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Tips for Real Estate Social Media Posts and Marketing

Jamie Landry
June 17, 2024
Last Updated On
real estate social media marketing blog header

The real estate industry is booming more than ever, and while a stake-in-the-ground sign is a classic advertising form, social media is emerging as a dynamic way for agents and brokers everywhere to promote new real estate listings. 

Formats like Reels and TikTok let agents better show the tangible, sensory aspects of a space, while mediums like Carousel Posts are perfect for sharing different rooms and honing in on unique or desirable features. Plus, social media lets agents and brokers infuse their own personality into their listings, a great way to promote your services to potential homebuyers who likely want to work with someone who they mesh with. So, how can the real estate industry maximize the benefits of social media? We’ll tell you. 

This article delves into:

  • What is real estate marketing? 
  • How to market real estate on social media. 
  • Real estate social media post ideas.

What Is Real Estate Marketing?

Real estate marketing involves a range of strategies and tactics to promote properties and attract potential buyers or renters. This includes traditional methods, like print advertising, open houses and direct mail, along with digital tactics like online listings, search engine optimization or SEO (including social media SEO), email campaigns and of course, social media. 

Social media marketing for real estate involves using platforms like Instagram, Facebook, Twitter and LinkedIn to share property listings, market insights, client testimonials and virtual tours. These platforms offer targeted advertising, which the real estate industry can use to target specific demographics, like age, with particular listings. Some platforms like Meta Ads will even let you target specific interests like real estate and buying intents like home ownership. Overall, social media lets real estate brands enhance their visibility, build their personal brand and stay competitive in a driven market. 

From Likes to Leads: How To Market Real Estate on Social Media

Want to turn followers into buyers? Learning how to market real estate on social media is a great way to increase your chances of being noticed and show off the most desirable features of a property without getting physical customers in the door. Here’s how to market real estate on social media. 

Showcase Your Listings in the Best Light

Stunning visuals are the cornerstone of effective real estate marketing as they capture attention and generate interest in your properties. High-quality images highlight a listing’s unique features and convey a sense of professionalism and expertise. Hiring a professional photographer — particularly one with real estate experience — ensures that your properties are showcased in the best light, with expert knowledge in lighting, composition and editing that can make every room look inviting and spacious. 

While user-generated content is an authenticity hallmark when posting for many industries, a simple photo taken from your mobile device usually can’t capture the essence of a space like a professional can. Mobile devices are great for taking TikToks and Reels, which complement the professional photos included in a listing or even included in your video. For example, you could superimpose a professional image of a foyer while entering a home, providing the viewer with two different visuals to pique their interest. Professional photos enhance your marketing materials, help them appeal to potential buyers and make your listings stand out in a crowded market. 

While user-generated content is an authenticity hallmark when posting for many industries, a simple photo taken from your mobile device usually can’t capture the essence of a space like a professional can. 

Stunning visuals are the cornerstone of effective real estate marketing as they capture attention and generate interest in your properties. High-quality images highlight a listing’s unique features and convey a sense of professionalism and expertise. Hiring a professional photographer — particularly one with real estate experience — ensures that your properties are showcased in the best light, with expert knowledge in lighting, composition and editing that can make every room look inviting and spacious. 

Use TikToks and Reels to complement your professional photos. For example, you could superimpose a professional image of a foyer while entering a home, providing the viewer with two different visuals to pique their interest. Professional photos enhance your marketing materials, help them appeal to potential buyers and make your listings stand out in a crowded market. 

Establish Your Online Persona and Build Your Personal Brand

Creating a strong online persona is essential in the competitive world of real estate marketing. Your personal brand sets you apart from other agents and builds trust with potential clients. Start by developing a consistent and professional presence across all social media platforms, complete with a polished profile photo, a compelling bio and regular, engaging content. 

Share your expertise by posting market insights, success stories and helpful tips, which will position you as a knowledgeable and approachable resource. Additionally, interact with your audience through comments and messages to foster connections and build a loyal community and following. Strategically crafting your online persona can boost your visibility, credibility and ultimately, your success in the real estate industry. 

Optimize Written Content To Rank Higher and Get Noticed

To effectively market real estate online, it's crucial to incorporate website and social media SEO and optimize your written content for search engines and social media visibility. Start by incorporating relevant keywords into your listings, blog posts and social media updates to improve your search engine ranking. Equally important is the strategic use of trending hashtags on TikTok or Instagram, which amplify your reach and ensure your content gets noticed by a broader audience. Identifying and utilizing popular and relevant hashtags increases the chance that your posts will appear in front of potential buyers actively searching for properties or related information. Combine this with high-quality, informative content to establish authority and engage your audience to drive more traffic to your listings and enhance your overall online presence.

Become a Reliable Education Source

Standing out as a successful realtor — online and in-person — means transforming yourself into a beacon of knowledge. Realtors and brokers must have a robust understanding of the communities they’re selling in — how close are local schools? Hospitals? Golf courses? Are there great restaurants nearby? Arming yourself with this knowledge prepares you for any question that comes your way online or during a showing. When people buy a house, they also buy a community and lifestyle, and savvy real estate marketing leans into this. 

Beyond local, and municipal knowledge, real estate agents should also have an understanding of construction and architecture trends and local history. Being able to bring value to clients in the form of contractor recommendations, landscapers, renovation tips and anything else that will help them bring their vision to life will help you stand out among other realtors in comment sections — and in person. 

Engage With Followers to Create Lasting Connections 

Building lasting connections with your audience and clients is essential for successful real estate marketing. Engage with both first-time buyers and existing homeowners by actively responding to comments and messages.

Along with engaging with followers, share content that addresses the specific needs and interests of target demographics, like tips for navigating the home-buying process and advice on home improvement projects. Host live Q&A sessions, create informative posts and share client success stories to foster a sense of community and trust. By demonstrating genuine interest and providing valuable insights, you can cultivate strong relationships that encourage loyalty and referrals and enhance your professional reputation.

Focus on the Neighborhood

Highlighting the neighborhood is a powerful strategy in real estate marketing, as location often plays a critical role in a buyer's decision-making process. Showcase the unique aspects of the community, such as local amenities, schools, parks, restaurants and cultural attractions. Share content that paints a vivid picture of the lifestyle potential buyers can expect, including local events, market trends, and neighborhood stories. By providing detailed insights into the area, you help buyers envision themselves in the community, making your listings more attractive. Additionally, this approach demonstrates your deep knowledge of the market, further establishing you as a trusted and informed real estate professional.

Post the Right Content on the Right Social Channels

Effective real estate marketing involves posting the right content on the right social channels. Each platform offers unique opportunities to engage with your audience and showcase your listings. For a comprehensive strategy, consider implementing cross-channel marketing to maximize your reach and impact.

Facebook for Realtors 

Facebook is ideal for sharing detailed property listings, virtual tours and client testimonials. Utilize Facebook's robust advertising tools to target specific demographics and boost your posts for greater visibility. Engaging content such as live Q&A sessions and neighborhood highlights can also help build a community around your brand.

LinkedIn for Realtors

LinkedIn is perfect for establishing your professional credibility and networking with other real estate professionals. Share market insights, industry news and thought leadership articles to position yourself as an expert in the field. Use LinkedIn to connect with potential clients, especially those in corporate relocation or looking for investment opportunities.

X/Twitter for Realtors

X/Twitter is great for sharing quick updates, market trends and real-time property news. Use hashtags effectively to increase the reach of your tweets and engage with local community conversations. Short, engaging posts about new listings, open house announcements and real estate tips can attract both first-time buyers and seasoned investors.

TikTok for Realtors

TikTok offers a dynamic platform for creating engaging and creative content such as property walkthroughs, home renovation tips and behind-the-scenes glimpses of the real estate process. Utilize trending challenges and popular hashtags to increase visibility and reach a younger, tech-savvy audience.

Instagram for Realtors

Instagram is ideal for visually showcasing properties and highlighting the aesthetic appeal of listings. Use high-quality photos, Stories and Reels to give followers a comprehensive view of your properties. Engage with your audience through interactive content like polls, quizzes and behind-the-scenes videos to build a loyal following.

Real Estate Social Media Post Ideas

Harnessing the power of social media is essential for real estate professionals aiming to attract and engage potential clients. From showcasing properties to sharing market insights, the right content can significantly boost your online presence. Here are some creative social media post ideas tailored for real estate marketing.

Eye-Catching Listings: Showcase Your Properties Listings

Highlight your most stunning property listings with high-quality photos and detailed descriptions. Use Instagram posts and Stories to share multiple images of the property, focusing on unique features and benefits.  For example, showcase a beautifully staged living room with a caption detailing the modern amenities and spacious layout. 

living room with avant garde art
Image credit: @thecorcorangroup and @hilary__landis

Keep Your Audience Informed: Share the Latest Market Tips and Updates

Regularly update your followers with the latest market trends, tips and news, while providing actionable advice on how to navigate these changes, such as timing the market for the best deals or adjusting buying strategies based on current trends. This helps establish you as a knowledgeable and reliable real estate professional. For example, share a post about rising home prices in a particular area with a graph and your expert analysis. 

mauricio from the agency tiktok screenshot
Image credit: @theagencyre

Neighborhood Nostalgia: Share the History and Charm of Listing Neighborhoods

Engage your audience by sharing the rich history and unique charm of the neighborhoods where your properties are located. This adds a personal touch and helps potential buyers connect with the area. For instance, post vintage photos of a neighborhood with interesting historical facts and modern-day comparisons or share other compelling facts that can pique users’ interests. 

exterior shot of house covered in trees real estate instagram screenshot
Image credit: @mirvac_residential

First-Time Buyer Frenzy: Tips and Advice to Help First-Time Buyers Navigate the Real Estate Market 

Provide valuable advice and tips specifically tailored for first-time homebuyers. This content can demystify the buying process and build trust with potential clients. Share insights on securing financing, understanding market conditions and what to look for during home tours. By offering practical guidance, you empower first-time buyers to make informed decisions and feel confident in their journey to homeownership.

woman wearing leather jacket talking about home buyer tips
Image credit: @steeviesource

Come on In: Generate Excitement with Creative Open House Posts

Create buzz around your open houses with engaging and creative posts. Use countdowns, sneak peeks and interactive elements to draw attention. Enhance the experience by sharing live updates during the event, posting virtual tours and encouraging attendees to share their experiences using a unique hashtag. This boosts engagement and extends your open houses’ reach to a wider audience. For example, you could post a countdown timer on Instagram Stories leading up to the open house, along with behind-the-scenes setup shots and interactive polls.

shot of living room with orange couch
Image credit: @refugios_urbanos

Step Inside Your Dream Home: Create Stunning Walk-Through Tours

Leverage the power of video to offer virtual walk-through tours of your properties. This immersive content can captivate potential buyers and provide a detailed look at the home. Consider creating a YouTube channel to host longer walk-through tours and detailed video content. Promote these videos through snippets and teasers on Instagram to drive traffic to your YouTube channel. For example, conduct a live walk-through of a newly listed home, highlighting its key features and unique selling points while engaging with viewers' questions.

ornate kitchen chandelier with fancy drapes and table
Image credit: @sothebysrealty

Dash Hudson for Your Real Estate Brand

Real estate brands can use Dash Hudson to enhance their social strategy by leveraging its visual content management and Social Analytics and Monitoring tools. With the Content Library and Content Segmentation, brands can organize and showcase high-quality images and videos of properties, track engagement metrics and understand what content resonates most with their audience. Additionally, Dash Hudson's Scheduler and publishing features ensure consistent, strategic posting, while tools for user-generated content and Instagram Shopping facilitate authentic engagement and seamless exploration of listings. By utilizing these features, real estate brands can create visually appealing, engaging content that drives buyer interest and boosts sales. 

FAQs

What to post in real estate marketing on social media?

In real estate marketing, it's essential to post a variety of content to engage and attract potential buyers. Here are ten types of posts to consider:

  1. High-quality photos and videos of properties.
  2. Virtual tours and 360-degree views.
  3. Client testimonials and success stories.
  4. Market updates and local real estate news.
  5. Behind-the-scenes content, such as staging a home.
  6. Tips for home buyers and sellers.
  7. Upcoming open house events.
  8. Neighborhood highlights and community features.
  9. Educational content on the buying and selling process.
  10. User-generated content and client spotlights.

How much do real estate agents spend on marketing?

Real estate agents typically spend between 7-10% of their commission income on marketing, which can range from a few hundred to several thousand dollars per month, depending on their budget and business goals.

How to become a real estate marketing specialist?

To become a real estate marketing specialist, obtain a degree in marketing or a related field, gain experience in real estate and develop skills in digital marketing, social media, content creation and SEO. Networking with industry professionals and staying updated on market trends is also essential.

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