In today’s digital age, social media is an essential tool for REALTORS® looking to expand their business, connect with potential clients, and establish themselves as an industry leader. With the right strategy, agents can leverage social media to generate leads, increase engagement, and build long-term relationships. 

In fact, according to the National Association of REALTORS® (NAR) 2024 Technology Survey: 

• 70% of agents consider social media to be either very impactful or somewhat impactful in their business.
• 52% think social media is one of the top tech tools that have provided the highest number of quality leads.
• 87% percent of agents use Facebook in their real estate business, 62% use Instagram, 48% use LinkedIn, and 25% use YouTube.

With these statistics in mind, it's apparent that utilizing social media is no longer optional and has solidified its role as a crucial part of a successful business. Here are some strategies to leverage social media effectively to grow your brand, build your network, and generate more leads. 

A strong social media presence depends on high-quality, relatable, and relevant content. The key is understanding your audience and tailoring your social media strategy to those viewers. Who are you trying to reach? First-time homebuyers, investors, sellers, luxury buyers? Fully understanding your target audience helps you create content that resonates with them and encourages engagement.

Having diverse content also ensures your social media remains fresh and appealing. Consider a mix of posts like listing promotions, educational videos, behind-the-scenes content, client testimonials, and even some live Q&A videos. 

According to marketing experts, video content consistently outperforms static posts. Consider using platforms like Instagram Reels, Facebook Lives, and YouTube to share high-quality videos that can help attract viewers. A few ideas include: 

• Post home walkthroughs and virtual tours, giving potential buyers a fully immersive experience. Consider using narration or on-screen text to highlight key features of your properties.
  • As a reminder, under NAR's new rules, video tours are not permitted for individual potential buyers unless a buyer agreement has been signed. If your video tour is filmed for or requested by an individual consumer, you will need to be sure the consumer has signed a buyer agreement before you send them the video tour. 
• Provide short, informative videos about market trends, mortgage rates, investment opportunities, etc. to establish yourself as a knowledgeable resource.
• Feature testimonials to build trust with viewers and demonstrate your ability to connect with clients and deliver results.
• Share videos explaining the home buying or selling process, staging tips, financing options, etc. Providing educational insights is a great way to position you as an industry expert.
• For some fun, give followers a sneak peek into your daily life as a REALTOR®. From preparing for an open house, attending a networking event, volunteering at a community fundraiser, or celebrating a client’s closing day, these moments help viewers feel more connected to you. 

Keep in mind that social media is a two-way conversation. Instead of just posting content, be sure to interact with your followers to develop meaningful connections. Respond to comments and messages frequently, encourage discussions with open-ended questions, and go “live” regularly. Remember, increased engagement boosts your visibility, leading more people to discover your profile. 

Posting about local businesses and events shows that you're not only a REALTOR® but also an engaged and active member of the local community. Consider some of the following strategies: 

• Highlight restaurants, coffee shops, bookstores, home improvement stores, etc. This not only supports small businesses but also positions you as a neighborhood expert.
• Partner with local businesses to host social media giveaways, share posts from local businesses, and ask if they would do the same for you. 
• Share details about upcoming festivals, charity events, farmers' markets, sporting events, and other community activities to engage with your audience and demonstrate your involvement in the local area.

While organic posts are critical for building a long-term relationship with your audience, paid social media ads can give you a bit of a boost. Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options that allow you to reach specific demographics based on location, interests, behaviors, etc. This means you can tailor ads to attract the viewers and clients you're looking for.

And the wonderful thing about paid ads is that they offer measurable results. You can easily track how well your ads are performing, allowing you to adjust your strategy accordingly. 

Like anything in life, consistency is key. Posting regularly helps you create a sense of reliability that potential clients can trust. The more consistently you engage with your audience, the more likely they are to remember you when it’s time to buy or sell. Plus, frequent posting boosts your visibility in the algorithms, making it easier for people to find your content. 

On the topic of consistency, Realtor.com says “Keep your posts engaging, authentic, and frequent. Figure out when are the best times to post for your audience and take advantage of online tools that allow you to schedule posts ahead of time. That way you can plan your social media content in advance and not have to worry about individual posts each day.”

Incorporating some of these social media strategies into your real estate business can be a game-changer, helping you stand out in a crowded market. With a strategic and dynamic social media approach, you can watch your business grow and thrive in today’s digital age.