Developing a successful social media strategy in real estate is a never-ending task. As the industry grows and technology continues to advance, so does social media marketing for real estate agents. 

As we make our way through 2022, real estate professionals everywhere are discovering new strategies and tactics to increase not only engagement online, but incoming leads that lead to increased sales. 

In this blog, you can explore strategies to increase your incoming leads with real estate social media marketing content, including:

• Two-Way Conversations & Communication
• 50/50 Mix of Business & Personal Posts 
• Virtual Tours & Open Houses 
• Neighborhood & Community Highlights 
• Contents & Giveaways 

Two-Way Conversations & Communication

With more buyers starting their home search online, agents need to take advantage of communication with potential leads and clients in this space. In addition to posting real estate social media content and promotional posts for your business and listings, creating connections through conversation is key.

These buyers, or your potential leads and clients, are utilizing social media to get educated about real estate. This means they will likely have a lot of questions. And especially for first-time homebuyers, the process can be intimidating.

There are many ways for real estate professionals to not only spark a conversation, but build trust and a good reputation. Lucidpress suggests the following opportunities to update social media marketing for real estate agents by creating two-way conversations across multiple social platforms.

• Search for real estate hashtags on Twitter and offer real estate advice to those in your area 
• Host a live Q&A session on Facebook Live 
• Ask an open-ended question in the caption of a listing photo on Instagram

Whenever you get the opportunity, be sure to invite your audience to participate in the conversation.

50/50 Mix of Business & Personal Posts

Of course, social media marketing for REALTORS^® should showcase the business, brand, services and listings—everything that you offer. However, you don’t have to be strictly business all the time. In fact, you want to be seen as relatable, approachable and authentic, and social media gives you the potential to share both sides of you. 

Along with your strategic business posts, like promoting new listings and sharing real estate-related content, add in a few personal stories. The Close suggests the following posts to help boost engagement and showcase your relatability and authenticity. 

• Celebratory posts after a closing, highlighting your work and your clients
• Aspirational posts about where you see your business going in the coming months
• Facebook or Instagram stories showcasing other agent’s properties, and tag the other agents in the posts for potential cross-promotion
• Testimonial quotes and/or videos from satisfied clients, showcasing your skills and experience in the industry 

With a good balance of business and personal posts, you can increase engagement by telling your audience who you are, both inside and outside of the office. Just be sure to keep them simple and avoid crossing the line of being boastful and self-focused.

Check it out: Let’s Get Personal: A Guide to Connecting With Your Audience on a Whole New Level

Virtual Tours & Open Houses

Between the growth of online home searches and the advancements in technology, virtual home tours and open houses are rapidly becoming some of the most important pieces of today’s real estate social media marketing content. 

When buyers and potential clients head to the internet, they are expecting the full real estate experience. From 3D floor plans to aerial shots of the surrounding property, real estate agents are able to showcase their listings in a whole new way. 

The best part about virtual home tours is that you can both pre-record them or live stream an open house. Spice up your traditional listing photos by pairing video walkthroughs of the entire home, or even just to highlight specific areas. 

Or, let your audience know a date and time that you will be going live, walking them through a new listing, where you will be able to point out specific features and answer any questions from those watching. 

By adding this feature to your real estate social media marketing content strategy, you can provide your audience, especially new leads, with an invaluable experience.

Check it out: An Agent’s Guide to Shooting a Better Virtual Home Tour

Neighborhood & Community Content

The most successful real estate professionals are those who know their community. From neighborhoods to school districts to local businesses, your audience depends on you to have the information they need when looking for their next home. Remember, you are the expert.

Of course, when you post about a new listing, you will likely include a few facts about the neighborhood. In addition to this, include tidbits about new local businesses, community programs and even the latest winning score of the town or city’s high school sports team. 

Not only does this tactic highlight the market for prospective residents, but it also showcases your passion and knowledge of the area that you serve. 

Here’s a hot tip! Work with local businesses for cross-promotion opportunities. The more connected you are to your community, the more trusted you become as a resource.

Check it out: Becoming a Go-To Source for Local and Community Content

Contests & Giveaways

Whether you’re looking to increase engagement or attract some new potential leads to your business, hosting contests and giveaways across social media is fun and interactive, all while offering a unique experience for your audience.

Be sure you understand your audience: who they are and what they value. Also, if you work in a specific niche, such as luxury properties or relocation services, tie this into the context of your giveaways, including the prizes. This will ensure that your clients and prospects get what they need, and this will showcase your knowledge and experience in that area. 

What’s most exciting about adding contests and giveaways to your real estate social media marketing content is that you can do it on just about every platform. From photo contests to polls, you can find easy-to-use templates on Facebook, Twitter and Instagram, where you can directly engage with your sphere. 

When it comes to a good contest, we can’t forget about the prizes! Just as you consider certain factors when it comes to the context of the contest, you should do the same for prizes. Stay away from extravagant items, such as a new car or getaway. Instead, opt for gift cards, short-term subscription services, exclusive content and even personalized gifts!

No matter what the contest or the prize, be sure to prompt participants to follow your page, like and/or share the post and even leave comments to give your engagement an added boost.

Check it out: How to Host Giveaways to Boost Engagement and Brand Awareness