Any real estate agent, realtor, or broker who understands this industry well when it comes to social media knows that their next client could be just one scroll away. With millions of people scrolling through their feeds every day, even a small fraction of this traffic should be enough to keep your pipeline moving.
Furthermore, statistics indicate that approximately 71% of buyers are more likely to trust agents who have a strong social media presence.
To stand out in this crowded digital landscape, however, you need more than just beautiful property photos. Here’s how you can make social media work for you.
1. Choose the Right Platform for Your Market
You don’t need to be everywhere. Just aim to be where your audience is. Facebook remains a solid choice for community engagement and showcasing achievements, such as completing your real estate continuing education, to increase the confidence clients have in your skills.
Instagram’s visual appeal is perfect for showcasing homes and lifestyle shots. LinkedIn is the right choice for connecting with investors and other professionals. And lastly, TikTok works great if your target is younger buyers looking for quick, informative content.
So, start by identifying your target market and then you can focus your efforts on the platforms they use the most. It’s always a good idea to master two or three channels rather than to spread yourself too thin across five.
2. Create Professional-Looking Profiles
It’s common for buyers to want to look you up online before contacting you. And did you know that up to 37% of buyers find their real estate agents online? That’s a higher rate now, compared to traditional referrals. That’s why you need a complete, up-to-date, and consistent profile if you want to build trust right away.
It’s actually quite simple to do this. You just need a high-quality headshot and a short bio that introduces you to clients clearly. Ensure to make it easy for interested parties to reach you, and also add links to your property listings, website, and/or booking page so it’s easier for potential clients to take the next step without searching.
3. Show Your Expertise Through Educational Content
Listings are a great way to drive attention, but if you want to build trust, you have to use value-driven content. Share insights on important topics like the best time to buy or sell, common mortgage mistakes, what to look for in a home, and more. Educational posts position you as an authority in the field: the kind of expert that every client wants guiding them through major financial decisions.
When creating your content, navigate more towards short videos, infographics, and carousel posts, as these are easier to digest and share. That’s crucial since you want to expand your reach organically.
4. Make It Personal and Authentic
People aren’t just interested in seeing houses. They also want to see the person behind the listings. So, make sure to humanise your brand by sharing behind-the-scenes moments, whether it’s staging a home, handing keys to a happy client, or simply visiting a neighbourhood. It’s such content that makes you relatable.
Make sure to avoid overly polished posts that feel robotic, as social media audiences crave authenticity. A short, unfiltered story showing your genuine enthusiasm is highly likely to outperform a professionally produced video.
5. Make Use of Hashtags
Hashtags help more people find your content, but you must use them in a way that suits the platform you’re on. For Instagram, for instance, you should aim to mix broad hashtags like #dreamhome with local ones like #DallasRealEstate, as such a tactic helps with targeting traffic from your area.
For LinkedIn, consider using fewer hashtags per post. Three to five hashtags for every post is ideal, and always make sure they are professional hashtags like #HomeBuyingTips or #RealEstateMarket. Go for trending hashtags on TikTok to help your videos appear in searches. Here, you should combine real estate tags such as #RealtorLife with the popular trending tags to get more views.
Get Ready to Boost Your Customers’ Confidence
In real estate, social media is more than a simple marketing tool. It’s a relationship builder. Make sure you’re showing your expertise, staying authentic, and engaging actively, and you’ll be doing more than just attracting followers. You will create a digital community that trusts you, and in this industry, trust is key to success.
Also, make sure to continue your education through a reputable provider like RocketCert to ensure you offer top-quality content when engaging your followers.
