3 Ways to Create a Strong Social Media Strategy for Real Estate
Ready to Build Your Real Estate Social Media Strategy? Start Here.
In 2023 and beyond, real estate brokers and developers need to be at the forefront of digital marketing and social media trends to reach their target demographics—and fill buildings with tenants. Implementing a strong social media strategy is an extremely effective way to advertise a property’s features, build a client database within the community, and enable others to spread the word to their own social networks, creating trust and brand recognition.
Here are our three key tips on how to start using social media for commercial real estate:
1. identify the best-suited platform(s) for your brand
Between LinkedIn, Facebook, Twitter, Instagram, Pinterest, Snapchat, and now TikTok, there are so many platforms that commercial real estate developers and brokers can use to start sharing their message and growing their community. However, a common mistake is to try to create a strategy for every channel instead of a select few; this often results in falling flat across all of them.
The various platforms all have their own pros and cons and reach different audiences in different ways. Instead, pick two or three by establishing who you’re trying to reach, what you’re trying to show them, and where that demographic is showing up - and then execute a top-notch social media strategy across those specific channels.
For example, Facebook is a favourite for real estate professionals because of its enormous user base and its many built-in tools that let you publish and promote listing updates, communicate with customers quickly and even obtain quick reviews.
2. CREATE CONTENT THAT IS IN DEMAND WITH YOUR AUDIENCE
Other than showcasing the commercial properties you’re trying to promote (which should only account for about ⅓ of the content across channels), you need a strong content strategy that provides your community with something they want or need. This could be insider tips and tricks on choosing and buying a property, local information about the neighbourhoods where the properties are located, or general expertise on the market. There are various ways to find out the questions your community wants answers to, including social listening, hashtag research, and engaging with the community using social as a platform (aka - just ask!).
3. Use paid ads to boost content
Social media makes it easy to target your ideal demographic, with the help of a few paid advertising tools. By using paid ads as part of your social media strategy, you can reach not only your own community (who otherwise wouldn’t see your posts due to organic algorithms) but also cast a wider net to people who aren’t necessarily following you but may still be interested in the content you’re producing.
As a commercial real estate developer, this means targeting specific age and income demographics, those who live in certain areas, or even those who have shown intent to move or buy. The most effective way to leverage paid social is to first put out various types of high-quality content. Then, find out which of these content pieces resonate the most with your audience (which do people engage with/share/like/comment on the most?), and create a paid campaign using your most popular content.
For those who aren’t social media experts, navigating the world of the various platforms, ever-changing algorithms, and an overload of content and information can be overwhelming. Social T’s team of experts is here to help you create and implement a clear social media strategy so you can stay at the forefront of your audience’s mind.