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

How to Get More Real Estate Leads from Social Media

Balancing your social media marketing mix

Posted by: J.Y. Monk Real Estate School
Published: January 2, 2018

Social media is a key piece of the marketing strategies for almost all real estate professionals. Social media is a broad term, and each platform has its own strengths, weaknesses, and intricacies. Knowing how to effectively utilize social media can help you put your brand in front of the right people and gather more leads.

Develop Your Strategy

Tailoring your strategy to your goals and business model are important to creating a successful plan. Having social media accounts just to have them is an easy way to get lost in the crowd. Create your accounts with a purpose in mind. Some businesses use a relatively uniform strategy across all of their social platforms, while others use every different platform in a unique way. Find what works for the time and budget you have, and what matches up best with your goals.


When it comes to your real estate social media activity, Facebook should be your bread and butter. Why? Because virtually everybody uses it. Facebook has the largest audience, regardless of age, location, gender, or income level. Here are some tips to best utilize your Facebook presence.

  • Complete your business profile. Be sure you fill in all possible categories about your business so that any visitors to your page can get information about you quickly. That means contact information, a link to your website, your experience, and any other relevant details.
  • Post consistently. Three to five posts during a weekday is the going rate for the industry.
  • Create quality posts. Don’t fall into the trap of posting the same type of content time after time. Nobody likes boring content on their feed. Post an assortment of content—from videos to blog links to slideshows, and so on. Find ways to make your posts valuable by sharing local information, thoughtful insights, or unique home ideas.
  • Ads can work wonders. Facebook is known for offering very well-targeted advertisement at a very low cost. Keep in mind that before you spend money on ads, you’ll have to decide if your goal is to promote your page or your business website.


Instagram is based around sharing photos and has a very interactive, loyal base. Developing a well-functioning Instagram page doesn’t have to be difficult.

  • Make your posts interesting. Sounds easy, right? Instead of just a head-on photo of the house from the street, aim for more unique or intriguing angles and from different parts of the home. Instagram is great for using in-app features and filters to improve the visual appearance of the posts.
  • Hashtags can grow your audience. Don’t be afraid to use them in your posts to be included in searches and allow for users to find you. Use the unique features of the home to add the right hashtag, and your posts will have an increased reach.
  • Engage with the platform. Again, Instagram is one of the most interactive forms of social media. “Like” posts from other players in the industry or your community. By engaging and interacting with your fans, your community, or other real estate-related pages, you can increase your audience and grow your brand.


Don’t overlook the potential in Pinterest. Pinterest allows users to share, sort, and manage images or media content by “pinning” them to collections known as boards. Many home-seekers are pinning every day. Here’s how to build a successful, appealing board.

  • Photos are the key. Links with photos, and not all text, are much more visually appealing and more likely to stick out to other Pinterest users.
  • Build a board that links to your website. If the pins on your board link back to your website, it will be easier to generate leads and establish your brand recognition. An easy way to do this is to write a blog post or create an appealing cover photo, and pin it to your Pinterest board.


Twitter is a fast-paced social media—great for real-time news and updates. It’s also a good supplement to generate crossover traffic between other social media platforms and your website.

Follow to get followed. It’s not always easy to grow a solid base from the ground up on Twitter. The best way to do so is to follow other accounts first. Following influencers in your target market and other real estate or home improvement accounts will give you an ample supply of links and posts to retweet or reply to. And they’ll probably follow you back!

  • Tweet regularly. Having a strategy of only retweeting others won’t cut it. You’ll need some original tweets yourself. Tweeting three to five times per day is standard for the industry to maintain a voice in the community, but you can tailor that number to adjust for the time you have to spend on tweeting.
  • Shorten your links. Twitter only allows 140 characters per tweet. You don’t want to waste characters on a long URL. Use a link shortener to save precious characters for the message you want to send.
  • Photos are key (again). Including a photo not only takes up more space on your followers’ timeline, but it also give you an extra tool to catch their eye. Include a photo to drive more clicks, especially with links.

Finding the strategy that works best for you is most important. With users spending large amounts of time on social media every day, there is tremendous opportunity for your business. When done right, a social media presence will get your brand in front of the right people...and ensure the leads keep coming in!