Real Estate Social Media Best Practices and Tools

When you are a real estate agent, you are your business, no matter which company you work with. This makes it especially important that you have a crisp and professional social media presence that is constantly fed new content. After all, you only get one chance to make a first impression and these days, that first impression may be one of your social media profiles. Let’s explore how real estate agents can utilize this powerful tool to grow their real estate business.

Purchasing a home is one of, if not the biggest purchase a person will make in their lifetime. And we don’t just mean money. Real estate is an emotional business. A purchase this large and emotional requires a relationship built on trust. This is why many refer to real estate as a relationship business. And with the power of social media, real estate agents can now begin to build those relationships online with a stellar social media presence. 

Austin, Texas area real estate agent Richard Caprioli with Engel & Völkers has been building relationships with his clients in Austin for more than 15 years. Though the times have changed and a lot of the business has moved online, the personal connections will never go away. “Many real estate agents post a lot of content about their listings on social media, which is very important because we have to showcase our work,” Caprioli says. “I think it’s equally important to showcase our personality as well because of the personal relationships we build in this business.”

Generally, Facebook and Instagram are two of the most popular platforms for real estate agents to connect with current and potential clients. LinkedIn is widely used for connecting with other agents and building professional relationships. Pinterest is a great tool for agents with active blogs to link Pins about home inspiration back to their website. With so much opportunity on various platforms, we would run out of time talking about them all at once. So, for now, let’s focus on Facebook and Instagram.

Facebook and Instagram provide agents a wide reach to their target audiences and captivate interest with engaging content. They also allow for video, which is a vital social media marketing tool everyone can use. The interest generated by social media posts leads to conversations which builds trust and results in sales. So without further ado, let’s jump right in and look at what you can start doing online today to get the sales tomorrow. 

Instagram for Real Estate Agents

Photos of beautiful homes are eye-catching on Instagram and perform well. People are captivated by the curb appeal providing landscaping inspiration to interior design to décor. Even if people aren’t searching to purchase a home, a beautiful home will stop them from scrolling. This is an opportunity for real estate agents to build an audience and start the conversation long before the sold sign ever goes up. And the best part is, you already have the content at your fingertips. 

Here are some best practices for a top-performing IG profile:

• Use Original Photos and Video: Instagram is the place where you want to feature original content and not stock photos. Post images of your actual listings and showcase your skills.

• Have a Script for Your Videos: When creating short videos for Instagram, you want to make the most of your short recording time, so have the script written, including the details of the house, fun facts about the house, and a neighborhood highlight. 

• Use Local Hashtags: When you sit down to make your social media marketing plan, research the top hashtags for real estate in your area. Also, look for some that are not as widely used and work to dominate that space. Remember, geotags are a must with real estate content.  

• Don’t forget to include some “personality” posts to start building your client relationships. 

Facebook for Real Estate Agents

As one of the most seasoned social media platforms, Facebook is still going strong with about 2 billion active daily users. What is most exciting about Facebook for real estate agents is that it serves as a mini-website in many ways by allowing you to organize your business and content in ways Instagram doesn’t. While you will be posting similar content on this platform as you do for Instagram, the magic begins with how you set up your page to work for you. 

Here are some best practices for getting your Facebook page to perform for you:

• You are the brand, and you should be the profile picture. Use the cover photo space for a nice photo of a property with your logo. 

• Include your company name in your title. If there is room, include your city as well. For example, Happy Person Austin Real Estate. Also, be sure to set up your page as a real estate agent, so the title shows. 

• Ask for and showcase your client testimonials on your Facebook page as “Reviews.” This is a great space to house testimonials that help drive referrals. 

• Maximize the tabs at the top of your page. Facebook allows you to have a “Call Now” button right there at the top. Another beneficial tab to include are your “Featured Properties,” which allow people to view listings right there on your Facebook page. 

• Post topic ideas beyond property photos include:

• Neighborhood News/Features – Link to a local business and share why you love them. 

• Educational posts such as how to apply for home financing – Link to an authority on the topic.

• Local market update and news highlighting recent and local real estate stats.

Whether you are utilizing the power of Instagram, Facebook, or both, no social media marketing plan is complete without analytics. Ensure you're regularly checking your posts' insights and adjusting your content based on your specific audience. 

PLANOLY Pro-Tip: PLANOLY's analyze feature provides you with in-depth metrics like audience insights, engagement averages, and best performing posts. 

We hope you're able to kickstart your real estate social media account and start growing your following and business in no time!