The sales cycle in real estate is a long one. You’re not tracking instantaneous sales on your website. You’re cultivating leads that will later convert into a closed deal.
Social media helps real estate agents find their target audience and initiate those long-lasting, meaningful relationships with them.
But what social media platforms are the best for real estate?
Let’s answer that by covering the top 6 real estate social media platforms that help you rake in qualified leads.
Facebook is one of the top real estate social media platforms for a few reasons:
- Facebook Advertising
- Facebook Neighborhoods
- Facebook Groups
- Facebook Marketplace
- Facebook Messenger
All of these tools offer features that are locally focused.
Facebook Advertising allows you to target people in the specific locations you service.
You don’t want to waste advertising dollars targeting people in the wrong geographic area. Facebook Ads allow you to narrow down your targeting to a specific mile radius.
Facebook Neighborhoods are an up-and-coming feature, so it’s not yet rolled out to all Facebook users.
Those that do have it, however, know that it’s Facebook’s version of the Next Door app.
It’s a space on the Facebook app that allows people within your neighborhood and community to converse and discuss relevant topics.
It’s a great feature for real estate agents to tap into and garner brand awareness.
You’ll just want to make sure you’re not spamming people on the Neighborhood page with constant sales posts about your services.
Instead, introduce yourself, get to know people within the community, and foster organic relationships that can later lead to organic clientele.
Facebook Groups are a great alternative to Facebook Neighborhoods for those who don’t have access to that feature yet.
Facebook Groups that are community-centric can have hundreds to thousands of members depending on if your Group is for your neighborhood, town, county, and beyond.
The principle is the same in that it presents an opportunity for you to put your brand and business in front of a relevant audience in your local community.
Facebook Marketplace is best known as a place to buy and sell local goods for pick up.
But did you know it’s also a hub for property listings? Yes! Facebook Marketplace has two dedicated spaces for Property Rentals available as well as houses for sale.
You as a real estate agent have a great opportunity to get organic, qualified eyeballs on your listings here.
Lastly, Facebook Messenger is a great tool to foster communication with people in your community.
If you’re finding that people are hesitant to provide their email and phone number…
…conversing on Messenger may be an easier first step because it requires less information from them upfront.
You can use Facebook Messenger organically or via paid ads.
Overall, Facebook provides several tools to support local small business owners or real estate agents.
Being owned by the same parent company, Meta, Instagram is a close second behind Facebook.
Instagram has started to double as a search engine in addition to being a social media platform.
Because of this, you’ll want to optimize your Instagram bio to hold local keywords that someone would search when looking for your services…
…such as Atlanta Real Estate Agent for example.
You’ll also want to take advantage of the call-to-action buttons that Instagram offers such as contact which prompts leads to email or call you on the spot.
The relationship between a real estate agent and their client is such a personal one. You’re helping them either find or sell their next home or both.
As a result, people will often scope you out on Instagram to gauge both your professional work as well as your personality.
They want to see if you would be a good fit as a real estate agent for them, and so they use Instagram as a lens to peek into your life.
You’ll want to then use Instagram as a means to provide authentic, valuable content and showcase your work to date.
Use Instagram Reels, Stories, and Lives to achieve this and be as transparent and personable as possible.
The last thing to note with Instagram is that it’s one of the most visual social media platforms. People have been perfecting their “grid” or profiles since Instagram’s conception.
So, you’ll want to make sure the images or Reels thumbnails you’re posting are of high resolution and show off the beautiful homes and people you’re working with.
Buyers and sellers have tons of questions when it comes to the real estate market, especially first-time home buyers and sellers.
If you have a YouTube channel answering some of the most frequently asked questions you get as a real estate agent, it will do two things:
- It will save you time in having to answer the same questions over and over again
- It will establish you as an expert in your industry and lay the foundation for a trusting client relationship
Plus, if your YouTube channel really starts to grow and take off, you can monetize your videos and make money from YouTube just for posting them.
In this case, the time or effort it takes to create the videos will pay for itself! If that’s something you’re interested in, you can learn how to monetize on YouTube in that blog.
It doesn’t take a Hollywood budget to create YouTube videos.
If you have a smartphone and a free YouTube account, you have all you need to provide value to your audience on the platform.
Viewers will appreciate the answers and clarity you provide, giving them a positive brand association with your name moving forward.
LinkedIn is best known for its professional atmosphere. You can build connections with business owners and higher-ups within your community.
Make sure your profile is ready to receive those connections by optimizing your profile and banner photos, bio, and location.
From there, you can follow some of the same Facebook marketing tactics like posting valuable content on your page and in relevant Groups, but in this case on LinkedIn.
You can also run LinkedIn advertising campaigns to generate leads, similar to Facebook ads.
However, we would recommend testing this out before throwing your entire ad spend at LinkedIn.
The reason is because we’ve seen Facebook ads work better for some realtors and vice versa. So, you’ll want to test to see which ad platform is going to work best for you.
Whether you use LinkedIn’s paid or organic tools, the same principles apply where you’re laying the foundation for a trusting relationship between yourself and local, potential leads.
One of the best ways to use Twitter for real estate agents is to engage in relevant conversations with people in your area.
You can perform a keyword search using a search query that’s relevant to the areas you service…
…and reply to those tweets with a quick introduction and valuable information.
This puts your face and name in the mind of potential leads while helping answer a question or solve an issue from their tweet.
Vice versa, you need to have your profile and tweets optimized so that if a lead types in “real estate agent in Atlanta” or whatever your location is, your tweets appear in the top results.
Engaging with potential leads in this way is a manual process, it can’t be automated, but we’ve found it’s well worth the time and effort.
TikTok is one of the newer and fastest-growing social media platforms.
A lot of real estate agents have steered clear of TikTok because of its user base consisting largely of a younger audience.
A little over 40% of TikTok’s users are between the ages of 18-24, but what’s important to note is that 32% are between the ages of 25-34.
While yes, a lot of Gen Z is on the app, Millennials, Gen X, and older are also on the app, just in slightly different quantities.
The point is you can still find your target demographic on this app, making it worth the investment of organic content.
Plus, if you’re already making Instagram Reels that share tips and tricks sellers and home buyers would find valuable, just repurpose those videos on TikTok! Work smarter not harder.
If you’d like a professional digital marketing agency to handle your real estate social media platforms for you, check out our real estate social media marketing services.