The real estate sector has been in the midst of digital transition over the last several years as more buyers begin their pursuit of a dream home or an investment property online.
For many agents, this shift meant realigning their marketing strategies to suit changing buyer behaviors – and research has shown that among the most effective ways to achieve this is by building their online presence.
A 2019 study by the US National Association of Realtors (NAR) found that 88% of all buyers use the internet to search for homes. In terms of age groups, millennial and Gen Y buyers rely on online research the most, with 92% opting to start their property search via the internet. The report also revealed that internet usage decreased with age, with only half of the silent generation, or those aged 73 to 93, going online to look for properties.
“If you’re not using social media, you’re at a disadvantage, because your competitors probably are,” wrote DP Taylor, business software expert, in a blog post for The Blueprint. He cited that same NAR study, which found that 77% of realtors use social media in one way or another.
“Being a successful real estate agent is all about building your brand, and one of the biggest benefits of social media is that it is ideally suited for doing just that,” Taylor added. “But social media for realtors doesn’t just increase brand visibility – it also makes it easier to network, which is another critical aspect of selling in real estate.”
What are the best social media platforms for real estate marketing?
According to the NAR study, 97% of realtors picked Facebook as their preferred social media marketing tool. This was followed by LinkedIn at 59% and Instagram at 39%. Only a third of respondents chose Twitter as the top platform for online marketing. Other social media channels that agents can use include YouTube, Pinterest, and Snapchat.