Social Media Strategies for Real Estate Marketing: Maximising ROI with Influencer Trends

Introduction

Real estate social media marketing is no longer optional — it’s a necessity. Social media platforms, supported by professional Social Media Marketing Services, have become the driving force behind successful real estate marketing strategies. Real estate businesses that harness the power of social media can significantly increase their brand visibility, engage with potential clients, and, most importantly, maximise ROI. This blog will walk you through social media strategies for real estate that can boost your marketing efforts and delve into the growing trend of influencer marketing in real estate.

Why Social Media Is Vital for Real Estate Marketing

The real estate business thrives on relationships, and social media offers an unparalleled opportunity to build and maintain these connections. With over 3.5 billion active social media users globally, it’s clear why real estate agents and companies must utilise social media real estate marketing. Whether it’s through Instagram’s visual storytelling, Facebook’s targeted advertising, or LinkedIn’s professional network, social media channels offer real estate agents powerful tools to generate leads and engage with prospects.

Studies show that 77% of real estate agents use social media platforms to engage with potential buyers and sellers. Moreover, homebuyers increasingly rely on social media to browse listings, view properties, and even select real estate agents. A strong social media strategy can amplify your brand’s presence and ensure you’re front and centre when potential clients are ready to make a move.

Current Working Strategies for Real Estate Social Media Marketing

Here are some proven strategies that real estate businesses are using to stand out on social media and deliver results:

1. Hyper-Local Targeting on Social Media
   Social media marketing for real estate is all about reaching the right audience at the right time. Platforms like Facebook and Instagram allow real estate agents to target specific locations, postcodes, and even neighbourhoods. By using social media content tailored to a particular locality, you can ensure that your properties are visible to local buyers and sellers.
2. Virtual Tours and 360° Videos
   Virtual tours have revolutionised property marketing, especially in a world where in-person viewings may not always be possible. By offering virtual tours and 360° videos, real estate businesses can give prospects an immersive experience, making them feel like they’ve stepped inside the property without leaving their homes. This is especially valuable for buyers relocating from distant cities or countries.
3. Real-Time Engagement with Live Videos
   Live streaming is one of the most effective ways to engage with followers in real time. Platforms like Facebook Live and Instagram Live allow real estate agents to host property tours, Q&A sessions, and even virtual open houses. These events encourage immediate interaction, creating a sense of urgency and connection with your audience.
4. Educational Content and Market Insights
   Beyond listing properties, social media real estate content should include educational posts. Providing value through market updates, home buying tips, and financial advice helps establish trust and authority in the real estate industry. Use social media platforms to share blog articles, infographics, and short videos on topics such as mortgage rates, first-time homebuyer tips, and neighbourhood guides.

The Rising Trend of Influencer Marketing in Real Estate

Influencer marketing is taking real estate marketing to the next level. By collaborating with influencers in the local area, real estate agents can tap into a wider audience and build credibility. These influencers may not be industry experts but have the power to shape opinions and influence purchasing decisions, especially when they align with your target audience.

Why Influencers Are Relevant in Real Estate

Social media real estate influencers — both macro and micro — are changing the game for real estate businesses. Micro-influencers, in particular, are a perfect fit for real estate agents targeting specific communities. Their loyal followers often trust their recommendations, making them ideal partners for promoting properties or showcasing neighbourhoods.

Collaboration Ideas with Influencers

Partnering with local influencers is an excellent way for real estate businesses to increase visibility and credibility. Influencers can create content such as property tours, lifestyle shoots featuring homes, or even personal stories about moving to a new home. For example, gifting a staycation at a luxury property to an influencer could generate buzz and attract the attention of potential buyers.

Case Studies of Success

Several high-profile real estate brands have already tapped into the power of influencer marketing. For instance, a high-end real estate agency in Los Angeles partnered with a popular lifestyle influencer to showcase one of its luxury properties. The result? A massive increase in property enquiries and an expanded brand presence within their target demographic.

Best Social Media Strategies for Real Estate Success

Choose the Right Social Media Platforms

Different social media channels serve different purposes. For example, Instagram and Facebook are great for visually-driven content like property photos and video tours. LinkedIn, on the other hand, is ideal for building a professional network and sharing market insights. Choose the platforms where your target audience is most active and tailor your approach accordingly.

Create Engaging Visual Content

In real estate social media marketing, visuals are everything. Quality photos, virtual tours, and well-crafted videos can make a property stand out. High-quality, professional images are essential for showing off properties in the best light, while video content (like a walk-through tour) can help potential buyers visualise themselves living in the space.

Track Performance with Analytics

Monitoring the performance of your social media content is essential. Use the built-in analytics tools on platforms like Facebook Insights and Instagram Analytics to track which posts generate the most engagement. This data will help you adjust your social media strategy to improve lead generation and ROI.

Mistakes to Avoid in Real Estate Social Media Marketing

While social media real estate marketing offers immense potential to increase visibility and drive leads, there are several common pitfalls that can undermine your efforts. Avoiding these mistakes will help ensure your marketing strategies are effective and yield maximum ROI.

1. Inconsistent Posting: A Missed Opportunity for Visibility

One of the biggest mistakes in real estate social media marketing is inconsistent posting. Social media is an ongoing conversation, and if you’re not showing up regularly, you risk losing your audience’s attention. The algorithm on most social media platforms (like Instagram, Facebook, and even LinkedIn) rewards consistent activity, which means that irregular posting can result in lower engagement and visibility.

Why It’s Important:

• Consistency is key to staying top of mind with potential clients. The more often you appear in users’ feeds, the more likely they are to think of you when they need real estate services.
• Regular posting helps build a stronger connection with your audience and establishes your brand as a reliable presence in the real estate industry.

How to Avoid It:

• Create a content calendar to plan and organise posts ahead of time, ensuring consistency.
• Use scheduling tools like Hootsuite, Buffer, or Later to automate your posts and maintain a steady flow of content.
• Aim to post at least 3-5 times a week to maintain visibility and engagement, but adjust the frequency based on the platform and audience preferences.

2. Ignoring Engagement: Social Media Is a Two-Way Street

Social media isn’t just about posting content — it’s about fostering a two-way conversation with your audience. Many real estate agents make the mistake of posting listings or promotional content without actively engaging with followers, missing out on valuable interactions that could convert prospects into clients.

Why It’s Important:

• Engagement is a powerful tool for building relationships and trust. When potential buyers comment on a property post, asking questions or sharing their thoughts, engaging with them shows you care and are actively involved in the conversation.
• It’s also a chance to gather feedback, answer queries, and even get referrals. People are more likely to work with a real estate agent who is approachable and responsive.

How to Avoid It:

• Respond to comments, messages, and reviews promptly. Engaging with followers can increase your visibility and shows you care about their opinions.
• Set aside time daily or weekly to reply to comments on your posts and messages in your inbox.
• Use tools like Facebook Messenger bots to help automate responses for common questions while maintaining a personal touch.
• Participate in conversations in real estate-focused groups or community pages on Facebook, LinkedIn, or other platforms. This positions you as an authority in the field.

3. Lack of Paid Advertising: Missed Opportunities for Growth

Many real estate businesses rely solely on organic posts, thinking that simply having a social media presence will bring in enough leads. However, real estate social media marketing can be significantly more effective when combined with paid advertising. Platforms like Facebook, Instagram, and LinkedIn provide powerful ad-targeting tools that can reach highly specific audiences, ensuring that your posts are seen by the right people at the right time.

Why It’s Important:

• Paid ads on platforms like Instagram and Facebook allow you to target users based on location, demographics, interests, and behaviour. For real estate agents, this means you can target people actively searching for homes in specific neighbourhoods or those interested in home-buying tips.
• Ads can drive traffic to your listings, website, or lead-generation forms, increasing your chances of conversion. Without paid ads, you’re limiting your visibility to only organic followers, many of whom may not be actively interested in your services.

How to Avoid It:

• Invest in Facebook and Instagram ads to target specific locations, demographics, and behaviours. For example, target homebuyers in a particular postcode or people who have recently shown interest in real estate or home improvement.
• Experiment with lead-generation ads, where users can submit their information directly through the ad, making it easier to capture potential leads.
• Use retargeting ads to reach people who have already interacted with your posts or visited your website but haven’t yet taken action.
• Allocate a reasonable budget for paid ads based on your goals and audience size, ensuring you reach as many relevant people as possible without overspending.
• Regularly review and optimise your ad performance. Track key metrics like engagement rates, click-through rates, and conversion rates to refine your targeting and content.

Tools and Resources for Real Estate Social Media Success

• Canva: A design tool for creating visually appealing social media posts, infographics, and ads with customisable templates.
• Hootsuite/Buffer: Social media management tools for scheduling posts across multiple platforms, tracking performance, and managing accounts.
• Google Analytics: A web analytics tool for tracking website traffic, user behaviour, and conversions to optimise social media-driven campaigns.
• Facebook Insights: Built-in analytics for Facebook to track post performance, audience demographics, and engagement.
• Later: Instagram scheduling and planning tool that allows users to visually organise posts and optimise content for Instagram.
• Sprout Social: A comprehensive social media management platform offering scheduling, engagement tracking, and in-depth reporting.
• Zillow Premier Agent: A platform for real estate agents to gain visibility through paid advertising on Zillow and generate high-quality leads.
• Real Geeks: A CRM and lead-generation platform for real estate agents, including tools for creating optimised websites and capturing leads from social media.
• AdEspresso: A Facebook and Instagram ad management tool that simplifies ad creation, split-testing, and campaign optimisation.
• Planoly: A content scheduling tool specifically designed for Instagram and Pinterest, helping users plan and organise posts visually.

Conclusion

With the rise of real estate social media marketing, agents and businesses that embrace social media strategies for real estate are setting themselves up for long-term success. By incorporating influencer marketing trends, engaging social media content, targeted strategies, and professional Digital Marketing Services, you can ensure maximum ROI and stay ahead of the competition. Ready to elevate your real estate marketing efforts? Start applying these strategies today and watch your business thrive in the digital age.