Is Your Home Getting the Royal Treatment on Real Estate Social Media?

At HomeLight, our vision is a world where every real estate transaction is simple, certain, and satisfying. Therefore, we promote strict editorial integrity in each of our posts.

The pace of marketing homes online has vastly accelerated over the past few years, so much so that 74% of real estate agents are active on different real estate social media channels and websites.

Josh Anderson, a top-selling Nashville real estate agent with 17 years of experience, who sells homes 52% faster than the average agent in his area, recommends a multi-tiered approach for agents on social media, using not just one platform but several.

“YouTube is the highest. And then I would probably go into Facebook. Instagram is more about branding and creating stories. I think the one that’s most underutilized as far as getting certain businesses is LinkedIn. And while it’s not a social media platform – but for reviews and things like that, Google My Business,” Anderson says.

Anderson, who is active on LinkedIn, Instagram, and Facebook, says utilizing all these platforms for different purposes is typically the best approach for agents. It requires tailoring content to the appropriate platform.

“It’s the long form, it’s YouTube for us, it’s Facebook, it’s Instagram, it’s LinkedIn, and then, it’s taking short-form videos like reels and photos and, and shorts on YouTube and repurposing a lot of that from a branding perspective,” he adds.

Find a top real estate agent near you

We analyze millions of home sales to find real estate agents that sell homes faster and for more money. It takes just two minutes to match you with your personalized recommendations.

How real estate social media marketing works

Your real estate agent’s social media strategy for your home sale is like a professional soccer match. The agent puts players on the field: your listing blurb, the photos, physical handouts, an email about the property, and Instagram/Facebook posts. Then, the agent comes up with plays: posting the listing on Facebook, blasting an email out to his contacts, sharing list photos on Instagram, etc.

How is your agent using social media?

Social media platforms like Instagram and Facebook attract different audiences, so your agent needs to customize their approach to each one.

Anderson notes that one of the biggest differences between platforms is their demographic reach.

“The younger crowd is just not going to use LinkedIn, and that’s a little bit of a generic statement, but for the most part, the under-35 crowd is not really super active on LinkedIn compared to them being a lot more active on Instagram or TikTok,” he says.

If your agent is effectively marketing your home for sale, for example, they will have a good understanding of what demographics are most likely going to be attracted to your property and can tailor their social media approach appropriately.

In a guide on best social media practices for real estate agents, social media management platform Hootsuite notes that targeting is extremely important and that it’s best not to waste time targeting an audience that won’t be interested.

For example, according to the National Association of Realtors, millennials (aged 37 and younger) make up the largest group of home buyers at 36%. The millennial generation is also the most active today on social media. 84% of people aged 18-29 use Facebook, and 81% of people aged 30-49 use social media.

Anderson stresses that, ultimately, the agent needs to decide what demographics will be the most important for the property and follow suit.

“We’ve done quite a bit of just over the years of more so on, on Facebook or sponsored ads or boosting, and it certainly gets you more likes and some engagement. As an agent, you have to decide who you want your demographic to be and speak to those people,” he says.

Vet the agent’s social media presence

While your agent needs to be active on social media, you want to verify that the agent is effectively marketing your property and maintaining a healthy social media presence around your home — one that might not prevent potential buyers from considering your home for purchase.

“There’s a lot of times when social media can be really great if you do it right, but it can also be a total detriment,” Anderson says.

Anderson notes that comment sections are worth watching, particularly if a listing or post goes viral and attracts the wrong crowd.

“There’s all kinds of different scenarios of where you could post something on social media, and one person gets a hold of it, and then the comments don’t go the way you thought they were going to,” he warns.

However, the flip side is that strong social media can lead to massive interest in your property if a listing suddenly attracts unexpected attention.

Anderson points to one transaction for a buyer trying to purchase a home before deploying overseas.

“We had a buyer client who was looking to purchase a home in middle Tennessee, and he had three days before returning to Afghanistan. We posted a story about how he was in the military and their kids. We really just did a lot of storytelling in the post with some pictures of the family and what he was looking for,” he says.

Anderson says the posting ended up getting shared over a hundred times, leading to the buyer getting an off-market property the day before he had to deploy. Anderson credits the sheer reach of social media with the success.

“That wouldn’t have happened no matter how many phone calls. The power of social media and the power of it getting shared did a lot for us,” he says.

In real estate, email can be social, too

Email marketing still has power, but in the crowded social media landscape, there are some best practices agents should follow if they want it to be successful. According to an article from Fit Small Business, there are several key tips to keep in mind if an email marketing push can be expected to thrive.

  • Use automated tools: Volume is important, and tools like Hubspot or Mailchimp can easily expand reach.
  • Keep a consistent schedule: Staying on a schedule can give potential customers something to look forward to and keep you fresh on their minds.
  • Keep campaigns relevant: Focus on what is trending and important in your area. Don’t waste time with fluff. Stick to data useful for potential clients.
  • Variation is important: Switch up your approach on occasion. It’s important to keep your emails fresh and exciting so potential clients don’t feel like you’re just sending spam.
  • Offer a “call to action”: A CTA or “call to action” is social media 101. It presents potential clients with a way of engaging with you. Consider a home value estimator, for example, that might catch the attention of people considering a sale of their property.
  • Be yourself: Keep in mind that being authentic is important. Email is as much a networking opportunity as a marketing one, and you want to present yourself as authentically as possible.

Educate the audience

While a real estate agent’s social media presence can be a great way to market your home, Anderson says that establishing a brand around educating potential buyers and sellers can go a long way towards building a better relationship with clients and growing the business.

Instead of aiming to go viral or looking for a comedic approach, Anderson suggests agents build a brand that teaches consumers about some of the seemingly more mysterious aspects to buying and selling a home.

“You can do funny stuff, and that’s fine, but I do think you have to educate the consumer on different things. Whether it’s part of the products that they don’t know about that could be actual real estate or it could be loan products,” he suggests.

Additionally, the ability to craft a story about a property or a situation can help potential clients relate better to a situation.

“It resonates with people because they can see themselves in that situation. I think it’s I think it’s a lot of storytelling and a lot of educating,” Anderson says.

Ultimately, Anderson says, informing customers about the market helps them feel like less they are being marketed to and helps form a stronger connection.

“I think the best realtors are teachers —- teaching people and educating them about the market is what people want. They don’t want to be seen as or made to feel like transaction,” he says.

Connect with a local agent today

Not every social media approach is created equal. You want an agent that will tailor their approach to best suit your needs as a home buyer or seller. HomeLight has your back,, offering innovative tools to enhance your home selling or buying experience.

Consider HomeLight’s Agent Match. We will put you in touch with a top-selling agent in your area. Agent Match will connect you with top-performing real estate agents in your area who are tailored to your needs.

For those seeking a quick, hassle-free sale, HomeLight’s SimpleSale presents an ideal solution, offering a direct path to cash buyers.

If you’re looking for a quick snapshot into what your home is worth, try our Home Value Estimator. This provides an accurate, up-to-date appraisal of your property’s worth.

Header Image Source: (Jamie Street/ Unsplash)