Kaplan University School of Professional and Continuing Education Kaplan University School of Professional and Continuing Education

How to Market Your Real Estate Business with Social Media

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Posted by: Kaplan Real Estate Education

Published: October 20, 2020

An increasingly effective way to market your real estate business is by utilizing social media and digital marketing. The benefits of having a social media presence for your real estate business are endless: access to a captive and engaged audience, the ability to quickly and effectively make announcements and advertise for events, and the opportunity to reach new prospective clients. Your business’s presence on social media could open doors to new opportunities, in addition to allowing you to efficiently communicate with your audience of current and potential clients.

However, many real estate agents aren’t social media marketing experts and may be wondering where to start and how to translate their efforts with social media into new and increased business opportunities. With a few tips, you can start marketing your real estate business on social media and begin tracking how well your efforts are working. You don’t have to be an expert to start reaping the benefits of having a professional social media presence.

Social Media Tips for Real Estate Agents

1. Take stock of any current social media business presence you have.

Do you already have any business-related social media profiles? Start by identifying any profiles that might already be out there for your business. This way, you can make sure there aren’t any outdated or incorrect profiles floating around, potentially confusing your clients later.

Decide which profiles make sense to keep and which ones to get rid of. Be honest with yourself about how many different channels you can realistically keep up and maintain. If you choose to have a couple social media channels to support, let’s say Facebook and Instagram, and regularly update and interact with clients on those platforms, then you’re making more progress than if you had five channels with minimal interaction and irregular updates.

2. Align your profiles with your brand.

Once you’ve identified the social media channels you want to maintain business profiles on, it’s time to start building out those profiles. Hopefully, you already have a clear sense of your business’s brand and look-and-feel so you can reference them to create your profiles.

Make sure that any imagery aligns with your brand’s graphic identity and values. Your profile should have a voice and a style that matches that of your brand. Is the way that you present your brand to clients casual and down-to-earth, or is it more formal? Your social media updates should match that style so that you are not only giving your future clients an idea of what to expect when they work with you, but also confirming the values and personality of your brand in the minds of your current and past clients.

3. Make large goals with smaller goals that support them.

Your goals should start broad and then get narrower. Perhaps one of your large goals is to increase your leads by 15% year over year through the use of your social media platform. The big question is, how will you do it? That’s where your smaller goals come into action. Once you know what you want to accomplish, you can start to figure out how you will accomplish it.

To serve the goal of increasing your leads year over year, one of the smaller goals you might make to support this large one could be to join local community Facebook groups where people share resources, recommendations, and events. By posting about your open houses and other events in local Facebook groups, you’ll reach a larger, engaged audience of people in your target location. You could even use these groups to learn about other events happening in the community to mingle at while making connections.

Another smaller goal to help you bring in more leads using social media could be to use paid social ads to reach an even larger audience of potential leads. Social media channels like Facebook and Instagram have easy options for creating ad campaigns to reach your target audience.

4. Develop a calendar and to-do list.

Having a calendar will help you keep track of your social media posts on a weekly and monthly basis. Planning out your posts ahead of time will make the process a lot easier and faster than if you were to try to come up with new posts on the day you want to post them. Your calendar could be as simple as a spreadsheet with the dates listed vertically and your posts listed next to them. A calendar of posts will also help ensure that you are consistent and regular with your posting habits.

Your to-do list will serve as a visual reminder of the social media tasks you need to complete to achieve your goals. A few sample items that could be on your to-do list are: write a social post that asks an open-ended question to learn more about your audience, boost a Facebook post about an open house, or gather statistics on your social media performance so far.


As you can see, you don’t need to be an expert to start bringing in new leads for your real estate business by using social media. The easiest way to start is by completing small portions of this list each week. Stay on track even if a strategy you thought would be a huge success ends up being a flop. Half the battle is learning from your mistakes and still committing to doing better tomorrow.