Social Media Marketing For Real Estate Brokers & Realtors

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You may be seeing that there’s a lot of buzz about social media marketing today. A lot of businesses today use social media channels like Facebook, Twitter, LinkedIn, Instagram, Snapchat, Pinterest, TikTok and so on. If you think that these channels were only meant for individuals to socialize, you are mistaken. Businesses are becoming successful on these channels through the right advertising and marketing tactics.

The Power of Social Media Marketing

Benefits of an awesome social media strategy:

  • Increased brand awareness
  • Grow a larger audience
  • Connect with your audience better
  • Increased website traffic
  • Generate more leads
  • Make more sales and money

There’s no doubt about it that social media should be a vital component of your overall marketing efforts. So without delaying or giving it any more thought, you must start working on social media marketing of your real estate business. In this article, we will share some amazing social media marketing tips for realtors so that you can take baby steps as a beginner and eventually excel in the world of digital marketing. 

Social Media

Let’s go step by step.

Determine Your Goals

First, you must decide what you wish to achieve from social media marketing for your real estate business. If you are planning to try out some social media marketing tips for realtors, you must decide what outcome you need in return. Do you want to position yourself as a thought leader? Do you want to tell people about the services you offer? Do you want to increase web traffic on your realtor website? Or do you want to get more leads? Your goals may be one or multiple of these and they may even overlap. But whatever it is, you first need to identify them. Once you know your goals and expectations, then you can move to other tactics and take steps towards success. The goal is actually the baseline that will help you determine the target audience, platforms to use, strategies to include, and everything else. 

Identify Target Market and Select Channels

Social Media Channels

The next ones on the list of social media marketing for realtors is deciding who you want to focus on. As a real estate broker or realtor, you surely don’t want to talk to the whole of Edmonton or where your business is located at. You might be having a specific set of people in mind who you think will be the right prospects for your marketing goal. If you don’t have clarity in mind, you will have to ask a few questions to yourself. Do you want to target millennials? Do you want to target first-time homebuyers? Do you want to talk to buyers or sellers? Do you want to focus on seasoned buyers or sellers? Based on these questions, you will understand the age, gender, location, and other demographics and psychographics of your audience. Once you know all of this, you can move ahead to choosing the right platforms where you’ll be able to capture maximum attention. 

Although people use almost all the social media marketing channels available to them, some platforms have a specific type of people in excess. Example, Instagram and Snapchat have more of young users and the ones who are interested in visuals of everything. On the other hand, LinkedIn is where you’ll find a lot of professionals and corporates or more B2B kind of individuals. Depending on your goals and target audience, you’ll have to make the right selection of social media platforms. Don’t make assumptions about where your audience spends their time online. Your instinct might tell you that you should skip Facebook and focus on Instagram and Snapchat if you’re targeting millennials, but a lot of studies show that millennials still use Facebook.

Keep an Eye on Competitors

Keep an Eye on Competitors

Being new to the area, you will need a lot of social media marketing tips for realtors that will make you successful. The tips go much beyond this article. One way to get the tips or rather, be outstanding at social media marketing is by hiring a reputed digital marketing firm who can do everything for you. But when looking to kickstart on your own, nothing works better than taking cues from your competitors and other businesses in the real estate strata. People who are doing great on social media and also belong to your niche have discovered the tactics that work the best. Trying to mimic those strategies will lower your chances of failing on social media at the beginning. You can assume that if certain strategies are working for your competitors and realtors otherwise, they MAY work in your favour too. But success then depends on a lot of factors. The location you target, your target audience, the number of years you have been in the industry, and your company’s persona can all be different from your competitors. And so, the consequences may also differ. But that isn’t what you need to worry about much at this stage. All you have to do is go through all the social media accounts and handles of the people you want to get inspired by. See the kind of posts they put up. See what posts get the maximum amount of engagement and which posts often fail. Take cues and make notes. Use all these takeaways when creating a social media marketing strategy for yourself. Keep in mind that you can always get inspired and take ideas from others’ strategies. But you can NEVER plagiarise or copy the strategies or content as is. If you have a common target set of audience, people will notice that you are plagiarising something that’s already up. And this will work against your business.

Build Relationships

Social Media Marketing

The unique benefit of social media compared to other marketing channels is that it allows you to talk directly to potential and existing clients and followers. You can build relationships over time, rather than asking for a sale right upfront. That’s one reason why 93% of people who follow small- and medium-sized business on Twitter plan to purchase from the SMBs they follow, according to a report from Twitter and Research Now. Social media users crave authentic interaction with the brands they follow. So on top of posting high-quality and relevant content, make sure you’re keeping an eye on each platform you use and engaging with your audience. Answer questions that come up on your posts, handles or hashtags. If you notice other users having a conversation about your real estate brand or services you provided, don’t be afraid to chime in and add additional value. Make sure your social media strategy includes answering questions posted on each platform. You should promptly respond to people who mention you, thank people who share your content and add value where you see people mentioning your name. When people engage with your organic content or ads, you can jump in and reply, helping to build trust and form the early stages of rewarding customer relationships. Facebook Groups are another great way to build community and establish relationships and brand loyalty. Using social channels, you can also build connections and relationships with other realtors and influencers in the real estate world. Think your real estate business is too small to work with influencers? Consider that micro-influencers (starting with 10,000 followers) can be incredibly effective for establishing brand trust, and they are often not out of budget range for smaller brands. There’s so much you can do to build relationships and maintain them with your audience!

Craft Content Carefully

Every piece of content you post on social media should be carefully thought-out. If you’re posting just to post something – you’re going about it all wrong. Depending on the social network you’re posting on, you’ll need to learn the various purposes of each network. Here are some examples:

  • LinkedIn – A professional network that is perfect for B2B audiences. Also includes LinkedIn Pulse, a content publishing and distribution platform.
  • Facebook – Almost everyone has a Facebook account. Particularly good for news/entertainment-related content. While Facebook Pages struggle to perform, Facebook Groups can be a great way of connecting with your ideal audience.
  • Instagram – Perfect if your content is highly visual. Static images and short videos work incredibly well but it’s not as good at driving traffic back to your blog.
  • Pinterest – Similar to Instagram, Pinterest is highly visual. Although it’s limited to static images, it can be highly effective at driving traffic back to your blog. 

A major component of killing it at your social media strategy is using the right words. The way you get your message across will vary depending on the social network you’re posting content on. But, in general, there are ways to improve your online visibility over all the platforms.

Use More Visuals

According to Brain Rules, when people hear information, they’re likely to remember only 10% of that information in three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

People have come to expect social posts to include a visual component. Twitter’s internal data, for example, shows that people are three times more likely to engage with Tweets that have visual elements like a video, photo, infographic, or GIF. Social images drive real-world action, too. Furthermore, with the birth of IGTV and the rapid growth of YouTube, Facebook Live and more, social media users are consuming more video content than ever before. Therefore, use more videos in your strategies. More than half of millennials have made travel plans or visited a restaurant based on an image or video a friend shared on social. Now this isn’t a very relevant example for realtors. But the bottom line is that visuals put up on social media do have an impact on people’s buying behaviour. Instagram, Pinterest, and Snapchat, in particular, are visual-first networks. If your content doesn’t look good, no one will stop scrolling to read what you have to say. So as a realtor, what you can do is make the properties you have your assets. To put it in simple words, let’s take an example. Suppose you wish to buy a few homes as soon as possible. You can post pictures of the house on social media. Moreover, you can also shoot a 360° tour or view of the house and upload so that people can get an idea of the house more clearly. All these pictures and videos can be used on all the handles and profiles. What you must also do is use the right set of hashtags to capture the attention of people who aren’t connected with you directly but are interested in buying a house. Every business can tell its story through photos and videos. Maybe you can showcase your company culture with images from inside your office. Or maybe you can use photos of your customers to highlight how they use your service. All these ideas can work if you don’t have a house to sell.

Join Groups and Communities

Join Groups and Communities

Within large social networks, smaller communities are increasingly important. Whether it’s Facebook Groups, Twitter Chats or LinkedIn Groups, there are plenty of opportunities for you to connect with like-minded people and companies within your niche. Participating in these communities will help you establish yourself or your company as an authority and let you connect with your most passionate audiences. Look for communities related to real estate and related things on the social media platforms you’re active on, then start joining and actively participating. Talk to people in groups, answer queries by other realtors and people looking for assistance in their real estate-related decisions, or simply advertise your services upfront whenever someone’s in need. The motive is to be present, be visible, and be useful so that people can trust you and your brand. This is where you’ll create a brand identity and over a period of such tactics, you’ll gain trust from people. And the next thing will lead flowing through your kitty! You can also start your own groups around your brand to cultivate an audience with shared interests who are motivated to become your brand advocates.

Maintain Consistency

The next on the list of social media marketing tips for realtors is to keep the continuity for all your social media marketing efforts. How consistently you post should be specific to each social media site you’re utilizing. Some platforms like Twitter and Instagram Stories require you to be active multiple times per day to get the maximum potential from your audience. Other post types, like regular Instagram posts and Facebook updates, don’t have as much urgency and can be used less sparingly. When determining your post strategy, look at factors such as how the algorithm works for each platform and whether content posts chronologically or is curated based on other factors. This ties back in with your social media marketing plan. You should outline how often you plan to publish on each social media platform based on best practices for that platform. You must also determine what type of content you plan to post on each platform. Remember, your followers are likely following other realtors and your competitors too. If you’re not publishing new (and engaging) content as often as the other accounts out there, it’s easy to get lost and forgotten. Therefore, don’t ever give up on your strategies.

What you can do is brainstorm and create ideas for a long period, let’s say 2-3 weeks. Make note of all the posts you’ll put up during this period. And once you have everything that you need for these posts, you can schedule the posts. In other words, create a social media posting calendar where you put down the ideas of posts. Then, you can use tools like HootSuite, Buffer, Zoho, etc. to schedule the posts and a single dashboard for all your social media channels. 

Analyze and Measure Without Failing

Analyze and Measure Without Failing

All the social media marketing tips for realtors that we shared can go in vain if you don’t know how well your posts, tweets, stories, ads, and other strategies are working. You need to analyze and measure the performance of your posts and ads to under whether you went on the right track or not. Analyzing and measuring will help you find out if your social media marketing strategies need any tweaking or they are good to continue with. Close the loop by holding the results up to the goals you set and see how they compare. Otherwise, you won’t have any idea which strategies are paying off and which ones crashed. Make sure you measure the following aspects 

  • Followers – Total up the number of new followers each social media platform received, and compare this number to the goal. Interesting social media platforms always consistently add new followers.
  • Likes/shares/comments – Measure the amount of engagement the audience has with the posts. It’s positive if you are receiving retweets, shares, comments, and likes. Note which type of content gets the biggest responses.
  • Clicks – This is where the metrics start to show how social media efforts did, or didn’t, start moving the sales needle. Were there many clicks to your blog post or website? Did followers take that next step? The success of social media marketing depends on the ability to draw more visitors into the sales funnel.
  • Downloads – If your audience responded to your posts by going to landing pages and downloading high-value content like eBooks and white papers chalk this up as a success!
  • Leads – It all comes down to this. Ultimately, successful social media marketing increases the number of qualified leads for the company. This is the metric that tells you the most about your efforts. Be patient. It takes time to nurture strangers into leads, even with fantastic content and consistent posting. But they will trickle in eventually if it’s done right.

Every social media platform has its own analytical tool – Facebook Analytics (for Facebook and Instagram), Twitter Analytics, LinkedIn Analytics and so on. You can use these tools to get in-depth information about your social media postings. If you need all the information at one place, you can use other smart analytical tools available otherwise. Each of the tools has its own set of pros and distinct costing structure. Compare and see which one suits you the best.

Stay Current

The digital world is evolving every day. Trends, algorithms, strategies, and consequences change daily and even more often. In such a case, you cannot afford to try social media marketing tactics that worked well last year. You cannot afford to be outdated. Why? And what will be the consequences? You won’t be successful on social media and people won’t find you at all. Staying ahead of the curb is essential in social media marketing. It’s forever changing, and algorithms are being altered left, right, and centre. Making it your job to stay on top of the latest trends and changes in social media. This includes reading up on current statistics for the social platforms you use, and social media statistics in general.

For example, here are some trends happening right now:

  1. Live video content is only climbing and is continuing to grow.
  2. Instagram stories are a go-to tactic for businesses.
  3. Messaging apps are on the rise for a way for consumers to speak to businesses.
  4. Influencer marketing is popular.
  5. Virtual reality in marketing has become huge.

To make the most out of your social media strategy, it’s imperative to stay on top of these trends and any algorithm changes. And of course, keep an eye on your competitors’ strategies.

There is so much to do on social media channels; there’s a lot of scopes to showcase your real estate business in countless ways. But what you need at this point is these tips. You must start now and follow this process to let people know that you exist on social media. For the rest, you can hire our leading digital marketing company in Canada. We will help you meet all your marketing goals, by going beyond social media marketing.

Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches. Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.

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