In the real estate industry, for both investors and agents, there’s one age-old rule that is impossible to ignore: your network is your net worth.
And there isn’t a better tool to use for growing your network and scaling your business than social media.
With so many different social networks to choose from, though, the hard part can be figuring out where your time is best spent, how to best utilize the platform, and how to scale your business on social media.
In this guide, we’re going to help answer all of those questions and show you the best real estate social networks plus how to start building your own local network that you can tap into whenever needed.
The end goal will be to help you increase your brand’s awareness in the local market, increase your customer and client engagement, tap into incredibly cost-effective marketing strategies, better target the leads you’re generating so you see a higher ROI and drive more traffic to your website.
#1 – Facebook
With over 2 billion active users, Facebook is still the king of social media, especially for real estate investors and agents looking to grow their business.
On the platform, you can share upcoming projects, promote your listings, keep your finger on the pulse of your local market, and connect with potential clients to line up new deals.
There’s a few different ways you can tap into the power and reach of Facebook.
The first, and probably most effective, is using what are Facebook Ads, specifically, “Lead Ads”.
Here’s an example of a Lead Ad:
When users see the ad on their timeline and click “Get Offer”, they’ll be prompted to input their personal information in exchange for receiving the information promised in the ad.
Then, you’ll receive their information as a new lead that you can plug into your CRM.
You can reach out to them via email, Messenger, or even direct mail to start a conversation with them, figure out which problems they’re trying to solve, and determine if you’re able to help solve them.
You can also tap into Facebook Events to help promote open houses, new listings, and other projects that you want to raise awareness for.
#2 – YouTube
Where Facebook is amazing for helping you generate leads in your local market, YouTube is even better for helping establish your credibility and authority, while positioning yourself as an expert in the community.
YouTube is currently the 2nd most popular website in the world, with around 26% of realtors using the platform to grow their business — and 73% of homesellers preferring to work with an agent who uses video.
You can use the platform to repost your listing videos to your website and platforms like Zillow.
You’re also able to optimize the messaging in your video titles and descriptions to help you rank higher in search engines like Google.
To see how we’re using the platform to grow our audience, take a look at the video below:
The key to making YouTube work for your business is delivering tips, education, advice, and even opinions, while cross-promoting your videos to other social media platforms and your website.
#3 – Instagram
In terms of social media networks that real estate professionals, agents, brokers, and investors need to devote time and energy to, Instagram is a close 3rd place behind Facebook and YouTube.
Since the platform is devoted to sharing photos, raising awareness and spreading the word about upcoming projects, open houses, and new listings is easy to do.
You can also share short stories and videos about your properties while even diving deeper into longer-form content using IGTV.
Instagram, as a whole, is a platform that lends itself really, really well to high-end and luxury properties.
If you’re working in a niche that photographs well, like beachfront homes, historical properties, or trending styles, getting active on Instagram could prove insanely beneficial for you.
Take a look at the example below to help get your creative wheels spinning:
The key to making Instagram work is similar to YouTube. Rather than focusing on just generating leads, focus (instead) on getting and keeping attention.
You can achieve those goals by posting walkthroughs of homes you’re working with, tease upcoming listings and open houses, share local neighborhood content, and even interview your clients.
To find even more success on Instagram, check out our guide on the 10 Best Real Estate Social Media Marketing Tactics & Strategies. In it, we break down exactly how to capitalize on Instagram’s reach.
#4 – TikTok
If you’re looking to grow your network and audience, TikTok is a great platform to help you do it.
Right now, more than 40% of TikTok users don’t actually have a Facebook account, and 63% are not currently using Twitter.
What kept us from ranking TikTok higher in the list of best real estate social media networks, though, is that the primary audience on TikTok isn’t quite in the homebuying stage of life yet.
But they will be before long.
And while the primary audience on TikTok may be younger, older generations are using TikTok to keep up with younger generations so sharing home tours, amazing properties, a “day in the life” mini vlog of what it’s like to be an agent or investor, renovation content, and even humor can help you gain traction.
What you don’t want to do, though, is go heavy on your sales page in your TikTok videos.
Instead, look for trends that are gaining steam on the platform and then tap into those trends for a quick organic boost. The more raw, real, and authentic you can be, the better you’re going to do.
You’ll want to post as often as you can, with a heavy focus on the hook and captions you use for your videos since those are what drive the most clicks and video views.
#5 – NextDoor
NextDoor is one of the more unique social media networks for real estate agents and investors.
It’s designed to help cultivate connections between people inside of their own neighborhood.
That means, if you’re focused on growing your business within a local market, or specific neighborhoods, you want to start getting active on NextDoor.
It’s one of THE best places to start and grow relationships in your community, become the name and face people know and go to when they’re looking for real estate help, and turn those new conversations into potential deals down the road.
To gain traction on the platform, though, you want to take off your marketer hat and put on your community builder hat, instead. Since NextDoor places such a heavy emphasis on connecting local community members, you want to join in on the conversation instead of becoming another marketer on the platform.
You can share news and information about the local community, share upcoming projects, renovation ideas and tips on how to improve their property value, and start getting recognized as the local real estate expert instead of just another spammer looking to generate leads.
#6 – Zillow
While Zillow may not necessarily be known as a social media network, there are features on the platform that let you connect and engage with homeowners and investors in your local area.
Zillow offers a community forum where people in the community are able to ask and answer questions.
If you’re looking to build a reputation in your local market, being active on both sides of the conversation is a great way to do it.
Like NextDoor, though, you want to focus on becoming a member of the community instead of looking like an agent or investor who’s only active on the platform to take advantage of the community.
Focus on building your reputation, becoming recognized as a local expert, and sharing information about your local community and you’ll gain far more traction than you would if you were only looking at the platform as another way to generate leads and deals for your business.
#7 – Meetup
Now, going back to the age-old rule of “your network is your net worth”, no social media network is going to be able to hold a candle to the one you build, yourself, in your local area.
Using websites like Meetup, you’re able to network, in-person, with other real estate professionals, agents, brokers, contractors, vendors, and investors in your local community.
Being able to host and attend regular events, meeting up in-person with other professionals in your area helps you establish strong relationships in your community.
Building your referral network, alone, makes it worth attending at least a few events each month.
You can pick and choose which ones you attend, too. Depending on the goals you’re looking to achieve, there’s a group or event for every type of professional.
In a quick search below, I found groups with over 1,000 active members, all looking to support, network, send and receive referrals, and grow their businesses in their local market.
Remember, though, as you’re going to these events, your focus should be on building relationships — not necessarily turning the people you connect with into deals for your business.
While that may happen organically, the best approach you can take is networking, letting people know where you focus, figuring out how you can help them, too, and then giving as much as you take.
If not more.
Take a long-term approach with platforms like Meetup since the relationships you build can serve your business for years to come. Then make sure you’re actually attending relevant events as they come up.
When it comes to finding the best real estate social networks, it’s hard to beat an in-person social network that you build yourself, making introductions and referrals, helping other professionals, and building a strong foundation in your local area.
If you’re an agent, investor, or broker, getting out, shaking hands, meeting people, and being active in your local community is still one of THE best ways to grow your business.
If you’re looking to grow your brand, though, it’s worth spending time on social media networks like Facebook, YouTube, NextDoor, Zillow, TikTok, and Instagram.
These combine a mix of active social media, search engine optimization, networking, building a referral network, and lead generation so you’re covering all of your bases.
And if you’re looking for more unique ways to grow your real estate business, spend a bit of time looking through some of the guides we’ve released to help you accomplish each of the goals we just mentioned.
- How To Use Social Media Networks To gain New Real Estate Clients & Deals
- How To Generate Leads For Your Real Estate Investing Business
- 10 Easy Ways To Find Vacant Properties In ANY Market
- 19 Real Estate Direct Mail Templates That Work In 2023