 30-60 second stories on Instagram about new communities.  When I visit a new community I take about 20 short clips of the area and key features.  Then I edit them together on my laptop and do a voiceover before posting on Instagram.
  • Responding in real-time to DMs with ANSWERS.  Not trying to lead-gen.  
  • Use as many relevant and appropriate hashtags in posts as possible.  Don’t stuff or spam.  Make it as easy as possible for the client.
  • Consistency is Key.  Make it once a day, once a week, or once a month.  Just do it.”

 

11. Incorporate Client Testimonials

matt woodward headshotMatt Woods
Co-Founder and CEO of SOLD.com
25+ years of experience in Orange County, California

“Client testimonials can greatly supercharge your social media strategy and boost lead development. For example, sharing positive reviews of your business that past customers took the time and energy to write can be hugely impactful on prospective clients, and might make the difference between you and your competitors. Including stories, photos and numbers to support awesome testimonials, circulate this content on your social accounts, and watch your lead development thrive.”

 

Kurt-Walker (1)Kurt Walker
CEO of Mill City Home Buyers
Real Estate Expert in Minneapolis, Minnesota

“I share customer testimonials and stories to create social proof, this helps us to acquire new leads for my real estate agency. We showcase how our existing clients have benefited from our services, which helps in demonstrating our brand value. According to Wyzowl, 37% of people believe that testimonials are even more authentic than a business’ own pitch. We share engaging video testimonials, by asking our clients to make videos of the property they have recently moved in and how satisfied they are with their decision. It helps us to attract new leads and move them down the funnel.”

 

12. Add Sign-Up Links To Your Profile

andy headshotAndy Kolodgie
Founder of Sell My House Fast
Real Estate Expert in Alexandria, Virginia

“I always optimize my social media profile in a way that organically attracts more leads. This means that I consider my page to be a one-stop-shop that caters to all customer needs and questions. 

So, my Instagram bio includes my address, contact information, a sign-up link, and a link to my website. The fact that these details are readily available means that I can successfully attract more leads.

The best way to stand out on social media is to use strong visuals. People have the habit of constantly scrolling through their phones and don’t have the chance to read lengthy texts. So, your visuals need to be spot on. 

Posting high-quality images and videos that reflect your brand is the best way to go about it. You can even be creative with your Instagram feed, for example, puzzle feeds and grid images.”

13. Do Q&A Sessions

erik nilson headshotErik Nilsson
Housing Professional & Founder of Rentola

“Some of the creative ways that can help you stand out on social media platforms are as follows:

  • Create recurring posts as it will help your brand stand out on social media. For example, Q&A sessions for buyers and live streaming on a weekly basis is a key to keep bringing potential buyers back. This way you can get creative with your audience and increase engagement leading to conversion. 
  • Post different types of content with different techniques. Make use of network tools to add an extra hype to your social media presence. Mix up videos and images of houses and post consistently. The social media posts must be cohesive that reflects clear strategy. For example, for Twitter, you can use Twitter polls. For Instagram, live videos work the best. If a house is up for sale, you can give a tour of the house through live streaming.”

 

14. Add a Quiz

NM Profile PicNicole Mickle
20+ years of real estate experience in Orlando, Florida

“Using social media is a fantastic way to build rapport with your audience without directly having to chase leads. The best part is that you don’t have to have millions of followers to accomplish solid results. When I attract leads on social media, I send them to my website to take an interior design quiz. After capturing their email they are now registered to my newsletter and can send them more information directly. I find that it’s very helpful to post about things related to real estate such as interior design, market trends, and community guides. I also love using Pinterest and have been able to go viral and grow a huge following by using their new video features.”

 

15. Create a Sense of FOMO

theresa headshotTheresa Raymond
Owner of TN Smoky Mtn Realty
Real Estate Expert in Gatlinburg, Tennessee

“FOMO means “Fear of missing out”. In simple words, FOMO means the fear of not being included in something which other people are experiencing. You can play with the FOMO concept by creating urgency with a time-sensitive promotion. For example, you can offer something special for the first 5 bookings available till a certain date. People would not want to miss out on such an offer, and thus you can lure them into it.
Promotion and advertising are essential parts of modern social media marketing. While organic reach is reaching a dead-end, promotion and advertising can help you to show your content to a larger and more appropriate target audience.

To promote your content, you can make some paid advertising on the social media platforms. You can also collaborate with influencers who can convey your brand message to the right audience. You can also do SEO and E-mail marketing.”

 

16. Build a ChatBot

Ben FisherBen Fisher
Owner of The Fisher Group
Real Estate Investor in Park City, Utah

“One of the trending ways to attract leads and move them down the funnel is to have an in-built chatbot on your website and social media platform. This way your leads don’t have to wait for a reply. They can get their answers in an instant which will keep them in touch with your services.

Consider building a well-built chatbot and spending a good amount of money. Agency chatbots can cost you around $50 to $500 per month.  

Theming accounts is one of the best and simplest ways to boost your social media account to make them stand out. This strategy works best on Instagram and LinkedIn profiles. You can easily theme with distinct colors or use some different unique approach like showing a particular look targeting a particular audience.
It is best to design them depending on the type of services and products offered and the type of followers and customers you have. Consider reflecting on the brand’s best side within the theme with simple exposure but in an attractive way.”

17. Offer an Incentive

vicky-noufal-e1594583565973Vicky Noufal
Owner/Associate Broker of Platinum Group Real Estate
Real Estate Expert in Leesburg, Virginia

“Inspire people to share information with you. Offer the right incentives to people depending on the type of lead you want to collect to sweeten the deal. Strategize your ideas so that they do not only generate leads but also nurture and convert them.

You can host social media contests to collect leads that can collect your desired information from participants while entering the contest. You can broaden up the research of your contest with influencers or brand associations. You can also offer discounts to customers in exchange for a newsletter sign-up. These strategies encourage customers to make a return visit to your site and ideally a purchase.”
Chris Heller Headshot

About the Author

Chris Heller brings 27 years of experience in real estate. Chris serves on the AgentAdvice Editorial Board and is the Chief Real Estate Officer at OJO Labs. Chris brings deep expertise having held influential industry positions including CEO of mellohome and former CEO of Keller Williams Realty International.

Last Updated: 10/17/2022

Comments

1 comment

    Maddy Kelly

    Thanks for sharing this!

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