Real estate social media: why you should have a professional profile

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Did you know that according to 2021 statistics about the most used social media, Facebook still counts with 2.9 billion followers, Instagram falls a little behind with 2 billion and Linkedin has no less than 810 million accounts? Tik Tok, the most recent social phenomenon, reached 1 billion.

But the impressive numbers are not the only reason why you should consider developing your real estate social media. As you already know, real estate is not just about properties, it’s much more about people and their necessities. And, in the end, social media provides this chance of connecting with more people and getting closer by being constantly in touch.

Here are a few other reasons why these channels may enhance your work as an estate agent.

Advantages of working your social media for real estate

You and we both know that the daily work of an estate agent is already demanding enough. Thus, if this professional needs to take over a new task, especially one that needs a whole lot of dedication such as content creation for real estate social media, it must be worthwhile. 

Then, let’s see why starting a social media profile is worth the time and effort.

Be where your target audience is

Younger couples, single well-paid professionals, middle-aged investors with grown children: the social media have reached them all.

For both Instagram and Facebook, the largest part of their users are between 25 and 34 years old. Linkedin also has the largest number of users in this age group, a total of 58%. But this doesn’t mean only young people use these networks! Since 2020, younger users are concentrating on Tik Tok and Snapchat, while the older ones are staying on Facebook, Instagram and Linkedin. And all of them reach both men and women in a very balanced distribution.

They are there to share their thoughts, to follow what’s going on in the lives of their friends and family members, to share amazing moments with their following, to learn, to stay informed and for many other reasons.

Working with social media for real estate means being part of the content your potential clients consume on their day-to-day routines, opening a new channel to reach out to your target audience. 

And there’s another interesting point to consider, if you think about when are you getting in touch with potential clients. If you wait for them to come to your website or find your properties on real estate portals, you’re reaching these people only when they are thinking about buying, selling or renting a property.

Your time window to convince them to buy a property on your portfolio is rather short: not only are they searching for your competitors as well, but these potential clients can change their minds and focus on another task at any moment.

Whereas, if you work with social media marketing for real estate, you get to reverse the order of things: you actively reach these people (instead of being found) when they’re in their leisure time, scrolling through posts and relaxing. Meaning: you create a new moment to talk to them about your work.

You can surprise them with great, useful and unexpected content (more on that later!), make them feel excited about a possible new property and inspire the desire for doing business with you.

Talking straight to your potential client

While your agency’s website can feel standardized and distant, on your social media for real estate you can step aside from the corporate language and communicate in a way that shows more of your personality. This will make your audience feel more connected to you as a person and maybe even more willing to talk to you as a professional!

The same goes for where you communicate with them. While the contact form on your website or on an email there’s some distance and formality between you and the potential client, social media is quite the opposite. It’s where they go to exchange points of views, send personal messages and communicate openly.

So, when potential clients come to you in the comments or in the inbox of your real estate social media profiles, make good use of this moment. Listen to their doubts, insecurities and expectations about the real estate market and the process of buying or selling a property. Also, take the time to explain how your services can benefit them, customizing your answers according to each one’s needs.

It allows you to:

  • develop a closer relationship with potential clients,
  • understand which kind of content would be helpful for your audience,
  • give them a “sample” of how would they be treated once they’re your clients
  • and show them your knowledge of the market, positioning you as an authority.

What a great combo, right?

Running ads with endless options to find the ideal target

Most, if not all, social media offer companies and content creators the chance of running ad campaigns to target users with chosen characteristics and broaden your audience. And the criteria you can use to set your target are endless, really.

On Facebook or Instagram, for instance, you can show your ads to people of a certain age group, that live in a specific part of the country and that have interests similar to the ones your current clients show. Also, and that’s very interesting, you can target people with a similar behaviour to those that interacted with your profile or your competitor’s profile recently.

On Linkedin, on the other hand, the B2B and professional character of this network really shows. Besides being able to choose the target audience for your ads based on demographics, you can also choose who to communicate with based on their professional role, seniority level, industry and company they work for.

Your social ads do not take an extra effort, they can use posts that you already created and that provide good content to your audience. This way, you work smartly and increase the chances of your posts attracting an interested audience to your profile.

Showing your portfolio to a broader audience

This is probably one of the most relevant reasons for you to invest in social media marketing for real estate. Basically, creating shareable, interesting and target-focused content, working with innovative formats and choosing the right set of keywords will allow you to profit from the way social media operates, spreading the word of your work for new and bigger audiences.

And the bigger the audience, the bigger the chances of converting them into leads and actual clients.

Easily catching testimonials that work as social proof of your work

Real estate social media is all about credibility. You want to enhance the way your audience sees you as an authority when it comes to the real estate market to make sure they hire you when in need of an estate agent.

So, showing your following that you help your clients reach their real estate goals is definitely something you should do. And the good news is, once you’re stepping up your social media marketing for real estate, you have even more potential to gather feedback from satisfied clients!

Definitely benefit from positive feedback from your clients, either provided on social media or by email. Transform them into content for your profile and let their words speak for the quality of your work.

Social media on mobile phone
Photo by dole777 on Unsplash

3 quick tips to improve your social media marketing for real estate

Ready to start your professional social media for real estate? Here’s what you need to know before you begin.

Think about the message you want to convey on your bio

Your bio is probably the first thing people see when they arrive at your profile. Meaning, it has to be a proper attention grabber!

Each social media will allow you to write a certain amount of copy and they vary a lot: while Instagram restricts you to 150, on Linkedin you can take up to 2,600 characters! But, no matter in which network you decide to begin your real estate social media efforts, the first few words of your bio should answer:

  • Who you are
  • What you do professionally
  • How do you transform the lives of your clients
  • Your contact information (email and mobile phone number in the appropriate field for it)
  • Your website or another interesting link (to subscribe to your newsletter or any other content, for example)

For example, a good inspiration could be:

Melissa Hart

Estate agent specialized in the Portuguese market. I help you find your forever home in no time and within your budget.

So, before writing, make sure to answer: what can your audience accomplish with your help?

Take some time to answer your audience

This one is pretty straightforward: there’s no way an estate agent can get closer to their audience other than interacting with them. Invest time in creating a connection with your following to increase the chance of them becoming advocates of your work and recommending your profile for others.

Besides, these personal interactions are, as we said before, a great way of further understanding who your potential client is: which are their concerns, hopes, ideas, doubts. The more you get to know your audience, the more your content speaks to them and the better results you will get.

Keep your content frequent and consistent

You want to stay on top of your audience’s mind and, in order to do so, you will need to keep in touch. Post constantly and keep talking about the main subjects your social media for real estate works with to maintain your reach and interactions at a high level. 

And whenever your creativity fails you, here you can find a few content tips for estate agents.

Ready to get started? Login on your social media of preference and get this communication going!

Photo by Austin Distel on Unsplash

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