The content of this article is based on our webinar in collaboration with Chrystelle Charlier, CEO of Flexvision and marketing expert.
In 2023, it is almost impossible to think of a real estate digital marketing strategy that wouldn’t include social media marketing. Realtors and real estate businesses worth their salt usually build their marketing plans around different key topics such as SEO strategy (search engine optimisation), content marketing, email marketing, paid marketing and social media marketing. Not only can social media platforms help you build brand awareness, but they can also help accelerate your lead generation efforts by bringing many potential customers to your website. Ready? Let’s learn about social media best practices for the real estate industry!
Which social media platforms to prioritise based on your objectives?
You’ve decided to develop your real estate online marketing and want to focus on developing your social media presence in 2023. That’s great! But remember that real estate social media marketing can quickly become a very time-consuming activity, and it can be hard to keep up with all the tasks. You’ll need to choose the best channels to focus on first. You need to think strategically and ask yourself a couple of specific questions. Here are the most important ones:
- Who is your target audience?
- What tools does the platform offer?
- How much time and money do you want to spend?
Having the answers to those questions will help you select the right social networks according to your goals and needs. As Chrystelle Charlier explains, “you want to be visible everywhere, but it's not effective if you don’t have the right resources”.
1. Facebook: still relevant in 2023
Despite its declining popularity, Facebook remains the leading social media channel in the world, with a socio-demographic representation that is still unmatched. Not only will it drive traffic to your website, but it will also let you choose between various formats for your social media content (photos, videos, live videos, articles, etc.). Facebook users are usually quite prone to interact and comment.
👉 Target audience: Individuals over the age of thirty, homeowners, home buyers and home sellers
👉 Tool: Facebook Business Manager with Creator Studio for targeting by preferences, location, age, interests, etc.
👉 Investment: Moderate. You need to publish one or two social media posts a day. To ensure that you get enough reach, you should consider running a few Facebook ads.
💡 Our advice: Assuming you have a moderate budget, the Facebook Business Manager tool should be considered for local use. This will improve your repetition rate and visibility with respect to your target market. “If you have a limited budget, focus on small and very specific geographical areas”, says Chrystelle Charlier.
2. Instagram: the key social media platform for targeting millennials
Instagram is a social network with a younger user base than Facebook. However, this platform is seeing an increase in users in their thirties and forties. For that reason, realtors should definitely consider integrating it into their social media marketing strategy. Besides the usual ‘grid’ posts, Instagram offers the possibility to share real estate content via Instagram stories and reels and to start live videos. Using hashtags is strongly recommended!
👉 Target audience: Young users (millennials), slowly trending towards an older population.
👉 Tool: As Instagram is owned by Facebook, the tools are the same and allow for targeting both networks through Facebook Business Manager and Creator Studio.
👉 Investment: Time-consuming. You must be highly interactive and present, both in your posts and in your responses to any comments. Content should also be given special attention, as the quality of the pictures and videos is key for Instagram posts.
💡 Our advice: Do not use this social media platform if you have limited time and money resources, or if you are not ready to post quality content both on your grid and as daily stories. If you focus on an older target group, Instagram is not the most suitable marketing channel.