Promoting your real estate business and listings on social media is one of the smartest marketing moves you can make. It's a fantastic source of leads, especially now that so many people are using social media to stay connected. But with so many platforms out there, which ones should real estate agents focus on? Let's take a look at the best social media platforms for real estate agents in 2022.
Don't Get Caught Up in the Wrong Statistics
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When it comes to social media marketing, it's important not to get blinded by statistics that don't really matter. The number of active users worldwide may be impressive, but what you need to focus on is the number of users in the U.S. and their demographics. After all, you want to reach potential buyers and sellers who are actually in your target market.
The Age Group Matters
For real estate agents, the age group of the average user on a social media platform is a crucial factor to consider. Your most likely buyers and sellers will typically be at least 40 years old. While some platforms may have a large number of users globally, they may not be relevant to your real estate business in the U.S.
Facebook - The King of Social Media
Caption: Facebook is the ideal platform for real estate agent marketing.
With 190 million active monthly users in the U.S., Facebook is the undisputed king of social media. It accounts for more than half of all social media usage in the country. The largest share of American users, 79%, falls in the age range of 30 to 49, which aligns perfectly with the average buyer and seller demographics. Facebook offers a wide reach, quick posting, and easy engagement with potential real estate leads.
Instagram - Great for Visual Appeal
While Instagram boasts 105 million active monthly users in the U.S., it's important to note that the majority of Instagram users are between the ages of 16 and 24. This demographic may not align with your target market as a real estate agent. Additionally, this platform requires high-quality photos and videos to capture the attention of fellow Instagrammers. If you're looking for a time-consuming platform, Pinterest may be a better choice.
Pinterest - Time Well Spent
Caption: Pinterest is a great platform to plan life moments, such as finding an ideal home.
With 86 million monthly active users in the U.S., Pinterest is a platform worth considering for real estate agents. Most Pinterest users in the U.S. fall in the age range of 13 to 49. What sets this platform apart is that 85% of women on Pinterest use it to plan life moments, and 43% of users plan on getting their ideal home within the next five years. Investing time in Pinterest can pay off in terms of generating leads and increasing your affiliate income.
Twitter - A Limited Audience
While Twitter has 48.35 million monthly active users in the U.S., only 26% of them fall into the age range of the average homebuyer or seller. Twitter may be better suited for personal use rather than professional social media marketing, as it may not provide the ideal audience for your real estate business.
TikTok - A Trending Platform with Security Concerns
TikTok is a video-sharing social networking platform popular among very young Americans. It may not be a platform that offers significant business results for real estate agents. Though it has 37.2 million monthly active users in the U.S., the majority of TikTok users, 61%, are between the ages of 10 and 29. Furthermore, security concerns surrounding the app raise red flags, with companies like Amazon and Wells Fargo advising employees to delete the app from their phones. Real estate agents should focus on platforms that cater to their target audience and ensure data security.
In conclusion, when choosing social media platforms for your real estate business, it's essential to focus on the platforms that align with your target audience's age range. Facebook and Pinterest offer great opportunities to reach potential buyers and sellers, while platforms like Instagram, Twitter, and TikTok may not provide the desired results. Remember, the purpose of marketing is to connect with your target market, so fish where the fish are and save the rest for personal use.
References:
- Oberlo.com
- Omnicore Agency
- Statista
- Pew Research
- Sprout Social
- Forbes.com
