Post, Tweet, Share: Leveraging Social Media to Enhance Your Business

Social media experts in the real estate industry share how they tailor their platforms to engage buyers and sellers.

For better or for worse, social media is everywhere. It impacts our professional lives as much as it does our personal lives, and businesses that recognize and utilize that intersection are the ones leading the pack.

In real estate specifically, this notion plays a critical role in the success of a business because the home buying and selling process is just about as personal as it gets for people. ESTATENVY caught up with two real estate professionals who shared insights on how they are using social media to expand their reach and drive results for their clients.

“The reality of the world we live in today is that social media is a part of almost everyone’s day-to-day lives,” said real estate agent Sarah Leonard. “The same way that you get into the office and check your email, most people wake up and check their social media. While apps like Zillow and Homesnap are wonderful for home buyers to browse, they are always searching through their social media platforms like Facebook or Instagram to find pictures or links to properties that may be a good fit.”

Real estate broker Nikki Singh pointed out that social media’s inherently informal nature gives potential buyers a passive means of connecting with an agent or property they may be interested in.

“I find that putting a listing up on Facebook, Instagram or my personal blog has more of an effect on active buyers,” Singh said. “When you showcase that listing through your personal videos that are not fully marketed, you are giving the client an opportunity to connect with you without feeling obligated to respond to an email.”

“The power of word-of-mouth through social media has such a broad outreach,” Leonard said. “We have literally thousands of clients, friends, family members and coworkers who receive our updates and posts. If even one-third of those people share the information we are putting out there, the exposure we give our clients is endless.”

The concentrical reach social media is capable of creating and expanding pays big dividends in real estate when used correctly. Here are a few tips on how to best harness it for your business.

Mix the personal and the professional…

“Aside from posting real estate-specific content, we stay in touch with our clients on a personal level through social media,” Leonard said. “After a home is sold, it is important for us to keep in touch with our clients, and social media makes that much easier. We also share lighter information with our followers, such as articles about remodeling, local events, interest rates, schools and other topics relating to the community.”

Singh said the majority of her clients tend to initially engage her in conversations unrelated to real estate, which allows them to become more comfortable before inquiring about and seeking her opinion on real estate matters.

“Combining my personal social media and my real estate career has really taken my business to another level,” Singh said. ”In my earlier days of selling real estate, I was all business, and I tried to maintain a level of professionalism that I thought was benefiting my career. However, as I gained more experience, it became evident that building relationships with people on a personal level first followed by a professional connection was key to success in this business.”

...but don’t overshare.

“You really must be careful how personal you get on social media as you don’t know who will be your next potential client,” Singh advised. “The main challenge is understanding that there is always a boundary; keeping that boundary healthy can be difficult for newly licensed realtors. Over time, you get to know what you feel the most comfortable posting while also understanding your audience better and learning what they will engage with more.”

Carve out a budget for social media advertising

“A huge benefit social media offers is the ability to run ads to attract certain clientele through advertising,” Leonard said. “We use social media platforms as an opportunity to gain exposure for our listings. You can get very specific as to who you want to target with your ads, which is much different than other real estate-based websites. We use sites like Pinterest, Twitter, Houzz, Instagram, and Facebook to run ads and share information on our upcoming properties for sale. Sharing listings, open houses and broker tour information helps build interest and increase turnout.”