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Content Tips & Advice for Social Media Marketing in the Real Estate Industry

Believe it or not, almost all of real estate includes a digital element in this day and age. Although cold calling and traditional postcard mailers still work in some markets, utilizing social media is a free and effective tool not just for marketing to millennials but to get in front of all types of home buyers.

Most homebuyers start their search online. They visit websites such as Zillow,, Redfin, Trulia, etc. to start searching for available properties. Although they may not be browsing Instagram for their next dream home - what if they came across your page and happened to SEE their latest dream home? This can not work without having an active social account! Whether you're a realtor, broker, or brand, social media can have a major impact on your business and generating leads. So why is it that most people and businesses aren't using social media effectively?

One factor is not having enough time, and the next is being unsure of what to post. By figuring out a content strategy and planning ahead, you can optimize your online efficiency and achieve great results! Here are some content tips and social media advice to get you started:

1. Promote YOURSELF! People want to put a face to the name. By getting to know you as a person, they're more likely to trust you. Trust is the most important factor in any client relationship. Although many like to keep their personal and professional life separate, it's okay to share a glimpse into who you are as a person. Where do you like to go? What do you like to do in your time off? Sharing photos and information about yourself is a good way to mix in some personal aspects and get your followers to start building a relationship with you, even if you've never met!

2. Don't just share your listings - share information about the city / town as well. Don't just post pictures of your properties. Create an online experience of what it would be like living there. You don't need a big video production to do so. Grab your smartphone and take a short walk through the neighborhood, capturing it on video. How far away are the local parks? Take some photos of WHY they would enjoy living in that area.

3. Educate your buyers & sellers by sharing information. Be recognized as an expert and thought-leader in your industry by sharing information with your following. Educate them on mortgage rates, why they should use home staging (maybe biased, but we think it's great), or anything they may not know about buying or selling real estate. Creating an "infographic" or simply using a stock image and sharing the information in the caption will work.

4. Engage! Don't just post, post, post all day. Take the time to respond to comments, ask questions, engage with their pages and content as well.

5. Partner up with like-minded agents or brands. Connect with others in the industry and share / engage with their content and they'll share the love back! By connecting with other brands / realtors, etc., you'll be able to tap into their network and build relationships.

6. Use quotes & sharable content. By using funny real estate quotes, inspirational quotes about a dream home, sayings and other relatable images, people are more prone to click the "like" or "share" buttons. Canva is a great app & website that allows you to create custom graphics with NO photoshop knowledge!

7. Share testimonials and client recommendations. What is it like working with you? Have real people / clients share their thoughts on the process. Create short videos, or simply grab a quote and create a graphic out of it.

8. Don't forget about video! Video has taken over as one of the most effective elements of a digital marketing strategy. According to Hubspot, 78% of people watch online videos every week, and 55% view online videos every day. And if that's not enough, Insivia reports that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in a text. As stated before, you don't need an entire video production team to get video content! You can use your smartphone, get some good lighting, and creates short, fun, informative videos to share with your audience.

9. Use the right hashtags. Use hashtags that relate to your post. Do some keyword research and see which hashtags are getting the most engagement and/or choose hashtags that are relevant. Here are some sample hashtags:

Generic Real Estate Hashtags:

Real Estate Agent Hashtags

Customized Real Estate Hashtags

#[Target City] #[Your Agent Name] #[Your Team Name] #[Target City]homes #[Target City]property

10. Schedule your content in advance. Facebook allows you to schedule your content in advance directly from the platform. Take an hour each week to schedule posts for the entire week, so your page is consistent with content. You can use tools such as Hootsuite, Sprout Social or Buffer to schedule content on other networks such as Instagram, LinkedIn or Twitter.

11. Facebook Ads: If you want to go the extra step and optimize your content to reach your target audience, consider Facebook Ads. Facebook ads allow you to reach an extremely targeted audience in whatever area you choose. By choosing the right demographics and the geotargeting tool, you can build a meaningful ad that gets delivered to just the right people. Your next buyer may just be an ad click away!

The influence that social media has had on marketing today is undeniable. You can now get in front of an audience of millions of people at absolutely NO cost. You can customize your content and build your online reputation from the ground up.

This post was written by Allison Fraser, social media expert and founder of Prototype Media Group. Prototype Media Group manages social media for a range of clients. Want assistance with managing your social media pages? Need some content ideas or graphics to share? Contact for a free consultation!

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