How To – Real Estate & Social Media

As a real estate broker or real estate agency, you probably already acknowledge that social media is more than essential in regards to your marketing. Indeed, social media contribute to increase your visibility and your notoriety, in addition to helping you promote your activities : but which ones should you use and how to make them work for you so that they eventually become your communication go-to tools ?

Every social media possesses its specificities and its own way to work : make sure to adapt the content and the format with the ones you choose to use.

On LinkedIn, we suggest that you post text-based content, such as blog articles on various real estate matters : real estate news & statistics, general information on the real estate process of a transaction, but also stories about neighborhoods; in short, don’t hesitate to diversify your content. If the text is from you, you should integrate it to your website first, and then re-post the link in order for your own platform to gain more traffic. Moreover, LinkedIn allows you to expand your network by adding your business partners : inspectors, mortgage brokers, evaluators, and more. Plus, don’t hesitate to post your real estate achievements ! It will create interactions with your network.

For Facebook, you can take the same posts from LinkedIn on your professional page, and also add other ones that are relevant to this platform : you can create surveys or contests in order to create even more interaction with those who follow you ! And on Facebook, you also have the option to create ads and even boost some of your posts : a very complete platform that offers a range of options, especially via the ‘’Business Suite’’. You can even create events, for example for virtual showings, or to give some webinars yourself to demystify real estate technical aspects for your clients.

In addition, if you use Messenger, you can receive new leads : answer to their questions the same way you would with a walk-in client passing by your office ! It’s also at that moment that you would pre-qualify these new potential new clients.

With Instagram, the better is to create more ‘’personal’’ posts, whether it be publications or stories around your real estate daily activities : it can be your property showings with your clients, a new listing that is launched on the market (putting up the sign for example), or even the building inspection; well in short, document the more possible all the steps of the transaction until the notary, if you can ! It will bring your followers closer by inviting them in your day-to-day routine. Instagram is obviously very visual, so share your best pictures, whether it be properties, neighborhoods, even yourself and your team members if you want !

You can also use YouTube : as you know, video is taking more and more importance as a communication tool (read our article on this matter here : https://publimax.ca/en/blog/why-is-video-important-on-social-media--391), so it would be a nice option for you to create short capsules on various matters in order to give quick and simple information to your followers. Share the video afterwards on your different social media platforms.

More social media platforms exist (SnapChat, TikTok, Twitter, etc...) : you don’t have to use them all of course, choose the ones you are more comfortable with.

The best is to publish when you followers are online : on Facebook, check your page’s data, especially Facebook Analytics, so you can target the more performing time slots.

Dose your posts’ frequency : post enough (once a day, sharing on other relevant platforms), but not too much. You want to let your followers know that you exist and that you’re active, but not annoy them with too much information, too often.

Timing is also adapting your publications with the seasons ! In summer, prioritize outdoor spaces, pools, how to arrange terraces, balconies and gardens, etc... and for the winter, contents around fireplaces, how to maintain a house during winter, or also tips on how to make your home cosy.

Also, don’t forget to emphasis important dates : Quebec and Canada day, Christmas and New Year’s Eve, Easter, etc... But also key-dates for you and your network (dates linked to a specific community, birthdays, movings, signing the deed of sale with your clients, and more).

Your posts have to be representative of your branding and your personality, even if someone else is in charge of posting your content on social media for you : real estate is a way of working with specific values that are yours and only yours ! So be yourself, that is the best advice we can give you.

About your photos and videos : make sure to deliver quality ! Indeed, it’s very important that your visuals are up to your audience’s expectations. It will allow you to stand out from your competitors as well as show you professionalism.

Pay attention to your keywords : choose the ones which create more engagement ! If you need, do some tests first, and then adjust afterwards, depending on the audience’s response.

As you saw, to ensure your presence on social media is a must ! And with time, you will learn to interpret better and better your audience and clientele’s reactions in order to refine even more your strategy and your contents. 

Discover also our tool SocialIMMO, a technologic solution conceived by IMMO SQUARE in order to automate your creation and publication process, especially creating videos directly from your news listings. Tools such as SocialIMMO also allow you to create and post a new video every time you change the price, with professional ready-to-use templates that you can customize to your taste. Thanks to SocialIMMO, you will take advantage of your real estate activity to generate professional and relevant content of your social media.