Index
With digital communication channels, which have been popular for over a decade now, the importance of social media marketing for real estate is no longer surprising. Essential for reaching new potential clients, these tools offer industry professionals many opportunities to expand their network of contacts and create attractive ads.
The 2019 RE/MAX report confirms that Facebook is still the preferred channel for 31% of real estate agents. This is mainly due to the platform's widespread use, which now hosts almost 3 billion people. LinkedIn (22% of professionals) and Twitter (11%) follow closely, not forgetting the importance of Instagram and Pinterest.
Before diving headfirst into this world, however, remember that designing social media marketing campaigns for the real estate world means first and foremost optimizing investments. Publishing content without a thorough strategy can even prove counterproductive, so it's essential for a real estate agency to choose the ideal social network to reach its specific audience. What are the advantages and disadvantages of each social platform? After this Casavo guide, you'll have clearer ideas on how to improve the performance of your digital marketing plan.
Facebook and real estate: an indispensable tool
The social network created by Zuckerberg is an essential element in developing winning and effective communication. It's no coincidence that Facebook and the real estate sector have always had a strong affinity. The ability to unite people and create virtual communities is one of the greatest opportunities offered by this platform, but not only that. Through videos, photographs, and listings on the Marketplace, real estate agents have numerous opportunities to get noticed, even at zero cost. Simply create a company page and exploit its potential to achieve concrete results. How? Here are some ideas.
Create a virtual catalog
Photographs play a crucial role in determining the success or failure of a real estate transaction. A professional shoot can convey the value of your offer and therefore justify a price above the market average – to the delight of clients selling their homes. Regularly updating albums and dividing them by type – for example, distinguishing homes already sold from those still available – is an excellent way to share the property catalog you manage. Plus, it makes your job easier: an image accompanied by a short, precise description will provide users with all the useful information, allowing you to select only truly interested contacts>
Reach potential customers with advertising
If Italians spend an average of one hour a day browsing Facebook – Oberlo tells us – it is sufficient to invest a small advertising budget to reach thousands of users. For a real estate agency that wants to expand, here is the opportunity to increase its contact database with essential lead generation campaigns.
Build strong relationships with your customers
Facebook has distinguished itself as the preferred channel for customer care thanks to its immediacy. People love using it to get information and ask for advice, and they are not afraid to ask their questions in the comments. If you want to stand out from the competition, you need to take great care in developing your personal relationships with home buyers and sellers, and Facebook is perfect for this. Just remember to respond promptly to all inquiries and always use simple, yet professional language.
Use groups to build your reputation
As a professional, you know how important it is to cultivate your personal brand and showcase your experience in the real estate world. Sharing useful content is the secret to doing so, and industry groups are the ideal resource to showcase yourself and expand your network of contacts.
Pinterest and real estate: an opportunity not to be missed
To learn more about the possibilities of real estate social media marketing, we recommend studying the report Digital 2021: you will immediately notice the potential of alternative platforms. Pinterest and real estate, for example, can bring surprising results as long as you take full advantage of photography and inspirational moodboards>
Create thematic boards
Being a real search engine, it is a good idea to take advantage of Pinterest by creating specific themed albums – boards, as they are called – for each audience segment. Studios, beach houses, lofts: by using the right keywords, you'll have the opportunity to showcase the most relevant offers from your catalog of homes for sale.
Inspiration is the key word
It almost goes without saying, but opt only for quality photographs to inspire and stimulate users' interest, perhaps taken during a home staging. Beyond the aesthetic impact, the motivation is more concrete than you think. Each piece of content is associated with a CTA, and it's a good idea to enhance it to drive as much qualified traffic as possible to the actual ad.
Pinterest for a real estate content marketing strategy
If you've created a blog, you'll soon discover that Pinterest is essential for your real estate business. Curated images and an optimized description can drive traffic to your published articles and support your content marketing strategy.
LinkedIn for creating professional connections
Real estate social media marketing is an opportunity to increase your business, and as a professional, you already know the benefits of an impeccable reputation. Speaking of professionalism, LinkedIn is the lever you need to take care of your personal brand and earn the trust of potential clients.
Complete your profile by mentioning your achievements and share useful and interesting posts to strengthen your market positioning and expand your professional network. But be careful not to overdo it and fall into the trap of self-referentiality: less useful content will receive less interaction and will therefore be penalized by the algorithm.
Twitter to intercept the main industry news
It might surprise you, but Twitter has proven to be a valid resource for real estate social media marketing. Today, it is an important source of information for insiders who can comb through news and comment on it by simply searching for relevant hashtags.
How can you make it a winning card? You have the ideal space – even if it's just 280 characters – to share insights into your target market and showcase your field experience.
Instagram: the power of images
If you work in the luxury home niche, Instagram is essential for inspiring your potential clients with the prestigious properties you've managed in the past. The ways to leverage the visual social network par excellence, however, certainly don't end there.
Share the human side of your profession
Tell us about the behind-the-scenes stories of your workdays and you'll easily capture your audience's attention. Share the success of a renovation, or witness the signing of contracts by posting a selfie with your clients. Any content can be a winner, just don't appear too cold and distant.
Make informative videos
Video is an effective format for explaining complex concepts in just a few seconds: use it to offer solutions to your customers. Focus on the most common problems – such as doubts when buying or selling a house – and create short Reels that immediately catch the eye.
TikTok
There's nothing but talk about TikTok and its endless growth: could it prove to be a valuable ally for your real estate social media marketing strategies? Yes, depending on the audience you're targeting. If you're looking to offer a property to Millennials or Generation Z, TikTok can bring you a lot of satisfaction, as long as you create videos that can trigger interactions among younger people.
Want to get even more from social networks? With our suite of innovative services, you have everything you need. Embrace the real estate world of the future and become a Casavo partner