A Brief Guide to Real Estate Social Media Marketing in 2019

Real estate social media marketing is being rapidly adopted by the top leading business. If your online platform does not have a social media presence yet, here are real estate marketing ideas to increase conversions, improve click-through-rates (CTR), boost lead generation, and efficiently market real estate on social media.

Let’s get started with the basics:

What is Social Media Marketing (SMM)?

Simply put, social media marketing is the practice of using different social media networks, platforms, and channels to promote your business and your brand. Abbreviated to SMM, it involves coming up with tailored content that is specific to different social platforms and the audience.

The top social media networks for Real Estate are Facebook, Instagram, Twitter, and LinkedIn.

For instance, if you intend to market your product through Twitter, you’ll need a crisp and concise tagline to get noticed. On the other hand, however, if you’re interested in real estate social media marketing through Instagram, you need to use text-based videos.

👉 Here are 6 free Real Estate video templates you can use for your social media videos

What are the benefits of Social Media Marketing for Real Estate?

SMM, in general, has proven to be game-changing for businesses across industries. Real estate social media marketing is no different. Some of the many benefits of real estate advertising and promotion through social media platforms are:

  • Better search engine rankings
  • Improved brand awareness
  • Higher inbound traffic
  • Increase in conversion rates
  • More brand visibility
  • Greater brand loyalty
  • Access to marketplace insights

How to market Real Estate on social media?

Here are six tips to help you come up with a plan to promote real estate on social media:

1. Research your buyers’ personas 

To figure out a strategy that will draw success, you need to start by researching your buyers’ personas. Social media analytics can help you create multiple customer profiles. Figure out where most of your customers are located (geographical insights), what they typically tend to buy (purchase intent insights), what their most frequent queries are (search insights), and what time of the week they’re most active on social platforms (behavior insights).

👉 Here are some tips to promote your video at the best times on social media

2. Learn from your top-performing competitors

What works for your competitors may not always work for you. But knowing what your competition is doing can help you in one of two ways – you either learn what works best in real estate marketing, or you learn what doesn’t.

Both of these lessons are valuable in their own ways. Peer review and analysis is best done with local competitors. However, you can always learn about effective strategies from the top players in your field, even if they’re located in other countries.

3. Identify social media platforms that your audience visits

Once you’ve created the ideal buyer profiles and customer personas, and understood the practices of your target audience, you need to identify the social media platforms that will work best for your potential clients.

For instance, if a significant percentage of your target audience uses mobile, Instagram is the perfect platform for you to target. Knowing which social media channels are popular can help you remain active on those platforms.

4. Create high-quality content

Identifying the right platform is only half the battle. The other half is the content you put out there.

Content Marketing is perhaps the most important aspect of your real estate marketing strategy. In fact, over 65% of buyers say that online content has a major impact on their purchasing decisions. So, don’t shy away from investing in premium quality content to reach your target audience.

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5. Pick a target audience and advertise smartly

Advertising on social media can help you increase your reach by putting your brand in front of a greater number of people. The key to advertising is targeting. Pick a persona and add filters like geography, interests, behavior, industry, and demographics (like age, gender, etc).

Video ads are particularly effective – they have the highest ROI among all digital ad formats.

To maximize the effectiveness of ads and improve your ROI, it's best to opt for A/B testing. This tried and tested practice can help you identify the best version of your video ads before you have them circulated across social media. You can use A/B testing to verify the effectiveness of various aspects of your ad, such as the images, the titles, the content, and other details. 

6. Analyse, optimize, and repeat

Once you’ve put good content out on the best social media channels, it isn't time to rest. Next comes the analysis. You need to verify how effective your current real estate social media marketing strategy is, and compare the results with the expected projections. If the results appear to be satisfactory, you’re probably on the right track. However, if you find that you’ve fallen short, it may be time to rethink your strategy. 

Latest trends in Social Media Marketing

A Brief Guide to Real Estate Social Media Marketing in 2019

Year after year, new trends are shaking up social media marketing, making it absolutely essential to keep up with the times. Knowing what the newest trends are can help you plan your real estate marketing strategy accordingly.

Here are some trending marketing practices that you can use to up your real estate social media marketing game:

Mobile marketing

Mobile usage has increased by leaps and bounds in the past five years, and the numbers aren’t lying. An AdWeek survey found that there was an 88% growth in the time spent watching videos on a smartphone year after year. Content is increasingly moving from text-based formats to media like videos and images, with portraits being the preferred choice. 

A case in point is Instagram. The stats show that Instagrammers are almost 60% more likely to say that the chance of buying something on a social network increases the likelihood of them buying a product/availing a service.

👉 Learn how to make portrait videos for your real estate social media handles

A Brief Guide to Real Estate Social Media Marketing in 2019

Influencer marketing

Social media influencers have millions of followers. Influencers run paid sponsorships to promote a brand, a product, or a service amongst their followers. With the exponential rise in micro-influencers on platforms like Twitter and Instagram, brands are increasingly turning to these "social celebrities" to get their products noticed.

Businesses are using micro-influencers to boost brand awareness for a fraction of the cost of what it would take to get a celebrity influencer on their team. 

Direct conversation

With social media channels becoming increasingly personal, brands are now taking the direct route and communicating with their customers through direct messaging channels – emails, personal messages and phone calls.

This is a welcome change from the situation a few years ago when consumers had to pick up the phone or type out an email to talk to someone in the business. Social media platforms have made direct communication possible, and brands are lapping up this trend to get to know their customers better. Facebook Messenger is the perfect example.

Video marketing

Digital media channels have grown tremendously in the past few years, and as of 2019, video marketing remains one of the most effective real estate marketing strategies.

The kind of videos being made has also undergone a transformation. Once product videos, tutorials, and presentations were popular, and today, personalized videos and customer testimonials are replacing them rapidly.

4 Real Estate case studies that show the power of social media

A Brief Guide to Real Estate Social Media Marketing in 2019

The best way to understand the growing dependence of the real estate industry’s on social media is to examine how other brands have grown by reading their case studies. Let’s take a brief look at how each of the four major social media channels has helped your peers in the past:

1. Ylopo gets 36x ROI on Facebook ads for Tristan Ahumada

Named after the last five letters in Monopoly, the insanely popular real estate game, Ylopo is a Californian digital marketing agency that helped real estate wizard Tristan Ahumada up his game. In 2018, Between March 1 and March 13, Ylopo’s dynamic ads campaign on Facebook helped their client earn $68,000 in real estate commissions, with a 36X return on ad and technology expenses and a 4X increase in click-through rates. Ylopo used Facebook Pixel, dynamic video ads, and carousel to achieve these impressive numbers.

2. The Costa Group increased engagement on Instagram by 496% thanks to Studio Lavi

Instagram is all about aesthetics. So, when The Costa Group, who is among the top 1% of San Francisco’s realtors, approached Studio Lavi with a specific request, the creative studio stepped up their game to deliver stunning results. Following a massive redesigning of The Costa Group’s Instagram feed, the real estate business witnessed an 8,000% increase in followers and an increase in engagement by 496%. Owing to an organic targeting strategy via Instagram's direct messaging, The Costa Group was able to close over $750,000 worth of real estate deals.

3. Gozoop helped a single Mahindra Lifespaces video get over 1M views on Twitter

Although Twitter is best used for soft-selling, many real estate marketing campaigns employ features like link inserts, plugins, and imagery to actively promote their services. Twitter is often used in conjunction with other channels like Facebook or Instagram. This is precisely the strategy that Gozoop employed to help Mahindra Lifespaces increase their engagement and get their Joyful Homecoming contest a good number of entries. By rolling out a vox pop video on the client’s Twitter and Facebook handles, the campaign received over 1 million views. The total number of impressions reached 61 million, and the total engagement was over 140,000!

4. CBRE saw a 28% CTR through LinkedIn InMail campaigns

In the face of the more obvious choices like Instagram and Facebook, the effectiveness of LinkedIn in real estate marketing is often overlooked. During their annual Urban Photographer of the Year contest, LA-based real estate firm CBRE decided to tap into this platform to deliver personalized content to active consumers among their target audience and to increase entries into the contest. They found their solution in LinkedIn’s sponsored InMail service. The results saw a 41% increase in the number of contest entries for that year, with a 54% open rate and a 28% click-through rate.

Key takeaway

The biggest takeaway is that social media channels are among the most powerful marketing tools at your disposal today. The real estate industry is a highly visual sector, and personalized videos can make a lasting impression, improve conversions, boost leads, and give you better results!

Pulkit Jain

Pulkit Jain

Engineer • Marketer • Tech Geek • Movie & Comic book nerd • Avid reader • Gaming Addict • Football fanatic #GGMU

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