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How to Use Social Media With Real Estate

By Bill Gassett | March 16, 2024

Social media has become indispensable for businesses in the digital age, especially in real estate. These platforms offer unparalleled opportunities to connect with potential clients, showcase properties, and build brand awareness.

We will explore how real estate professionals can effectively integrate social media into their business strategies. I will focus on selecting the most efficient platforms and how you can do it.

According to Prism, digital marketing for real estate is rapidly increasing. In 2023, over 54 percent of a real estate agent's marketing budget was spent on online marketing, and it is expected to rise to nearly 60 percent this year.

These figures don't surprise me at all. When I look at where much of my advertising dollar has gone over the last several years, it has been online marketing.

Much of my branding is centered around my Maximum Real Estate Exposure website, where I share all my valuable content with buyers and sellers. Whether someone buys or sells a home, my site aims to answer their questions and provide valuable expertise.

Integrate social media with real estate

Understanding the Social Media Landscape For Real Estate

Social media's role in real estate is more crucial than ever. Platforms like Facebook, Instagram, and LinkedIn have transformed how properties are marketed and how realtors engage with their audience.

With over 4.7 billion people using social media worldwide, the potential reach for real estate professionals is significant.

Statistics highlight the impact of social media in real estate:

  • 74% of agents use social media to their advantage.
  • Homes listed with videos get 403% more inquiries.
  • 77% of Realtors actively use social media for real estate in some way.

These numbers underscore the necessity for real estate professionals to embrace social media. Part of using social media is building your real estate brand so you become memorable. I can't tell you how often people bring up Maximum Real Estate Exposure and my articles. It happens regularly.

It's not just people locally but real estate professionals nationwide.

How to Build Your Real Estate Brand With These Tips

Building a solid real estate brand requires strategic planning and consistent effort. Here are the best tips to ensure your brand stands out:

  • Identify Your Unique Value Proposition (UVP): Clearly articulate what differentiates you from competitors. Will it be a real estate blog, podcast, video channel, or something else? Whatever you choose should become part of your social media marketing campaign.
  • Know Your Target Audience: Tailor your brand message to meet your ideal clients' specific needs and desires. For example, if you enjoy working with home sellers, it probably makes sense to write home-selling advice. For example, here is an article on how to sell a house with great tips. The information is specifically tailored to first-time home sellers.
  • Consistent Branding Across All Platforms: Use the same logo, color scheme, and messaging on your website, social media, and marketing materials. Doing so is how you become more memorable.
  • Build a Professional Website: Ensure it's easy to navigate, mobile-friendly, and attractively showcases your listings. If you're going to start blogging, integrate it into your website.
  • Leverage Social Media Effectively: Regularly post engaging content that adds value to your followers, not just listings. Trust me, people don't go to social media to look at listings. They are there to learn. Interesting content trumps a home for sale.
  • Engage With the Community: Sponsor local events, participate in charities, and be visible in your target area to build goodwill and recognition. This can further enhance your brand.
  • Offer Exceptional Customer Service: Happy clients are more likely to refer others. Always go above and beyond in serving your clients.
  • Utilize Testimonials and Reviews: Share positive feedback from past clients to build trust with potential new ones. Ask for referrals and share them. Put them on your website and share them on your social media profile.
  • Invest in High-Quality Visuals: Professional photos and videos of properties can significantly enhance your listings' appeal. They also look fabulous on social channels. People can see you put in the time, money, and effort.
  • Educate Your Audience: Share valuable information about buying, selling, and investing in real estate through blogs, podcasts, videos, and infographics. Consumers love working with local experts, so this is your opportunity to shine. You don't need to tell everyone how knowledgeable you are; they will see it in your work. Here is another example of sharing information that can help people who are getting divorced.
  • Network Relentlessly: Connect with other real estate professionals, potential clients, and industry influencers to expand your brand’s reach. Building a following is significant in making real estate social media work well.
  • Stay Informed and Innovative: Keep up with real estate trends and technological advances to offer cutting-edge services.
  • Personal Branding: Personalize your approach to make clients feel they're dealing with a person, not just a company. This is extremely important. People want to connect on a personal level.

Remember, building a robust real estate brand takes time and consistent effort. Focus on providing value, maintaining high professionalism, and continuously engaging with your audience to grow your brand effectively.

Choosing the Right Platforms

The key to effective social media marketing lies in choosing the right platforms. Realtors must know they don't need to be jacks of all trades. You may find that some social media networks are more enjoyable than others.

Bob Jamison of Tuscana Properties offered sound advice.

Find the social media you like, stick with it, and be consistent. Don’t try them all because you won’t do them well. Find one that targets your prime demographic and work it out. Research it, stick with it, and post at least once a day on various topics, not just listings. Engage any followers until you build a good base.

To give you a headstart, consider some of the best social media sites and groups within them for real estate.

It would help if you focused on the platforms where creating an audience of followers comes naturally to you. Part of making social media work is being "social."

The worst thing you can do is drop a piece of content and then move on to the next task for the day. Agents who do this are not successful in social media. Like other things in life, it takes time and effort.

Building a following puts your content in front of more people. It is how the algorithms work on all social media sites. The better you provide great content and build a network, the more successful you will be.

How to Use Various Social Media Platforms

Here’s a breakdown:

  • Facebook: With its vast user base, Facebook is ideal for targeted advertising and community building. I would recommend finding some groups with a high level of engagement that allow links to content to be shared.
  • Instagram: The site showcases properties through high-quality photos and videos.
  • LinkedIn is ideal for networking with industry professionals and sharing more formal content. Right now, It is my favorite platform for sharing real estate content. Many excellent groups provide exposure, and LinkedIn also has a publishing feature for members. If your site doesn't have much traction yet, LinkedIn can help. You can take advantage of the power of their site to get more exposure. Here is an example of an article on changing addresses and a checklist of who to let know you're moving.
  • Twitter Enables Realtors to share quick updates, links to listings, and industry news. This is one of my favorite platforms for quickly getting my writing out to the public. I have established a large following and have gained many shares for my articles.
  • YouTube: Video tours, buying tips, and seller advice can be shared here for deep engagement. Some people enjoy sharing videos as part of their real estate marketing plan.

Selecting platforms should be based on your target audience's preferences and the type of content you can consistently create.

Creating Engaging Content

Creating content that resonates with your audience is crucial. Here are key content types and best practices:

  • Listings: Share high-quality images and videos of properties, emphasizing unique features and benefits. Remember that many social media groups do not allow listings. You need to understand your audience. Sharing a listing with a group of people from all around the U.S. does not make sense. In many instances, it is considered spamming. Please read the rules - it's social media 101.
  • Testimonials: Post client testimonials and success stories to build trust and credibility. This one is a no-brainer.
  • Virtual Tours: Offer virtual tours of properties to engage potential buyers and provide them with a realistic view.
  • Tips for Buyers/Sellers: Share valuable insights and advice for buyers and sellers, establishing yourself as an industry expert. The better you can convey your message, the more it will resonate with your readers.

Best practices include:

  • Consistency: Maintain a regular posting schedule to keep your audience engaged.
  • Quality Over Quantity: Focus on high-quality content that adds value rather than frequent low-quality posts.
  • Engage: Respond to comments and messages to foster community and encourage interaction.
  • Hashtags: Use relevant hashtags to increase the visibility of your posts. Please don't overdo it with nonsensical hashtags. Many real estate agents don't know how to use them properly. #realestate or #mortgage are excellent hashtags. #bonniesellshomesinmaine is foolish. I hope you get my drift.

Leveraging Paid Advertising For Real Estate

Paid advertising on social media can significantly increase your reach and engagement. Here’s how to make the most of it:

  • Targeted Campaigns: Use platform targeting tools to reach your ideal audience based on demographics, interests, and behavior.
  • Compelling Visuals: Include eye-catching images or videos to stand out in crowded news feeds.
  • Clear Call-to-Action (CTA): Encourage viewers to take a specific action, such as contacting you for more information or viewing a listing.
  • Budget Management: Start with a small budget to test different ads and adjust based on performance.

Tips for success include:

  • A/B Testing: Experiment with different ad formats and content to see what works best.
  • Monitoring Results: Regularly review ad performance to optimize future campaigns.
  • Engagement: Use ads not just for promotion but also to engage users by asking questions or offering valuable information.

Monitoring and Analytics

Tracking the performance of your social media activities is essential. Focus on:

  • Engagement Metrics: Track likes, comments, shares, and direct messages to gauge audience interaction. See what works best and what doesn't do so well.
  • Reach and Impressions: Monitor how far your posts travel and how many people see them.
  • Click-through Rate (CTR): Measure the effectiveness of your CTAs and links in driving traffic to your website.
  • Conversion Rate: Track how many leads or inquiries are generated from your social media efforts.

Tools like Google Analytics, Facebook Insights, and Instagram Analytics can provide valuable data. Key strategies include:

  • Regular Reviews: Set aside weekly time to analyze your social media performance.
  • Goal Setting: Establish clear objectives for what you want to achieve with your social media presence. If you don't enjoy it, I would suggest promoting it elsewhere. You'll end up quitting anyway.
  • Adaptation: Be prepared to change your strategy based on the data; sometimes, the best-laid plans don't work out. Follow others' examples, and don't hesitate to ask for help when needed.

Case Studies and Success Stories

Success using social media with real estate
Success Using Social Media With Real Estate

Real-life examples illustrate the power of effectively integrating social media into real estate marketing. I have several friends in the industry who regularly use social media networks to increase their real estate or mortgage business.

Luke Skar of MadisonMortgageGuys shared his experiences with me.

"Bill, as you know, cultivating your brand in the digital landscape of real estate is more than just presence—it's about providing value and establishing trust. By curating insightful blog content tailored to your audience's needs, you're laying the foundation for meaningful connections.

Each article becomes a beacon of expertise, offering valuable insights and solutions to your potential client's questions and concerns.

Strategically sharing this content across platforms like LinkedIn and Facebook amplifies its reach and impact. These social media channels are potent vehicles for distributing your message to a broader audience, drawing attention to your expertise and the value you bring.

You Can Gain Links Which Further Increases Your Reach

Moreover, the ripple effect of this strategic approach extends beyond mere visibility. Each post holds the potential to attract not just likes and shares but also invaluable backlinks.

These backlinks drive traffic to your website and bolster your authority in the eyes of search engines, ultimately improving your ranking in search results.

It's not just about being seen; it's about being sought after, as your consistent delivery of valuable content sets you apart as a trusted authority in the competitive realm of real estate.

This is the strategy I use for MadisonMortgageGuys. My website blog posts and pages bring in 99% of my leads, which has resulted in over $100 million in closed loans over the years.

More Evidence of How Social Media Works

Paul Sian of Cincinnati and Northern Kentucky Real Estate also shared similar thoughts.

“Bill, social media, and blogging represent the best ways for agents to market themselves in this digital age. That does not mean being spammy and posting listings all day. Instead, I share blog articles that I write myself and share real estate knowledge for home buyers, sellers, and investors.

The blog becomes an excellent way for an agent to get their message across to potential clients in a non-pressure manner. Clients can read about a topic they have questions about and then build trust with the agent who wrote the article.

I am reminded of a recent client who, while moving to my area here in Cincinnati, was working with an agent who ghosted them for whatever reason. This client then searched for luxury homes in Cincinnati and found a few of my articles, which led to them calling me to help buy a home!

That transaction more than paid for my years of blogging in one go, and I have plenty of other clients who connect with me based on finding my blog articles online and through social media.”

These success stories highlight the importance of a tailored approach, creative content, and strategic advertising.


Integrating social media into your real estate business plan is not just beneficial; it's essential. You can significantly enhance your market presence and client engagement by selecting the right platforms, creating engaging content, leveraging paid advertising, and monitoring your efforts.

Start small, focus on what works, and continually refine your strategy based on analytics. The digital landscape offers vast opportunities for growth and connection—embrace it and watch your real estate business flourish.

This structured approach provides a comprehensive guide for real estate professionals looking to harness the power of social media effectively within their business strategies.

Bill Gassett is an authority in the real estate industry with 38 years of experience. Bill is well respected for his informative articles for buyers, sellers, and fellow real estate agents to make sound decisions. His work has been featured on RIS Media, the National Association of Realtors, Inman News, Newsbreak, Credit Sesame, Realty Biz News, and his own authoritative resource, Maximum Real Estate Exposure. He has been on of the top RE/MAX agents in New England over the last two decades.
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