Social Media Marketing for Real Estate
Interior Photography by Patrick Bertolino
Real estate social media marketing has quickly become the most effective way for real estate marketers and developers to reach broad and valuable segments of their target markets. These platforms facilitate high quality interaction with your audience and the direction of advertising to demographics most likely to invest in your project.
As big data continues to transform the consumer journey, real estate social media content presents an ideal and cost-effective opportunity for businesses in the industry. It’s a way to utilize the user data that paid advertising channels put at your fingertips, zeroing in on income level, geographical location, interests, and other key characteristics for your ideal buyer.
However, creating real estate social media posts that engage your audience can be more challenging than it sounds. Each platform has its own market share, advertising options, and costs to consider. That’s why we’ve created this summary of the essentials of social media marketing to real estate.
Real estate social media marketing that stands out
To put it plainly, digital marketing for real estate can often feel bland and homogenous. Ours is an industry with much room to grow in terms of creativity, innovation, and digitization. This presents the perfect opportunity for developers and marketers to set themselves apart, and social media presence is an excellent place to start.
Many companies are taking advantage of the potential in real estate social media marketing content, with campaigns around key differentiators like participation in progressive initiatives or achievements like B Corp and Well AP certification.
Website & LinkedIn from Iput
For instance, the Dublin commercial property company IPut stands out with LinkedIn content about their commitment to achieving net-zero carbon by 2030. With strategic real estate social media marketing, companies can outshine competitors and ensure the right eyes are on their brand.
How to improve your real estate social media marketing
Your social media strategy should be thoughtfully designed to target your specific campaign objectives. Your approach will be unique to your business and may differ across the social platforms you use. Keep this in mind as you read through our suggestions for improving your real estate social media marketing content.
1. Share creative real estate social media posts on Facebook
Facebook’s users are predominantly in the 24-54 age group, making it a great platform to begin a real estate social media content strategy. If you haven’t already, start by setting up a Facebook business page separate from any personal accounts. This gives you a designated space to post marketing content, share updates on your projects, and list contact information where followers can get in touch.
The Facebook algorithm tends to favour posts with high levels of engagement and interaction, so compelling language and impactful visuals are key to success on this platform. Some simple yet effective Facebook marketing ideas for real estate include competitions, Q&A sessions, and live events like property tours. You can create content asking your audience questions or even host live interviews with experts where attendees can participate in the discussion.
Battersea Power Station is an example of a successful real estate Facebook account. They create engaging posts and even interact with their audience by sharing content produced by followers. One recent post was a time slice image of their building created by 30 photographers over the course of three hours.
Instagram and Webpage of Chelsea Barracks
Another example of engaging Facebook content comes from Chelsea Barracks. They share short videos to introduce their team and highlight the details and craftsmanship they’ve put into their residential development in London.
2. Create engaging real estate Instagram content
If you prefer to target one or two social media sites, Instagram should be one of them. This is a highly visual platform, so it’s the ideal tool to showcase your property and offer a taste of the lifestyle people can expect.
When planning your content, it’s worth bearing in mind the difference in users on Instagram compared to other platforms. Instagram is dominated by the 25-34 age group, and 57 per cent of users are women.
The best real estate Instagram accounts incorporate exceptional photography and story-driven videos. Live video broadcasts are a popular approach, as followers can comment and react to your content in real-time. You can also share images and videos in stories, and store them later in highlights featured on your account page.
Instagram real estate posts can immerse followers in the experiential aspects of your brand, from drone footage of your site to walk-through videos or 3D renderings. You can invite influencers to collaborate on promotional content, and create paid ads to turn Instagram marketing into leads, and sales.
Instagram of Villa Bella in Bali
Villa Bella in Bali is a luxury hotel generating excellent marketing with real estate posts for Instagram. They’ve used the platform to establish a strong visual brand identity with a neutral colour palette and beautiful on-site photographs, earning them more than 12,000 followers and counting.
3. Attract leads with real estate marketing on Linkedin
Real estate businesses can use LinkedIn to build a strong professional brand, stay connected with past clients, and engage with potentially interested parties. This is primarily a B2B social media platform, so content should be developed to build authority and trust.
LinkedIn offers paid advertising, but you should always prioritise networking over pitching or selling. Rather than only marketing your brand, you can engage with your network by sharing relevant opinion pieces, advice, and news articles.
Chelsea Barracks demonstrates an effective use of LinkedIn to share real estate social media posts. They use the platform to showcase high-quality PR materials featuring their residential development. Sharing strong press from top tier publications is a fantastic way to make the most of LinkedIn for marketing purposes.
London residence The Wardian presents how you can use LinkedIn to share your brand’s values. They create posts on their sustainability ethos and ESG practices. They apply a sophisticated voice paired with visuals and videos emphasising their natural landscape design and responsible development practices.
4. Real estate affiliate marketing
Affiliate marketing is a way to earn income through commission from a sale that occurred through a referral. This is an approach real estate businesses can incorporate into their social media marketing efforts. If you’re interested in trying this option, explore a few of the popular real estate affiliate programs in the US: Real Estate Express, Buildium, Vrbo’s affiliate program, BoldLeads, and All Things Real Estate among others.
Some of the higher-paying affiliate programs require you to meet certain specifications before you can sign up. This can include having an established website generating a certain amount of traffic per month or running a successful blog. You may also need to pay a fee or a monthly subscription to join these types of programs.
One of the best social platforms to use for affiliate marketing is YouTube. Affiliate programs allow YouTube accounts to increase their profitability on top of their advertising revenue. If you’re interested in setting up a real estate YouTube channel, this is an avenue worth considering.
5. Impactful real estate social media ads
Many social media platforms like Facebook, Instagram, and LinkedIn allow you to target your audience directly with paid ads. These systems focus on targeting your highest-value audience members rather than sending ads to every follower, so important to understand your buyer persona and target market when incorporating paid channels into your social media marketing.
These ads have more scope than traditional advertising and can make a powerful visual impact, so it’s important to develop powerful ads that grab viewers' attention. Beautiful photography, stylish filters, drone footage, 3D tours, and video can all help elevate your paid ads and maximise returns.
Although ad costs are relatively affordable, they require plenty of effort to be effective. It’s essential to target your audience with content that appeals to their age, income, geographical locations, and other interests. You’ll also want to consider the best times to send out paid ads to maximise audience engagement.
We can help you with social media marketing for real estate
At Proven Partners, we provide bespoke solutions for businesses in the real estate industry, from project feasibility through to marketing strategy. We offer guidance backed by years of experience to help you create innovative, results-driven marketing collateral like real estate social media content.
Explore our past projects to see how we’ve supported projects from boutique luxury resorts to 5-star hotels. Contact us today for practical marketing strategies that consider every element of your brand and position you directly in front of your target market.
