7 Real Estate Social Media Marketing Tips and Ideas
D.C. by Jeremiah Brent , Washington, D.C. Image courtesy of Nicole Franzen.
In this digital age, we’ve seen a significant shift in how businesses in the real estate and hospitality industries approach marketing. Social media has been a primary driver of this transformation, with 52 percent of surveyed real estate professionals claiming it as their top digital lead generator.
To maintain healthy businesses, hotel and residential developers need to go where their potential clients are going: online. With over 4 billion global social media users and climbing, it’s easy to see why platforms like LinkedIn, Instagram, Facebook, and even Pinterest are hotspots for real estate marketers to meet their audiences.
However, it can be challenging to create buzzworthy real estate social media content ideas for hotels, residences, and more. Luckily, we have just the tips you need to thrive.
This article will share online marketing tips to help you craft creative real estate social media posts ideas, connect directly to your target market, and generate high-quality leads in the communities you serve.
Real Estate Social Media Tips
Even the most discerning buyers use social media to make purchasing decisions, a behavioral shift that has only accelerated since the Covid-19 pandemic. This trend is an open invitation for real estate and hotel developers to tap into the power of social media marketing.
The abundance of media platforms today offer endless opportunities to craft engaging content that resonate with target audiences’ needs and pain points. Below, we've outlined some strategic real estate social media templates and concepts to incorporate into your marketing efforts:
1. Build Expectations
When you’re in the construction or pre-opening stage of a project, you can use social media to highlight small details. It’s an opportunity to share the innovation and craftsmanship behind projects while building appreciation for those thoughtful touches that set your brand apart.
Instagram Page of Cheval Blanc Paris
Luxury hotel Cheval Blanc Paris used social media to build up a highly-anticipated opening. They used creative real estate social media post ideas to highlight the project’s artistic and architectural details, which allowed them to show visuals of the project before they even had photography of the completed property. Creating content that builds expectations also leverages curiosity to efficiently establish a brand identity.
Cleverly, you can repurpose concept art, detailed blueprints, and other development materials already on hand to create a convenient real estate content marketing plan that is designed to build anticipation. As interested parties see the project come together over each stage of development, they will be drawn into the process and stick around until opening day.
2. Introduce Your Team
Studies show that social media posts with faces are nearly 40 percent more likely to receive engagement. Enthusiasm for seeing and understanding the people behind a business comes down to human nature, which rings true even for high-end real estate and hotel brands.
To promote your real estate development project, you can harness the power of human connections by introducing your team members to your social media audience.
Start by organizing interviews with your team members where they can show off their inspirations, processes, and contributions for the real estate development project. Then, you can post these team introductions through Instagram stories, LinkedIn updates, or TikTok posts to celebrate the individuals on your team.
Instagram Highlights of Chelsea Barracks
Chelsea Barracks uses social media to spotlight the people behind their luxury residential development. They incorporate team members into their social media marketing by sharing interviews and staff profiles in their Instagram stories.
To make the most out of this strategy, real estate companies should feature this content on their Instagram highlights, LinkedIn bios, and other social media platforms so followers can easily take a peek behind the scenes of the brand.
3. Share Construction Updates
When you strip away social media channels' captivating visuals and storytelling, you reveal their primary function: communication. It’s easy to overlook how social media platforms can effectively communicate the practical updates of a property’s development while marketing for its brand.
Keeping interested parties updated with construction progress can reassure investors, generate leads, and retain potential customers from start to finish.
Instagram Page of La Clara Palm Beach
La Clara Palm Beach leveraged development updates to keep its audience engaged from the very beginning. Through consistent digital marketing updates, ranging from penthouse blueprints to construction progress images, followers are invited to become part of the journey and connect more deeply with the property.
4. Embrace the Opportunity to Showcase Your Style
Social media for real estate offers brands and agents a unique opportunity to establish and showcase their visual identity. While a developer’s elevator pitch may conjure images of construction sites, social media can paint a picture that evokes the feeling of stepping through the property’s doors through high-quality photos, videos, and descriptions.
Website and Instagram Page of Illa Bimini
To see this in action, explore illa Bimini's social content. The brand portrays the lifestyle offered at their luxury residences with stylistic visuals from their Instagram grid to their web design.
It’s also important to note illa Bimini’s visual consistency across platforms. This helps to reinforce the distinct brand identity whether potential customers view business cards, web pages, or Instagram posts.
Embracing style is of the social media content pillars you can use to distinguish a property’s attitude, lifestyle, and aesthetics throughout various content platforms and stages of property development.
5. Utilise Video
Real estate business owners, social media marketers, and content marketers can always incorporate video into their social media campaigns. Even if the real estate project is under construction, you can share photogenic 3D renderings of the final product to communicate your vision with your audience on social media.
Video courtesy of Una Residences
Una Residences, a luxury condominium project in Miami, demonstrates how video can be an impactful piece of content to use before development is complete. Una shared videos and 3D renderings of the construction progress across Instagram, Twitter, Facebook, and YouTube to build a following throughout the development process.
When producing videos for real estate social media, it’s critical to use high-quality recording equipment and professional editing services to communicate your commitment to excellence. Stunning visuals that evoke the sensation of staying at a property can be a key method for hooking potential guests.
6. Shine a Spotlight on Community Members
Another human-centered real estate social media post idea is to showcase individuals from your local community. Highlighting residents and business owners also gives clients a rudimentary social impact assessment of development projects in nearby areas.
Chelsea Barracks incorporates this approach into their real estate social media content calendar by interviewing local community members around their residential development in London. They share these interviews in Instagram stories and highlights as a thoughtful way to bring their social and physical communities together.
7. Pay Homage to Your Area
Your audience wants to know what daily life would look like as potential customers, guests, or residents of your property. You can use social media to highlight local quirks, historical charm, and cultural richness. You could also document open houses where members of the public are not permitted to go.
Instagram of Damac Tower London
Damac Tower London does this well across its Twitter, Facebook, and Instagram accounts. They share images ranging from local markets and restaurants to amusing pictures of dogs enjoying the nearby parks.
These slice-of-life real estate post ideas are a chance to reach followers individually, revealing how their daily routines could look while staying at the property.
Local highlights might also include interviews with nearby business owners and property residents to illustrate how a real estate project can provide a sense of community.
Bonus Tip: Maximize the Power of User-Generated Content
User-generated content (UGC) in real estate social media marketing helps developers build online communities while generating leads. You can install UGC as a pillar in your content pillar strategy by encouraging residents or guests to share their experiences with your property through photos, videos, or testimonials.
For example, you might create social media content for hotels by holding contests on Instagram that award luxury prizes to guests that post with the hotels’ hashtags. You can also feature this content on your channels to further engage with contributors and grow your communities.
We Can Help You Create a Successful Real Estate Marketing Strategy
Building a real estate social network may appear secondary compared to other property development tasks, but it’s an essential step in promoting your real estate projects.
Fortunately, you now have a store of real estate social media ideas used by professional real estate social media marketing companies such as publishing your 3D renderings and shining the spotlight on your community members.
But how do you take these real estate posts ideas from concepts to reality? That's where professional support comes into play.
Proven Partners helps luxury hotel and residential developers create strong real estate social media marketing packages and plans, from initial brand design to implementation. Contact us today to discuss how we can help you maximize profitability with each facet of your marketing strategy.
