Going Viral: 7 Social Media Trends That Will Grow Your Real Estate Business

by | Oct 21, 2022 | Real Estate | 0 comments


Written by Erin E.

October 21, 2022

Social media platforms represent untapped potential for real estate agents all over the country. They provide an easy and effective way for you to interact with your audience, generate leads organically, and build a brand – but not everyone is taking advantage of the power behind them. 

The reason why usually comes down to two frustrations: I don’t know what to post and I don’t know when to post. It’s no surprise then that a recent study found that 82% of real estate agents want to improve their social media presence. However, you need to do more than simply exist on Facebook, Instagram, Twitter, and the other major platforms; you need a consistent sales and marketing plan that optimizes each one. Let’s take a look at 7 social media trends you can follow to grow your real estate business online.

Knowing the Networks

Before you go on a posting spree and start hiring content creators, you need to understand what each of the major social media platforms was designed for and who its target demographic is. Successful real estate agents will have a presence on all of them (yes, even TikTok), but the top three most popular ones are undoubtedly Facebook, Instagram, and Twitter.

Facebook is the king of the castle. With 1.4 billion daily users and 2.13 billion monthly users (that’s more than any one country’s entire population), Facebook is the application that most people exist on even if they never use. It is the most popular social media network for men and women aged 35-44, although Facebook is also the chosen social media platform for older adults. As a result, it absolutely essential for real estate agents.

Instagram falls farther down the totem poll with 1 billion users, 500 million of which are active every day. The demographic for Instagram is much younger than Facebook: 71% of Americans between the ages of 18-24 use this network. Instagram focuses primarily on the creation and sharing of images and videos.

Twitter rounds out the top three with 330 million active monthly users.This character-limited platform is more popular among educated people, with approximately 45% of new users possessing college degrees. It also tends to be more politically charged, so it’s vital you post intentionally rather than impulsively.

7 Trends Your Social Media Plan Must Follow

Once you understand the hook of each platform, you’ll be able to tailor your sales and marketing plan around it, ensuring you yield the best engagement possible no matter where you’re posting. The following trends are extremely popular and consistent across all social media options; execute on them to the best of your ability and you’ll be amazed at the results.

  1. Expand your focus. Hyperlocal content should be more than details about specific properties in a certain area. Instead of just listing home features, branch out and include information about what it is actually like to live in that region; share popular places to eat, common entertainment venues, attractions, and any other unique details that might make this neighborhood more appealing to buyers. 

Doing this creates a sense of place and atmosphere and positions yourself as a local expert. This allows you to build the trust of prospective clients, including sellers, as you’ve consistently provided information that helps them understand their home’s and neighbhorhood’s value. As an added bonus, following and tagging local businesses can build credibility in the area – and may even result in a like or follow back!

2. Be authentic. Trust matters now more than ever, especially in a business as relationship-focused as real estate. Your clients are making a massive decision when choosing to buy or sell their house – potentially the biggest of their lives – and they need to know they’re in good hands. The more you’re able to be yourself (on top of being a knowledgeable and experienced professional), the easier it will be to form connections with your audience.

When it comes to social media, this means balancing posts about listings and success stories with personal anecdotes. Let your followers know what hobbies you and your team members have, share images of your family and friends, and post behind-the-scenes pictures to your accounts.

3. Educate your audience. Many people turn to social media as an easily digestible source of information and news; the speed at which both can spread gives real estate agents ample opportunity to educate their followers with bite-sized information. Infographics, short videos, and simple quote cards provide a way for your followers to engage with your brand. 

You can post home staging tips, buyer and seller guides, how to get through a home inspection, the latest real estate trends or news, and even more specific information about your local region and neighborhoods. In addition to genuinely helping future and current buyers and sellers, you’ll position yourself as a local expert and the go-to source of market and area information.

4. Communication goes both ways. Social media platforms are about social interaction… it’s in the name! If you’re only posting links, photos, or videos, you’re missing out on a big (if not the biggest) aspect of the experience: engagement. 

The more you respond to comments (especially with personalization, like using the asker’s name), tag people in posts, or comment on other account’s posts, the more you’ll be reassuring your audience that you’re a real person. Even better, you’re letting them know that they are heard.

5. Video is a must. You cannot have social media without video. They were already popular before the pandemic, but now they provide a way for people to get to know you and your company without stepping outside of their homes. As an online medium, video allows prospective clients to view property tours and get to know your neighborhood (and you!) without spending the time and resources to visit in person. 

 They also provide ample opportunity for you to build your brand and establish trust. Not only will people be more easily able to put a face to your name, but they’re more likely to remember who you are and what you stand for – as well as what you’ve accomplished. 

6. Share success stories. Reviews and testimonials are extremely powerful tools in your marketing repertoire. Many potential clients seek out “social proof” that a company can be trusted before committing to the sale, and in real estate that goes tenfold. By sharing success stories, you’re letting others speak to your competency, knowledgablitity, and experience.

Reach out to your past clients and have them record a simple testimonial video where they discuss what they loved about working with you. The more you can show how you’ve helped people deal with certain pain points and concerns, the more prospective clients will trust that you can handle theirs, as well.

7. Automate your social media process. There are a LOT of social media platforms out there, and truly successful agents should be on just about all of them. However, you need to stay constantly engaged with them in order to have any kind of impact; keeping up with a daily, weekly, and monthly posting schedule can be a lot on one platform, let alone 5.

Automation can streamline the process, saving you a considerable amount of time and money. Where some agents spend hours creating and scheduling a handful of posts, there are companies out there that can help you promote your listings in under 10 minutes. Even better, they’re able to analyze engagement data and tell you which of your leads is the hottest, letting you prioritize your time on outreach accordingly. 


The Bottom Line

Social media marketing can feel overwhelming, but it is essential if you want to really thrive in today’s modern world. Remember: real estate is a relationship business. If you don’t go where your audience is, you’ll never be able to build that relationship and leave the door open for prospective business down the line. Make it a priority to get on the most popular social media platforms if you aren’t already; the sooner you’re able to establish your brand and let people in your region know you’re ready and willing to help, the sooner you’ll have future clients knocking at your door.


Not sure where to start? REN 360 can help! This all-in-one marketing tool was designed specifically to help you put your social media marketing plan on autopilot; with technology that allows you to select from pre-made templates and edit anything you want, you’ll be able to create and post content to a number of different social media platforms in a fraction of the time. Start your 14-day free trial of REN 360 today.


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