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A Guide to Social Media Marketing for Real Estate in 2024

CEO Khai Intela
Social media marketing for real estate acts as a valuable resource for individuals seeking to buy a house, playing a significant role in every step of a buyer's decision-making journey. In the past, yard signs...

Social media marketing for real estate acts as a valuable resource for individuals seeking to buy a house, playing a significant role in every step of a buyer's decision-making journey. In the past, yard signs and newspaper ads were enough to flip houses, but with advancements in technology, buyers are now more aware and actively searching for properties online. While it may not be enough for buyers to make a deposit based solely on Facebook posts or tweets, having a robust social media strategy for real estate can yield amazing results.

Why Do Real Estate Businesses Need to Be on Social Media?

It is an understatement to say that social media has revolutionized the real estate business. In fact, 77% of realtors actively use social media for real estate. Social media provides an excellent platform for realtors to connect with potential buyers and grow their business online. Some key benefits of using social media for real estate include:

  • Cost-Effective Reach
  • Targeted Advertising
  • Brand Reinforcement
  • Customer Relationship Management (CRM)
  • Instant Engagement

A real estate case study that showcases the power of social media is The Costa Group, a real estate group based in San Francisco. By redesigning their Instagram feed and developing an organic targeting strategy, they witnessed an 8,000% increase in followers and a 496% increase in engagement. This led to the closure of over $750,000 worth of real estate deals.

How to Craft a Social Media Strategy for Real Estate?

In today's saturated real estate market, it's essential to stand out and effectively communicate your message to potential customers. Crafting a social media strategy for real estate that caters to both sellers and buyers is crucial. Here are six steps to help you create a successful social media strategy:

1. Research Your Customer's Persona

Start by gathering information to create persona profiles for both buyers and sellers. Identify their age, income, lifestyle, and segment them into 3-4 core personas. Define their needs, goals, problems, and challenges to better understand their preferences and expectations.

2. Define Your Social Media Goals

Set clear, measurable, attainable, relevant, and time-bound (SMART) goals for your social media strategy. For example, aim to increase your gross commission income (GCI) by $550,000 by closing 50 deals at an average price of $400,000 and an average commission of 2.75%.

3. Identify the Best Social Media Networks for Real Estate

Each social media network requires time and money investment. Identify the platforms that align with your target audience and business goals. Facebook is an overall best platform for real estate, offering built-in business tools for publishing listings, booking appointments, and communicating with customers. Instagram is ideal for sharing captivating visuals and engaging with potential clients. YouTube can be used to showcase properties and provide insights on neighborhoods. Trulia and Zillow are popular listing sites with opportunities to engage with potential customers.

4. Create High-Quality Content

Stand out on social media by creating high-quality, personalized content that resonates with your target audience. Share your brand's story, customer stories, location details, and expert advice. Use professional real estate photos and videos to capture attention. Utilize different platforms' features such as hashtags and direct messaging to maximize engagement.

5. Pick a Target Audience and Advertise Smartly

Paid social media marketing is essential to counter the decline in organic reach. Utilize targeting options such as location, demographics, interests, and behaviors to reach your desired audience. Use carousel ads to showcase multiple properties and be transparent in your ad copy. Plan your ad budget based on peak times and utilize testimonials and reviews to build customer trust.

6. Analyze, Optimize, and Repeat

Measure the performance of your social media strategy using key performance indicators (KPIs) such as website traffic, follower count, contact form submissions, property inquiries or sales, and engagement rates. Use a social media management tool like Statusbrew to track metrics and make data-driven decisions. Continuously optimize your strategy based on insights to achieve better results.

What is the Importance of Social Media Management for Real Estate?

Social media management for real estate allows you to save time and measure the return on investment (ROI) of your efforts. It ensures you never miss important conversations, organizes interactions, schedules posts ahead of time, monitors keywords for leads, and provides in-depth analytics. A social media management tool like Statusbrew helps manage multiple social accounts, improves real-time engagement, and maintains uniformity and consistency in your social media presence.

Social Media Management Tool for Real Estate Marketing

To streamline your social media management, consider using a tool like Statusbrew. With features like publishing, audience targeting, engagement inbox, asset manager, and customized reporting, it helps you efficiently manage your social media presence and elevate your marketing efforts.

In conclusion, social media marketing is crucial for real estate businesses looking to grow online. By following a well-crafted social media strategy, you can effectively connect with potential buyers, reinforce your brand, and achieve remarkable results. So, take advantage of the power of social media and elevate your real estate business to new heights.

Six steps to craft a social media strategy for real estate Infographic

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