Social Media Marketing Tips for the Real Estate Industry

The COVID-19 pandemic has had a significant impact on the way the real estate industry operates. As a result of the pandemic, many real estate professionals had to change the way they reached potential clients by embracing new technologies such as 3D virtual tours and augmented reality. Prospective buyers were now viewing homes with the use of virtual walk-throughs, 3D mapping, and drone surveys through the use of applications such as Zoom and FaceTime, which allowed real estate agents to continue to attract business despite lockdowns, social distancing rules, and the general discomfort and concerns many buyers felt at leaving their home. The pandemic has forced the industry to rethink its social media marketing models and change homebuyers’ habits with the rise of virtual tours.

Another technological tool that became essential for realtors during the pandemic was the use of social media, with postings on such sites becoming the second-most popular way realtors attracted new clients in 2020, according to a Close 2021 Agent Survey. The study also found that 82% of realtors planned to improve their social media presence in an attempt to grow their business.

There is a clear need for the real estate industry to take advantage of new technologies such as social media in order to establish an edge and attract home buyers and sellers. This article will explore some social media marketing tips to help your real estate business optimize its marketing efforts enabling you to connect with the right audiences and position yourself as a market leader.

Promote the Area, Not Just the Property

Most real estate sites only provide basic information and statistics on the area in which a property is situated, failing to convey the real feel of a locale, often leaving prospective buyers wanting. Give your clients a richer understanding of the neighborhood and surroundings of a property through the use of social media. Mention more than the price and features of the property by talking about the neighborhood, giving prospective purchasers insight into what it would be like to live there.

For instance, use Twitter handles connected to the area in question to promote properties, thereby increasing your exposure and the chances of getting a retweet or mention. On social media, visual content is key, so make sure to use images such as photographs or videos, as such posts are likely to get more views. Making the most of Twitter’s image functionality has proven to result in 18% more clicks, 89% more favorites, and 150% more retweets.

An Instagram Business account can offer you another platform on which to post visually compelling content about the areas in which your properties are based as well as showcase new listings.

Social Media Marketing – Respond to Comments

Whether you are a real estate business or a home buying company such as Texas Land And Home, responding to your customers promptly and politely is essential to show them you care and are interested in what they have to say. Such social media engagement can help you increase your number of followers, retain existing ones, and boost your search engine optimization (SEO).

Your decision to respond or not will influence the experience your audience and customers have with your business. How you respond to comments and the promptness of your replies will all contribute to the overall impression you leave. Growing numbers of people are using social media as their primary means of making contact with a business. Research shows that over 60% of customers are likely to rethink their decision to buy from a business that has received negative comments on social media, while 32% will share their negative experiences on such channels.

Dealing with difficult comments can be challenging, but it can also offer you the opportunity to take charge of a situation and potentially earn yourself some new followers or customs in the process. For example, tactfully responding to a complaint regarding a listing by taking on board any criticism, addressing concerns, and helpfully diverting their interest to similar properties in the area can do much to increase your profile in the public’s eyes as well as assuage any frustrations left by the commenter.

Similarly, acknowledge positive comments that praise your business, as this can give you greater attention from followers and non-followers, thereby advertising the services you offer. Armed with this information, it is vital to ensure you are responding in swift, helpful, and positive ways.

Offer Helpful Content

Social media channels such as LinkedIn offer the perfect platform for your business to share content with its readership while helping to boost your SEO and credibility. Use the content and social media marketing to reach and connect with your customers by sharing relevant, value-based content that is informative, engaging, or solves a need or problem they may be facing. For example, a blog about common pitfalls for first-time buyers or ways for homeowners to improve their curb appeal are ways your business can successfully employ content marketing to attract and retain customers.

Well-written and informative content can also provide your readers with more information about your business and your services. This can help you to build brand awareness and better relationships with your customer base while placing you as an authority in your field. Whether it’s creating a hashtag on Twitter with helpful real estate tips or uploading videos onto YouTube that answers questions about local amenities in a particular area, posting content is a great way to get you noticed by your target audience.

In addition to blog posts, consider videos, articles, podcasts, ebooks, and email marketing as channels through which to share content with your followers. By providing free content that is rich with information, you can greatly increase the interest generated for your business and attract new customers.

Types of Content to Post on Social Media

In terms of marketing content, it is important to put together a calendar containing interesting and diverse content that is not overly focused on sales. Types of content to post include the following:

• Property Photographs: High-resolution images that encourage engagement through ‘likes’ and ‘shares’ is a great way to attract interest for your listings and ultimately sell properties. Make your photos stand out by taking advantage of Instagram filters or 360 Photos on Facebook. Accompany images with interesting copy, useful information, and contact details.
• Client Testimonials: Use social media to showcase your success stories. Whether it’s video testimonials from satisfied customers or written reviews, highlighting your past successes is a great way to attract inquiries and, ultimately,  new business.
• Industry News: The real estate market is constantly changing with factors such as interest rates, supply and demand, and the state of the economy has a huge bearing on property prices. Keeping your followers informed about the current real estate market with insights, reports, and predictions for the future is one way to educate and share relevant content with your audience.
• Company Successes: Make sure to share news of any awards, accolades, and other public recognition your business has received as a way to celebrate your success and highlight your achievements with new and potential clients.
• Tips and Ideas: Whether it’s creative ways to upgrade their bathroom or renovate their front room, providing your followers with inspiring ideas and ways to improve their home is something that will appeal to buyers and sellers alike. Sharing ‘how to’ advice, such as home maintenance tips, is another valuable way to engage with and serve your audience.

By following the social media marketing tips highlighted in this article, you can help promote your business to a wider audience and generate more leads.