How to Use Social Media to Grow your Real Estate Business?

Leena Fernandes

Leena Fernandes

November 21, 2019 |

So you have a real estate business and want to attract more leads to grow your business? This blog will help you with exactly that. 

Emarsys (a known B2C marketing automation tool) while explaining the top social media predictions stated one more prediction claiming,‘’42% of the world’s population uses social media. That’s 3.2 billion users worldwide’’ which clearly states if you implement the right social media strategy to tap your prospects, chances are you will be able to tap at least half of that population.

You are aware that social media can grow your business, but do you know how growth takes place? 

There are tons of articles online which speaks about how social media can help any brand to achieve success, but where are the solutions which make it happen?

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This is exactly what this article aims to talk about. If you are looking to find answers in the following questions:

  • How can social media help my business to grow?
  • Is it difficult to process to conduct?
  • What are the ways social media can help my business to outsell the growing competition?

Social media is the push that your brand requires to outsell the competitive 2019 sales market. Incorporating its presence can spark better lead conversion rates and an even better relationship bonding.

Let’s get straight into it.

Why real estate requires social media to grow better in 2020 and beyond?

The 2020 sales market will be growing, in fact, it is growing at such a rate that adapting to the new changes may take a lot of time for businesses to absorb completely. 

With the growth in technology and the changing trends, your prospects would like to be engaged in the way the current trends are evolving around.

One simple and obvious example is social media. So many of your prospects, target audiences are on social media. They spend so much time on it which allows you to sell much better with them. 

In real estate, many agents prefer the usual methods which are cold calls and emails, but apart from this social media too, can play a huge role in growing your business.

PWC in its global consumer insight survey stated,‘’Social networks are the biggest source of inspiration for consumer purchases with 37% of consumers finding purchase inspiration through the channel’’.

Having a real estate business and not using social media’s help to grow your brand means that you are missing out on a lot of golden opportunities which could create a better lead conversion number.

The reason?

  • Social media can exhibit your house selling strategies into a unique manner which will trigger the attention of your target audience (examples: videos, visual content)
  • Social media can help you to engage with more of your target audience (groups, social media activities)
  • Social media can increase your brand’s identity by helping them see what you want to show them (existing sales leads to feedback, reviews)

Robert Mascio, a real estate expert has been using social media as a platform to help him conduct efficient real estate activities, he shared his experience on quora stating:

‘’Social Media marketing is one of the unique ways to capture leads and grow your business. Agents know that they want to have an online presence, but don’t know-how. Of course, real estate agents excel at sales, so, understandably, a little more research is required to implement the tips and strategies needed to start seeing results from online efforts.’’

Social media is what will help you to conduct two significant things:

  • Find the right audience + help you tap and convert them into a sales lead
  • Gives your brand identity + help you grow your brand with successful lead driven platforms

Pumped to grow your real estate?

Let’s dive into the tactics.

How to use Social media to grow your real estate business?

An article on quora stated the 4 essential social media platforms that are a great asset to real estate business which includes:

  • Facebook
  • Linkedin
  • Instagram
  • Twitter

These platforms are helping numerous brands to grasp the attention of prospects as well as play a vital role in promoting real estate business for any B2B brands.

1. Facebook Marketing

If you think Facebook is dead, think again.

Social media examiner states, ‘’93% of social media advertisers use Facebook ads regularly’’. Facebook is now booming to become a great community that can help businesses like yours to flourish better. 

How it can help your real estate business?

real estate business_fb marketing

Source: Postplanner

1. Facebook has multiple groups that can help you can join and engage with your target audience. The perfect agenda of the group is to share the knowledge you have about a particular topic. When everyone speaks shares it in the group, it becomes easier for a brand like yours to find your ideal target audience. 

Facebook Groups are also a very convenient platform to engage with like minds like your brands. It exhibits you as expertise with the knowledge you share as well as draw the attention of your prospects to learn more about what you offer.

To conduct this process all you need to do is go on ‘search’ type the keywords such as ‘real estate’ and you have the options for groups in front of you. You can check the status of the group such as an ‘active’ or ‘closed’ group, number of members and whether the topic spoken is relevant to what you have to offer.

real estate business_fb marketing

Source: Sprout Social

2. Facebook allows you to create a business profile so that your prospects are aware of a brand like yours. When you start investing your money on creating Facebook ads to exhibit your ads all over the account, the first thing that your prospects will do is to come to your page to learn more about who you are.

Here is when you can grasp their attention. By creating an exquisite and informational profile, you allow your prospects to retain longer to view learn more about what your brand has to offer. 

real estate business_fb

Source: Youtube

Let’s understand this, this account is a big ‘NO’ when it comes to engaging with your prospects. The picture is irrelevant, the cover photo is bland and not connecting with the brand, the brand name itself isn’t even stated and the timeline has lesser photos or information where prospects can even have an idea of what exactly is the brand.

A good Facebook account for a real estate should be like this:

real estate business_fb account

Source: Easyagentpro

What makes this facebook page different from the above:

  • An attractive tagline which will draw massive attention towards the owner ‘Dustin Brohm- Salt Lake’s Favourite Realtor
  • The right pictures that you are aware of who is the person you are conversing it and what is the brand more about as you can see in the cover photo. 
  • The reviews are mentioned as well which gives prospects clarity on how well the brand is established in the industry
  • The blog posts enable a great triggering factor where it draws prospects’ attention to understanding what the brand is aiming at and what solutions are they offering.

3. Facebook indulges in more visual content and videos which can help you to brief about your properties available to your prospects

Social Media examiner claimed.’’80% of marketers use visual assets in their social media marketing. Video (63%), alone, has also surpassed blogging (60%) in usage as a social media marketing asset.’’

Through visuals and videos, real estate can brilliantly use this opportunity to sell better to their prospects. Real estate can create exceptional infographics to exhibit their properties. When using Facebook ads to sell properties or when creating an event, the use of visuals and videos can play a great part in capturing many leads’ attention towards your product.

Few examples:

real estate business_fb marketing examples

Source: WishPond

real estate business_fb marketing

Source: Adespresso

Recommendation: The best time to post on Facebook is weekdays between 10 a.m. and 3 p.m. Wednesday is the best day to post while Sundays show the least traffic. (Sprout Social)

2. Linkedin Marketing

Linkedin claimed that ’’80% of social media B2B leads come from LinkedIn.’’

Linkedin is the hub where all your industry peers function on one page. Linkedin is considered to be a place where exhibiting your real estate solutions will garner more attention and will help you to sell better by engaging with your peers.

Many Linkedin accounts are viewed each day and if you want to convert every view into a sales conversation, your account needs to be the magnet puller. 

Let’s understand this with an example:

real estate business_linkedin

Source: Linkedin

What is great in this profile?:

  • The heading under the name of the person which immediately draws attention to how can she be the happiest person in real estate?
  • The description is apt and very clear to what she is trying to sell. She starts with a personal note in the introduction stating that when we want something, we go to the right place hence with real estate we need to go to the right people who can assist better.
  • Adding photographs about properties to compel prospects to view them, making it easier to understand what you are offering.

With a LinkedIn account ensure you conduct the following steps:

  • Create an attractive and compelling title to draw prospect attention
  • Share more relevant articles and posts so that prospects can keep dropping by your profile to view them. Conducting this action showcases that you too are an expertise
  • List the purpose of your existence so that prospects know how you can help them. Don’t focus on selling the product focus on offering more benefits
  • Add your achievements, work experience, and any articles or news pieces to engage better
  • Have regular activities on Linkedin so that your prospects can engage with you more closely
Recommendation: The best times to post on LinkedIn are Wednesdays from 9-10 a.m. and 12 p.m. The best day for posting is Wednesday and the day with the least engagement is Sunday. (Sprout Social)

3. Instagram Marketing

Instagram states that it has received,’’ 1 billion monthly active users, and 500 million of them use it daily. 

Many businesses use Instagram to exhibit their properties to their prospects. Instagram is  a great medium to capture more prospect attention towards the properties a sit deals with more visual and video content. 

The content on Instagram is limited to captions and hashtags which also play a great role in extending your page outreach. 

Let’s understand this with an example:

real estate business_instagram

Source: First Western Title

The first step in Instagram is to create an account. Conduct the following steps to garner more prospect attention:

  • Choose a ‘business account’
  • Choose the type of business you run which is, in this case, is ‘Real estate’
  • You have a section called ‘Bio’ where you can write a bit about what your brand does in a few simple lines. Enter the information
  • There is also a section called ‘Website’ to place website links where your prospects can immediately divert their attention towards your website

Once your account is completed you can commence your job of posting images and videos so that your prospects are aware of the houses you have sold or are available.

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real estate business_insta profile

Source: Real estate academy

Another great example of a good real estate Instagram account is Joyce Rey.

real estate business_insta profile

Another example of how beautifully she sells it on Instagram.

real estate business_insta profile

This is one of the posts from Joyce’s account. She has posted a picture of the property which is up for lease and in the caption section of Instagram she has posted the benefits and details related to the projects. 

As you can also notice, Joyce has placed a good number of hashtags. 

Key tip: Whenever you post any videos or images, ensure that you use relevant hashtags because the more you use it the more posts outreach will be. 

Examples of real estate hashtags:

  • #Realestate.
  • #Realty.
  • #Realtor.
  • #Realestateagent.
  • #Homeforsale.
  • #Newhome.
  • #Househunting.
  • #Broker.
Recommendation: The best times to post on Instagram are Wednesday at 11 am and Friday from 10-11 am. Wednesday is the overall best day to post while Sunday sees the least amount of engagement. (Sprout Social)

4. Twitter Marketing

Twitter stated, ‘’People are 31% more likely to recall what they saw on Twitter vs. general online browsing.’’

So you can imagine what would happen when you tweet about an open house or a property on sale, how many prospects would revert to you with the information?

Twitter is being widely used and is in the real estate business it would be wise if you commence tweeting your posts each day as well as retweeting other real estate posts.

So how can twitter win over you with potential prospects?

  • When you start to constantly tweet, you become more visible in the eyes of numerous people on twitter including your prospects which gives your brand the advantage to acquire more traffic on your page.
  • You can witness what your prospects are asking in your industry and cater to them immediately
  • You can share videos and blog posts and visual images to tap your prospects to learn about what you have to offer

Twitter can be a risky platform as one bad tweet can cause a lot of drawbacks for a brand hence you must understand how Twitter marketing works and what you should avoid conducting.

Do’s of twitter marketing:

  • Engage more on posts, tweets and with your prospects to establish a good bond
  • Keep asking questions to receive answers and to share your knowledge so that you can discuss and indulge with like minds.
  • Constantly conduct your twitter activities, don’t become irregular as it can lessen your followers and make your brand fade away
  • Share relevant content related to your properties and add hashtags to promote it. 
  • Spend time monitoring what’s happening in the market and what your prospects expect today
  • Use more visual and video content for better prospect capture
  • List out your achievements and add a personal touch by sharing stories of how your business has helped clients in finding their dream home

Don’ts of twitter marketing:

  • Don’t simply share a content which adds no value to your followers
  • Don’t keep tweeting all the time. Limit your tweets to one a day or two
  • Don’t frequently post multiple things, keep that limited as well
Recommendation: The best times to post on Twitter are Wednesdays at 9 am and Fridays at 9 am. The best days to post are Tuesday and Wednesday, while Saturday sees the least engagement. (Sprout Social)

Apart from the pointers mentioned above you can also consider the below factors too when using social media to grow your real estate business:

5. Creation of videos and images

Content marketing institute claimed, ‘’62% of B2B marketers have rated video as an effective content marketing tactic.’’

Creating visuals and images are a great way to sell what you have to offer. This action is a great way of attracting more audiences to see what you have to offer and also ensure that they can remember valuable information.

For instance, how many times have you remembered something when you saw it on a visual? Wasn’t it easy for you to remember when you were telling your friends about it? Doesn’t a video stop your scrolling to view what it is showing? Don’t you have an image created in your mind when you see a video?

This same applies to your prospects as well. When you’re selling a home they need to be able to picturise themselves living in a house, they should be able to imagine what you are trying to convey in the video or image.

Using tools such as Youtube is a great way of exhibiting your videos since many users view youtube as well. 

6. Posting reviews

Another great way to tap your leads is through the medium of posting feedbacks and reviews of your existing clients. There are so many real estate businesses out there, how can you distinguish your brand from theirs? 

Today any brand on social media is under the eyes of prospects who will use your brand presence to learn more about your business. The first thing they would do is see the ratings and reviews you have received. 

When they see good ratings they agree to give you a chance to assist them. Bad reviews not only turns them away but also spreads a lot of bad mouth marketing as well.

7. Conducting regular social media activities

Social media is such a platform that the more you engage the more your brand will be visible. The moment you reduce your engagements the sooner your brand will start to fade away. This can be a problem. You must conduct your daily social activities just the way you do. 

For instance, if you post on Instagram twice a day, continue doing that. If you regularly like posts on Linkedin on your peers, don’t stop that. All these actions create awareness of your brand which in turn helps your prospects to find you from the crowd.

8. Conduct constant engagements

The social platform isn’t just for posting ads it also plays a good advantage of helping you build relationships with your prospects. In real estate the more personal touch you add with your prospects the better you can win their trust and sell more easily. Get in touch with your prospects, find out what their needs are, constantly engage with them to follow up. 

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9. Sell benefits

Lastly, not everything you sell should be from a sales factor. When you sell a home to your prospects, you shouldn’t sell it in a way where your sales pitch overshadows the benefit factor. Sell it in a manner where your prospects feel that it a great home for them. 

A prospect will engage with a brand when the brand itself displays all the benefits a prospect will receive and when it comes to home convincing the prospect to buy a home that meets their expectations earns your brand good identity in the market.

The Bottom Line…

Align your social media activities to conduct efficient real estate business. To cater to your lead engagements, you can make use of a callback software so that anytime they want to engage with you, you are connected with me immediately. 

Which social media platform are you currently using? Did you find the article useful? We would love to hear from you.

But before we take off, let’s have a quick recap of what we’ve covered:

  • We covered the 4 impactful social media platforms which are Facebook, Instagram, Linkedin, and Twitter.
  • Apart from this, we also covered other insights about social media usage which is promoting properties with visuals and videos, sharing reviews and more
  • Lastly, we answered the question of how the use of social media helps in the growth of real estate businesses

Which strategy will you apply today? Do share your opinions by tweeting us

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Leena Fernandes

Leena Fernandes

A writer by choice. Leena has served her passion for writing mainly into the B2B marketplaces.