In 2023, the first part of the home buying process for most individuals begins on the internet. A simple search on a smart phone, computer, or iPad has become an integral part of the real estate purchase process, and it’s not going anywhere anytime soon.
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When it comes to social media, the age-old expression “out of sight, out of mind” is thrown out the window, and it can be a powerful tool for real estate professionals to leverage with this new buying & selling process. In fact, a recent NAR Technology Survey says that social media was the highest-rated tech tool that provided agents with the most qualified leads. You wouldn’t be reading this blog if you didn’t believe in the importance to have a strong online presence in order to reach potential clients and stay top of mind with your network. But with many social media platforms out there, it can be overwhelming to determine which ones are worth your time, effort, and most importantly: marketing dollars.
When it comes down to it, demographic data is imperative to understanding which social media platforms deserve the majority of your time. Pew Research tells us that Snapchat, TikTok, and Reddit tend to attract a younger audience. While it’s true that these Gen Z audiences will eventually be home buyers and sellers, it is much more lucrative to invest the majority of your time on networks with a more financially established user base. With that said, let’s look at the networks that can provide you with the highest ROI on social media as a real estate agent:
If you’re looking to cast a wide net to reach a new audience, Facebook is your answer. With over 2.7 billion monthly active users, Facebook is still the largest social media platform and a great place for real estate agents to connect with their audience. According to Pew, 62% of internet users ages 65 and older use Facebook, and 72% of 50-to 64-year-olds use it. Facebook has the highest number of users in these age ranges. Also, unlike Gen Z and Millenials that use Facebook, many of the users in this older demographic prefer to share media from another source instead of posting something themselves. With this in mind, try to cultivate your content and Facebook page with interesting news stories, neighborhood tips, and design inspiration that may bring the opinionated people out of the shadows and grow your reach.
With its visual focus, Instagram is a great platform for real estate agents to showcase their listings and the appeals of the local area. Not only that, but Instagram tells us 60% of households with an annual income above $100,000 use their platform on a regular basis. With the network’s discoverability-friendly features like hashtags and video reels, Instagram can also be used to bring in more leads. Use Instagram to share stunning photos of properties, direct messages to follow-up with new leads and potential customers, and reels to make yourself (and your listings) discoverable!
YouTube
2023 isn’t the year to sleep on video content. With 2.6 billion monthly active users and 89% of households with an annual income above $100,000 on the platform, YouTube offers expansive potential for real estate professionals to share and market their services. Not only that, but a study conducted by both Google and the National Association of REALTORS® reveals that 85 percent of buyers and sellers prefer working with a real estate agent who has video marketing. Implementing YouTube marketing into your real estate strategy can be instrumental in how you can acquire buyer leads and sell active listings. Providing videos on YouTube allows for agents to be more flexible with clients’ needs, and presents a valuable option for out-of-town buyers who may be relocating and unable to physically tour properties.
LinkedIn is the social media platform for professionals, making it a great place for real estate agents to network with other industry experts and connect with potential clients. As you might imagine, LinkedIn is a more successful platform for advertising business offers, and Pew tells us that it’s most popular with those between the ages of 30 and 49. If you’re looking to establish yourself as an expert in the real estate space, this is the network for you. Use LinkedIn to share articles and insights about the real estate industry and to showcase your experience and expertise. You can also grow your network and get referrals by connecting with other real estate professionals that you trust. LinkedIn is a prime location for developing referral relationships, establishing your expertise, and ultimately attracting more business.
Ultimately, the best social media platform for you will depend on your goals and target audience. Ask yourself: Am I reaching the right people, who are the right age, who are in the right location to use my services? Social media platforms like Facebook, YouTube, etc. all offer high-level analytics that not only offer you the data above, but also insights about which content your audience responds to best, and what time you should be posting it. It’s a good idea to have a presence on at least a few of the aforementioned platforms in order to reach the widest audience possible.
Social media is the best place to find new leads, maintain relationships, and expand brand awareness, but doing it well and staying up-to-date on best practices is time-consuming and often confusing. From branded blogs and local market data to educational videos and buyer or seller guides, Back At You will do EVERYTHING for agents while making it look like you’re curating your own social media content. Instagram, Facebook, YouTube, LinkedIn, Twitter…wherever your audience spends their time, they’ll see you! If you want to learn more, feel free to email us at hey@backatyou.com.