Social media has become the most critical aspect of realtor’s marketing strategies, according to a new survey.
The National Association of Realtor’s 2017 REALTOR Social and Digital Media Report published yesterday revealed that some 74 percent of agents view awareness as the main benefit of their social media efforts. Morever, 64 percent of the 265 realtors who responded to the survey said they plan to commit more time to their social media efforts, while 60 percent will increase their spending on it too.
The survey was conducted by the Realtors Property Resource, which is a wholly owned subsidiary of the NAR.
According to Reggie Nicolay, RPR’s vice president of marketing, social media has become “the new norm” for realtors to realtors in their marketing efforts. "Not only do sites like Facebook and LinkedIn provide Realtors with an easy way to stay top of mind, but they now offer highly targeted advertising options with tremendous reach and analytical tracking,” Nicolay said.
The survey looked at the most popular social media platforms, and found that Facebook was listed as the most important site for real estate marketing, with 94 percent of realtors saying they use it regularly. LinkedIn came second with 57 percent of realtors saying the same thing.
The survey also looked at the types of content realtors post to social media platforms, and found that listings are number one, followed closely by tips on buying homes and home improvement. The least popular kind of content was school information, the survey found.
Nearly half of the survery respondents, around 48 percent, say they achieve measurable results from their use of social media within their marketing. Respondents said that market activity receives the highest engagement on social media.