Social media is intertwined with business today in such a way that has revolutionized the real estate industry. Proper utilization of this modern tool leads to new successes and scalability like we have never seen before.

Real estate is built on networking and social media is the mass connector. It seems only natural that you should be getting good results from social media.

If you haven’t found the success that you’re hoping for from social media, take a look at these three points:

Everyone says that social media is good to have for your real estate business, but do you have a specific reason for having it?Click To Tweet


1. Goal-oriented machine

Everyone says that social media is good to have for your business, but do you have a specific reason for having it?

You should have goals attached to your social media so that it serves a greater purpose than just a testimony of your existence. There are a number of goals you can set, such as the following:


  • Drive traffic to your website
  • Increase number of buyers
  • Improve brand awareness


Prioritize your goals and decide what campaign you can build around one of them. It’s likely better to focus on one goal than stretching yourself in too many directions. A campaign to increase your number of buyers is going to look very different from a campaign to increase your number of sellers.


Don’t forget to decide what metrics are important for achieving and tracking your goals. Is seeing more social engagement on your posts important? Is more traffic to your website a key indicator? Figure out what success means for your social media campaign.


2. Call to action

A call to action (CTA) is perhaps one of the most important parts of any advertisement.

And yes, every time that you post on social media, you are advertising. In your social media posts, you should try calling out your followers to perform some action.

Usually, this would be something like asking them to call you, share the post, or comment with their opinions/experiences.

Again, this depends on your goal or purpose for social media.

If you want more buyers, you should invite them to call you or visit an open house.

If you want more website traffic, tell them to visit your website. Coordinating goals with CTAs will always improve social media marketing.


3. Content creation

There are so many different things that you can post. Experiment and try different forms of content.

There are easy tools to create great visuals out there;

If you find that some pieces perform better than others, take note and utilize those patterns. It doesn’t all have to be original content either.

Share quality information and notable articles from other sources. This is your chance to really let your brand and creativity show. Here are some ideas from the Lucidpress real estate marketing guide:


“What should agents be posting about? No one wants to scroll past a deluge of advertisements. Instead, talk about your clients and their successes. Talk about the local area you serve, including news and community events. Host live Q&A sessions with video tools like Facebook Live. Run contests and sweepstakes to boost engagement. If you follow the 80/20 rule, you can pepper in property listings without seeming spammy.”


If you’re unfamiliar with the 80/20 rule, try to make 80% of your posts about something interesting or entertaining for your followers and 20% promotional advertising. Just remember that even when you are not directly promoting your business, you are still promoting yourself anytime that you post. People will notice the quality and effort behind each post. Strengthen and make the most of your brand.


Client relationship builder

Perhaps you don’t always have stunning content to post. You should still keep up your momentum and find something noteworthy to share, no matter how small.

Your audience needs to hear from you so that you are on their minds when they or someone they know suddenly decides to buy or sell their home.

Your audience needs to hear from you so that you are on their minds when they or someone they know suddenly decides to buy or sell their home.Click To Tweet


By just putting yourself out there on social media, people can get to know and trust you. As we post content that shows our hard-working and caring personalities, we build rapport amongst potential and current clients.


Final thoughts

Social media is a force to be reckoned with, but a competitive landscape. You need to work hard to stand out.

Don’t be afraid to try new things and experiment. Risk can lead to great success and maybe even have the chance of going viral. My greatest advice for social media is to plan. Set goals, make a content calendar, do your research, and never settle. With goal-oriented plans, you’re on the road to victory.


Please comment below with any tips or success stories you have had with social media in real estate.


Christina Sanders