As a real estate professional, you know that your network is your lifeline.
It's the key to unlocking new opportunities, generating leads, and ultimately, closing deals.
But in today's digital age, networking isn't just about shaking hands and exchanging business cards.
It's about leveraging the power of social media to amplify your brand, showcase your expertise, and connect with potential clients on a deeper level.
But with so many options available, how do you choose the right networks to focus on?
And once you're there, how do you maximize your impact and generate real results?
In this comprehensive guide, we'll dive deep into the world of real estate social media.
We'll explore the unique features and benefits of the top networks, share proven strategies for optimizing your presence, and provide actionable tips for converting your social connections into closed deals.
Whether you're a seasoned agent looking to take your business to the next level or a new agent just starting out, this guide will give you the tools and insights you need to dominate the digital landscape in 2024 and beyond.
Top Takeaway:
Real estate social networks like ActiveRain and RESAAS provide valuable networking opportunities, industry insights, and collaboration among real estate professionals. Joining these platforms can help expand your professional connections and knowledge in the field.
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Chapter 1: What Are Real Estate Social Networks?
You're looking to expand your reach and connect with potential clients—who isn't?
But where do you turn? Well, if you're not on any social network for real estate these days, you're looking at the wrong place.
For realtors, these social networks are like a one-stop-shop for all your networking needs.
They provide a centralized hub to socialize, share knowledge, and collaborate with other professionals in the field.
Whether you're in residential or commercial real estate, these networks have got you covered.
Each platform offers features and communities catering to various specialties. From property management and investing to mortgages and development, there's a niche for everyone.
Now, let's break down the key elements that make these real estate social media sites so valuable.
User Profiles
Think of your profile as your digital business card.
Agents and agencies can create detailed profiles showcasing their experience, areas of expertise, current listings, and more.
It's your chance to put your best foot forward and show potential clients and referral partners what makes you stand out from the crowd.
Property Listings
Got a hot new property on the market?
These platforms let you post your listings directly, giving them a boost in visibility beyond the traditional channels.
With features like detailed descriptions, photo galleries, and virtual tours, you can make your properties shine like a diamond in the rough!
Dedicated Pages
Brokerages and teams can create their own branded pages to centralize their presence. It's like having a mini-website within the platform!
Agency pages can display information about the company, agent roster, featured listings, blog content, and testimonials. It's a great way to build trust and credibility with potential clients.
Community Forums
Picture a giant virtual meetup where you can rub elbows with other real estate pros.
These networks host a variety of groups and forums segmented by location, niche, and specialty.
You can ask questions, seek advice, share insights, and establish yourself as a thought leader.
Networking Events
Who says networking has to be boring?
Many platforms promote both online and in-person events to facilitate face-to-face connections.
From conferences and seminars to workshops and local meetups, there's no shortage of opportunities to expand your referral network.
Plus, you might just make some new friends along the way!
Content Feeds
Stay up-to-date with the latest industry news and trends through curated content feeds.
Agents and brokers can also publish their own articles showcasing their expertise while driving traffic back to their website.
Reviews & Recommendations
In the world of real estate, social proof is king.
These platforms often include review and testimonial capabilities so you can showcase your satisfied clients.
You can also write recommendations for colleagues you've worked with, spreading the love and building your own credibility in the process.
By understanding the core components of real estate social networks, you can better assess which channels align with your business goals and target audience. Now, let's take a closer look at some of the leading platforms making waves in 2024. Get ready to dive in and make a splash in the world of real estate social networking!
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Chapter 2: Navigating the Landscape of Real Estate Social Networks
Before you go riding off into the sunset, it's crucial to understand the lay of the land.
Sure, you could wrangle some leads on general networks like Facebook and Instagram. They're great for building brand awareness and engaging with your local community.
But if you really want to strike gold, you've got to hit up the specialized real estate networks. They're like the VIP section of the social media party!
Let's take a look at some of the top contenders vying for your attention.
BiggerPockets
If you're looking to lasso the lucrative investor market, BiggerPockets is your huckleberry.
With over 2 million members, it's one of the largest and most active real estate investing communities online.
By engaging in discussions, sharing your expertise, and networking with active investors, you can position yourself as the go-to resource.
It's like being the wise old cowboy that everyone turns to for advice. And who knows, you might just rustle up some high-quality leads in the process!
Key Features
Active forums with 1M+ threads on all aspects of real estate investing
Podcasts that cover everything from flipping to property management
Member profiles to showcase your experience and listings (like a virtual resume)
Marketplace to find off-market deals and investment properties (the secret treasure map)
FilePlace to share documents, contracts, and other resources (your trusty saddlebag)
Meetups and events to connect with investors in your market (the ol' fashioned face-to-face)
How to maximize your impact:
Share in-depth market analyses and case studies to demonstrate your expertise
Respond to forum questions and participate in discussions to build authority
Collaborate with other investors and thought leaders on content like podcasts and blogs
Use your profile to highlight past investor deals and showcase testimonials
Attend BiggerPockets events and meetups to network face-to-face
ActiveRain
If content is king, then ActiveRain is the royal palace. This platform is all about showcasing your local expertise through blog posts.
With a focus on hyper-local blogging, ActiveRain helps you generate geo-targeted leads.
Plus, with features like listing syndication, custom websites, and a robust referral network, it's a one-stop-shop for all your real estate needs.
Key Features
Platform for publishing real estate blogs to demonstrate local knowledge
Directory of agents and brokerages searchable by specialty and location
Listing search and syndication to showcase your properties
Groups and Q&A forums to connect with other professionals
Customizable agent websites with IDX integration
Referral network to send and receive lead opportunities
How to maximize your impact:
Publish in-depth neighborhood guides and community spotlights (be the local expert)
Use local keywords and tags to optimize your posts for search engines (so Google knows you're the real deal)
Engage in groups and discussions related to your market and niche
Collaborate with lenders and other service providers to expand your referral network
Promote your ActiveRain content on other social channels to drive traffic
RealScout
RealScout is like the superhero of real estate social networks.
By day, it's a mild-mannered software platform.
But by night, it transforms into a powerhouse of agent tools and networking opportunities.
With access to MLS data from over 125 markets, RealScout arms you with the information you need to be the knight in shining armor for your clients.
And with agent-only Facebook-style groups and forums, you can connect with other top agents and save the day together!
Key Features
Access to real-time MLS data feeds from major markets
Agent profiles with past sales, reviews, and listings
Branded listing alerts and home search for your buyers
Collaborative Search tool to guide clients and capture their preferences
Network of "RealScout Markets" groups to connect with top agents
Listing presentation and comparative market analysis (CMA) tools
How to maximize your impact:
Create saved searches and listing alerts to stay top-of-mind with buyers
Use the Collaborative Search tool to better understand client wants/needs (like a couples therapist, but for house hunting)
Optimize your profile with compelling copy and visual assets
Join Markets groups to gain referrals and market/industry insights
Share your expertise via listings presentations and CMAs
RESAAS
Last but not least, we have RESAAS - the global real estate social network that's won more awards than a Grammy-winning artist.
With a mobile-first approach, RESAAS is like having a personal assistant in your pocket, ready to help you grow your business.
From communication tools and referral features to marketing solutions and a rewards program, RESAAS has more bells and whistles than a carnival.
And with a network of verified real estate professionals from around the world, you can connect and collaborate with the best of the best.
Key Features
Global network of verified real estate professionals to connect and collaborate with
Centralized dashboard to track and manage all your leads, listings, and referrals
Instant notifications for new leads and incoming referral opportunities
Rewards program that allows you to earn points for actions taken on the platform (because who doesn't love a good incentive?)
Agent profiles with rankings, recommendations, and RESAAS scores
Open marketplaces like "Buyer Needs" and "Seller Needs" to post/claim client opportunities
How to maximize your impact:
Optimize your profile to highlight your experience, awards, specialty markets, etc.
Participate actively in the RESAAS Marketplace to capture new leads and referrals
Use the mobile app to post real-time market updates, open house alerts, and new listings
Send RESAAS messages directly to agents and brokerages for networking/referrals
Earn the "Certified Resaas Agent" designation to boost credibility and referral potential
Use the RealTimeMLS feature to auto-post your listings to the network
Other Networks to Note
Beyond the big four above, there are several other social networks that can play a valuable role in your overall strategy:
| Platform | Key Benefits | Ideal Use Cases |
|---|---|---|
| Extensive user base, targeted ads, community engagement | Connecting with local buyers, promoting listings, hosting virtual open houses | |
| Visual content focus, high engagement, influencer collaborations | Showcasing properties through captivating images and videos, sharing behind-the-scenes content | |
| Professional networking, B2B opportunities, industry insights | Building relationships with other real estate professionals, sharing market analyses | |
| Real-time updates, trending topics, customer engagement | Sharing news, engaging in industry conversations, quick property teasers | |
| TikTok | Short-form video content, younger demographic reach, viral potential | Creative property showcases, real estate tips, neighborhood tours |
| Visual inspiration, long-term content lifespan, SEO benefits | Creating boards for different property types, sharing home decor ideas | |
| YouTube | Video hosting, second-largest search engine, in-depth content | Virtual property tours, neighborhood guides, educational real estate content |
| Nextdoor | Hyper-local focus, community engagement, neighborhood expertise | Connecting with specific communities, sharing local market insights |
| Zillow | Property listing platform, agent reviews, lead generation | Showcasing listings, gathering client testimonials, connecting with active buyers |
| Direct messaging, international reach, personalized communication | One-on-one client communication, creating group chats for property updates | |
| Threads | Text-based conversations, Instagram integration, community building | Engaging in real estate discussions, connecting with Instagram followers |
💡 Pro Tip: Remember your goal on any social network is to drive visitors back to your website where you can convert them into leads and clients. Include strong calls-to-action and links back to relevant landing pages and blog posts throughout your social media content.
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Chapter 3: Maximizing Your Impact and Generating Results
Building a presence on real estate social networks is just the first step; to see real ROI, you need a strategy for consistently driving visibility, engagement, and conversions.
Here are proven tactics top producers use to generate results from social media:
Crafting an Engaging and User-Centric Profile
Your social media profile serves as your digital storefront, often providing the initial touchpoint for potential clients with your brand.
Creating a profile that both informs and captivates users is essential, establishing you as the premier expert in your field.
Start with selecting top-notch, professional images that reflect your personality and brand essence. Use a clear, approachable headshot for your profile picture, and consider featuring an impressive property or area of specialization, such as high-end residences, in your cover photo.
Develop a compelling bio that concisely conveys your expertise and unique selling points. Are you the highest-performing agent in your area? Have you consistently marketed and sold properties swiftly? Emphasize these accomplishments using precise, straightforward language.
Enhance your credibility by prominently displaying positive testimonials from previous clients on your profile. This social validation can significantly impact trust-building with prospective customers.
Incorporate clear calls-to-action and contact details, facilitating easy communication for interested leads. Consider using branded contact buttons or links directing to your website's contact page.
Make the most of platform-specific profile features to maximize engagement. Facebook offers cover video options, while Instagram provides space for a clickable link in your bio. Use these tools to craft a more dynamic, interactive profile that encourages users to explore your services further.
Optimizing your profile across social networks with a user-focused approach positions you to attract and convert more leads in your target market.
Your profile forms the basis of your social media presence, so dedicate time to make it truly outstanding!
Post Original Content Consistently
To stay top-of-mind and keep your audience engaged, you need to post original, valuable content on a consistent basis.
Create a monthly content calendar and aim to publish new posts at least 2-3 times per week on each active network.
Mix up your content formats using a blend of:
Blog posts on local market trends and insights
Infographics with stats and data visualizations
Video tours and walkthroughs of listings
Client stories and video testimonials
Live Q&As and webinars on home buying/selling tips
Polls and quizzes to boost engagement
Curated article roundups on industry news
💡 Pro Tip: Use a social media scheduling tool like Hootsuite or Sprout Social to plan out posts in advance and save time. You can create a month's worth of content in one sitting, then let the tool auto-publish according to your calendar.Be Responsive and Engaging
You know what they say - social media is a two-way street.
To build trust and credibility with your audience, you need to be responsive and engaging in your interactions.
Set aside some time each day to respond to comments and messages promptly. Don't forget to like, comment on, and share other people's content.
It's also a good idea to participate in relevant group discussions, answer questions, and provide value in forums. Sending personalized connection requests and messages can go a long way too.
Join the Conversation in Local Communities
To attract local buyers and sellers, you need to become a highly visible and trusted member of your community both online and off.
Get involved in local conversations by:
Searching for and joining Facebook Groups focused on your city/neighborhood
Participating in discussions on Nextdoor and responding to real-estate-related questions
Attending or hosting meetups for local buyers, sellers, and homeowners
Partnering with local businesses and community organizations on events and initiatives
Sharing your local market perspectives on sites like Patch and Yahoo Local
Build Strategic Alliances with Industry Players
While other real estate agents in your market may be competitors, you can team up with allied businesses like mortgage lenders, title companies, contractors, and moving companies.
They can serve as valuable promotional partners. Here's how you can build strategic alliances:
Feature partners in your social media content, like interviews, webinars, or quote roundups.
Co-create guides and resources with them, for example, a Home Seller Checklist with a moving company.
Source partners' client stories and case studies to promote.
Partner on events like first-time homebuyer seminars and continuing education classes.
And don't forget to cross-promote each other's content to your respective networks.
Invest in Targeted Advertising
Organic social media efforts can generate powerful results over time, but investing in paid social advertising will help you reach your target audience faster and with more precision.
Some options to consider:
Facebook lead ads to generate buyer/seller leads in your target zip codes.
Instagram sponsored posts to increase brand visibility with scrollers.
LinkedIn message ads to reach contacts who can provide high-quality referrals.
And Google local services ads (LSAs) to attract buyers/sellers actively searching online.
Remember, social media is all about building relationships and providing value. By being responsive, engaging, and strategic, you'll be well on your way to social media success in the real estate world.
Analytics: Measure, Learn, and Optimize
You can't improve what you don't measure.
Most social networks offer free analytics that provide insights into your top-performing content, audience demographics, and conversion metrics.
Use this data to identify which types of content generate the most engagement, then double-down on what's working.
For example, if you find that video tours of your new listings get shared 3X more than photo galleries, invest in more video marketing.
Top KPIs to track include:
Post reach (how many people are seeing your content)
Post engagement (likes, comments, shares, saves)
Follower growth over time
Click-through rates to your website or landing pages
Lead form completions and conversion rates
Top traffic sources (which social networks drive the most website visits)
Conclusion and Next Steps
Real estate social media marketing isn't a "one and done" activity; it's an ongoing strategy that requires consistent effort and refinement.
But when done right, it can be an incredibly powerful way to amplify your brand, generate leads, and grow your business.
As you build out your presence on the networks and implementing the tactics above, remember to focus on providing genuine value to your audience.
Share in-depth local market insights, respond to questions thoughtfully, and position yourself as a trusted advisor rather than just another agent chasing a deal.
Finally, don't try to be everywhere at once.
It's better to build a strong presence on 1-2 networks that are the best fit for your market and niche than to spread yourself thin across every shiny new platform.Concentrate your efforts where your target clients are most active, deliver a world-class experience, and continually measure and optimize your approach.
By following this playbook and committing to serving your network, you'll be well on your way to becoming the social media megaphone for your market.
You'll attract more organic leads, earn more referrals, and ultimately, close more deals.
Here's to your digital marketing success!
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About the Author
Aaron “Kiwi” Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and an innovative technologist and serial entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies at the intersection of technology and real estate. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes. Connect with me