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How to Effectively Use Social Media Marketing 
for Real Estate Developers

By Justin Calderon
December 14, 2021
Social media marketing works so well for real estate developers because people trust their social circles to help them make important life decisions such as buying homes or investing in real estate.

This is due to a common psychological phenomenon known as in-group favoritism, which states that people are more prone to making a decision that their circles of friends, family, or companions are in agreement with.

Today, social media marketing has become a go-to channel for the real estate business thanks largely to this “bandwagon effect”, which is further amplified by platform news feeds that help people make major life decisions such as buying property.
In this article, we’ll cover how to use social media for the real estate business, including:

1. Select the right platform for your real estate social media marketing
2. Create a strategy that measures goals
3. Boost social media engagement
4. Let customers write your social media marketing script
5. Manage your social media marketing team


The tips and tactics highlighted in this guide will help you reach your potential customers and their trusted communities via a variety of platforms. It’s our hope that this guide can be used as a value reference resource for navigating the world of social media marketing for real estate developers

1.

Selecting The Right Platform For Your Real Estate Social Media Marketing

Today’s social media landscape provides numerous opportunities to capture your ideal market, no matter on which digital platform they reside.

However, each of these social media platforms offers a channel to a different category of potential customers, which come with distinct rules to best communicate with them.

Let us take you through them one by one.

A. Facebook

As the largest player in the social media landscape, Facebook is the platform where 77% of people aged 30-49 across the world spend over half an hour a day.

Since people who invest in quality real estate are browsing the market long before they’re in the market to buy, it makes sense to attract them when they’re in this “browsing” mode. This is where Facebook can be handly used.

Facebook is especially effective as a social media tool for real estate developers because it provides an option to upload listings, offers communication channels for customers, and manages reviews in one place.
This enables clients in the property market to search for your information organically in one place. In this way, Facebook supports the basic human tendency to choose the easiest path to a decision. The availability of an option at the right time outperforms an option that people have to work for almost every time.

An important note, however: After 2019, Facebook (and Instagram) responded to civil rights cases in the US by removing the ability to target real estate ads by zip code in an effort to steam discrimination. Advertisers can now only target a 15-mile radius, and must target all races, ages and genders. They can also no longer be targeted by income level.

B. Instagram

Instagram is a visual platform that is ideal for real estate property developers looking to showcase their portfolios in powerful visual formats.

Backyard barbeques, picturesque pools, and beachfront bungalows captured in high-quality images and videos can add a layer of clarity and physical proof to your social media campaigns. The actual image of a glass-front bungalow reflected in a luxurious pool can provide a much more powerful visual journey than simply stating ‘our luxurious glass-encased bungalows come with coveted pools’.
Instagram -- when used for visual storytelling -- can unleash better quality leads and quicker sales for real estate developers. But which Instagram format will work best for your real estate business?

Here are some options:

• Reels for Real Estate

Ever since Reels appeared, Instagram users have been hooked. Reels are short clips that stitch together videos, images, texts, and sounds to provide a comprehensive visual message.

Since reels can’t be paused, they are a great way to showcase snippets of upcoming properties and projects. A common strategy is to create countdowns for upcoming properties with numbers, stickers, and background tracks that let your audience get a hint of what’s coming without giving away everything at once. In this way, reels are a great way to build anticipation around a new enterprise.

• Carousel Posts

Instagram Carousels are pictures or videos in a format that allows you to glance through a gallery by just swiping left. Carousels make a great advertising tool for real estate marketers because they can provide all of the information in one place, under the same heading, and without taking up too much social media space.

• Instagram Stories

Instagram Stories are images and videos that feature at the top of an Instagram profile along with the display picture and disappear after 24 hours.

For real estate social media marketing, Instagram Stories are a good way to advertise gated content for short durations. For example, an interesting way to use Instagram Stories would be to create story campaigns featuring limited-time deals.

C. Twitter

Instagram is a visual platform that is ideal for real estate property developers looking to showcase their portfolios in powerful visual formats.

Backyard barbeques, picturesque pools, and beachfront bungalows captured in high-quality images and videos can add a layer of clarity and physical proof to your social media campaigns. The actual image of a glass-front bungalow reflected in a luxurious pool can provide a much more powerful visual journey than simply stating ‘our luxurious glass-encased bungalows come with coveted pools’.

D. Snapchat

Owing to interactive features such as location tracking, dynamic filters, and geotagging, Snapchat works well as an ad hoc to Instagram and Facebook social media marketing initiatives. Real estate developers can leverage the limited-time viewability of Snapchat (much like that of Instagram stories) to create riveting content that ties back to their key marketing channels and websites.

E. LinkedIn

LinkedIn is the social media platform for business networking in a virtual landscape. It is efficient to use LinkedIn to connect with fellow real estate developers, engage with their content, and build relationships.

While LinkedIn may not present as many direct ROI results as Facebook or Instagram can, it does give you the opportunity to connect with other high-profile developers, learn from their experiences, and tap into their audiences.

2.

Create a Strategy That Measures Goals

Since all social media platforms provide an extensive but intangible web of engagement, the exact metrics to measure ROI can be difficult to measure. This is why it is important to start off early by understanding the analytics platforms offered by social media marketing.

Analytics will reveal just how well social media content piques interest, starts conversations, and creates high intent leads that result in sales.

Strategizing a plan that lists KPIs of social media campaigns in advance can enhance consistency, clarity, and creativity for your advertising while generating measurable insights on engagement and conversions.

Here is a 3-step process that allows your real estate brand to strategize for social media in a way that effectively tacks your output vs your input.

A. Outline your Objectives

LinkedIn is the social media platform for business networking in a virtual landscape. It is efficient to use LinkedIn to connect with fellow real estate developers, engage with their content, and build relationships.

While LinkedIn may not present as many direct ROI results as Facebook or Instagram can, it does give you the opportunity to connect with other high-profile developers, learn from their experiences, and tap into their audiences.

B. Make Objectives Actionable

Setting goals to match your objectives is just as important to meet your ROI goals as your individual marketing efforts. Clearly defined goals result in measurable insights and metrics that can then be evolved and scaled.

For example:

Objective: Engage daily
Goal: Comment on 5 relevant posts + reply to the top 10 most relevant responses on your own post

Such goals are easy to measure, track, and scale with the right tools. When carefully observed, the insights gleaned from these goals will provide the blueprint for your next strategy.

C. Monitor your Metrics

Goals, by themselves, can only provide benchmarks for growth. In order to increase the relevance of these benchmarks consistently, it is also important to track performance.

Metrics in social media marketing such as click rates, traffic, and reach are important to monitor and learn from. A thorough analysis of your metrics will reveal where your target users reside, what they value, and what they want to know.

Next, we’ll look at some tips to keep in mind while marketing your real estate business on these social media platforms.

3.

Boost Social Media Engagement

Below are four tips that real estate social media marketing tips should follow in order to boost engagement on their accounts.

A. Use one-of-a-kind images

If you have a real estate business you probably already have good photography covered.

But social media platforms like Instagram or Facebook, don’t just allow you to publish professional, high-resolution images; they allow you to tell a story using images that showcase your best features more creatively. Hire photographers with a creative vision and create a portfolio of pictures that really bring your features, such as tree-lined neighborhoods, landscaped lawns, and unique interior detailing.

B. Engage everyday

Talk to your commenters because they will become your leads, and talk to your leads because they will become your customers. Your engagement on social media platforms is as important as the time you put into it. Engaging every day can help your real estate business build a community that talks openly about their wants, needs, and real estate requirements. Because this community is assured that you’ll show up every day, it feels comfortable in reaching out and asking the questions your social media marketing content needs to be answering.

C. Celebrate your wins

Completed a new house or community? Post a visually compelling construction update to your buyers. Just launched a new premium development on the market? Tell potential prospects. Closed a new creative partnership? Announce it to the world!

Celebrating your wins solves two purposes. First, it builds credibility by showing your community that you know what you are doing and are successful at it. Second, it is bound to attract leads that are passively browsing the market.

D. Share industry news updates

Sharing relevant news updates with your community tells them that you have a hold on the real estate market and are relevant. Moreover, adding your company’s own unique opinions to these news pieces shows your audience that you are informed and have authority.

4.

Let customers write the social media marketing script

Leveraging customer experiences to communicate about your services is a kind of advertising that takes a long time to build but can provide wholesome returns.

Film satisfied customer testimonials about their experience working with you and have them write about their feelings when they first moved into their new properties.

People trust the results they can see and even more so when they are presented by other people in their community.

5.

Manage Your Social Media Marketing Team

Being a real estate developer is no easy task, especially when faced with the challenges of a continuously evolving online market.

While social media marketing can bring in quality leads and amplify a real estate business, it is both time-intensive and time-sensitive.

Your social media accounts can at first be like toddlers: leave them unattended and they can quickly wander. As such, leaving a social media platform quiet for too long can hurt your brand.

Engagement can go down, leads can start to look elsewhere, and almost-closed deals can vanish into thin air.
At Brevo, we take this crucial task off your hands and place it under the care of an experienced creative social media marketing team. With multiple social media management teams, we strategize all the way from creative cluster ideas to powerful individual images and engagement campaigns that generate leads and strong engagement.

This leaves your team to work on developing memorable properties, while we create and nurture a social media community that falls in love with them.
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