Social Media Marketing for Realtors: How to Build an Engaged Online Community
Olivia Anderson, founder of Brand Soigne.
Being successful as a woman in real estate is an amazing feat that is totally possible for you. As a realtor, you know relationships are everything. The real estate business is about more than just buying and selling properties; it’s about connecting with people, understanding their needs, and being someone they can trust to help them make some of the biggest decisions of their lives. Social media gives you the perfect platform to build those connections conveniently and cost-effectively. You don’t need to be a social media expert to create an engaged online community. It’s all about showing up authentically and engaging with your audience in a meaningful way. Here’s how you can make that happen:
Find Your Audience
Who do you really want to serve? Are you passionate about helping first-time homebuyers? Maybe you specialize in luxury properties or investment real estate. Once you identify your niche, you can start creating content that speaks directly to those clients’ needs. Your content should be tailored to the pain points and desires of your ideal client. When they see your posts, they should feel like you’re speaking directly to them. That’s how you create a loyal community that sees you as the go-to in your niche.
Create Valuable, Engaging Content
Now that you know who you’re talking to, you need to know what to say. Don’t overcomplicate it—your daily life as a realtor is full of content opportunities.
Behind-the-Scenes: Show parts of your day-to-day life. Maybe it’s a quick video of you preparing for a showing or discussing market trends. Don’t be afraid to share the enjoyable and even the challenging moments that happen behind the scenes. It makes you relatable.
Educational Posts: Share what you know! Answer common real estate questions, offer tips for buyers and sellers, and give advice on market conditions. Give us insight on what you’ve learned through your own experiences. When you provide value, people will come back for more.
Lifestyle and Community Posts: Remember, you’re not just selling properties—you’re selling a lifestyle. Highlight local businesses, share community events, and give neighborhood spotlights. Show potential clients what it’s like to live or work in the areas you serve. This not only helps them get to know you but also the community they might be moving into.
If you need help brainstorming ideas, use this social media content bundle for realtors that includes 100 content ideas to post on Instagram (static, carousel, reel, and story posts). It also includes 10+ editable Canva templates for you to create your content and post in just a few minutes.
Use Stories to Engage Your Audience
Instagram Stories are powerful tools for building relationships with your audience. But beyond just posting content, you can make your stories interactive to really connect with your community. One of the easiest ways to do this is by using Instagram’s built-in interactive features, like polls, Q&As, and quizzes. These tools not only boost engagement but also help you get to know your audience better while showcasing your expertise in a fun and relatable way. Take it a step further and send your respondents a brief message that encourages them to expound on their responses.
Polls are a quick and easy way to gather insights from your followers. You can ask simple questions like “What’s your dream home? A cozy cottage or a modern loft?” or “Are you thinking of buying or selling this year?” These polls not only engage your audience but also give you valuable information about what they’re looking for in a home or a realtor.
Q&As are perfect for offering value and positioning yourself as the go-to expert. Host a Q&A session where you encourage your audience to ask real estate-related questions. You can answer questions like “What’s the first step in buying a home?” or “How can I get my house ready for the market?” Your knowledge will shine through, and your audience will appreciate the personalized advice.
Quizzes allow you to add a competitive element to your social media content and allow you to show off your expertise. Create a quiz to see what your audience knows and take time to explain the correct answers in your content. This can also add a bit of entertainment to your content, making it more memorable.
Building Relationships in the DMs and Comments
Engagement doesn’t stop at posting. It’s important to connect with your audience in the comments and DMs too. Here, you can really be personable and approachable. You can learn insights about your audience that you wouldn’t know otherwise. When someone takes the time to comment on your post or send you a message, reply thoughtfully. Whether it’s answering a question or just having a casual conversation, these interactions build trust and show that you care about more than just making a sale. DMs can be a great space to nurture leads without the pressure of a formal consultation. Offer advice, answer specific questions, and guide them toward the next step in your client journey.
INTERESTED IN A CUSTOM SOCIAL MEDIA STRATEGY FOR YOUR REAL ESTATE BRAND?
Brand Soigne offers branding and social media marketing services for ambitious female entrepreneurs like yourself. Book a FREE consultation to chat about your goals and discover how Brand Soigne can help you become the CEO of your dreams.
