June 05, 2021
By Leo Tan

Do you know 77% of real estate agents use social media to sell their business? As the digital age progresses, the importance of social media marketing keeps on rising.

And that is true for virtually any business. So, if you are a real estate agent and not utilizing the power of social media, this would be the time to get started.

If you want to know how you can use social media to maximize your customer base,  this article is for you.

Before jumping into the details of real estate social media marketing strategies, let’s tell you why it is so important for your business.

  • A high rate of return (ROI)
  • Potential to target specific audience
  • Quick engagement
  • Inexpensive

Let’s dive in

Build Customer Persona

As a real estate agent, you have two customers: The buyer and the seller.

Find out about your customers. Their age, lifestyle, income, interests, online activity, etc.

You can land on a buyer persona by finding out:

  • Their spending
  • Whether they owned a house before
  • Where do they usually hang out online

You can define your seller by questions like:

  • Are they aware of their home’s price?
  • Are they thinking of buying another property?
  • Are they moving to somewhere else?

Knowing your customers will enable you to target them more effectively.

Set SMART Goals

SMART goals don’t let you stray away from your path. They keep you motivated by giving you a sense of accomplishment. They also allow you to track progress.

SMART means Specific, measurable, attainable, relevant, and time-bound.

Specific – Your real estate social media marketing goals should be specific. For instance, you will acquire 10 leads in 2 weeks through a targeted Facebook ad.

Measurable – You can track your progress with a measurable goal easily. For example, aim to achieve a certain number of appointments and contracts in a specific time.

Attainable – While your social media marketing goals should be challenging to push your limits, you should also be able to attain them.

Relevant – Set goals that are relevant to your current real estate social media marketing strategy.

Time-bound – Bound yourself to achieve your goals within a period. This way, you can better focus on achieving them.

Identify Ideal Social Media Networks

Now you know where your potential customers spend their time. It’s time to target them on those social media platforms.

Let’s face it. There are many social media platforms, and you can’t focus on all of them. Plus, not all social media platforms will offer you the audience you want.

Focusing on Facebook

Social media marketing for real estate agents is incomplete without Facebook.

Facebook is an ideal social media platform for almost any business. Mainly because it has over 2 billion users. Plus, you can even target Instagram users through ads as it’s owned by Facebook now.

Your customers are also hanging out on Facebook. All you have to do is be consistent in producing quality content, get in touch with them, and help them find answers to their questions.

You can book appointments, list your properties, and communicate with prospects easily on Facebook.

Making a Facebook page is a great way to show your customers that you are a professional business. Upload a well-designed cover photo of your business on your page.

Create the content on regular basis and try to engage your audience as much as you can. You can also upload customer reviews to build trust and credibility with new clients.

Instagram for Real Estate

Instagram is a more visual medium. People like to see appealing photos there. This is what makes it a great place for advertising your listings.

Take professional photos of your properties and upload them on your Instagram page. Remember, don’t use your personal Instagram account for this; Instagram lets you make a business account through which you can manage ads as well.

The best thing is, you can get new customers without paying for ads. Hashtags on Instagram allow you to do that.

Just put in the tags you think your prospects are searching and you’ll be the one in front of them when they search for a real estate agent next time.

Create High-Quality Content

Creating high-quality real estate social media content is a great way to build brand value and credibility. Your social media content should be valuable and solve your customers’ problems.

Share your journey as a real estate agent with your social media audience. Keep on producing interesting, useful, and relevant real estate social media content consistently.

Your real estate social media content also needs to resonate with your customers’ persona. Target the content to that specific audience you segmented before.

Don’t pitch too quickly; add value to their experience, build trust and credibility and they will come to you themselves.

Use Social Media Ads for Real Estate Marketing

While there is nothing like free customers, a small expenditure on ads can make social media marketing for real estate agents succeed faster.

Social media platforms have their system of advertisement. It uses their users’ data, which you can use to target a specific group.

You can utilize the data in a very cost-effective way by targeting your audience smartly. Optimize your ad creation carefully and land on an ad set that gives you the required results.

Facebook has been the superpower in the social media world for quite some time now. The gigantic user base allows you to potentially reach millions of people with a single ad.

Let’s discuss the platform in detail.

Facebook Ads

Facebook is probably the best medium if you want to spend on social media ads. The platform has a whopping 2.7 billion users. More importantly, it lets you pinpoint your target user and send your message across.

This makes Facebook a very powerful tool for any business. But, you will need to identify your ideal customer by building a customer persona. Once Facebook puts your message in front of them, you can get a tremendous ROI.

Plus, you can even target Instagram users right within your Facebook ads manager. This allows you to analyze and optimize your ad strategy for both platforms.

Real estate social media marketing isn’t difficult. You just need to find the right platform and the right strategy to make it successful.

Analyze and Optimize Your Strategy

Luckily, you can tweak your social media ads along the way. For instance, if you feel a particular ad is not performing well, you can make changes to it before it ends its duration.

By adjusting your ad strategy along the way, you can make sure your ad expenditure doesn’t go down the drain.

Social media platforms like Facebook give you the amazing power to control and tweak your ads. Facebook pixel can even track what your website visitors are doing on your website, allowing you to retarget those that don’t take any action.

Do You Need a Social Media Management Tool?

Social media management tools certainly streamline your workflow, do the small tasks for you, and allow you to focus on the important stuff.

Plus, using a social media tool, you can target multiple channels which can increase engagement and, in turn, leads.

So, while it’s not a must, a social media management tool will save you time and effort and improve efficiency.

Keep in Touch with Your Past Clients

While it may not be very tempting to put your energies into an already sold client, it can be a pretty lucrative strategy for your real estate business.

Your customers may need to move again in the future. They may also suggest your services to their family and friends because you solved their problem efficiently.

But, you need to keep in touch with them through social media. Post evergreen content on their walls. So, when they need a real estate service, only you pop into their minds. You can be their go-to resource.

Use Visuals

Who doesn’t like attractive visuals? Your potential customers are scrolling through their feeds as well. A beautiful graphic or listing can make them stop.

Create eye-catching listings and don’t forget to use the power of video. 90% of users say videos help them land on a decision.

Educate Your Audience

One of the best ways to gain trust and credibility is educating your audience. Create a blog and give them tips about property selling and buying. You can also tell them your journey and things they should avoid.

Share your articles on social media and try engaging them. See if they have any questions and try to develop a trust-based relationship.

Final Thoughts

You will see positive results of social media marketing for real estate agents only if you keep consistent at it.

Utilize eye-catching visuals, videos, customer reviews, and educating content to attract your audiences’ interest. Don’t lose your past customers; keep in touch with them to make yourself a go-to resource.

Identify the right social media platform and keep optimizing your ads for better results. Lastly, set SMART goals to keep your business on the path to success.

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