The internet has long-been a preferred medium for those buying or selling properties. The NAR (National Association of Realtors) in America states that today, 97% of prospective buyers use the internet to look for properties. From this figure, 76% of such searches are made on mobile devices or tablets, and much of the engagement happens on social media platforms.
This is why, in an ever-evolving digital world, real estate businesses need a solid social media strategy almost as much as they need property tours. Social media advertising has numerous benefits for real estate businesses – from targeted advertising campaigns designed to attract a specific demographic to increasing brand awareness and boosting lead generation.
The benefits that make social media marketing for real estate professionals are many and proven and explained here.
Why Your Real Estate Business Needs to Utilize Social Media Advertising
As traditional advertising methods begin to wane, social media advertising provides a robust solution. Real estate businesses can customize messaging, target specific demographics and expand their reach and brand visibility. It’s also a great way to forge meaningful connections and maximize ROI while having insightful analytics at your fingertips.
Facebook is still one of the top social media platforms utilized by around 90% of real estate developers and businesses for advertising, according to the NAR (National Association of Realtors). Facebook Ads can generate leads and build networks, plus organizations can share location-based listings helping to boost sales in certain geographical areas.
Instagram and TikTok are both ideal for targeting first-time buyers, millennials or promoting luxury properties with stunning photographs, 3D renders, virtual staging software and bite-sized pieces of content. Instagram is preferred by 52% of social media marketing real estate agents, meanwhile, LinkedIn is used by 48% of real estate professionals and is a primary platform for sharing industry insights and updated market information.
Let’s look at the benefits that make social media advertising essential for real estate professionals.
Specialized Audience Targeting
Social media advertising can be a magnet for lead generation. It has the ability to target specific audiences based on granular data such as interests, location and behavior. In real estate, knowing your audience is half the battle, and social media platforms can be a gold mine of information.
With custom audience targeting, you can ensure that your advertisements reach individuals who are likely to have a genuine interest in your product.
For example, if you are targeting people in the luxury real estate market, you can promote ads to those who have recently visited luxury real estate websites or engaged with content related to the luxury lifestyle.
Furthermore, by adding eye-catching visuals and call-to-action buttons such as “Learn More” or “Sign Up”, you can effortlessly capture leads as they’re funnelled straight from the ad to your website landing pages.
Building Brand Awareness
One of the best ways for real estate companies to stand out is by cultivating brand awareness through careful advertising strategies. Crafting ads that incorporate your brand’s unique features and past successes will create an identity that resonates with target viewers. Re-posting these ads to your Instagram stories, TikTok accounts, and other short-form content feeds can also help that brand identity remain in the minds of new followers.
One of the keys to building brand awareness is being visually consistent with your social media advertising. Always create compelling content and pair this with consistent branding elements such as logos, color palettes and tone of voice. This visual consistency contributes to a coherent and memorable brand image on social media for real estate agents, investors and developers alike.
“If, in the business of communications, ‘image is king,’ the essence of this image, the logo, is the jewel in its crown.” – Paul Rand: Graphic Designer behind UPS, IBM, ABC and other memorable logos.
Showcase Your Project’s Design Details
Social media advertising for real estate also allows professionals to exhibit the design elements of their properties, particularly in the luxury market. One such example is the hospitality brand the Waldorf Residences in Miami. They employ Instagram to showcase the upscale lifestyle and design details of the property. Their Instagram account features high-quality images that highlight elegant interiors, exclusive amenities and a luxury oceanfront lifestyle.
NB. We are not affiliated with Waldorf Residences Miami – the brand example is solely for contextual purposes.
Enhancing Customer Engagement
Through comments, shares and likes, real estate social media advertising enables real estate companies to interact directly with their audience. This two-way communication not only strengthens relationships but also provides valuable insights about your customers’ preferences and behaviors. For instance, tracking the type of content that garners the most engagement can help businesses discern what resonates with their audience.
Real estate professionals and property developers can track and increase engagement on their social media accounts by:
- Measuring Metrics: Monitoring likes, comments, shares, and Click-Through-Rates helps to build a picture of which ads are working.
- Observing Increases in Followers: Any significant increases show specific advertising strategies that resonate with your audience.
- A/B Testing: Experimenting with headlines, CTAs and photos to see which social media marketing strategies work.
- Audience Segmentation: Providing content that truly resonates with your target demographic.
- Monitoring Reach and Impressions: Checking how many unique clicks and impressions you achieve on each post.
Additionally, the feedback and discussions happening in the comments sections are perfect for gaining insights into customer concerns, questions or desires regarding specific properties or locations.
Measurable Results
One of the greatest advantages of social media advertising is that it’s measurable. Platforms provide detailed analytics so you can track the ROI of your ads, understand what’s working and adjust your strategy accordingly. This data-driven approach allows you to create more effective and efficient real estate social media marketing strategies.
For example, through analytics, you can gauge the click-through rates of your ads, monitor conversion rates and even assess audience demographics and behavior. Knowing who your content resonates with can be invaluable for targeting specific groups, such as those seeking luxury real estate buying and selling opportunities.
Key Takeaway
In the competitive world of real estate, social media advertising offers an effective and efficient way to reach potential clients, generate real estate leads and build brand awareness. Whether you’re looking to attract local buyers or international investors, social media advertising is a cost-effective tool that can deliver measurable results.
