Whether you are a leading enterprise or small business, whether you deal in travel or automotive industry, you need a social media presence. And real estate is not an exception.
Especially, if you are planning to be successful in a competitive niche like property management, you will need to stand out. You can do that by engaging with your clients. And the best way to do that is through social media.
According to a research from the National Association of Realtors, social has become crucial to winning clients and closing deals across the industry. Here are some stats:
- Social media is the best source for generating high quality leads – 47%
- 77% of realtors actively use social media for real estate in some way
- 99% of millennials start their home search online
In short, if you are a property management agency, you definitely need to use social media platforms. You need to have a well-planned social media strategy to reach desired results. It’s also important to understand that any social media strategy can be successful only if it’s combined with different digital marketing channels.
But which social media works best for property management companies?
As each platform requires an investment of time and money, you need a strategic plan to choose the right channels and escape any kind of waste.
Based on the mentioned study, the most used social media platforms by property management agencies are Facebook (97%), LinkedIn (59%), Instagram (39%) and Twitter (33%).
Facebook for Property Management Companies
With 1.62 billion daily active users, Facebook is the definite leader among social networks for property management companies.
This is mainly because Facebook’s user demographics represent the target audience for any property management business age and income level (mostly in the US).
In addition, Facebook business features perfectly suit real estate agencies, making Facebook the most comfortable way to engage with your local clients and other businesses. For instance, you can post listing-related updates and content, book appointments, communicate with customers and manage reviews, etc.
Some Facebook posts ideas:
- Real estate tips related to buying and selling property.
- Posts about local businesses and events happening in the community.
- Holding giveaways or contests to help build awareness and drive engagement.
- Real estate stories and testimonials from previous buyers or sellers and their experience.
- Use polls and quizzes to learn about your target audience.
- Engage with the audience with different contests (offering something for free).
- High quality attractive photos and graphics of new properties on the market (Use tools like Snappa).
Facebook ads allow you to directly target demographics and users who have shown specific interest in buying property in your locations. In other words, Facebook ads allow your business to be shown in front of your ideal target audience.
As Facebook has access to a tremendous amount of valuable data because of the massive quantity of users using the platform to express everything from opinions to preferences, it makes Facebook ads very cost-effective, if done right.
You can target your ad to an audience in a very specific area with particular interests. Apart from that, you can target an audience based on their spending habits, their household income, and much more.
For instance, you can set a target: Interests > Additional interests – I’m Getting Married, Just Married, set Household income size, choose a specific city.
Facebook also offers carousel ads, multi-image ads which are a great option for real estate agents trying to promote listings and open houses. Carousel ads allow you to show both the exterior and interior of a home, which both captures attention and gives the potential buyer a fuller picture of the different benefits of the house.
Learn more about Facebook ads targeting here.
LinkedIn for B2B Property Management Companies
LinkedIn is a quite useful tool for property management companies. It’s an ideal social network for estate agents, whether you sell domestic or commercial property. Here, you can not only find people who are searching for a house, but business owners or new business starters who might be looking for the right property for their business.
Indeed, when it comes to generating leads, LinkedIn is a perfect choice. According to Hubspot, LinkedIn is 277% more effective for generating leads than Facebook and Twitter, as unlike other platforms, LinkedIn is designed for businesses. You can use your LinkedIn company page by filling out your page to provide lots of useful information and build your reputation, also by posting content that attracts buyers and sellers.
You can also use LinkedIn as a real estate agent by opening a LinkedIn profile. It can serve as a digital resume for you. Here, lots of people can search for realtors and come up with your personal page, consequently to your business page. Moreover, you can use the advanced search feature to find locals and connect with them.
Instagram for Luxury Property Management Companies (but works for any company as well)
Property management is a visual business and Instagram is the absolute leader when it comes to visual content. Professionally taken high quality photos of properties will not leave anyone uninspired.
Specifically, for luxury real estate businesses, this platform is irreplaceable, becoming prior to other social media platforms.
In addition, Instagram features like Stories provide property management companies the option to share quick and personalized property daily updates.
Important note: Using hashtags on Instagram is crucial. With the usage of hashtags, Instagram is on the first place, and the reason is obvious, as anything you search here, you do it with hashtags. However, do not exaggerate with their number, as Instagram only allows a maximum of 30 hashtags per post or comment.
Let’s have a look at some real estate hashtags. Test different hashtags and use the ones that work for your company.
Real Estate Hashtags: #realestate #homesale #realtor #broker #forsale #homelisting #newhome #househunting #properties #homesforsale #property #mortgage #openhouse #homeinspection #homesweethome #renovated #homeevaluation #propertyforsale #commercialrealestate #realestatebroker #realestateagent #listingagent #homebuyers #realestateinvestment #businessbrokerage #commercialboardofrealtors #realtoroffice
Customized Real Estate Hashtags: #[Target Neighbourhood] #[Real Estate Team Name] #[Real Estate Agency Name] #[Target City]homes #[Target City]property
Twitter for Property Management Companies
Twitter is probably the most direct social media platform. Here, you can directly interact with your clients. Pay attention to the fact that on Twitter images play the main role. Tweets with images bring in up to 18% more clicks, 89% more favorites, and 150% more retweets.
In addition, do not forget about hashtags, as most of the time, on Twitter people find what they need with hashtags.
To learn more about Twitter hashtags, check this guide.
You can use Twitter by:
- Share their experience with your business on your account.
- Organize Q&As to find out the property needs of your customers (In other words, use Twitter as a research tool).
- Participate in different trending discussions and attract more people.
- Interact, interact and again interact. Twitter is the platform where you should talk to your clients, listen to them, find out the issues they have in searching property. And, try to provide solutions to those issues.
Your tweets should consist of:
- 40% – personal interaction, comments, networking.
- 20% – tweets linking to your website or blog content.
- 20% – tweets linking to other people’s content.
- Another 20% of tweets: share your own marketing material (useful real estate info, etc…).
Bonus: Expand Your Property Management Audience with Pinterest
For many people it can sound surprisingly to use Pinterest, as there other social media platforms with much more users out there. But Pinterest is far from being just a social media platform. It’s actually a search engine, like Google but with better images and that’s a heaven for realtors.
Pinterest has its secret benefits, especially for real estate companies. The first and most important reason is that Pinterest users are buyers.
Let’s have a look at some more essential stats and reasons to use Pinterest for your property management business:
- In the last 6 months 93% of its users shopped online.
- Pinterest users are 10% more likely to purchase online than users from other social platforms.
- 79.5% of Pinterest users are female and as stats show, 95% of women are key decision-makers while buying or renting a house.
- Pinterest is an image-focused platform and using it as a property management channel will put you in front of the right audience.
Things to do on Pinterest
Add keywords to your brand name: Add 1 or 2 keywords after your name on Pinterest to make your profile more searchable. Keep in mind that Pinterest is a search engine. Keywords can be related to your location, real estate niche, what your business is best known for, etc.
Build your bio: A brief bio saying how you help people and contact info are essential. For example: “We help property buyers find their dream property and homeowners sell for more. Thinking of buying or selling? Call or text us anytime! [111 111 111]”.
Create Pinterest boards about your property management niche: Pinterest boards are like blogs, with one difference: here the content is visual. Categorize the boards depending on what kind of property you offer and where. The photos should be something that your ideal client would be interested in and searching for, so you can attract your ideal client to your Pinterest account.
Categorize your Pinterest Boards by keywords and name them, for example “Houses to consider in Miami”.
Important note: Don’t upload old photos. You’re running a business, and you should create beautiful images that are 735 x 1102. Tools such as Canva can help you here.
The best part is that most of the Real Estate agents and companies do not use this platform much, which can become your winning point in this niche.
Some extra Tips
Photos as a tool to get brand awareness and clients: With stunning, high-resolution property photos you can attract an immense amount of users who will only get familiar with your company, some of which will become your clients.
Success stories and satisfied client testimonials: You can highlight your property management company’s success with satisfied clients’ stories by sharing them
Virtual tours through houses: Professional 360-degree virtual tours are a great way of showing properties on your social media accounts. These tours can be essential in lead generation, as they can attract tons of users
Property different tips and renovation ideas: This type of content not only keeps followers engaged, but also highlights your know-how, increasing your brand awareness and trust toward it. And, you know, more trust, more potential clients and sales.
Automate property management social media posts: To make your social media accounts work for you, you need a well planned strategy and posts calendar. There are lots of useful tools (Buffer, Hootsuite) to help you plan, also schedule and automate your social media posts. That way you can prepare content ahead of time, and keep your posting to a regular schedule.
The influence of social media has hugely impacted the real estate market. Social media platforms have changed the way property management companies reach and interact with their clients.
Having a strategically designed social media presence can help your company stand out and generate that much desired leads. Do not forget to choose the right platforms and use them the right way to get the results you want. Social media platforms are the place that allow to speak to clients in their own language. Put yourselves in the shoes of your clients and share the information they need to hear from you in the road of the tough decision to buy or sell a property.
You can also use the power of Local SEO for Property Management to increase the visibility of your social media accounts and also brand awareness.