Neil Patel

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Master Social Media Marketing for Your Real Estate Company

A graphic saying Social Media Marketing for Your Real Estate Company

If you’re in the real estate business, you know how crucial it is to stay ahead in this competitive market. But how do you cut through the noise and really stand out? Simple answer: Social media marketing.

Think about it. When was the last time you scrolled through your social media feed and didn’t see a stunning property photo or an engaging real estate video? Exactly. Social media is where your audience is, and it’s where you need to be.

How do you leverage social media marketing for real estate audiences and truly engage with them, build a robust brand presence, and ultimately, drive your sales through the roof?

Key Takeaways

Before I dive deep into the nitty-gritty of social media marketing for real estate agents, let’s zero in on the key points you’ll want to remember:

  • It’s 2023, and 96 percent of home buyers are house hunting online. A strong social media presence is a must for connecting with clients, showcasing your brand, and closing deals.
  • Platforms like Facebook and Instagram aren’t just for scrolling—they’re where you tell your story, connect on a personal level, and show that you’re more than a salesperson.
  • Consistency is key. From building your brand to creating content that clicks with your audience, the goal is to be seen and remembered.
  • Be consistent, always add value, really get to know your audience, plan ahead, and make sure your social media presence reflects your brand’s values and personality.
  • From video marketing and AI to adapting to the ever-changing landscape of what buyers want, staying ahead of the curve is essential for a successful future.

Ready to dominate your market? Let’s get started!

Importance of Social Media Marketing for Real Estate

In the world of real estate, if you’re not on social media, you might as well be invisible. It’s a bold statement, but it’s true.

Social media marketing is a critical tool for connecting with your target market, establishing yourself as an industry expert, expanding your reach, and growing your business. These are the cornerstones of lasting success as a real estate agent.

Think about this: 96 percent of home buyers turn to the internet to find their dream home. Almost half start their house hunting online, but nearly everyone ends up using the web at some point in their journey. And sure, they might start with Google, but guess what? Social platforms are quickly becoming the go-to search tools.

Social media for real estate.

So, if you want your latest listing to grab attention, it’s wise to showcase it on platforms like TikTok, along with your website. In today’s digital age, your social media presence is your storefront. It’s where you showcase your listings, share your expertise, and build relationships with potential buyers and sellers.

What Makes Social Media Marketing for Real Estate Unique?

Here’s something you might find surprising: social media can be more powerful than the MLS when it comes to generating quality leads. According to the National Association of Realtors’ most recent technology survey, 46 percent of realtors agreed that social media was their top tool for generating high-quality leads. This is a game-changer.

Now, let’s talk platforms. Facebook is the reigning champion for real estate agents, with 89 percent using it for their business. It’s a versatile platform where you can share listings, create engaging community content, and even run targeted ads

Facebook post for real estate.

Source: Facebook

Instagram, a visual storyteller’s dream, comes in second with 59 percent of realtors harnessing its power. It’s perfect for showcasing those high-quality property photos and engaging videos.

Instagram post for real estate.

Source: Instagram

And don’t overlook LinkedIn—it’s used by 53 percent of realtors. It’s a goldmine for networking with other professionals and positioning yourself as an industry expert.

Linkedin post from ricky carruth.

Source: LinkedIn

The unique aspect of social media marketing for real estate is its ability to blend personal touch with professional insight. You’re not just selling properties—you’re crafting stories, building relationships, and fostering communities. This is where social media shines, allowing you to connect with your audience on a level that traditional marketing channels simply can’t match.

Organic Social Media

When I talk about organic social media, I’m referring to the content you share naturally on your platforms without paid promotion. It’s the bread and butter of social media for real estate agents, and authenticity and consistency are key.

Building a Consistent Brand Presence

A strong brand presence on social media is like your digital handshake—it’s the first impression you make on potential clients. Consistency is crucial here. Your brand should reflect who you are and what you stand for across all platforms. This means maintaining a consistent tone, style, and message whether you’re on Facebook, Instagram, or LinkedIn.

Giorgina Martino instagram page.

Source: Instagram

Your profile should clearly state your business’s value proposition—are you a luxury property specialist? A neighborhood expert? Make this clear in your bio and content. Regular posting is also vital. You’re building a digital relationship with your audience, and like any relationship, it requires regular interaction. Use a content calendar to plan and maintain a steady stream of posts.

Creating Engaging Content for Real Estate Audiences

Engaging content is what sets you apart in the crowded social media landscape. For real estate, this could mean sharing market insights, home maintenance tips, or stories behind the properties you’re selling. The goal is to provide value to your audience, making them more likely to engage with your content and think of you when it’s time to buy or sell.

Creating engaging content for real estate audiences.

Source: Instagram

Videos and live tours of properties, infographics about the local real estate market, and testimonials from happy clients are great ways to engage your audience. You’re providing valuable information that positions you as a trusted advisor in the real estate world.

Utilizing Visual Platforms for Real Estate Marketing

Real estate is inherently visual—you’re selling a lifestyle, not a building. Platforms like Instagram and Pinterest are perfect for showcasing high-quality images of your listings. Use these platforms to give a visual narrative of your properties, from the cozy nook in a kitchen to the sweeping views from a balcony.

Instragram post example for real estate.

Source: Instagram

But it’s about more than pretty pictures. Use these visuals to tell a story. Why is this property unique? What lifestyle does it offer? Captivating visuals combined with storytelling can make your properties stand out and capture the hearts (and attention) of potential buyers.

Encouraging User-Generated Content

User-generated content (UGC) is like gold in social media. Encourage your clients to share their stories and experiences. Did they just buy their first home? Did they sell their house for a great price? Their stories add authenticity to your brand and provide social proof to potential clients.

Repost their content on your platforms (with permission, of course), and don’t forget to engage with their posts. This builds community and extends your reach to their networks. Remember, a recommendation from a satisfied client is more powerful than any advertisement.

Influencer Marketing

Organic social is the bedrock of social media marketing, but influencer marketing is a great way for real estate agents to level up their strategy.

Word-of-mouth has evolved beyond coffee shop chats and neighborhood walks. It’s gone digital, and influencer marketing is at the forefront of this evolution, especially in real estate. Let’s dive into how you can harness the power of influencers to draw in potential clients with engaging, valuable content.

Leveraging Influencers in the Real Estate Niche

Influencer marketing isn’t just about celebrity endorsements anymore. It’s about finding voices that resonate with your target audience. In real estate, this means collaborating with influencers who can authentically showcase your properties and brand.

Now, while Facebook is a great playground for influencer collaborations, I want to turn your attention to Instagram. It’s a powerhouse for visual storytelling, and in real estate, that’s where the magic happens.

Take The Corcoran Group, for example. They teamed up with Emily Henderson, an Instagram influencer with a million followers. She’s got this incredible knack for design and style, making her the perfect partner to showcase The Corcoran Group’s luxury properties.

By featuring their high-end listings on her Instagram, Henderson didn’t just bring eyeballs—she brought engagement and buzz to the brand. This move shows how matching with the right influencer on the right platform can skyrocket your brand’s visibility and appeal.

Emily Henderson instagram post.

Source: Instagram

It’s all about synergy. Choosing an influencer whose style, audience, and approach align with your brand can make your properties pop on the ‘gram. And let’s face it, in real estate, captivating visuals are half the sell.

Identifying and Partnering with Influencers

Navigating the influencer landscape in real estate isn’t just about numbers—it’s about finding the right fit. You need someone who not only resonates with your audience but also embodies the essence of your brand.

Take for example, Related Companies, a heavyweight in real estate from NYC. They teamed up with lifestyle influencer Danielle Bernstein of WeWoreWhat for their luxury residential building, The Grand, in LA. Bernstein showcased The Grand’s lifestyle through her Instagram, blending sponsored posts with captivating stories about the building’s amenities and views. This collaboration created an immersive experience of life at The Grand, leading to a boost in engagement and visibility for both Related Companies and Bernstein.

Weworewhat instagram page.

Source: Instagram

This example underscores a key point: the power of influencer marketing lies in authenticity and relatability. When scouting for influencers, aim for those who can genuinely tell your property’s story and connect with your target audience on a personal level.

How to Measure the Impact of Influencer Campaigns

How do you know if your influencer marketing efforts are paying off? It’s all about tracking and analysis. First, consider the engagement rate. Are people commenting, sharing, and interacting with the influencer’s posts about your brand? Engagement often translates into interest and potential leads.

Another crucial aspect is conversion. Are these engagements turning into leads or sales? Tracking tools and promotional codes can help you measure this. Also, keep an eye on the traffic to your website or social media pages following an influencer campaign. An uptick in visits can indicate the campaign’s reach and influence.

Finally, don’t underestimate the power of long-term relationships with influencers. Building these relationships takes time and effort, but it can lead to ongoing promotion and genuine endorsements, which are invaluable in today’s market.

Paid Social Media Advertising

Diving into paid social media advertising can be a game-changer for your real estate business. It’s like putting a turbocharger on your organic efforts. With strategic investments, not only can you amplify your content’s reach, but you can also pinpoint your ideal customers with laser-focused precision.

Facebook and Instagram Ads for Real Estate Companies

Facebook and Instagram ads are the heavy hitters in the real estate world. Why? They offer unparalleled targeting capabilities.

You can narrow down your audience by location, demographics, interests, behaviors, and even life events—think people who recently got engaged or are expecting a baby. These life events often trigger moves, making your targeted ads incredibly timely and relevant.

Facebook and instagram ads for real estate companies.

Source: Facebook

The beauty of these platforms is in their versatility. You can create carousel ads showcasing multiple properties, video tours to engage potential buyers, or simple image ads highlighting a stunning listing. The key is to keep your ads visually appealing and to include clear, compelling calls to action.

Targeting Strategies for Real Estate Campaigns

When setting up your ads, think about who your target audience is. Are you looking for first-time homebuyers, luxury property investors, or families looking for their next home? Tailoring your ads to match the interests and needs of these groups can significantly increase their effectiveness.

For example, use geographical targeting for local market listings or interest targeting to reach potential investors. The more specific you are, the more likely you’ll reach people genuinely interested in what you offer.

Dennis Cohen facebook post.

Source: Facebook

Budgeting and ROI Measurement in Real Estate Advertising

Let’s talk numbers. Budgeting for social media ads doesn’t have to be a shot in the dark. Start small, test different ad formats and audiences, and then scale up what works. The real magic of social media advertising is in its measurability. You get real-time data on how many people saw your ad, engaged with it, and, most importantly, how many took action—like clicking through to your website.

This data is gold. It allows you to calculate your return on investment (ROI) accurately and make informed decisions about future ad spends. Remember, the goal isn’t only to get likes or shares—it’s to generate leads and sales. By tracking your campaigns’ performance, you can continuously refine your strategy to ensure you’re getting the best bang for your buck.

Top Tips for Real Estate Social Media Marketing

Regardless of your chosen platform, these tips can help ensure your real estate social marketing efforts are successful.

  • Be Consistent: Stick to a posting schedule and engage regularly with your audience. This consistency helps you stay on the radar and keeps the algorithm in your favor.
  • Deliver Value in Every Post: Every piece of content should add value to your audience. It’s about sharing knowledge, tips, or even lifestyle content that resonates with your followers.
  • Learn from Your Audience: Treat each post as a learning opportunity. Monitor what types of content get the most engagement and tailor your strategy accordingly. Your audience’s reactions are a goldmine of insights.
  • Plan Ahead: A haphazard approach won’t cut it. Develop a social media strategy and calendar. Anticipate special occasions and holidays, and create content batches to stay ahead of the game.
  • Identify Your Target Audience: Who are you speaking to? First-time buyers, luxury clients, families? Your content and platform choice should mirror the preferences of your target audience.
  • Be Your Brand: Your brand is more than a logo or color scheme. It’s the experience you offer. Align your online presence with your brand’s values and personality. This authenticity attracts and retains clients.
  • Create Stunning Visuals: In real estate, visuals are everything. Invest in high-quality photos and videos of your listings. Leverage platforms like TikTok and Instagram Reels to showcase these visuals in a dynamic way.
  • Uplift Your Neighborhoods: Mix up your content. Beyond listings, share about local events, favorite spots, and community news. This approach helps you connect with your audience on a more personal level.
  • Be a Technology Front-Runner: Stay updated with the latest social media trends and platforms. Experimenting with new tools and features can give you an edge over competitors.
  • Boost Your SEO for Real Estate: Incorporate SEO strategies in your content. Use relevant keywords, optimize your profiles, and ensure your social media activities support your overall SEO goals. This can significantly increase your visibility in search engine results, making you more discoverable to potential clients.
  • Prioritize Customer Service: Engage with your audience. Respond to comments and messages promptly. This level of interaction builds trust and relationships.
  • Educate and Inspire: Use your platform to demystify real estate. Share insights about market trends, home-buying tips, and home improvement ideas. This not only informs but also inspires your audience.
  • Consider Hiring a Social Media Marketing Agency for Real Estate: Sometimes, the best move is to bring in the experts. A specialized social media marketing agency for real estate can bring a wealth of knowledge, expertise, and resources to your digital strategy. They understand the unique challenges and opportunities in real estate marketing and can tailor strategies to fit your specific needs. An agency like NP Digital (my agency) can handle everything from content creation to analytics, allowing you to focus on what you do best—selling homes and building relationships.

Real-life Examples of Successful Real Estate Social Media Campaigns

In real estate, some agents and firms are truly nailing their social media strategy. Let’s take a look at a few real-life examples that can inspire your own social media campaigns:

Maryann Durr: Maryann excels as a seller’s agent by featuring recently sold listings, especially from challenging sales. By showcasing her ability to overcome obstacles in the selling process, she positions herself as a neighborhood expert and a problem-solver. This approach highlights her capabilities through action rather than just words, providing tangible proof of her expertise.

Maryanne Durr Facebook post.

Source: Facebook

Oakwyn Realty: Based in Vancouver, BC, Oakwyn Realty understands the power of branding beyond real estate transactions. Instead of the usual home walkthroughs or agent achievements, they focus on promoting their values, inspiring their agents, and cultivating a unique brand vibe. A simple post with an inspiring quote might not directly sell real estate, but it builds Oakwyn’s image as a brand that cares deeply about its agents’ health and success. This strategy is a perfect example of how focusing on values and content can enhance real estate social media marketing.

Oakwyn Reality Instagram.

Source: Instagram

Miranda Caldwell: In the world of TikTok and YouTube Shorts, Miranda Caldwell leverages these platforms to showcase intriguing features of her listings. Her short, captivating videos are perfectly tailored for these platforms’ audiences, who crave quick, engaging content. This approach helps keep her viewers hooked and shows off properties in a fun, accessible way.

Miranda Caldwell TikTok post.

Source: TikTok

Future Trends in Real Estate Social Media Marketing

The landscape of social media marketing for real estate is evolving rapidly. Keeping up with these trends is crucial for staying ahead in this competitive field. Let’s explore some of the key trends that are shaping the future of real estate marketing:

  • Embrace Video Marketing: Video content is king. High-quality property tours, neighborhood showcases, and personal introductions via video are becoming increasingly important. Live streaming opens up new opportunities for real-time engagement, and for those high-end properties, consider incorporating Virtual Reality (VR) tours for an immersive experience.
  • Leverage Social Media Advertising: Advanced targeting options on platforms like Facebook and Instagram are becoming more refined, enabling you to effectively reach specific demographics. Storytelling through these ads can create deeper emotional connections with potential clients. Also, leveraging user-generated content, like testimonials, can add authenticity to your brand.
  • Implement AI and Data Analytics: AI-driven lead generation and predictive analytics are revolutionizing how real estate agents identify and prioritize potential leads. Personalized marketing, based on user behavior and preferences, is becoming more important in effectively reaching your target audience.
  • Focus on Sustainable and Green Features: As environmental consciousness grows, highlighting eco-friendly features of properties can be a significant selling point. Educating clients about green properties’ long-term benefits and cost savings will become increasingly important.
  • Embrace Automation and CRM: Efficiency in marketing is paramount. Automation tools can streamline your email marketing and lead nurturing processes. Similarly, investing in robust CRM systems helps manage client data and interactions more effectively.
  • Prepare for Emerging Platforms: Keep an eye on emerging technologies like blockchain for secure transactions and the potential uses of the metaverse for property showcases. These platforms could offer new ways to engage with clients and showcase properties.
  • Adapt to Changing Buyer Preferences: With shifts in lifestyle, such as increased remote work, highlighting home office spaces and flexible living arrangements in your listings can appeal to current buyer preferences. Additionally, properties with wellness features are becoming more attractive to health-conscious buyers.


What social media platforms are most effective for real estate marketing?

The most effective platforms vary depending on your target audience. Facebook and Instagram are great for a broad demographic, while TikTok and YouTube are ideal for reaching a younger audience. LinkedIn can be effective for networking with other professionals.

What role does visual content play in real estate social media marketing?

Visual content is crucial in real estate marketing. High-quality images and videos of properties can captivate potential buyers and help them visualize their future homes. Platforms like Instagram and Pinterest are perfect for showcasing this kind of content.

Are there specific strategies for engaging with local communities on social media?

Absolutely. Share local news, promote community events, and feature local businesses. This not only helps in building relationships with the community but also positions you as a local expert.

How often should I post on social media to maintain an active presence?

Aim for a consistent posting schedule. Depending on your capacity and audience engagement levels, this could mean daily posts or a few times a week.

What metrics should I track to measure the success of my real estate social media efforts?

Key metrics include engagement rates (likes, comments, shares), reach, website traffic from social media, lead generation, and conversion rates.

How can I use social media to connect with and nurture potential leads?

Use social media to showcase your expertise, share valuable content, respond to queries, and engage in conversations. You can also use direct messaging for more personalized interactions.


Whether you’re just starting out or looking to revamp your existing strategy, these insights and examples should serve as a blueprint for your success. Social media marketing for real estate is not only about showcasing properties—it’s about building relationships, sharing your expertise as a thought leader, and creating a community around your brand.

So, as you set out to implement these strategies, keep experimenting, keep learning, and most importantly, keep engaging with your audience. Remember, the key to mastering social media in real estate is to stay authentic, be consistent, and always strive to deliver value to your audience.

What’s one change you’re going to make to your social media strategy today to better connect with your audience?

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