How To Use Social Media Marketing To Convert Real Estate Leads

Realtors' top priority is to up their social media marketing game in 2021. Know how you can use social media to convert real estate leads.

Post pandemic world has compelled us to function in ways we never did before. Earlier, people used to connect and network with each other in person. And now, there are other, more feasible options, like the online space.

Gone are the days when a huge hoarding or advertisement was enough for a realtor to attract clients. Now, if one is not over social media, they might be missing out on a large pool of real clients for their real estate business.

To score leads and close deals, social media marketing has become crucial across the industry. A recent study from the National Association of Realtors revealed the following facts:

  • 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 higher quality leads versus other sources.
  • 99% of millennials (and 90% of baby boomers) begin their home search online (as opposed to in-person referrals).

Interested to know how to convert real estate leads with social media? Keep on reading.

What will agents focus on in 2021: Social Media Presence
Real estate agents are choosing social media over email in 2021

(Note: Agents were allowed to pick multiple selections for this question)

Strategies for Different Social Media Platforms

1. Facebook

According to the previously noted NAR study, 97% of realtors choose Facebook as their top pick from the variety of social media channels. And it does not come as a surprise.

Facebook is an impressive tool for attracting new clients because of two reasons: its features and its user demographics.

DP Taylor, a business software expert, wrote this in a blog post for The Blueprint: “The social media landscape has changed a lot over the years, but Facebook remains the king when it comes to real estate. A Facebook business page is a must for realtors, not just because of the capabilities of the platform itself, but also who’s on it.”

Facebook’s target audience is a large chunk of Millennials, Gen Y, and that age group who are most likely to buy a home due to their income.

Features

Due to Facebook’s multiple business features users can publish listing-related updates, connect with clients, book appointments, and more. Additionally, realtors can directly target users showing an interest in purchasing a particular property through Facebook Ads.

You can also conduct live Q&A video sessions with Facebook Live. This is a great way to connect with and attract prospective clients.

Examples

  • With Facebook, Team Steele posted snapshots of client testimonials to increase credibility and engagement.
Team Steele facebook post: Real Estate
Via Facebook
  • Realtors can also share listings and attract a pool of potential clients while advertising their business, just like The Corcoran Group.
Team Corcoran Facebook Post: Real Estate
Via Facebook
  • Carousel ads are an effective way to display images in a catalog type format so viewers can scroll through them.
Zillow utilizes Facebook carousel Ads to engage with the audience
Zillow utilizes Facebook carousel ads

Facebook for Realtors

Another great feature to explore is Facebook groups. Find real estate Facebook groups of your interest and join them. Engage with topics there and establish yourself as an area expert. You can even start a new Facebook real estate group like "First-Time Home Buyers in San Diego" or "Home Sellers in Austin, Texas".

Facebook has also expanded the real estate listings section on its Marketplace. Bowen Pan, product manager at Facebook says, "Marketplace is a popular place for people to look for a home to rent."

If you’re going to be out to meet clients face-to-face, you can update the same via Facebook Events (or even a simple post). This way, people will get informed and be interested to meet you.

Tips

Here are some crucial real estate social media marketing tips for Facebook:

  1. Set up a business page and experiment with different types of content (try to keep content locally focused).
  2. Respond to comments on your posts on time to increase engagement.
  3. Be generous with photos and videos and upload only high-quality ones.
  4. Keep yourself updated with the Facebook algorithm.

2. Instagram

For real estate businesses, Instagram is booming right now. And it’s no secret why. Attractive and stylish property photos make Instagram a popular choice among luxury and boutique real estate businesses.

Features

Just like real estate, Instagram is powered by visuals. Its marketing potential in your business is huge.

  1. Instagram Story: Swipe to the right on the home page to create a story. It is viewable only for 24 hours. You can choose to upload a photo, a video, or a mix of them. A real-time event story works great as people are curious to watch it unfold. Also, you can show brief highlights of your workday.
  2. Instagram TV: You can post a video up to 60 minutes long when uploading from the web. Home tours, new listing announcements, or major milestones are topics you can speak about.
  3. Direct Messaging: You may contact someone even if you don’t have their contact information. Remain professional while sending messages and communicate what you would like to say about your business. Remember to introduce yourself first.
  4. Instagram Reels: Express yourself with multiple fun, short videos up to 60 seconds long. While uploading, get creative with easy-to-use text, AR filters, and audio. This feature is highly popular right now as the amount of people you can reach with it is unimaginable. Highly recommended!

Examples

  • Douglas Elliman shows complete information about listed properties like address, price, etc, on their Instagram account.
Douglas Elliman showcase listed properties on Instagram: Real Estate
Douglas Elliman showcases listed properties on Instagram

  • Real Estate agent Ian Grossman posts funny content, interesting tips, and educational content to engage followers and help them make better decisions.
Real Estate agent Ian Grossman posts engaging content on Instagram
Real Estate agent Ian Grossman posts engaging content on Instagram

Instagram for Realtors

Through Instagram stories, realtors can provide quick and personalized property updates day by day.

Company milestones - whether it’s the 1st anniversary, awards and accolades, use the moment to highlight the growth of your real estate business through a post/story.

With your Instagram account, the sky's the limit when it comes to creating content. Here are a few examples: create polls, post your listings, post about houses you’ve just sold, share behind-the-scenes content, give tips on buying houses, share customer testimonials, and more!

Tips

  1. On Instagram, visual content is king. Posts that are visually appealing (high clarity, attractive, creative photos and videos) have greater chances of getting noticed.
  2. Optimize your Instagram account bio and include your contact information.
  3. Convert your Instagram into a business profile if you haven’t already. It allows you to automatically include contact buttons on your profile.

3. LinkedIn

For any realtor, LinkedIn should be their go-to place for everything networking. It is a fantastic place to show off your industry experience and connect with fellow real estate professionals.

A recent HubSpot study showed that LinkedIn generated almost 3 times higher visitor-to-lead conversion rate at 2.74% (Twitter was 0.69% and Facebook was 0.77%).

Features

LinkedIn Groups are a great source for social selling. You can find a great pool of buyers, sellers, and professionals posting about market information or queries. Join groups that already have your potential customers. Refrain from joining groups where your competitors also are.

Adding a project to your Experience or Project sections will increase your credibility as a realtor when a client views your profile.

Another way to stay in view without looking salesy is to update a celebratory post about finishing a project (use visuals to increase viewing rate).

Examples

  • Carol Stanford shows how credibility is built over LinkedIn by posting about a milestone achieved by the brokerage she’s a part of.
Carol Standford uses Linkedin to build brand credibility
Carol Standford uses Linkedin to build brand credibility

  • Stephanie Lindamood shares an achievement with her connections while encouraging them to take an interest in her portfolio. This post is a great way to attract sellers when it says ‘Yours could be next.’
Share work portfolios on Linkedin like Stephanie Lindamood
Share Work Portfolios on Linkedin like Stephanie Lindamood 

LinkedIn for Realtors

While being a digital resume for individual realtors, LinkedIn supplements their online presence like no other social media platform.

Businesses use Linkedin to create specific company pages where employees can share opportunities and have an open dialogue.

Primarily, realtors use LinkedIn to vet their skills, experience, and qualifications. It is also used to dig deeper into other real estate agents and network with them.

Tips

  1. Set up a profile and keep it up to date.
  2. Use Call-To-Action buttons to connect with real estate leads. That is, when you post content, encourage people to perform actions and engage with your post.
  3. Prompt them to get in touch with you, share your content with other people, or fill a form.
  4. Your LinkedIn page also enables people to go to your website or get in touch with you directly.
  5. Experiment with different calls to action and see what suits you best.

4. Twitter

With 397 million active users as of July 2021, Twitter is one social media platform you cannot miss.

Twitter helps in multiple ways. While it keeps you up-to-date on local events and influencers, you can share your expertise within 280 characters of writing space.

Twitter helps drive more traffic to your website when you tweet about it or even mention it on your profile. In Q3 of 2020, Twitter reported an average of 187 million monetizable daily active users, up 29% year over year.

Features

Twitter makes it easy to find and engage with leads with the help of hashtags and advanced search features.

Twitter analytics is also a great tool that helps you target leads with better content. Make use of it and improve upon your content every day.

Examples

  • Howard Hanna Real Estate Services is a great example of posting a variety of content on Twitter. They talk about a wide range of topics like how to design your house, new construction, rankings etc. Look at this simple post where they urge the viewer to try the property search feature on their website.
Howard Hanna Real Estate Services Twitter
Via Twitter
  • Keller Williams, one of the most active franchises on Twitter, keeps sharing industry insights with their followers. This helps them reinforce their authoritative figure while maintaining credibility.

Twitter for Realtors

For a realtor, Twitter might not be a top choice when it comes to choosing a social media platform. But it should be. With your real estate Twitter presence, you can connect with your audience and share your critical expertise and opinions.

Other, more engaging ways can be to post open houses and share some information about your neighborhood. You can also network with other local businesses there.

Since Twitter is a fast-paced channel, brimming with news-focused content, your frequency to post can be much more than what you do on Facebook or Instagram.

It also means you can quickly gauge what best interests your followers and you can tweak your content strategy accordingly.

Tips

  1. Design easy-to-digest posts since Twitter is a fast-paced platform. Use visuals and proper spacing for content.
  2. Don’t shy away from giving your advice or opinion about the real estate industry. That’s how you’ll get people to follow you.
  3. Try to keep things fun and interesting, like this meme shared by Stewart Cochrane which is relatable with his real estate network on Twitter.
Stewart Cochrane shares memes with Real Estate Network on Twitter
Stewart Cochrane shares memes with real estate network on Twitter

5. ClubHouse

Clubhouse is already making waves in the real estate industry. It is a coming-of-age social networking platform where all types of discussions happen through verbal communication.

Features

Live audio discussions happen on a wide range of topics where people can join in, share their expertise, learn new ideas and enhance their real estate brand through clubs, and private or public discussion rooms. It’s a great tool for growing your network too.

Examples

Realtors on Clubhouse
Realtors on Clubhouse
Clubhouse for Realtors
Real estate clubs on Clubhouse

Clubhouse for Realtors

The social media app has dozens of real estate clubs with a sizable following. The “Real Estate” club, for instance, has almost 57,000 followers and 11,000 members.

Others also have an equally impressive membership despite the app being at an early stage.

It is different from Facebook and Instagram in the sense that, when you join a club, you’re in the company of professionals, you’re a part of a B2B network.

It gives you a chance to grow your professional referral network by connecting with other agents, lawyers, mortgage brokers, and other professionals.

Join in on one of the clubs and you could pick up some really intelligent and undiscovered business and marketing strategies.

Highlight your expertise in the real estate industry to the masses and become an influencer.

Tips

  1. We suggest you adopt Clubhouse if you haven’t already. It will give you an edge over your competitors in real estate. If you’re already using it, then bravo!
  2. The latest Clubhouse app is free to use. Hence, it’s only wise to hop on it before it becomes a paid version.

6. TikTok

By now, you must have heard about the popularity of Tiktok. It is one of the most exciting, coming-of-age social media channels that people are increasingly hopping on.

As of July 2021, Tiktok is home to 732 million active users and it’s just the beginning.

Features

TikTok is a short-form video platform. Hence, the content you post will need to be quick and in line with the latest trends to make an impact. It’s crucial to create bite-sized videos that are either shocking or surprising.

Examples

Cash Jordan, a New York City-based agent and a successful Tiktok user, already has over 600,000 followers and 14.2 million likes on the platform.

In his Tiktok content, he’s shown million-dollar townhomes and $2,500 two-bedroom to his followers. Jordan’s clients have doubled since he started using TikTok. His only regret? He didn't get on the platform sooner.

He says, "It doesn't seem to matter if the place is $2,000 or $600,000, somebody out there on TikTok is big enough to see it and be interested."

Other real estate agents who have already broadened their reach into the world of Tiktok are Silvano Barocio, Daisy Daniels, and Ashley the Las Vegas Realtor.

Tiktok for Realtors

It’s high time realtors should consider Tiktok as part of their social media marketing game. In the US alone, the app currently has over 14 million active users in a month.

Approximately 50% of Tiktok users are between the ages of 18 and 34 in the US. That means they are well-earning millennials who have the capacity to buy a home at this age.

Tips

  1. Collaborate with real estate celebrities on TikTok to create promotional content that relates to your brand.
  2. Several brands have gained popularity by utilizing techniques like TikTok challenges and contests. This is a great way to get users to generate brand-related content.
  3. Hashtags are another game. Brands can leverage this by promoting their TikTok marketing campaigns through a specific hashtag.
  4. Strike while the iron is hot. Tiktok is only going to grow, so even if you’re a smaller brand with a limited budget, we recommend you create a profile.
  5. Try to post regularly since it’s a free opportunity to engage your customers.

Summary

According to NAR, there are roughly 1.4 million licensed real estate agents in the US. And agents have a median age of 55 years old. However, agents of all ages seem to be leaning into social media, year by year.

Real estate agents who are embracing social media have an edge over those who don’t. Hence, they can successfully emerge as leaders in their communities.

Another revelation is agents who invest in creating hyper-local content that relates to their community emerge as market leaders.

The future seems promising as ever. In 2022, social networking channels are estimated to cross 3.96 billion users.

These figures are expected to grow even further as mobile device usage and mobile social networks increasingly gain traction.

Over To You

How does social media work for you? Share this blog on your social media, tag us (use @auctmofficial on Facebook and @auctm_official on Twitter, or simply use #Auctm while sharing this article) and let us know your valuable opinion.

Got social media strategies work for your business? Tell us. Tag us on your social media posts that are unique to your business, and we’ll feature them in this blog.

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